Launching & Building a Brand For Dummies

Chapter 8

Writing Copy That Supports Your Brand Messaging

IN THIS CHAPTER

Using various types of content to promote your brand

Choosing to write your own copy or outsource it

Staying on track with an editorial calendar

Writing copy that attracts and engages your target market

Driving search engine traffic to your content

To build and launch a successful brand, you must be able to produce good copy — text — either by writing it yourself or collaborating with editors and copywriters. After all, nearly all marketing content requires copy — web pages, blog posts, social media, advertisements, white papers, podcasts, even videos. They all start with concepts and words and must do the following:

• Entice: To be effective, copy must capture the attention of the audience. If your audience isn’t interested, you have zero chance of leaving a positive impression.
• Engage/entertain: To engage or entertain simply means to hold a person’s attention. Engagement/entertainment can range from creating ...