How do you integrate copywriting with other marketing channels?

During the course of my engagements within the hospitality industry, I undertook a comprehensive survey initiative aimed at discerning the sentiments of our esteemed clientele in relation to the quality of service extended to them. The primary objective of this survey was to solicit insights into their perceptions, expectations, and areas of potential improvement. Analyzing this data revealed common themes, preferences, and concerns among diverse clients, helping us craft resonant copy that addressed their needs. Integrating survey insights with copywriting created compelling content that conveyed our brand's value and strengthened customer connections.

In my experience, thoroughly learning the specific jargon used by the target audience should also be part of understanding the people we address with our copy.

An often overlooked part of understanding your audience is understanding them as a whole. That is not just understanding why they like your product and how they found you but also understanding things that may not seem strictly relevant to your product or service. By doing this you can make your copy seem truly authentic, including reference points or phrases to show you understand your audience and setting you apart. A great example of this is Innocent Smoothies, they understand that a lot of their customers enjoy watching The Great British Bake Off and as such, often reference it within their social media copy.

A marketing strategy without a goal is like working out without a plan It’s a great way to waste time while looking busy Every post Every piece of copy Every marketing material Should have 1 goal in mind Email: Mostly build trust Sometimes sell Social media: Mostly build authority Sometimes offer lead magnet Blog posts: Mostly build SEO ranking & trust Sometimes offer lead magnet And so on. P.S. Copywriting is essential to EVERY stage of the marketing process. Even video starts with an outline or script.

One thing that's really important when you adapt copy to each channel is to always refer to the Style Guide – this is where the tone per channel or per audience should be detailed. I like to think of a company or organization as having a voice – like we all do. But just as people have different ways they talk to friends compared to business emails, companies & organizations also use different tones when they are communicating. Noting the differences between communication styles on Facebook and Instagram versus in customer service messages is important to help ensure consistency in these different channels (and platforms).

This can be spelled out in your style guide, too. For example, you might be okay with using emojis on Instagram but never in email. Having clear guidelines for each channel will help your writers stay true to your voice and adapt to the channel’s requirements.

There are so many tools you can use, and so many data points you can refer to. In my experience, it can take a lot of time to pull all the data together and figure out what my team and I should be paying attention to. We've pinpointed exactly what we want to measure and look at these data points regularly so that we have a consistent overview of what's working well and what needs to be improved. There is a lot of room to adapt with digital marketing and that makes it a fun playground!

With all the technological possibilities, we should not forget the human being. First of all, you should read the written text aloud to yourself. If it's a little rough, you'll notice it very quickly. Furthermore, it is advisable to show the text to another person before publishing it. This can be a friend or acquaintance, preferably someone who does not work in the same bubble or in the same company. Is my message coming across? Do you understand what I'm trying to say? If the answer is yes, then go for it!

Regardless of the genre or the medium in which your marketing campaign has been created -- graphic, video, some combination of several -- the written word is the glue that holds it all together. The sleekest graphic falls apart if the text is jumbled or poorly aligned. The fanciest video accomplished nothing without a strong script. Spelling and grammar errors paint your organization in a poor light, and give the impression of carelessness and a lack of professionalism. Am I biased? Sure. The written word is my life. But I've seen what happens when the written word is devalued, and the results are never good.

People change, and as they change, so does copywriting that appeals to them. But, it is important to maintain the brand's personality while adapting to the shift in paradigm. Do not follow the trend just for the sake of following a trend, as it risks alienating the brand's current audience. Instead, try to innovate with new ways of writing while staying rooted to the brand's core personality and value.

Copywriting is one of the integral tools that supports and enhances your marketing efforts. You don't really "integrate" copywriting. Do you integrate tea in making tea? A sound and sharp copywriting builds conviction and trust in your audience—about your brand and offerings. So that whenever the decision makers think about investing in solutions that you offer, they remember to include you in their research list.

I've been in the copywriting game for a while now, and there's one thing that never fails to amaze me: the sheer power of storytelling in copy. Let me share a little secret with you. 🤫 Why storytelling works so well in copywriting: Stories tap into emotions, and emotions drive decisions. People remember them far better than they remember facts. Readers see themselves in your copy. And complex ideas become easier to understand through stories. Now, I'm not saying to ditch the facts entirely. But next time you're staring at a blank page, try starting with "Once upon a time..." and see where it takes you. Every product has a story. Your job as a copywriter is to find it, tell it in a way that resonates with your audience.

Copy is king. And should be left to true copywriters. Would you build a house without an architect? Then don’t build a marketing campaign until the copywriter initiates the idea and develops a concept.

Copywriting is an integral part of marketing. It is the secret ingredient that helps propel the marketing plans and objectives. Having the right copy interwoven with storytelling tactics will go a long way in meeting marketing objectives. To get it right, the customers/target audience should be at the forefront of any copy that will be written. This ensures that they not only relate with what is being said to them but more importantly, they take the needed action.