In this digital age, the role of a marketer cannot be understated. Many companies are moving their businesses online; more often than not, they require top-notch online marketers to connect their products and services with consumers. To be one of these marketers, you need to have good writing skills. This is crucial because the channels you will need to leverage to reach potential customers require quality written content to attract customers.
As a marketer, you can be compared to a salesman. The only difference is that you're engaging with potential customers through your content. For example, a salesman needs to look presentable and speak in a confident and resilient manner. As a marketer, your content needs to convey the message that you are trustworthy and reliable. To achieve this, you need good writing skills. For example, if you see a product being advertised through an Instagram post with bad grammar, what will be your first impression? Chances are you're not going to be convinced the product being promoted is legit, or you might think the writer of the post is too lazy to proofread before posting.
When marketing a client's product or service, you would want to be comprehensive and concise in your writing. With good writing skills, you can convey your message to potential customers without ambiguity. These skills can also help you to structure and format your content in a manner that is easier for potential customers to read.
One of the important roles of a marketer is to influence potential customers to take action, be it to click a call-to-action link, fill a survey form, or contact the business. Good writing skills can enable you to create marketing content that can sway a reader to take the desired action and know when and how to use a call-to-action.
Companies and clients looking for marketers usually give priority to those with experience that can be backed up with a good portfolio. Having good writing skills enables you to create marketing content to add to your portfolio. A portfolio with high-quality content will go a long way in convincing a client to hire you. It also helps create the impression that you are a professional.
Like any other line of work, there is a lot of competition in marketing. You need to sell yourself to stand out in front of clients. This can be done by creating a website, writing posts on LinkedIn, creating marketing proposals, or engaging with clients on other platforms. While these require a lot of time and effort to set up and maintain, they can pay off in the long run. However, this can only happen if you use great content, and this can only be achieved with good writing skills.
Sometimes marketers may need to work in a team that may comprise other marketers or different departments. To communicate effectively with other team members, you need good writing skills to express your thoughts and opinions. At times you have to write reports or emails that need to be sent to your fellow employees. If these are written poorly, communication between you and your colleagues may be strained.
A large part of marketing is content. You will need certain skills to create different types of content. For example, writing an ad copy requires a different skill set compared to what writing a press release requires.
The following are some of the most important skills in content creation:
Knowing how to write content in this form can be considered a must-have for every marketer. Since one of the major roles of marketing is to persuade a potential customer to purchase a product or take action, marketers with this skill set will be able to accomplish this role easily and effectively.
For example, if you are tasked with writing ad copy to increase traffic to a sales page, you need to use persuasive writing to inspire potential customers to visit the sales page.
Image Souce: Starbucks Singapore's Instagram
Persuasive writing can also help you to bag more clients. For instance, when you're on the hunt for clients, more often than not, potential clients expect to see your marketing proposal. To win a potential client over with a proposal, you need to write it persuasively. You need to attract the clients' interest and show them that you know what you're doing and that they can trust you to promote their businesses.
When promoting a product, your writing needs to be informative to convey the message clearly and effectively to potential customers and readers.
If you're promoting a product that deals with recycling, your piece needs to inform readers of the importance of recycling and how your product benefits those with interest in recycling. If your piece is too "salesy" instead of being accurate and clear, the content may lose meaning, and readers may fail to understand why they need to buy your product.
Image Souce: The Body Shop official site
This form of writing is normally used when writing professional documents. These include whitepapers, press releases, business letters, reports, professional emails, etc. Knowing how to write in this tone enhances your appearance as a professional. Whether you're responding to customers, colleagues, or your boss, formal writing creates the impression that you take your job seriously, and this is a plus, especially if you're working in an organization as a marketer.
Most of the marketing content you're going to write as a marketer is written in an informal tone. The main aim of informal writing is to converse with your readers as if you are engaging on a personal level.
This form of writing is especially crucial in marketing copywriting as they are usually written to attract leads to a website or product page. Therefore, the content in these materials should be written in a manner that piques the curiosity of readers to take the desired action. For example, a blog post with a catchy headline is most likely to receive more readers than a bland formal headline.
A good marketer is a person who is always ready to learn and practice. To succeed in marketing writing, you need to build your portfolio by creating different types of content. Also, by doing this, you're going to improve your skills and be conversant with the different marketing areas.
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