Your (work) writing isn’t about you. It’s about your client.
What do they expect?
What do they want?
When you work for marketing companies like I do, the audience consists of potential consumers and fans of products, brands and services.
This unique niche requires content that’s not only engaging and sharable, it must also stand out against in-your-face advertising campaigns and creative marketing campaigns from competitors.
So, if you land a gig writing marketing content online, where should you begin? After talking at length about specifications from the client and the editors at the marketing company, consider mixing one or more of these approaches into your writing.
Make Content Marketers Fall in Love With Your Writing
1. Include a personal touch. I work with marketers daily and find that one of the hot trends in 2015 is to add personal insight to blog posts and articles by telling a story. It makes the content more relatable to consumers and brings a touch of originality to information that may not be totally unique.
For example, how many ways can you tell people to properly assist their children with tooth brushing? But if a the writer interjects a fun anecdote and original tips about working with her own child, the text becomes lively and personable.
2. Add expert insight. Back up facts and stats with a current study or advice from a professional who works in the field you’re writing about. Don’t assume readers will simply take your word. They’re becoming increasingly savvy and research-oriented with Google at their fingertips.
Wow readers with well-researched content before they have the chance to click away to a search engine.
As an example, if you’re writing about health claims, a quote from a doctor or dietician strengthens the credibility of the article and builds trust among the author, the brand and the reader.
3. Give tangible examples. In this age of information overload, we’re constantly told what we should like, how we should act or what we should do.
Instead of being so direct, many marketers are now asking writers to give readers options and ideas by sharing examples. This allows the reader to make up his own mind and come to his own conclusions, which is much more satisfying and empowering than being told what to think or do.
Do you work in marketing? What writing techniques do you notice becoming popular in content marketing for 2015? Let’s discuss in the comments below.