The Power of an Article

An article is a written communication that portrays a central theme from a writer that they want to display to their readership. Article topics may vary and take showcase current or past events worldwide. Additionally, the writer intends on writing content that draws a human interest and connects with viewers uniquely in comparison to other stories.

Other objectives a writer may aim to achieve when writing an article include:

• Gives advice and courses of actions

• Drives exposure on newsworthy and technological stories

• Influences the current opinions of their readers

My Copywriting Process

My articles always have a basic format before I begin writing, so I spend more time on the content instead of the structure. However, I generally follow a list of steps that will help me write a first draft that is clear and understandable to the reader.

They include the following:

• Selecting a topic to write about.

• Identifying my target audience.

• Researching facts that reinforce the story.

• Visualizing key touch points.

• Writing a rough draft and reviewing the outline.

• Specifying the subject matter.

• Reviewing and editing the copy until my draft is error-free.

Identifying a Target Audience

I need to take the viewpoint of the reader of my article to recognize the target audience I'm trying to reach. I consider three main factors when writing for a audience a client or business wants to target.

The three factors to consider:

• Demographics: This factor gives me a comprehensive look at an individual's age, annual income geography and educational background.

• Behaviors and interests: I want to know what type of content a reader is interested in, so it's important for me to study industry trends in marketing and advertising to see what types of people interact with their brands regardless of the fact they're selling to them.

• Buying habits: If there is any available date on customer trends, I separate those seeking to purchase a product from those browsing the internet.

Reinforcing the Story with Data

Having the necessary facts is essential to writing a powerful story that captivates a reader. I source the data from the client or my content team and keep them in a centralized file so I can assemble all the elements of my story in one place.

Some examples of data that reinforces a story include:

• Statistics (numbers, graphs, charts, percentages)

• Quotes from sources related to the topic I'm writing about

• Definitions regarding the topic of the article

• Short stories, local, or national events

• References to pop culture or media

• Resources that a website user might find helpful

B2C stands for Business to Consumer. This type of writing applies to any copy you, as a business, create for your consumers. When you’re writing to your customers, you’ll be working toward helping them make the decision to purchase your product or services.

When I'm writing directly to an individual consumer, there are some things I always keep in mind in order to create the best possible content.

My B2C Writing Process:

• Generally, B2C copy can have a much lighter tone and be written in a more conversational style that your audience will feel comfortable with.

• B2C content should appeal to emotions. I might write copy that tugs at the heart strings, make my audience laugh, or invoke a feeling of nostalgia in order to persuade my audience to take action (like buy a product or fill a contact form).

• Before publishing my writing, I'll have my target audience audience already figured out since I usually write for businesses and clients. B2C writing works well on channels like social media platforms and websites selling products and services.

B2B stands for Business to Business. This copywriting strategy includes anything that’s written by one business and directed to another business. B2B writing refers to writing one business does when they’re selling products or services to another business.

Why does it matter if you’re selling to a company rather than an individual? There are a few things that will change in terms of my writing strategy.

• I usually be writing to a group of people who are making purchasing decisions, rather than just one person making a decision for themselves.

• My writing generally has a more professional tone, as I'll be writing to other professionals rather than trying to gear my writing toward a wide audience.

• I'll also be able to get much more specific about some details. These are the details that people in the industry you’re selling to will need to know in order to make an informed decision.

• When writing to a business audience, I'll need to be more direct to get my message where it needs to go. This may include direct email marketing, newsletters, and other forms of corporate communication.