The key to writing marketing content is being memorable and relevant to the reader. Whether you’re trying to build affinity for our brand or convince someone our product is essential to their job, the goal is to persuade.
In addition to using your audience’s language, account for their unique pain points. The issues that affect coaches aren’t necessarily the same ones facing athletic directors. What’s valuable to a volleyball club director might be irrelevant to a high school football coach — you need to know what motivates the people you’re talking to.
Check out research from decision science and talk to people on the front lines, like sales and support team members, to develop your knowledge.
Marketing content is always part of a larger strategy. Make sure you know the bigger picture and keep it in mind as you write.
For example, are you trying to encourage a specific action? Or are you hoping to drive engagement with content that entertains and educates? Know the purpose of the content and how its success will be measured.
While you’ll sometimes be limited by a certain character count, there will be times that you have infinite space to fill.
Don’t fall into the trap of thinking that the more you write, the more persuasive you are — you’re competing for your audience’s already-limited attention. Keep your writing tight and opt for powerful words and structure that will draw in the reader.
Features tell people the “what.” Benefits tell people the “why.” Livestreaming is a feature. Grandparents who live hours away being able to watch their grandkids’ games is a benefit.
When writing marketing content, focus on the benefit — why our product or service will make a difference in the user’s life.
Once you’ve successfully convinced your reader, you need to give them an easy way to take action. You’ve persuaded them that all the best teams in the nation use Hudl to win? Great — now make sure they have a way to get Hudl for their team.
The more specific a call-to-action (CTA) is, the better. “Reserve Your Camera” is a much stronger CTA for Hudl Focus than “Learn More.” Even if reading more about the product is all you’re asking the reader to do at this point in time, make it distinct: “Meet Focus.” Double-check that it’s clear where your CTA will lead the audience — someone who’s trying to learn more about the product doesn’t want to end up at a contact sales form.
It can be tempting to add multiple CTAs, but try to limit yourself to one — it’s unlikely that someone will click both.
- Who is the audience for this content?
- How is this content going to benefit the user?
- What user problem or pain point is this content going to solve for?
- What action(s) do we want the user to take?
- Are we communicating concisely?