No matter what you think or what you've been told, creative writing and good content marketing writing don't have to be diametrically opposed. The two skills actually have a lot more in common than you might initially suppose. If you can put together an interesting, compelling and grammatically correct sentence, you can learn to become an effective marketing writer.
Content marketing tips that work
Writing marketing articles requires some discipline. It can also requires that a balance is struck--particularly for a writer who's style is naturally creative. How can a creative writer craft good marketing content? What are some techniques that will help them strike that balance between copy that engages and copy that sells? Below are a few things to consider:
1. Keep it simple.
Unlike readers of a novel or short story, readers of content marketing copy tend to scan the text much like someone would read a newspaper. Good content doesn't bury its main point in the middle of a block of text. Instead, savvy writers break up the message with lists, bullet points and short paragraphs with sub-headings that are easy to scan.
2. Be original.
Just as few people would want to read a novel that's just like last year's bestseller, few people are interested in reading the same old tired Web content. Charlie Nadler, writing for Content Marketing Institute, compares writing good content to writing comedy. He says both need to be original and both work better if you develop your own niche. And remember, a comedian knows he should never, ever steal jokes. Neither should you steal content or content ideas.
3. Know your audience.
Just as you wouldn't write a romance story for your sci-fi fan base, you shouldn't mis-judge your content audience. For instance, if a Web site has a largely male, middle-age appeal, you won't want to use a lot of Justin Bieber-type references or comparisons. If your readership is mostly single, you don't want to talk about kids in every sentence.
Related: 6 Tips for Marketing Content That Makes Lasting Connections
4. Show, don't tell.
This is another creative writing adage that translates well into content writing, according to Convince and Convert. A good marketing writer doesn't just tell a reader that a product is good and that it can solve his problem. He shows how the product works and lets the reader come to his own conclusion. If the marketing writer is skilled enough, the reader will decide that he needs to buy the product.
Don't think just because your forte is creative writing that you can't enter the often lucrative field of writing good marketing content. It just takes a little practice, a little patience and a willingness to hone the skills you already have.
