Video is a versatile content format which is easy to share across multiple platforms. Thanks to being engaging, entertaining, and easy to digest, consumers are starting to favor it over written content. Studies have shown that it can give a potentially huge return on investment (ROI) through many channels. For this reason, companies tend to consider creating social media video content as a part of their overall marketing strategy.

Generally speaking, content marketing is based on trust and creating long-term relationships. It is becoming essential for companies to establish a one-on-one connection with their prospective customers through personalized marketing. Such trust can be established simply by the ability to read someone’s body language or see a product at work. Not only is this personal connection established through the use of video marketing, but seeing a product in action will likely bring a clearer understanding of the benefits of a product or service and give the audience greater trust in its capabilities.

Consumers find watching a video while trying to accomplish other tasks more convenient. Providing this convenience to the consumer can be an immensely effective marketing strategy. Video content also tends to target the audience’s emotions. Emotionally charged, creative video advertising can be shared on the internet in a matter of days, getting millions of views.

Video is one of the most popular content forms and this is probably not going to change soon. It is fun and engaging, and it allows businesses to get closer to their audience and give them a real peek into what the business is offering.

A writer’s goal is to keep the audience interested. Sadly, some writers fall into certain traps that may jeopardize the audience’s engagement. Understanding the most common writing mistakes can help authors write more clearly and keep them from stumbling on common pitfalls.

1. Trying to Sound Too Sophisticated
It’s important to remember that you are trying to inform the reader, not impress them. Unless you’re writing a business proposal or legal document, keep your content simple, easy-to-understand, and to the point. Remember, your reader won’t bother looking up the meaning of each word you write; they’ll just look for something simpler to read.

2. Not Asking Enough Questions
As a writer, it’s your job to dig into the details of a brief and ask the right questions. Is your client using American or British English? Gulf Arabic or Egyptian Arabic? Where and when will the content be published? All these questions help enhance your content and show that you’re a professional in your field.

3. Not Doing Research
Even if your client provides you with a detailed brief, a little research goes a long way. Transform your work from ‘good’ to ‘excellent’ by simply reading about the industry’s latest developments and your client’s main competitors. Your content will sound more credible because you’ll sound like an expert.

4. Forgetting to Edit
The way you present your work is almost as important as the work itself. Even if an editor will review your content, make it a habit to check for grammar and spelling errors, run-on sentences, and other common issues. Doing this shows that you’ve invested time and effort in the work.

Copywriters know exactly how to sell with words. But not all words are created equal.
What sets apart good copy from mediocre copy is its ability to keep the audience interested till the end. The trick lies in always keeping your audience in mind, emphasizing your strengths, and being organized and honest.

1. Captivate the Reader
The most important element of writing marketing content is catching the reader’s attention from the very first sentence. Think about how many times you lost interest in an article in under a minute. Start your content in an intriguing and compelling way to hook the reader, otherwise your efforts will go to waste.

2. Find Your Edge
Think about what makes you stand out among your competitors. What needs are you fulfilling? What are your brand’s best features? Identify your brand’s unique selling proposition (USP) and capitalize on it in your content to convince customers that your brand is superior compared to its counterparts.

3. Stay Organized 
The impact of your content relies on your ability to stay organized and up to date. An article about your brand winning a prestigious award isn’t as impactful when published a week later. Capitalize on important company milestones to better connect with your customers and win over new ones.

4. Be Honest
It’s natural to feel like your brand offers the best product or service, but when you oversell or make exaggerated claims, customers won’t trust you. Remember to stay realistic; for example, instead of saying your toothpaste ‘will’ remove plaque, say it ‘can.’
That way, you won’t risk getting negative feedback and accusations from customers.