StoryPath Communications

How to Write Better Marketing Content

Have you been wanting to step up your game when it comes to your marketing content? We hear you, and we see you. Maybe you feel like you’ve exhausted your old strategy and are continuing to say the same things over and over again. Or maybe you’re trying to keep up with content trends and are realizing it’s just not working that well for your business?

If you’re aiming to write better marketing content, these five tips can help.

Get clarity around your message

You need to know your message well before you can communicate it to someone else. What do you need your customers to know about your brand? What do you want your audience to see and hear? What questions or concerns might your customers have?

Your message encompasses multiple things, so it’s not just about having one statement that you say over and over again. There are layers, and you need clarity around your key messages to write better marketing content.

Know your audience

Knowing your audience is about more than just their demographics — where they live, their age, their household income, etc. You need to know what matters to them, too. What’s the driving force for using your product or service? What are they worried about? What does their decision process look like to buy your product? What platform can you find them on?

Just as with your message, there are multiple layers to your audience. You may want to dive deeper and create audience personas to help you understand the different audiences you’re trying to reach.

Refine your voice

Does what you’re writing sound like your company? Are you professional and straightforward, or are you more casual and inviting? Don’t try to be something you’re not. The more authentic and genuine you stay to your brand, the more your audience will connect with you. People love doing business with people who are passionate and true to themselves.

Keep it simple and short

A lot of marketing content is longer than it needs to be. Write a draft, then edit to make it shorter. You might have a lot to say about the topic – and that’s okay! If this is the case, break it up into multiple social posts or blog posts.

Remember that while you know your topic inside and out, you’re often speaking to an audience that doesn’t know as much about what you do or how you do it. Keep it simple and short so you don’t overwhelm them.

Include clear calls to action

It’s sometimes shocking the number of websites we read where there aren’t clear calls to action. Don’t miss this step! Tell your audience what you want them to do after they read your website or scan that direct mail piece. Be as clear and concise as you can so they know how to get in touch with you.

These five steps can help you write better marketing content that drives results.

Need help creating a clear message, defining your audience, or creating marketing content that drives results? Get in touch with the StoryPath team to talk about how we can help.

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