Marketing Writing

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?
Last Updated: 26 May 2020 at 2:54pm CDT