Copywriter & Branding Strategist


Copywriting: How to Create Compelling Content that Resonates with Your Target Audience

Research your target audience

A business’s target audience is a specific group of people the business intends to reach with its marketing efforts.

Your target audience might be made up of people who share the same demographics, characteristics, and behaviors.

A clearly defined target audience gives a business a way to understand how to find and connect with the best prospects.

Researching a target audience effectively starts when a business compiles data on current customers. You have to identify who is currently using your products and services before figuring out what group of people really need these products and services.

The data you have about your current customers can be categorized into a database that will be used to track trends and averages. 

There are a couple of ways a business can research different target audiences for different campaigns.

This research will make up the foundation of the entire marketing strategy. The data a business gets from properly done research on the target audience include:

‘Developing specific products and services

‘Determining the marketing channels for promoting these products and services

When determining your target audience, you should be ultra-specific. This gives your business an opportunity to dominate a specific niche.

A business that understands its target market is able to create more targeted content and ads that convert better.

Proper targeting is achieved when a business narrows its focus and expands its reach.

Use metaphors and analogies

Writers use analogies as powerful tools of persuasion. A research study shows that analogies are the most effective tool of communication that can rapidly change minds.

Once you use analogies in your writing, you attract and address active readers. Complicated concepts and unique ideas are easier communicated through analogies.

You will excite the imagination of your readers while also engaging them if you properly use analogies. Analogies achieve this by first creating tension as the reader will be either surprised or puzzled by the comparison.

The reader will then have to slow their thought process down and really think about what is being communicated. This gives them a chance of finding sense in the analogy.

In short, using analogies engages your readers and gives you a better chance of effectively communicating your message.

Write content that is scannable

The ideal length of your posts should be around 600 words for it to be scannable. Remember to include subheadings that break up your content for easier consumption.

Whenever possible, incorporate numbered lists that increase the readability of the content. 

Bullet points are common for breaking down points when creating content for your website. You should also use other formatting options like making texts bold or italic.

Try to keep every paragraph short with around three sentences. Use the right tone for the audience you are targeting and make it as natural as possible. Your writing should be similar to how you talk. 

Blogging is about sharing valuable information with your target audience. Every brand has to make content that is relatable to its target audience.

When a brand writes in a conversational tone, the content flows and resonates with the readers. The content should also be engaging.

Encouraging your readers to share content that they find valuable is an effective strategy that will ultimately increase reach for your business. Engaging content will attract a lot of attention, comments, and shares. Include relevant links in your content.

These links should be directing readers to other relevant resources they might need or simply citing a source. Linking to your top posts will give your readers an opportunity to read more content.

Interlinking to other posts and resources on the website also helps in terms of SEO. For content to be more scannable, use attention-grabbing headlines for your posts. 

Add visuals to your writing

Written content that also includes images is easier to read and comprehend. Images are used to separate major points. They make blog posts look more lively and retain the attention of readers.

A brand should include images in long-form informative blog posts. Writing content in large walls of texts might intimidate impatient readers. A wall of text looks hard to read so a large percentage of your website visitors won’t bother with it.

Practice writing consistently

Practicing is essential for any profession or art. Write as often as possible and write about what you know as part of your daily practice.

The best writers the world has seen in the last few years started writing because they were tired of consuming other people’s works and ideas. If you have something special you wish to share with the world, writing about it might be the best way to go.

You will, however, need a lot of practice to become a great writer. Getting your own ideas out there by writing will, in the long run, increase your writing skills and experience.

A journal is a necessary item for people who want to become better writers. Ideas can come to you at any time and as a writer, you need to document them for future purposes.

Some of the best ideas that were documented ended up changing the world. If you don’t have a way of immediately documenting your ideas as you get them, you will definitely forget most of them.

Not trusting my memory was an important lesson I had to learn the hard way. Ideas can come from a wide range of sources like books, real-life experiences, and consultations.

I use the Evernote app on my computer and iPhone whenever I get an inspiring idea for my business or my personal life. I’ll then look at it later and get more information about the idea and how to make it real.

Add emotion to your writing

When writing content that is informational, you have to grab your reader’s attention and keep them reading all the way to the end. When your content manages to resonate emotionally with the readers, it will have higher conversion rates.

A piece of content that has no emotion feels flat and boring. Reading boring content feels like a task. The content will have higher bounce rates in the long run.

Writing with emotion creates rapport with your readers. It gives them a better chance of getting your perspective, engaging positively or negatively with the content, and ultimately taking action. 

Finding effective ways of amplifying emotions in your content is a skill in itself. A writer has to find highs and lows in the story they are telling to properly amplify the right emotions from readers.

Your stories should demonstrate extreme emotions in a practical way. To find out if your writing is energizing with specific emotions, read it aloud. Energy has a way of manifesting physically. Read your final draft to someone else and let them tell you how they feel about it. 

Have a custom CTA for every piece you write

The most important part of a content marketing campaign is the call to action. This will determine whether the brand turns the reader to a customer or not. A call to action can be a phrase, button, offer, or contact form. It is meant to encourage a reader to take a specific action on the webpage.

An effective call to action will convince readers to take a specific action like subscribing to your mailing list, purchase a product, get an offer, share the blog post, or simply comment on the post.

A call to action can be a simple link with a relevant anchor text, or a button. Knowing the main intent of a reader gives the brand a chance of creating relevant CTAs that will have high clickthrough rates.

Before including a call to action on your content, make sure all the benefits are listed clearly. An effective CTA should create urgency. Focus on value, have action words, increase anticipation for readers, and show social proof.

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