10 quotes to inspire your copywriting strategy Wednesday March 4, 2015

Content. Everyone’s talking about it. With so many different views, it’s all too easy to get bogged down in the detail. So here’s a quick round-up of helpful content quotes by people from the world of online marketing, content marketing and copywriting.

1. “Content is anything that adds value to the reader’s life.” Avinash Kaushik

Does your marketing content bring something useful to your readers or is it all about your business? When you’re planning your copywriting strategy, start with the concerns and interests of your customers and build your approach around them. Seek out the issues which really matter to your customers – is it lack of time, a desire for a simpler life, or something else? Then create content which talks direct to these priorities.

2. “Content is the reason search began in the first place.” Lee Odden

This is a great statement and an important reminder that while things keep changing in search, good content retains its value. The quote also says something about the topsy-turvy way in which many companies apply their copywriting approach. Yes, SEO matters, but well written, informative content never goes out of date, unlike the ever-shifting principles of search rankings. So while it’s important to keep up with changes in search, it’s just as important to maintain a consistent content voice and copywriting strategy.

3. “If we only talk about ourselves, we’ll never reach customers” Joe Pulizzi

This quote is a great little reminder about the importance of putting your clients – not yourself – first in your content and copywriting approach. While it may seem natural to write reams about how great your service or product is, you’re more likely to create the response you want by starting with your customers: their interests, concerns and needs.

4. “If your stories are all about your products and services, that’s not storytelling. It’s a brochure. Give yourself permission to make the story bigger.” Jay Baer

Storytelling is the lifeblood of great content and a more powerful copywriting approach. Why just list features and benefits when you can create a story around your business that connects direct with the concerns of your customer? Look closer at any enduring brand and you’ll see that that’s exactly what they do.

5. “Authenticity, honesty, and personal voice underlie much of what’s successful on the web.” Rick Levine

If I had to choose one of the biggest trends in content right now, I’d have to name-check transparency. Actually, it is so significant a change that I think it’s more of a culture shift than a trend. Audiences increasingly want to connect with brands in a more authentic way. Transparent brands are ones that strive to be more open, whether that’s like the recent change in online strategy by Dixons Carphone or the companies that give their audience more of an insight into the way they work, like these ones.

6. “Context should be driving all your content.” Steve Haase

Wise words indeed. Great content keeps the customer at its core, but it’s also designed to match different contexts or marketing channels. Go beyond just re-using the same content across all your different marketing options. Rather than creating lots of additional marketing content, this means looking closely at how to re-purpose your content in different ways, making sure that the style and message fits with each channel.

7. “Make the customer the hero of your story.” Ann Handley

It’s natural for a business to want to be the star of the show. It’s their marketing content, isn’t it? Actually, the real star is your customer and you roll out the red carpet by making the content all about them and their interests and concerns.

8. “Content strategy is to copywriting as information architecture is to design.” Rachel Lovinger

Content is massive right now and that’s not going to change any time soon. But that’s not your cue to generate reams and reams of words without a plan! As this quote suggests, without a copywriting and content roadmap, you’re likely to get more than a little lost along the way. Avoid this by starting with a strategy and reviewing it as you go along.

9. “You don’t have to reinvent the wheel; you just need to share your unique perspective on why the wheel is important.” Jon Ball

So true. While it can be tempting to work up an innovative copywriting approach for the sake of being innovative, this can prove counter-productive. Quirky content can end up working against you. Just find an angle that is special to you and that fits with the concerns of your customer, then share it in an interesting way.

10 “Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” Leo Burnett

A lot goes into creating marketing content that works. This quote reminds us to make things more simple and focus on keeping content readable and appealing. Don’t get tied up in being too clever or complex. After all, most of us now read more than 100,000 words a day in our leisure time alone!

Camilla Zajac, Green Light Copywriting, March 2015

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