How To Write Top-Quality Marketing Copy—And The AI Tools To Simplify The Process 

This article was written by guest contributor Eric D. Townsend, senior channel manager of global RMM at Proofpoint.

Finding the time to create marketing copy can be a tough hurdle for many MSPs—let alone good quality, engaging marketing content. That’s why it’s key to learn both the core functions behind great marketing copy, and the AI tools to create it quickly and efficiently. 

Your Customer’s Mindset

Before you start writing marketing copy, you first need to understand where your potential customer is at mentally. The average prospect has a couple of problems that you need to work through if you want to stand out from the pack. 

The first is that prospects have a lot on their minds—they’re running their own small or medium-size businesses, and many aren’t technologically minded. This means that your marketing content needs to be straightforward, simple, and easy to understand by the average person. Second, IT is complex, especially for nontechnical people. With all the necessary hardware and software solutions a business needs to function, there are a lot of tech products and locations for them to keep an eye on. To meet this need, it’s important to simplify your offering as much as your marketing. Finally, there is a lot of clutter—excess noise and information that you’ll need to cut through to get your message across. 

The Six “C’s” Of Great Marketing Copy

To achieve these goals, your marketing should meet these six requirements: 

  • Clear and concise: What you do should be immediately apparent to someone who has never heard of you before. 
  • Customer-centric: Content should be tailored to your target audience, and vary when directed at a business owner vs a technical person. 
  • Compelling: Your message should be unique and provide value to the reader. 
  • Competitive-minded: Know what your competition is doing, and differentiate your MSP accordingly. 
  • Call to action: What do you want the prospect to do next after reading your marketing? 
  • Consistent: Your brand message should be consistent across all platforms, from blogs to website copy to sales calls. 

Turning Prospects Into Customers

With that in mind, utilize these strategies to turn prospects into customers. Note: These strategies are formulized for the “convert” stage of the marketing funnel, meaning that prospects are already both aware of who you are and informed about what you have to offer. 

Strategy 1: Create content that hits home. To do this, you’ll first need to make sure you’re choosing the right content format for your target audience. Mediums include everything from blog posts to emails to YouTube videos, and what works for a technician might not work for a CEO. Then, use storytelling to build a connection with your reader, and build credibility by incorporating data and research. Don’t forget to highlight customer testimonials and success stories! 

To get your content seen by more people, follow SEO best practices, including keyword research and implementation. Make sure to tailor your strategy for the algorithm of the platform you’re posting on—what works for YouTube likely won’t work for LinkedIn. 

Strategy 2: Master multi-channel marketing. Even the best content in the world won’t make a difference if you’re posting it where your potential customers aren’t. To avoid this pitfall, research effective distribution channels for your target audience. Once you know which platforms and online communities prospects like to spend their time in online, you’ll know where to place your ads or post your blogs. When you do start posting on multiple sites, verify that your messaging is consistent across platforms. 

Finally, encourage interaction! You can facilitate this by posting polls, surveys, and Q&As for customers and prospects alike to engage with. Be sure to respond to any comments or questions promptly, as this will encourage people to continue to engage with you online. 

Strategy 3: Set measurable goals and track your analytics. If you don’t track your KPIs, you won’t know whether you’re hitting your goals. Analytics to track include conversion rates, engagement rates, and lead generation. Tools like Google Analytics, HubSpot, and social media insights can help you track your analytics. Once you see what works for your business and what doesn’t, you can test different content and marketing strategies and improve and tweak accordingly. 

Use AI To Help Create Content

It’s all well and good to know the hows and whys behind good marketing, but it won’t make a difference for your MSP unless you actually consistently create content. The good news is, AI can help! Here are five different AI tools to try: 

  • ChatGPT 4.0—can help with content generation, idea generation, tone and style adjustment, content refinement, and summarization and expansion. 
  • Quillbot—another AI writing tool that features a plagiarism checker (essential when using AI to generate content) and a paraphrasing tool. 
  • Copy.ai—able to generate specialized marketing copy, such as blog posts, email copy, and social media updates. 
  • AnswerThePublic—generates content ideas based on what users are searching for online, tailored to your niche or industry. 
  • MarketMuse—analyzes your website’s metadata, content, backlinks, and keywords to give you insights into how SEO-optimized it is.

When using AI tools, remember to enter the initial prompt with all of the relevant information. To start, you’ll want to tell the AI who you are (the perspective the content should be written from), your goal with the copy, and your target audience. It will take significantly more time to go back and forth with the AI and backfill information later. For more about precisely what to include in your AI prompt, read our article on how to use ChatGPT to create marketing copy.

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Eric Townsend

Eric D. Townsend is senior channel manager, global RMM, at Proofpoint.

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