Decisions, decisions. Your business makes so many decisions every day to stay competitive—but so does everyone else. The key, of course, is to make the right decisions at the right time.
What’s the word for that? Oh yeah: strategy.
You hear about strategy in the business and marketing worlds a lot—so much so that the term can feel nebulous: empty jargon your eyes glaze over while seeking a straightforward answer from an article selling some solution to a problem you never think about. We’re writers; we’ve been there.
Here’s the thing: industry leaders the world over hit on strategy so much because it really is everything. Because only with the right strategy informing every product or service launch can you see impressive results—and nowhere is that more true than in the world of content marketing: a massively competitive space pulling your prospects in directions that often aren’t strategically thought-out and so won’t result in a successful conversion but will leave your prospect frustrated and disillusioned by your sector—all because of one confusing or misleading content interaction.
So how can you upgrade your content output to forward-thinking copy that’s sure to engage B2B prospects or delight B2C consumers—or both? A strategy-powered copywriting agency can help—but what is that, and how does it differ from regular marketing agencies? Read on to find out, then discover three ways leveraging content from a strategy-powered copywriting agency can help you convert prospects and boost ROI.
What is a strategy-powered copywriting agency?
A strategy-powered copywriting agency is exactly as the name implies: an organization of copywriters with the strategic know-how and writing experience needed to tackle any content challenge faced by every sector. A typical work day for a copywriter at such a results-driven agency involves leveraging a systematic writing approach like MarketSmiths’ own Content Catalyst program to craft brand-aligned copy that can compel B2B or B2C audiences to learn more about your business and offerings—all to drive up purchase intent.
1. Strategy-powered copywriting establishes credentials
Say a new pub opens in your area. You usually frequent one or two usual haunts, but you’re feeling adventurous today, so you check the place out. You sit at the bar and the bartender asks what you’ll be drinking. What do you choose?
Probably something you already know you like—because if your bartender can’t make your drink properly and the way you like it, that’s probably not a place worth returning to.
It’s the same with content. If a social channel for a camping equipment company posts nonstop about how cool their NFTs are rather than things like the right shoes to wear for a mountain hike or what to do if your tent gets flooded, that’s a major red flag; if they’d rather talk about anything other than camping, what are the odds the equipment they sell will be up to snuff?
Strategy-powered copywriting agencies craft content aimed at quickly proving to audiences that their client knows and is focused on their stuff—that’s the entire aim of the work. That way, audiences can deepen their sense of trust in that brand, so even if that content interaction doesn’t lead to a transaction today, once they recognize a pain point said brand might solve, they’ll immediately gravitate to that brand as a means of solving their problem.
Speaking of pain points…
2. Strategy-powered copywriting targets top-of-mind pain points
Everyone has frustrations with the things they use, no matter how often they use them. I’m typing this blog post in a certain popular word processor I like and use yet I could fill up an entire other blog post’s worth of grievances with it I’ve amassed over nearly a decade of professional writing. And, of course, those issues are all I notice when I open a document; I often forget all of the app’s conveniences that would make reverting to an older, slower word processor impossible.
Still, if a competitive word processor appeared that offered the functionality I’m used to with the options I’m looking for—and all without any of this one’s issues—I would happily make the switch. But first I have to be made aware of it.
That’s where content comes in. To use my word processor example, a strategy-focused copywriting agency could work directly with the publisher of the word processor application to learn what sorts of word processing issues are top of mind for their sector’s audience. They could then leverage these insights to craft content that directly acknowledges and addresses those issues. That way, that word processor would be all I think about when I again experience whatever word processing issue I’m currently grappling with—that’s thought leadership in action.
3. Strategy-powered copywriting emotionally connects with audiences
Let’s face it: we’re not rational creatures. Our emotions propel us to make decisions both considered and rash; one moment we’ll cast swift judgment at jury duty based on a mountain of supporting evidence and the next we’ll decide a stranger can’t stand us based on the way they looked at us that one time. Put another way, there’s nothing more compelling than a feeling.
So it’s not enough to show prospects why they need your offerings; they must feel that need.
People ask us what makes great copywriting, and while there’s no catch-all solution for every content challenge, the fact is the most compelling copywriters understand and can harness their own feelings to establish deep emotional connections with global audiences with just a few simple words; it’s how they’re able to write for a living. And the fact is, emotional connections are something an AI writing tool will never be able to muster.
Partnering with a content agency is the right strategy
Now that you know all about why strategy-powered content agencies are the right way to message what you do better than your competitors, your work is done, right?
Of course not. Because while marketing agencies are a dime a dozen, those focused solely on the unique art of copywriting at the quality your prospects expect are few and far between.
So if you need a strategic team of copywriting experts to create industry-focused content that aligns with the goals of your organization and the needs of your customers, contact MarketSmiths today!
