Lindsay Salmon

Hint: it’s got nothing to do with outsmarting algorithms

If you’re getting caught up in the constant content churn for your business and you’re not sure if it’s worth it, this is the blog for you. As you probably know, content copywriting and image creation that’s effective takes time. It takes energy. It takes creativity. It takes skill.

So, whether you DIY or outsource your content, you wanna ensure that you’re NOT spinning your wheels and standing still. Instead, your effort should convert to momentum. And to do that, your content’s gotta be strategic. Here’s a quick lowdown.

Strategic content marketing builds business momentum

By definition, content marketing is a ‘strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain an audience – and ultimately drive profitable customer action’ (Content Marketing Institute).  

In fact, content marketing can be a powerful force for small brands to cut-through to their audience. After all, smaller businesses may not have the cash to splash on mass-media advertising around town like the big brands. Or be able to produce bespoke brand gifts within budget to woo connected influencers. But what smaller businesses do have is adaptability and flexibility to create content quickly.

So, how can you ensure that your content copywriting and image creation is helping your business bloom?

Here’s what effective content copywriting needs

In a nutshell: content goals. Why? Because acting strategically and intentionally with your marketing energy means every piece is building momentum in the same direction.

Think about this for a second. We are all surrounded and immersed by content. It’s in front of us. Behind us. It’s sitting in our pocket just waiting to be seen. There’s just so much of it vying for our attention – how do you make yours count?

Start every piece with a content goal.

What’s a content goal?

The aim you wanna hit.

Ideally, this goal serves your content strategy (which cascades from your business’ marketing strategy).

What’s a content goal sound like?

Something like this:

• To attract new people to your website
• To educate your current customers about business myths
• To activate your dormant email subscribers

What’s important is that you set a content goal that drives an action that supports your business. And yes, I mean something that brings in the dollar-bucks (as Bandit would say).  

Why does effective content copywriting need it?

To ensure every piece of content your create drives towards your greater goal. Whatever that is for you. (Again, set out in your biz strategy).

Think of your piece of content (a blog, a post, a video, a guide) like a boat. If you just drop that boat in the ocean without a rudder, an engine and a map – who knows where it’s going to float off to. Probably the wrong place.

Your boat needs to be equipped for the journey:

• Give it a rudder (to steer it to your audience).
• Fire up the engine (make it valuable or interesting so it’s easily shareable).
• Use a map (customise your message to the audience).
• Then, it’s got everything it needs to sail right to where it needs to go. And hit the sweet spot.

Need strategic content copywriting to create messaging momentum for your business?

As a website and content copywriter with more than ten years marketing experience, I’m schooled to start every piece of content with a strategic goal. No fluff, no filler. Just purposeful and inspiring content that connects and motivates your audience. Whether you need effective webpages, blogs or other website content, I can help you find words that work for your business.