Today’s world is a world of content. Consumers want content – content that entertains, that amuses and that educates and adds value to them. For this reason, content marketing is edging forward to stand among the giants of marketing.
But with myriad choices for consumers to choose, marketers and businesses are finding difficulty in carving a niche for themselves. In fact a 2014 study by Content Marketing Institute and MarketingProfs showed that only 42% of marketers find that they are effective at content marketing. Indeed there are numerous reasons abound to explain feeble content marketing efforts.
Now this is where direct-response copywriting comes into the picture. From 1980s, during the heyday of copywriting, to now, direct-response copywriting aims to capture attention, persuade and prompt consumers into a buying action. How can you apply it to content marketing?
- Crafting the perfect headlines
Direct-response copywriters obsess over headlines, spending half the time on a copy thinking about and crafting the headline. Headlines make the first impression on browsers, and they are all browsers could base on to make a split-second decision to read or to ignore.
For example, take a look at what direct-response copywriter, Bob Bly, wrote in The Copywriter’s Handbook to convince busy consumers your copy deserves attention – the 4 U’s formula for headlines. Apply your obsessive behaviour to and perfect your headline on it.
6 Ways Direct-Response Copywriting Can Improve Your Content Marketing Efforts
