ContentWritingChat April 26 2016 Recap: Creative Copywriting Tactics 101

Did you miss #ContentWritingChat this week? There’s no need to worry, my friend! I’ve rounded-up some of the tweets from Tuesday’s chat so you can get caught up. Dive into our recap and learn more about the wonderful world of copywriting!

#ContentWritingChat April 26 2016 Recap: Creative Copywriting Tactics 101

This week, we were joined by Nicole Story, the Vice President of Creative at Poo~Pourri. We are huge fans of Poo~Pourri here at Express Writers because they are consistently creative and amazing with their brand’s copywriting. If you want to learn how they do it all, you’re in luck because Nicole shared some of her top tips with us!

Q1: How important is online storytelling and creative writing to brands today?

In case you weren’t convinced that both online storytelling and creative writing are important to brands, just check out these tweets from Tuesday’s chat:

As Nicole from Poo~Pourri said, storytelling is the human factor in online engagement. A relatable story will truly resonate with your audience and attract them to your brand.

Searcy knows the importance of storytelling. She says it can make or break a brand these days! It’s a good reminder to think about your brand’s story. What story are you telling with your brand? Is it resonating with your audience?

Rachel says that storytelling is relevant to brands today. Focus on providing great content to your audience!

When telling your brand’s story it helps to share the benefits you can provide in relation to your audience’s pain points. It’s one of the best ways to reach them and really pull them in.

Q2: What do you need to know before you create online copy?

Before you start writing copy for your brand, there are a few things you should know! Keep these tips in mind:

Questions you need to have the answers to: Who are you talking to? What are you talking to them about? Why should they care? Knowing why is so crucial!

Also, know what action you want someone to take next. Include a call to action so you can tell your audience what the next step is.

Shannon also agrees that knowing your why is important when creating online copy!

It may be obvious, but it’s important! As Brittany said, you need to know who your audience is. What do they care about? Where are they engaging with you? When you take the time to truly get to know your audience, you can create tailor-made content just for them.

As Pratik said, you need to know who, what, why, when, where, and how. These questions are essential!

What are your goals with the content you’re creating? You should have your end goal in mind so you can create the exact content that will help you achieve the results you want.

As Kyle suggested, ask yourself if you would care about the copy you’re creating. If not, it’s time to go back to the drawing board!

Q3: What are key elements of successful creative online copywriting?

To make sure your creative online copywriting is a success, take a look at these tips from Tuesday’s chat:

It will be different for your brand, but when it comes to Poo~Pourri, they love the kind of humor that really grabs your attention.

Eliza says to make sure you choose an engaging topic and include strong visuals. They are two key elements to creating great copy!

Kristen’s key elements of successful copy include personality, voice, and clarity. We agree!

Remember to measure your results! As Sarah said, you need to know if your copy is working for you:

  • Are people responding?
  • Are they taking the desired action?

If not, you need to revisit your work and make some changes. If you aren’t getting the results you want, what’s the point?

A great tip from Brittany: don’t forget to proofread! Before you hit that publish button make sure you have double-checked for proper grammar, correct spelling, etc.

Q4: What is your process for coming up with brand copywriting?

We all have our own processes for creating amazing copy, but here’s what works for some of the people in Tuesday’s chat:

If you work at Poo~Pourri, Nicole says channeling your inner potty mouth is a must! What a fun brand, right?

As Kim said, it all starts with knowing your audience. Figure out what they’ll respond to, what your message is, and the best way to deliver it.

Once you know your brand’s voice, start researching your audience. Get to know them and see what they like. This will help you choose the right format for your content. Then, as Vivek says, just go for it!

At Express Writers, we do a lot of research via BuzzSumo. BuzzSumo allows us to check out what the top shared content is at any given time. Very helpful!

Collaborating with your team is a great way to work together and produce incredible copy!

We couldn’t have said it any better, Brittany!

Q5: How can you make sure your content stands out from everyone else’s?

You don’t want your content to go unnoticed, do you? Of course not! Make sure it stands out!

Don’t be afraid to be yourself and stand out! You have to be willing to put yourself out there. Make sure the end result is providing a value for your audience.

Julia, our CEO, raises a good point: never create if your end goal is just for “sales.” It simply won’t be as good.

Dave Pepper NAILED it!

Another nugget from Julia.

On one hand, it’s okay to study your competition. Check out what they’re doing and see what resonates with their audience. Don’t copy their style, but you can use it for inspiration and to do something even better for your brand.

Make sure you’re using your brand’s voice. Your voice is unique to you and it’s one way you can stand out from the crowd.

Kate says to emphasize your company’s unique selling point and your brand voice to help you stand out among all the others in your field.

When you start your copy with a great hook, you’re sure to grab their attention and get them to keep reading!

A great tip from Ellie: set creative standards for yourself. You should strive to be the best you can be.

As Searcy said, make sure you choose the right platform for sharing your content. Make sure you’re reaching the right people.

To put it simply, go big or go home!

Q6: How can you connect with your audience through copywriting?

Copywriting is a powerful way to connect with your audience when done correctly. Check out these tips to help you make a connection every time:

Poo~Pourri isn’t afraid to get a little crazy and talk about taboo topics. It’s what sets them apart and draws people into their brand.

Create content that caters to the wants and needs of your audience. When you provide value to them every time, they’ll want to stick around.

Jim said to always be genuine. When you just be yourself, you will attract the right people and repel the wrong ones.

Don’t sound like a robot! These days, your audience wants to feel a real, human connection with a brand. As Searcy, Kristen, and Varun said: be human. You need to be yourself if you want to form a genuine connection.

Kyle said you shouldn’t be afraid to share your personal experiences with your audience. Odds are, someone has been where you were and they’ll find your story relatable.

Make sure you review any feedback you receive from your audience and implement it so you can be better next time.

The words you use within your copy are so important. Your copy needs to resonate with your audience.

Q7: How can you tie your copywriting to visuals and other content marketing forms?

Visuals can play a major role in your copywriting, but you want to make sure everything is working together!

As Nicole said, your visuals and your words should support one another. They shouldn’t be competing.

Like Julia said: repurpose, repurpose, repurpose!

Brittany and Jeff are spot on with their answers! Make sure your visuals complement one another. If your copy has a specific vibe, your visuals should have that same vibe as well. And you should use visuals to enhance your words, not replace them.

As Kristen said, you want to make sure your copy and your visuals are always on-brand.

Copywriting that speaks to all the senses sounds like a winning formula to me!

It’s always a great idea to get the whole team involved when creating copy and visuals. You don’t want to miss out on some amazing ideas from your team!

Infogrpahics, Slideshares, etc. are great ways to repurpose your written content.

Q8: Open Q&A for Nicole from Poo~Pourri!

We invited chat participants to ask Nicole some questions and here are a couple:

Nicole said that at Poo~Pourri they love to use YouTube for web sales and Instagram for organic engagement. However, they find Facebook can be hit or miss.

It’s pretty clear Nicole absolutely loves her job!


We always have so much fun in our Twitter chats. This last time, we had no less than 700 participants! It’s time you be a part of the #ContentWritingChat, if you’re not already!

We look forward to seeing you at the next #ContentWritingChat! Mark your calendars weekly for Tuesday at 10 AM CDT for great chats centered around content writing and marketing.

So You Think You Can Write Julia McCoy book

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