Hey, nice blog, wonderful copywriting. Remind me again, why did you pay someone to create it? If you are like most businesses, you learned the importance of having a blog, and then got one, forgetting that the actual purpose of the thing was to sell product and increase revenue. Copywriting, like many other parts of the marketing ecosystem, is seductive. Copywriters will tell you that their particular technical flavour will help your business, grow and while that sounds lovely – a simple solution to a complex problem – it’s not entirely true. In order to optimise your content and attract a relevant, engaged audience, both content and copywriter must be optimised. Here are our three tips to create copy that gets results, without a creative writing qualification.

1. No Copywriting Without a Plan

At Knight Content, we are a slave to the editorial calendar. It tells us the theme for the week, our target keywords and the amount of content we need to produce to get results. Each of our clients has an editorial calendar the same as ours and as a result, what needs to be done, is done… almost always.

Your editorial calendar should have the following components:

– Target keywords for the week
– Blog topics, including those that are trending
– Target products or services for the week
– Calls to action, and links to landing pages
– Where the blog will be published, and any social media publishing that will complement the blog

2. Everyone’s an Idiot

Not really, but you should still tailor your content so that a 12-year-old can understand it. Don’t overestimate your audience, and by targeting a pre-teen, you are not going to patronise anyone who is intelligent, and likewise, you won’t come across as trying to be clever. It’s imperative you don’t use exponentially unnecessary dialogue. Check out the Hemingway app here it’s free and will tell you what you need to change in order to tone down your cleverness.

3. Understand The Outcome Before Starting

Novelists often begin writing a book by creating the final paragraph. That way, they have a clear understanding of the direction of the book, and can guide the narrative in that direction. Likewise, a good copywriter will start by referencing the target product for the week and connecting that with a call-to-action. That way, the blog or article is sculpted as a relevant informational piece, rather than a pointless bunch of words. Also, by beginning with the product in mind you subconsciously create copy that is sales based, and that’s kind of the point, right?

Of course, it is also important that you spell-check and grammar-check your content before publishing but don’t prioritise this or hire a copywriter who considers grammar more important than selling something. We use Grammarly as a primary tool, along with a bunch of others – after all, there is no such thing as something being over edited. The most important part of effective copywriting is to publish something and make sure your audience has a relevant and engaging content piece to share, read and click on.