- Write to engage, not explain: A robotic monologue of how your product is the best one and how much it costs is almost never going to hit a note with even the consumers in their “ready-to-buy moment” since such messaging contributes solely to newsfeed noise. When copy is customized to strike a conversation and the messaging is aimed at fulfilling a clear gap, consumers will hit “like”, “comment” and “share”. Also, digital copy will almost always have an intended result, a Call to Action – never forget to include one!
- Repurpose and optimize: No matter how many people pop into your workstation asking for “a quick line or two” or a paragraph that should “take 10 minutes max”- good copywriting takes time. A well written article or blog needs time for research, restructuring, proof-reading and multiple approvals. For this reason, always focus on writing copy that can be repurposed for various uses on the messaging campaign. While working on a programmatic campaign for an automotive brand, I would ensure my team generates one good offer webpage header and description, from where we would tweak copy into SEO page titles, social media posts, display ad copies and native ads. The result is easy to scale campaign assets, which also stitch together seamlessly making the campaign messaging resonate perfectly.
- Details, Details: “Less is more” they say, and rightly so. In a world where attention spans have reduced below goldfishes (Really! Look it up) it may seem shorter copy is always better. However that may not be the case. What was once a perfect Blog length for content and SEO purpose at 300 words is now insufficient, unreliably shallow information. When creating content of any kind, be ready to create immersive experience that leaves the user aware on the subject to the best of your capacity. This means real data insights, examples and specifics of the subjects. Always remember that content length does not decide readability, its relevance does.
- Keywords, semantics and all that Jazz: While it is important for the content you write to pass technical standards it’s mostly a good practice to write the first draft alongside the broadest guidelines, say overall character count. The process of creating this copy should focus on the actual subject instead of including long tail keywords. In a nutshell, if your article is unique and relevant it will be more SEO friendly, and if your ad copy is more relevant to your landing page, it will have a better approval rating. Once the first draft is complete, you can use tools like http://www.live-keyword-analysis.com/ and http://www.wordcounter.com/ to work those aspects in. Matter of fact, may copywriters use services like BoostCTR to actually crowd source and improve their work. All said and done, the priority is always fresh unique content.
- Screen conscious writing: All digital content will have a primary screen for which it is written. As much as content should be ready for repurposing, the original copy should stick to the original intended platform and should complement the user’s expectation of the platform and screen. That means copy which is to be used on display ads 320x50pixels cannot be kept the same as the larger leaderboard formats in the name of uniformity since these ads are meant for smartphones and not website mastheads.
Hope you liked reading through! Here is a full stack of worksheets from the guys at copyhackers.com that I have often used for helping structure good copy!