If you’re here, you’re probably already aware that content is king 👑 when it comes to boosting your brand, generating sales, and getting your name out there. Without this, people would have no clue what you’re about – even if you have all the design, visual, and snazzy graphics behind it.
But where do you start when it comes to writing content? And how do you know if you’re doing it right? We (The Quirky Pineapple Studio) might have just what you need!
Read on for a quick lowdown of our best content writing tips to help boost your brand and get more people interested in what you have to offer.
Copy vs. content: what’s the difference?
Before we go too deep, it’s important to kick things off by highlighting the difference between two sometimes-confused things: copywriting and content writing.
Although similar, copywriting and content writing are not the same thing. But, what’s the difference? And how can you distinguish if you’re doing one or the other?
One word: purpose.
The purpose of copywriting…is to sell your brand, product, or service. Copywriting is usually associated with pure marketing and advertising techniques like print and digital ads, catalogs, TV scripts, and billboards (to name a few).
The purpose of content writing…is to provide value (hello, buzzword) while getting people familiar with your brand, product, or service. This usually comes in the form of entertaining or educational pieces – like blogs, email newsletters, and some social media captions – that inform people about who you are, what you believe in, and what you do.
However, just because they’re technically different doesn’t mean that they don’t go hand in hand or that your brand/business should stick to one instead of the other. A balanced combination of copywriting (sell) and content writing (inform) will position you not just as a sales-oriented brand, but also as one that’s happy to provide value free of charge in order to make the audience’s lives easier, more interesting, and more fulfilling.
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Now that we’ve gotten the difference between copywriting and content writing out of the way, let’s get down to business.
Content writing tips to boost your brand
In today’s fast-paced world, you only have about 15 seconds to catch a reader’s attention. That’s…not a lot. So how can you make sure you’re speaking (or writing) to them in a way that will keep ‘em around?
Here are 6 of our best content writing tips for boosting your engagement and selling 👏 your 👏 stuff 👏!
01. Clearly define your audience
The first thing you need to do before you start selling is to figure out who you’re selling your product or service to. Not everyone consumes the same, which means that not everyone likes being spoken to the same way either.
Research your audience, speak to your past/present buyers, and understand
- What they like
- What they dislike
- Where they live
- Where they hang out
- How they shop…
Basically, learn everything you can about them – inside and out – and then look for the right words to catch their attention.
For example, if you discover during your research that most of your buyers are experts in the niche, using specialized terms and industry lingo will be no issue. However, if you learn that the people coming to you are still beginners, sticking to more basic language and avoiding (or explaining) certain terminology is probably best.
After all, when you know who you’re talking to, it’ll be easier to establish a connection with them.
READ MORE: The 5-Step Market Research Process (That Isn’t Boring Or Daunting!)
02. Keep it simple (but powerful enough)
Writing great content is one thing, but making sure it gets seen is another. Readability is essential for scoring points when it comes to Search Engine Optimization, and some websites like Google will position you higher if your writing is comfortable to read, easy to understand, and even easier to scroll through and get the main ideas.
Keep your writing simple by:
- Using shorter sentences
- Choosing words with less syllables
- Avoiding passive voice
- Spelling words correctly
A great way to avoid this is to use tools like Grammarly and Hemmingway App to check your spelling and grammar, and to choose from different alternatives that will make your writing easier to follow.
Here’s the thing, though: simple doesn’t mean boring.
Hemingway – the author whose writing style inspired the app above – was a “simple” writer, but his words still resonated with readers. His stories were still filled with excitement, wit, mystery, passion…you get the point.
Using easy-to-read language and short sentences means your audience won’t have to go back and forth trying to understand what you have to say, not that you’ll bore them to sleep with your words and stories.
Keep readers engaged and attentive with words that convey emotion (success, strength, sell, profit, etc.), but don’t have them reaching for the dictionary with every sentence. Sometimes what you need isn’t a synonym but a story.
03. Don’t be afraid to get personal
Which brings me to…don’t be afraid to show a little personality. After all, you’re the human behind the brand and there has to be a little bit of you in every product or service you sell!
Use your content to tell your audience a little more about yourself:
- How did you find the inspiration for your business?
- What’s your favorite part about running your own brand?
- What did you learn from X years of being an entrepreneur?
- How have your decisions impacted your community?
Go deeper than a sales pitch and let people know what you’re about. Go as deep as you feel comfortable with, but don’t feel like you need to keep “you” out of the spotlight because it’s a business.
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Buyers like knowing that there’s a human behind the screen that will be there to help if any issues come up throughout the transaction – it gives people a sense of safety. Plus, staying honest with your audience will help strengthen your bond with them, foster customer loyalty, and keep the conversation going: three things that are vital for any business to continue to grow and remain profitable.
04. Develop a unique tone
Keeping in line with point #3, if you want to keep your customers coming back for more of what you have to say, it’s for the best that you find your own voice, choose a tone you’re comfortable with, and develop both as part of your brand.
The internet is oversaturated with people trying to speak – each one louder than the other – about their business, their passions, their lifestyle, their pet…even describing what they had for breakfast has somehow become a part of the conversation. And with so much information out there, no one wants to read the same story, written by the same voice, everywhere they look.
- Do you like to sprinkle a few curse words here and there? Go for it!
- Are you multilingual and connect with others better through Spanglish? ¡Dale!
- Do you prefer to speak formally? There are people who prefer to read that, too!
Being comfortable with your own voice is what will make the difference between a piece of content that feels authentic and one that feels forced. The more real and transparent you are with your audience, the more they’ll start to see you as a trustworthy expert that goes beyond trying to just sell at every turn (even when that’s the end goal 🤐)
READ MORE: How Developing A Brand Voice Can Help Your Business Succeed
05. Start a conversation
Creating engaging content is about exactly that: engaging your audience. If your conversation is too one-sided, people will feel like you’re here simply to preach to them instead of inviting them to participate in what could be an interesting debate.
Make sure you always ask your audience a question and pass the mic for them to take turns sharing their own views and opinions. Whether that’s on your blog or Instagram comment section, inviting your audience to chime in helps them feel seen and like they’re actually part of a community.
06. Always use CTAs!
Last, but definitely not least, I had to sneak in one last copywriting-related tip to help boost your content: always, always use a clear Call to Action (CTA).
Producing content for the sake of it is…fine(ish). But, at the end of the day, you’re running a business and you need that business to be profitable in some way.
READ MORE: 5 Ways To Increase Engagement In Your Community Organically
CTAs are essential for getting your audience to do what you want them to do
- Purchase a product
- Sign up for a seminar
- Give you their email address
- Sign an ongoing contract
Without a CTA, your content will simply live on the internet with the sole purpose of being there.
Don’t get me wrong: you don’t need to plaster your content with sales links and “BUY NOW!!” buttons to make them worthwhile. Sometimes, like I mentioned above, content can be there to simply educate or inspire.
But if it can do both at the same time, why not let it?
The TL;DR version…
All in all, writing powerful and engaging content is a great way to boost your business and gain traction.
Why? Because well-written content keeps people interested, coming back for more, and close enough to your brand that they might take the leap from observer to buyer. And who doesn’t want that?
Here are six content writing tips you can try the next time you’re feeling a little stuck:
01. Clearly define your audience
02. Keep it simple (but powerful enough)
03. Don’t be afraid to get personal
04. Develop a unique tone
05. Start a conversation
06. Always use CTAs!
What other content writing tips do you have? Share them below and let’s keep the list growing!
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