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How to Write Copy That Hits Home

Home is where the heart is, and the office is where the heart likes to work. Therefore, a successful office often becomes a home for the staff and their families. These two places are connected through the internet, through emails, and through the phones that keep everyone connected. For marketers, this means developing content that will engage users wherever they are, whatever device they are using, and whatever channel they choose to receive content – whether that’s on a website, mobile app, or social media account.

Based on HubSpot’s annual survey, “The State of Marketing & Commerce (M&C) in 2022,” 76% of marketers reported that their job was becoming more difficult. Furthermore, only 42% of marketers were confident that their strategies would be effective in the coming months. Clearly, things have changed, and marketers need to change with them.

The Importance of Location

Location is always important in real estate, and it’s important in marketing and commerce, too. For instance, people who live and work in larger cities are more likely to be exposed to brand awareness, particularly through advertising on television and in print publications.

In addition, rural areas are usually slower to adopt new technologies and are more dependent on word of mouth to expose their businesses to potential customers. These are the kinds of customers that advertisers and marketers are interested in reaching, and they might not be as familiar with your brand or the products you offer.

The Changing Landscape Of Marketing & Commerce

Even though the survey was conducted in the spring of 2022, the results are already beginning to affect marketing and commerce. For instance, 65% of marketers report that their strategies are changing, and that they’re adapting to keep up with the times.

As a result of this trend, online marketing is on the rise, with 59% of marketers planning to increase their investment in digital marketing over the next six months.

To learn more, I spoke with Lisa Howard, Director of Marketing at HubSpot, about the changing marketing and commerce landscape and what this means for content creators.

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Where Will Traditional Marketing And Advertising Strategies Go?

Based on the survey, traditional marketing and advertising strategies will still be important in 2022, but marketers need to evolve with the times. For example, the survey shows that 22% of marketers plan to use digital marketing and social media to promote their brand, while only 8% plan to use television advertising.

To be successful in 2022, brands will need to understand that people are busy, and they want to be able to find content that helps them make fast, easy decisions. That’s why visuals with text are becoming more popular than ever before, as they make it easy for consumers to digest complex information while on their phones. This trend is changing how marketers communicate with customers, and it means content creators need to adjust their strategy to keep up.

The Rise Of Influencers, Content Creators, And YouTube Stars

Even though 20% of marketers plan to increase their investment in traditional marketing and advertising strategies in the next six months, the landscape is changing, and content creators and influencers play an important role in this change.

The survey shows that 16% of marketers plan to focus on the influencer market, with 15% planning to use content creators, and 13% planning to focus on YouTube celebrities. Additionally, 7% will focus on paid digital marketing tactics (e.g., advertising), and 4% will invest in social media influencers.

The Changing Landscape Of Marketing & Commerce Means Different Things To Different People

This changing marketing and commerce landscape means different things to different people. For instance, some people see it as a positive thing, while others see it as a threat.

As a marketer who has worked in both B2C and B2B industries, I see this as a great opportunity to reach consumers where they are, whether that’s online or on a mobile phone.

The survey also shows that marketers who see this as an opportunity plan to increase their investment in digital marketing and social media, while those who see it as a threat plan to invest in traditional marketing and advertising. It’s important to note that these are all industry-wide trends, and they affect everyone, no matter what industry or business you’re in.

Responsive Web Design Is The Best Way To Go

Even though the vast majority of marketers see the need to adapt to these changing times, the best thing they can do is put into practice responsive web design.

According to HubSpot’s research team, people using mobile phones visit websites about 3.5x more than those using computer monitors. Furthermore, 80% of website visitors access content on mobile phones while on the go. As a result, mobile-first design is the best approach – make sure your site looks good on a phone and makes it easy for users to navigate.

Avoid Clutter And Make Your Site Easier To Navigate

One of the major challenges of any website or mobile app is making sure the content is easy to consume. If your site is a little chaotic, with lots of white space and no clear call-to-actions (CTAs), users will likely leave or find it hard to navigate.

Instead, use a content planner to map out the various points of interest on your site, and then, create a strategy for how you’ll bring users from point A to point B. Once you’ve got that, you can map out a content schedule that will keep users engaged and allow you to track the effectiveness of your strategy.

Make Sure Your Site Is Search Engine Optimized (SEO)

Another major challenge for any site is making sure it’s ranked high in search engine results for relevant keywords. The best way to do this is through SEO – making sure your site is properly optimized for keywords and that those keywords are used frequently throughout the content.

HubSpot’s research team notes that 22% of users have an average of 4.8 apps on their phones, and 80% of those users say the apps help them save time. Apps like Shortcuts, Pocket, and OnePanel make it easy for users to discover relevant content without having to go through numerous emails or web pages.

Avoid Black Olives On Menu Items

According to HubSpot’s research team, 20% of users say they’re likely to browse through an item’s ingredients before buying it, while 16% are likely to do the same with the nutrition facts. Even more users (28%) are curious about the environmental and social impacts of the product.

Based on this, you don’t want to include black olives in your menu items or marketing materials, as they could potentially lead users down the path to discovery – and away from your product.

Marketing And Advertising On YouTube, Instagram, And Other Social Media

One of the most effective ways to reach users nowadays is through social media – whether that’s YouTube, Instagram, or Facebook. Additionally, marketers can use these platforms to evaluate the effectiveness of their campaign, measure engagement, and identify trends.

Social media is also a powerful place to advertise – a 2019 HubSpot survey shows that 47% of users have seen an advertisement on social media, and 25% have clicked on the ad, with 14% saying they’re likely to make a purchase.

Developing An Audio Content Strategy

Brands need to take into consideration the various forms of content that their customers consume. While text-based content is still popular, brands should also develop an audio strategy so that they can take advantage of all of the platforms.

As people are increasingly consuming content on the go through podcasts, audio books, and other audio formats, brands should consider creating their own podcast or audio book to better engage with audiences wherever they are.