Online marketing content that entices and engages

Content marketingThere’s no getting around the importance of strategic online marketing content to reel in and capture so many of today’s potential customers. A well thought out marketing campaign that includes social media, websites and online blogs and articles will likely increase your business scope and reputation.

However, it’s not just enough to draw traffic towards your online marketing campaign – you also need to ensure its content is proactive and reactive. Most online readers have fast-moving attention spans, and will probably ‘mouse it’ out of your campaign if you don’t captivate, navigate and convince them.

You’ve only got an incredibly short window of time to capture their interest – generally less than 10 seconds. So here are some copywriting pointers to help produce online marketing content that attracts and keeps them reading.

Target audienceKnow your main audience: At the risk of stating the obvious, it’s vital you write in a manner that connects with your preferred readership. In particular, unless specifically writing for a select group, avoid industry jargon and fancy words – keep the language generic for all to understand.

Keep it personal: For most online marketing pieces, including website content and blogs, write as if you’re in a conversation. Use questionsConversational writing and more intimate terms like ‘you’ and ‘we’ to convey relatable content. And don’t be afraid to rebel against grammar rules – e.g. contractions like ‘don’t’ and sentences starting with ‘and’ are fine in conversational writing.


Quick readMake it scannable: Use an eye-catching headline to attract and encourage – perhaps touch on a main need. Then break your content up with subheadings, images accompanied by captions, and bulleted lists. Most don’t have the patience to pour over lengthy wording – steer them through your online marketing content with text breakers like these.

TestimonialsUse quotes and testimonials: Another way to break up text is to include quotations or testimonials. These not only provide solid evidence of your capabilities, but the right quotes and testimonials can also help keep your tone personable and relevant.


Before putting together any online marketing materials, plan out what your goals and targets are and continually keep these in mind. Strategically use that tiny window of time to reel the reader in.

Walton’s Words has extensive experience in writing and collaborating on online marketing content to help increase businesses’ brand appeal and customer reach. Drop us a line or give us a call if you’re considering an online promotional strategy you’d like to discuss further.

Jeanette Walton received a Writing Expertise Acknowledgement via resumé work published in 7th edition of Resumes for Dummies

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