You’ve probably been asked this a million times, but here’s another chance to shine while networking. When you meet someone at a networking event or online, what do you say?
You could tell them how great your product is or how much you love what you do. But you can also use your written copy to your advantage, and have them think of you when they’re reading the article. That’s what copywriting is all about.
What is copywriting?
In today’s world, everyone is a journalist, and we are constantly being bombarded with content. From the moment we wake up to the time we go to sleep, we are absorbing stories, rumors, and happenings around us. Sometimes, it’s hard to keep track of everything.
If you want to stay informed without being scattered all over the place, you need to use the media to your advantage. One of the best tactics is to write about other companies that are doing well, or might be able to help you or your business in some way.
This type of “company spotlight” article can help you gain some valuable insight into how to write a business article, as well as provide you with some amazing material to pull quotes and b-roll from.
What is a company spotlight article?
A company spotlight article is usually written about a specific company. The goal is to research the company, determine their niche, and then create an informative piece that is packed with valuable and actionable content.
To put it simply, it’s all about making a quick buck. However, there is a lot more that can be done with this type of article. For example, you can shine a light on a specific industry sector and how you are unique in comparison.
The term “spotlight” also implies that there is something special or new about what you are writing about. It could be a new product that the company has launched, a niche they’re dominating, a technology they are utilizing, or perhaps an industry sector that they are an expert in.
The key is to find a company that is willing to have their work exposed and is confident enough in their abilities to have an informational article written about them. You can then use this material to your advantage and potentially gain some valuable customers or collaborators.
How to write a company spotlight article for your small business
To write this type of article, you will need to perform the following steps:
1. Identify the right audience for this article
The first step is to figure out who your target audience is and what they want. This is usually done through research. You want to write an article that will help them, and, in turn, help your business. Remember, you are not writing this article to pitch your product or service; you are writing to inform potential customers about your topic. The end goal is to have them read and value your content, and hopefully, purchase your product or service after reading your article.
Once you know who your target audience is, you can determine what they want out of an article writing experience. Do they need general information about your topic, or do they need a specific piece of advice? Figure out what they want and need, and create content that will help them.
2. Create a hook
A hook is a phrase, sentence, or question that draws the reader into the article. It is usually something that is easy to understand and relevant to the topic. For example, let’s say you are writing an article about web design trends for a business magazine. One of the best hooks for this type of article would be:
“Looking for fresh ideas for your next web design project? Here are some trendy trends to keep an eye out for in 2019.”
The takeaway message here is that you are looking for advice, and they are supposed to help you. The phrase “here are some trendy trends to keep an eye out for in 2019” makes this piece relatable and interesting to the reader.
3. Build a solid narrative
A narrative is a story that you are trying to tell. This can be done through a series of sentences or a complete paragraph. The goal is for the reader to feel that they are experiencing or learning something. When done right, a narrative can make complicated subject matter easy to understand and interesting.
Let’s say you have a business blog that covers a variety of topics, from marketing to sales to management. You often have lengthy blog posts that can be difficult to follow. A better option is to use several shorter stories that build on each other, creating a narrative that is more interesting, easier to follow, and more compelling.
“Building on my last blog post, here is a guide to help you market your business successfully in the year 2019.”
This short post provides a clear example of a narrative, as well as a hook and advice for the business owner.
4. Create engaging content
Content is, simply put, information that is designed to draw a reader in and make them interested in what you are writing about. In terms of marketing and advertising materials, the ideal piece of content is one that is both interesting and engaging. If you are using text, make sure that the language is simple and straightforward, without distracting language or complexity. In terms of images, make sure that they are relevant to the conversation and that there is something in them that the reader has not seen before. You want to make sure that they are visually interesting and engaging.
“The key to making any kind of content work is to keep it interesting, and, when done right, even entertaining. A good narrative can make even the most dry subject matter easy to understand and interesting. When you do that, your readers will be grateful for the content and be more likely to take action.”
The Art of Copywriting
There isn’t one formula for writing a successful company spotlight. Rather, it is a combination of various factors. One of the most important is that your copy needs to match the target audience. The smaller the business, the more critical it is to have a good understanding of who your target audience is, and what they want out of an article author.
For example, if you are writing for a business audience, make sure that your copy is more targeted towards business owners or executives. If you are writing for a more technology-oriented audience, make sure that your copy is filled with enough technical jargon. One of the key things to keep in mind is that your target audience will have a difference in mind set when it comes to your topic, so you must match your language, style, and approach to their frame of reference. If you don’t match, you will lose them as readers and create a greater chance of errors.
Another important factor is that you need to make sure that your copy is as original as possible. Trying to copy someone else’s content without crediting them is a bad idea, as it will simply be seen as a cheap rip-off. Strive for originality, and, even if you don’t come up with the idea yourself, make sure that you give the credit where credit is due. This will not only reflect well on you as a writer, but it will also make your target audience proud to be associated with your content.
How to Publish Your Article
The moment that you have finished writing the article, it is time to package it and get it published. As a copywriter, this is one of the most important steps. It is your responsibility to make sure that your article is in good condition and that all of the content is formatted correctly. It is also your job to submit the article to the correct PR platform for the niche that you are writing about.
For example, if you are writing for a business audience, make sure that you submit your article to business publications. If you are writing for a technology audience, make sure that you submit your article to digital marketing platforms. Once the article is published, it is then on the shoulders of the editor to find readers and make the article work. It is your responsibility to make sure that the article is of good quality and that the information is accurate.