How to Write Promotional Content at Content Pros
Note: The blog post below is something that we use for internal training at Content Pros. We have published it here so our readers can get some use out of it as well!
You already know how to write an epic blog post. But how do you write an epic piece of promotional content to go with it?
We’re introducing the option for our customers to add promotional content to their blog posts. As a writer here at Content Pros, it’s vital that you know what it is used for and what components go into it.
Let’s dive in!
What Is Promotional Content?
Promotional content is a content upgrade that the customer can use to promote their blog post on social media and via email. This is an essential part of every content marketing strategy. It boosts the content’s visibility by enticing people to click and read it.
Until now, our customers did this on their own. We’ve decided to offer them the option to add a 350-word piece of promotional content to any blog post to help them save even more time and resources.
The Components of a Content Pros Promotional Content Piece
A meta description is a short paragraph that summarizes what the blog post is about. When implemented into WordPress, this meta description is what will appear in a Google search result under the title.
The meta description should make it absolutely clear what pain point the content is going to address or what topic it’s going to cover. This snippet should be very concise and straightforward. Think about how you can sum up what the blog post is about in a couple of short sentences in a way that will intrigue people and encourage them to click on the link.
Email Newsletter Copy
This section is what the customer will use to promote their content through email. It should include:
- Three subject lines (A, B, C)
- The main body of the email
Make sure to keep the subject lines short but exciting. They should grab the attention of the recipient and invite them to open the email as opposed to ignoring it. Use actionable language; if appropriate, you can utilize one or more of the titles you wrote for the blog post.
The body of the email should introduce the blog post and briefly explain why it’s relevant to the recipient. Why should they read your blog post? Why is it of interest to them? What pain point of theirs will it address?
Be brief. The reader should be able to skim through the email and understand what it’s about within seconds. Keep your paragraphs short.
Be personable. No one wants to read a dry email.
Write in the second person. This helps the reader relate.
Here is an example of what an email newsletter might look like for a blog post that outlines ways to eliminate time traps at work:
Subject Line A: Eat That Frog! And 9 Other Ways to Eliminate Time Traps at Work
Subject Line B: 10 Ways to Avoid Time Traps at Work
Subject Line C: How to Remedy 10 Common Time Traps at Work
Here is my latest blog post on eliminating time traps in the workplace. It helps HR professionals understand how to instill time management skills in their workplace, pointing out vital areas of focus.
For instance, teaching employees techniques such as clustertasking and helping to streamline workflow processes are ways HR can encourage strong time management.
If you’re made efforts to help build your employees’ time-management skills, I’d love to hear what techniques you’ve tried. Let me know if you’d like to chat at your convenience.
Twitter is one of the social media platforms where things can be shared easily and quickly. This makes it the perfect medium for promoting blog content.
A Twitter headline is essentially a bite-sized snippet that summarizes the value of the blog post. Make sure you include three alternative headlines. Don’t forget to keep it within the character limit of a Tweet – 140 characters.
Twitter headlines should be actionable. Use language such as “X ways to,” “How to,” or simply go with wording that explains what pain point, fear, or problem the reader will be able to solve by reading the blog post.
Following our example from before, here is a set of great Twitter headlines:
A: Coach employees toward excellence in time management with these 10 tried-and-true strategies.
B: Help employees stay focused and productive with strong time-management coaching and improved workplace systems.
C: Help managers and employees maximize their use of time with these 10 proven strategies.
Facebook is another quick and easy way to promote blog content. The difference between Facebook and Twitter headlines is that Facebook does not have a character limit. Facebook headlines can be a little longer and contain a bit more information about the blog post.
(Make sure you include three alternative Facebook headlines.)
Once again, be clear about the content’s benefit to the reader. They should be able to take one look at the Facebook headline and know whether it’s something that interests them. As in the other sections of the promotional content, make sure these headlines are written using actionable and relatable language.
Remember: The ultimate goal of promotional content is to grab people’s attention and get them to click on the link and read the content.
Now that you know what’s included in each section of a promotional content piece, you’re ready to create PC for our customers here at Content Pros. Refer back to this guide whenever you need to refresh your memory. It’ll help you make sure you’re doing everything you can to provide the customer with an epic piece of promotional content to go with their equally epic blog post.