Online content is an asset. It’s an easily perishable asset, but it’s an asset nonetheless. Whether it’s marketing copy for your sales pages, or a post on your business blog, the words on your website and the words you post around the internet serve multiple purposes. They take a fair amount of investment, and they should be made to work hard.

Many business owners don’t think too much about their online copy. Quite a bit of online content is written to serve a simple purpose, such as fill a space on the business website, or to be sent out as email marketing. Once it’s done, it’s very often forgotten about. However, what if you could make your online copy work a little harder?

The answer, of course, is that you can. Online copywriting can be put to work in a number of ways for your online marketing plan, and all it takes is a little planning.

Step 1: Develop a holistic view

Most of the waste of online content comes from a segmented view of a marketing plan. This is a trap everyone falls into now and then. When you know that you have a new product being launched on Tuesday and a blog post due by 2pm, it’s difficult to keep the bigger picture in mind. This is why planning is so important.

Your first step is to review your online plan, and see where things overlap. A Venn diagram can be useful here. I know that setting out those overlapping circles may seem a bit old-school, but it works. The areas that most businesses want to cover include:

  • Website-based marketing copywriting
  • SEO copywriting
  • Email marketing
  • Online press releases
  • Social media copywriting
  • Search marketing copywriting

Just from reading this list, you might see several areas that overlap for your business. Online press releases, for example, are often used to support an SEO campaign.

Step 2: Set it out in bite-size pieces

Once you know the different angles you have to cover, it’s much easier to see how individual pieces of copywriting can be used for multiple purposes. A blog entry, for example, can be used in the social media, as part of your SEO campaign, or a piece of content can be used as a landing page for your email marketing and also for newsletter campaigns. This doesn’t happen effectively without a little forethought, however.

For example, let’s say you’ve commissioned a newsletter for your email marketing campaign. This newsletter could be used as extra fresh content for your site’s SEO campaign, alternatively it could be posted on industry news sites, and it could be used to direct people to your blog. For this to happen, though, you need to sort out which keywords to use, tailor the blog entry to relate to the newsletter, research the audiences of industry news sites… the list goes on. This doesn’t involve too much work, but it does require the plan to be in place in order for it to be effective. For instance, you need to avoid duplicate content to ensure your site remains unique in the eyes of the search engines – they don’t like copied content.

Why is this important?

It’s a fair question, but it has an easy answer. The more you can make your online copywriting do for you, the better your online marketing budget looks. Being able to use a single piece of content for multiple purposes is one of the joys of the internet. With just a little planning, you can make your online marketing budget stretch a lot further.

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