Table of Contents
Copywriting Trends For 2022
Natural Language Process
Table of Contents
What Are The Copywriting Trends For 2022
Well, let’s talk about copywriting trends for 2022 and learn why conversational copywriting will define copywritng trends for 2022 – content that speaks to its audience in “natural language terms”.
For the fourth consecutive year, content marketing is expected to be the most impactful and commercially profitable advertising strategy.
If you haven’t started to think about 2020’s content marketing strategy, it’s time for you to get serious!
It can be difficult to see the forest for the trees when there are so many things that need attention: pillar content plans and social media schedules, evergreen blogs posts, SEO copywriting skills, and even social media schedules.
Choose A Content Marketing Strategy That’s Best For Your Company?
To get the highest ROI, where should you spend your digital marketing budget?
What copywriting trends and techniques are most important in the next few months?
We want to get to the point and make it easy for businesses, brands and content marketers to plan 2022.
No matter what content channel you advertise in, there is one key trend that must be followed.
Many Content marketers predict that 2022 will be driven by conversational copywriting and content that speaks to its audience in “natural language terms”.
Its own form of conversational copywriting was unique and original in the early 2010s. It’s not radical to suggest that brands should be more human.
Why is conversational copywriting so important in the near future?
Technology Is The Key.
As digital channels evolve, natural language terms will be more important in order to connect with customers
Innocent drinks printed “Stop looking at me bottom” on their smoothie cartons. It was cute, clever, and helped to sell fruit juice.
This was how brands were able to communicate with customers back in the day — via packaging and physical touchpoints. These touchpoints could either add value after purchase or seal the deal
Social media opened up new opportunities for businesses, and this has dramatically altered the conversation.
Today, brands can have human-to-human conversations every day through social media platforms like Facebook, Instagram, and Snapchat.
Technology has had a profound impact on the way businesses communicate with customers, and this will continue in 2022 and beyond.
There are three game-changing digital capabilities that will make conversational copywriting even more important in 2022. SERP position zero
Voice powered search
Copywriting trends for 2022 will use the next-generation chatbots.
New technology can enable you to communicate with your customers using conversational copy.
However, it is only possible if the communication adds value to your customer relationship.
These three digital channels and platforms will allow brands to respond to consumer needs in 2022.
People want to talk with brands. This is true for both how they find information and how they interact with products.
Digital solutions are now affordable enough to enable many businesses to make use of them.
We are not suggesting that you flood your blog in voice search optimised copy just because others do it.
It only makes the internet noisier, so your brand will need to work harder to get through.
Businesses must adopt new technologies to remain competitive. This will allow them to provide real value to their customers and make financial sense in the future.
Copy and content can bridge the gap between consumers and companies, creating and maintaining long-lasting, meaningful relationships.
It doesn’t matter what your next competitor will be doing in 2020 marketing meetings.
You need to determine how these technologies will be used, why they are worth the investment, and what steps you should take to make sure your marketing strategy is successful in the next year.
SERP Position Zero Writing
Google has been a more than a search engine. It is now primarily an answer engine.
You can type in specific questions (e.g. Users can type in specific questions (e.g., “how to write content marketing plans” or implicit questions like “copywriting skills” which is shortened from “what skills do writers need?” To get results
You may have noticed that the answer to your question is right in front of it. You don’t have to scroll through every page of search engine results.
Google will select the most relevant, helpful and direct answer and display it right at the top.
This spot is known as Position Zero and is highly sought after.
Google will select your content if you are able to get it selected.
This will make you stand out from other SERPs.
How Do You Write Copy For SERP Position Zero?
There are many content types that work well with P0.
The most useful are the 5Ws, terminology definitions, and simple how to instructions.
Conversational copywriting is essential for each of these.
The 5Ws are the best way to have a conversation with your readers.
They answer who, what and when.
It doesn’t matter if the question is in its entirety: “When will The Crown’s new season premiere?”
Businesses have an unique opportunity to help the reader and answer their question quickly and efficiently.
This is also true for readers who struggle to understand complicated terminology.
If you search Google “SERP”, a snippet will take the P0 spot.
It explains in just a few sentences what search engine results positions they are and why they are important strategies. P0 answers the implied question ‘SERP’ quickly.
When crafting content for this purpose, a copywriter must consider the way the audience will phrase the question using natural language terms.
A writer who can read the audience’s voice in his content has a better chance of claiming the P0 spot.
The problem is that the 5Ws strategy can slow traffic generation. You don’t have to direct readers to your site if they are getting the answer they seek from your content’s P0 snippet.
This is where how-to guides can add great value to a content plan. It is difficult to explain the types of questions that detailed instructions can answer in just a few sentences.
This content can still be a dominant part of P0, but the reader will most likely need to click through for more information.
What Is The Bottom Line?
Position Zero’s content strategy is based on natural language terms that match the reader’s questions or answers.
It also mixes up content that provides instant gratification and encourages time-on-site.
Are you ready for it?
“Hey Siri. What number of voice search queries are now possible?
According to Google, the answer is 20 percent. This is especially important for companies with tech-savvy young customers. 71% of smartphone owners aged 18 to 29 use voice assistants to search mobile.
Virtual assistants, whether it’s Alexa, Siri, are more and more at home in the home.
They are speaking to them in the same way as their family members and friends — even to the point that children have accidentally (or not!) purchased toys and treats.
Talking to their parents’ assistants, they can purchase toys and treats.
Voice powered purchasing offers tremendous commercial opportunities.
If the expected growth in home assistants continues, there will almost be as many by 2021 as people living on this planet. This stat is to give context: It took 30 years for mobile phones and human beings to surpass them.
How Do You Write Copy For Voice Search?
Voice search optimiSed copy is a tricky balance for content marketers.
One, search queries will be more verbalised.
However, the results must be concise and to the point.
It’s like this: When you are in the kitchen, planning what to do with the stockpiles for Christmas, you won’t say “Hey Alexa.” Best roast potato recipe”.
Use natural language terms and speak in a conversational style. How can you make your roast potatoes crispy on the outside, but still fluffy inside?
Although we use more words when we speak than we do when we type, it doesn’t mean that we are slower.
The average person can type approximately 40 – 50 words per minute but verbalise around 150.
Voice-powered search results must reflect this speed of conversation.
A user might communicate with more complicated phrases than they have time for.
However, it doesn’t necessarily mean that they can wait for Siri to interpret them and reply back.
Alexa or Siri should be able to return the pace, considering that voice-activated speakers are used to help people multitask and get immediate answers to their questions.
The secret to being both conversational and strategically effective is being both casual and professional at the same moment.
Voice powered search requires you to understand your target’s conversation about your brand and products in everyday life.
If a person with dry skin cries out to an assistant bot, it might be “How can I stop my skin itching so much?” Or “What products are best for dry skin?”
These are the types of questions that a skincare brand should be asking. Your web copy and blog content must reflect these types.
Conversational copy and natural language terms have a better chance of driving traffic than using fragmented keywords such as “dry, itchy skin”, or “eczema”, and even some medical terms like “atopic dermatitis” and “eczema”.
Next Generation Chatbots
Chatbots will make up over 80% of all marketing interactions between customers and businesses by 2022.
This is quite a lot!
While consumers love the idea that they can chat with brands — 9 out 10 would like to use messaging software for business conversations — they don’t want it to feel artificially-powered.
Nearly 60% of customers would prefer to talk to someone in person about their account or order history.
The new wave of chatbot training now includes natural language processing as well as tonality particularities.
Businesses can now close the gap between what an AI and human customer service representative can do in conversation.
There are still some easy ways to communicate with chatbots using conversational copywriting.
How Can you Create Copy For Chatbots.
Yes, machines are intelligent. They aren’t yet capable of understanding the nuances of natural human language.
The number one rule in today’s chatbot content is to keep it simple
It is better to have a simple chatbot that can be used effectively than one that asks too many questions or confuses customers.
If you try to be too thorough, your bot will end up broken and frustrated customers.
Concepts and set a number of conversations that a user will have with your chatbot.
This will vary depending on where and how you apply the tech. Next, convert it to natural language terms.
How can users phrase a question realistically? Get rid of any internal jargon. Write for customers, not yours.
Allow your bot to repeat itself to the user. This is especially important if it’s taking orders. This conversational structure is useful to humanise chatbot content. Humans are always looking for confirmation by repetition.
Finally, make sure to update the script frequently.
You want chatbot technology to facilitate on-going, informal, and useful conversations between your customers. Customers don’t want the same questions, quips, or quirky sign offs repeated over and over.
Keep It Fresh And Real.
Create conversational copywriting as your 2022 marketing mission
Natural language writing is a great copywriting technique. It can be used in any content channel.
Conversational copywriting will be our top trend in the next year.
It’s up to you to decide how to best use this copywriting skill in your business.
You might talk your way to the perfect Position Zero. Or maybe you will just take small steps that make chatbots feel like friends and not scripted software.
You can create a unique angle that addresses your customers’ needs and that is the key to creating a valuable content strategy that is commercially viable