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Home ยป What Are Verticals Copywriting and Why Should You Be Using Them?

What Are Verticals Copywriting and Why Should You Be Using Them?

In 2017, nearly 62% of mobile traffic came from apps. And while that might not seem like a lot, consider that in 2016, mobile apps accounted for nearly 96% of all downloads.

With more people using mobile applications than ever before, it’s essential that marketers learn how to write effective copy for smartphones.

What Are Verticals Copywriting?

Verticals are content segments that target a specific interest or hobby of the reader. For example, a scuba gear enthusiast would be interested in articles about scuba diving, a wine drinker would want to read about wine, and a gadget lover would want to learn about gadgets.

While conventional wisdom might suggest that people want quick news stories or entertaining content, the truth is that readers are often motivated by content that’s relevant to their interests.

Furthermore, according to HubSpot’s Senior Manager of Marketing Essie Acolatse, brands that understand the importance of creating compelling content that speaks to specific interests can develop more loyal audiences.

“When done well, content marketing can attract and engage audiences that a brand wouldn’t normally have reached,” Acolatse said. “In addition to being useful, interesting, and entertaining, content that’s tailored to a specific group of people can help businesses grow their reach and build trust.”

Why Should You Use Verticals To Write Your Copy?

Even if you’re just writing for mobile device users, you should consider using verticals to write your copy.

The advantages of using verticals to find your audience is that you can reach people based on their interests, rather than simply looking at the demographics. While some might argue that demographics are more important when it comes to targeting potential customers, the truth is that people are more likely to value what a brand or product offers over what the brand or product itself is.

For instance, a beer brand might target men between the ages of 18 and 34 who drink craft beer, but would benefit from content that speaks to those who love nothing more than a cold one after work. The key is to consider what resonates with your audience, and use that to guide your content creation.