A while back, we were approached by a large international media company that wanted to launch a US-specific division. The company already had a strong editorial team in place and was looking for someone to develop content and strategy for their new division. Having experience in the US market, we were excited about the opportunity and quickly agreed to take on the project.
During our research, we discovered a major pain point for the company. Their existing content was written for international audiences and didn’t necessarily translate well to a US context. In fact, many of their publications were pretty bad on the page-wise metrics such as unique visitors and social shares, which suggested that they weren’t resonating with the target audience.
This was bad news for the company, as they had only a few months before the launch of their new division and needed all the publicity they could get. It was also bad news for the larger company as well, as the editorial team would now be working on content that no one else would be associated with. In other words, it created a bit of a conflict of interest.
Saving Money While Effectively Marketing
While the above situation wasn’t ideal, it’s not uncommon for businesses to find themselves in a similar situation where they want to save money while effectively marketing to a certain audience. This is often the case when a company decides to expand into a new market or drops the pricing on a product during a sale period, etc.
In many cases, the business will work with a copywriter to develop content for international audiences and then hire an SEO or content marketing agency to push that content into the US market.
We at Rocket Juice Studio specialize in helping businesses of all sizes and shapes find the right content and the right platform to create the most effective marketing campaigns. In some cases, we’ve worked with brands to develop content that resonates with US-based audiences while also appealing to international markets. The results have been very impressive.
What is copywriting, you ask? Well, in short, copywriting is the process of creating compelling and coherent text for the web that will appeal to your target audience. In more detail, copywriting is a form of communication where you’re pitching an idea or product to a consumer. Simply put, copywriters create content that sells.
The field of copywriting is extremely vast, which makes it very difficult to specialize in one area. When writing, you’ll often need to consider the person you’re writing for, the product you’re promoting, and the platform (website, social media, etc.) you’re using. While there are certainly best practices for each of these elements, you must remain flexible enough to quickly adapt to whatever situation you encounter.
Boosting Brand Recognition And Credibility
Developing and delivering compelling content is only half the battle. If you want your content to be effective, you have to ensure that the right people are actually seeing and sharing it. Luckily for you, we at Rocket Juice Studio have an entire team of content strategists and writers who are just waiting to help you create the best possible content strategy.
The first step is to properly name your content. This is an incredibly important step. When you have a content strategy in place, you can start to create content with the correct name and keywords attached to it. When you have a clear strategy in place, you know exactly what you’re aiming for and can use the right keywords in the right places to gain some traction in your campaign.
Bringing In Relevant and Trusted Keywords
Now, we know what keywords are and what they mean. We also know that entering them into a tool like Google Adwords can give us a good indication of how relevant our content is to a specific audience. However, manually entering keywords into a tool is far from ideal and can be extremely time-consuming. This is where the magic of automated keywords comes in.
With automated keywords, you basically tell the tool the name of the product or service you’re marketing and it comes back with a list of keyword phrases that are relevant to your content. From there, you can choose which keywords you want to use and which ones you want to avoid. It’s a much more efficient process and allows you to quickly identify the most relevant and popular keywords for your content.
Avoiding Content Clutter
When an advertiser hires an agency to help them with content creation, they’re often presented with a large number of templates and ready-made content that the agency has available. As much as possible, the advertiser wants to avoid having content cluttered all over their site when searching for keywords. The key to avoiding this is proper keyword selection. For example, if you’re creating content for financial advisors, you wouldn’t want to throw in keywords like’skinny dipping’ or ‘penny pinchers’ as those might make your content look like spam to the reader. Always consider your target audience before coming up with a list of keywords.
Creating Compelling, Engaging Content
Once you have a list of relevant and popular keywords, you can move on to the next step which is creating compelling content. We at Rocket Juice Studio know that an effective marketing campaign doesn’t always have to be lengthy and dull. You can use various techniques to make your content more compelling. One of the best things you can do for your SEO campaign is to write content that is both informative and entertaining. Research demonstrates that people are much more likely to click on and engage with content that they find both interesting and useful.
This is often the case for business news sites, where people want to both learn about the industry and also feel as if they’re receiving good value for their time and effort. There’s also the issue of mobile. A lot of people now get their news on their phone, so you need to make sure that your content can be easily consumed on a small screen.
Now that you have an idea of what copywriting is and the many different ways it can be used, you can start to see the value this type of content can have for your business. When developing content for SEO, you have to keep the user experience in mind at all times. The content itself doesn’t just have to be valuable or useful, it has to be easy to understand and engaging enough to keep the reader’s attention throughout the entire piece. Hopefully, this was helpful.