Digital marketing is the type of marketing that is done via the Internet.
Owing to its broad and multivalent definition, there are a lot of different sub-marketing types that are included in this.
For example, email marketing is the type of marketing that involves sending emails to specific recipients. Since this is done via the Internet, it is a type of digital marketing.
Importance and role of content in digital marketing
Now, in a lot of digital marketing types, written content is involved in some way or the other.
Case in point, email marketing involves written content in the email messages themselves. Similarly, mobile marketing and affiliate marketing also revolve around written content.
The quality of the content used for these types of marketing has a direct effect on how effective that particular marketing endeavor is.
For example, if the message sent in the email is clear and engaging, you can expect positive results like clicks and responses.
Considering just how much content is used in digital marketing and how important it is, we will help you by talking about some content writing strategies you can apply and implement during your campaign.
Content writing strategies for digital marketing
Here are some of the main strategies and tips that you can follow to write good-quality content for your digital marketing campaign.
Adjust your content as per your reader’s preferences
This is a fairly common piece of advice that is proffered by a lot of people and sources for writing good content.
But…that does not make it any less valuable or important.
Written content – especially in the realm of digital marketing – becomes many times more powerful and effective when it is tailored to the needs and preferences of the readers.
When readers feel as if the content is specifically tailored to them, they become more inclined to read it, and they feel warmer towards it. In marketing, raising this sort of sentiment in the readers can be highly beneficial.
Here is some stuff that you can do to tailor your content for your particular audience.
- Pick a tone based on the general age group of your expected audience. For younger people, an informal and casual tone can be suitable, whereas a serious/mature take can be better for an older audience.
- Elongate your content as per your reader’s specific requirements (and based on the type of content you’re writing). We’ll explain this one after the bullets.
- Add a sufficient amount of helpful visual elements to your content according to your audience.
And so on.
To explain the above-mentioned points, elongating the content (in this context) means adjusting its length based on what your readers want.
For example, if you are writing something for a teenage audience, you can expect them to not want to read anything for too long. The content, in this case, would have to be short.
Take this as a yardstick. For different audiences, different lengths of content are better.
Start your content with a catchy hook
This is something that – if ignored – can end up wasting the potential of the whole content.
When you’re writing content for marketing purposes, you should know that you’re doing something that a lot of other people (your competitors) are doing as well.
Remember, you don’t want to give your readers any reason to abandon your content (and, thus, the product/service itself) and go to someone else.
To attract and retain the attention of your readers, you have to make sure that your content starts off with a hook. If the hook is there, you’ll have your readers hitched till the end.
Conversely, if the start of the content is boring, your readers would just stop reading – even if the content afterward happens to be high-quality and marketing-effective.
So, how do you write a catchy hook? You start by doing the following:
- Make the beginning of your content clear and readable. That means using easy words and keeping the diction concise.
- Making it a question. If you start off your marketing content with a question that your readers have in mind, you can almost guarantee that they will stay to read it. Start with something like “Are you looking for…?” (Of course, this does not work in every situation so you have to be a bit careful.)
- Using action words. Action words are basically those types of words that evoke a strong emotional response from the reader. If the marketing content you’re writing has something to do with announcing a new item or a service, you could start off with a “Yay!” or “Hooray!”
When you’re writing the introductory part of your content, you can also get help from a certain online tool to make it engaging and catchy. To be precise, you can use an online paraphrasing tool.
Paraphrasing tools serve a variety of different purposes, and one of them is to improve content quality in terms of engagement and clarity.
You can give this a try yourself when writing the introduction. There is no exact guarantee that if you put some content in there, it will come out look catchier.
But, since the tool makes different types of changes to it, you can do a little hit-and-trial method that eventually gets you to a version of your text that is better to read.
Avoid and remove all types of errors and mistakes from your content
Another strategy that you should always keep in mind when writing content for digital marketing is to stay on top of all errors and mistakes in your content.
Errors and mistakes – such as spelling and grammar issues, readability flaws, etc. – are common and natural to occur in written content. Even the most prolific of writers can have trouble with this.
In digital marketing content, errors like this can kill the interest and engagement of the reader. If the reader happens to find errors – errors that they themselves wouldn’t make, in their opinion – then they become less convinced of the content’s authenticity and value.
It’s something along the sentiment of “This guy can’t write properly…what does he have to say about *product/offering*?”
To avoid getting segmentized into that category, here is what you need to do:
- When you’re done writing your content, wait for some time and then proofread the whole thing from start to end. Make the purpose of this proofreading to find out any and all errors that the text may contain.
- Whatever errors you do find in the content – be they related to grammar, spelling, readability, formatting, etc. – using the manual method, you can fix them…using the manual method.
- Once you’re done with that, you can get some help from online tools. Use an online grammar checker to run a precautionary scan for grammar/spelling errors.
- In the same way, utilize readability checkers to detect problems that damage the reader-friendliness of the content.
Final Thoughts
For the sake of brevity, we’re concluding our article here at this point.
There is a lot more that we could have said in this regard. Instead of elaborating on it in too much detail, we’ll mention some supplementary strategies briefly here:
- Ensure that the content you write is unique and free from plagiarism
- Ensure that the content you write is properly organized and arranged using heading tags
- Ensure that the content you write contains a suitable number of visuals and images in it
Thank you for reading,
M.
