Effective content captures a reader’s attention, leads to actionable results, and inspires loyalty — even if your reader isn’t ready to make a purchase. Writing effective content is challenging, but there are simple ways to maximize the impact of your content to ensure that new readers become loyal clients for years to come.
Businesses can outsource many tasks, from accounting to transportation, small jobs to major undertakings. Don’t think of outsourcing as giving up control of whatever function you’re delegating. Choosing to outsource is much more like choosing a partner — someone whose business, skills, and interests are a complement to you and your business.
In his books and classes, writing guru William Zinsser offered writers plenty of tips on writing well: write clearly, use active voice, steer clear of jargon and big words, and make readers feel your enthusiasm for the topic. He also distilled the importance of good writing into one simple sentence: “Good writing has an aliveness that keeps the reader reading from one paragraph to the next.”
Inundated with media messages from every direction, consumers and B2B prospects have become adept at eluding or ignoring ads. And “sell by not selling” has become the latest marketing mantra. What could traditional copywriting possibly offer your business in today's digital age?
Creative, brilliant copy has always been the lifeblood of traditional advertising and marketing strategies. Today, instead of pushing products and services, we also dance with customers and romance new prospects to the tune of smart, relevant, timely content. If done well, the paybacks range from enhanced thought leadership to brand loyalty and new-market expansion. But to some executives and marketers, it may still come as a surprise that one of the keys to content marketing success is top-flight editing and proofreading. Here are five reasons why: