Here are some guidelines for an advertising campaign.

Keep up the similarity

Keeping the theme same is very important, that’s what advertising campaign is all about. Start your advertising campaign with cracking the concept. Ideate a concept, which is truly out-of-the-box. Develop a theme. Don’t forget, this central theme will remain constant all over the campaign. Central idea of the campaign can’t change. Decide on what you wish to say and how you say that. If you have a headline, it will run everywhere. It will be a headline in print ad, a super in television ad and a voice over in radio advertisement. If you have coined a jingle, it will run across all the media too. If you have coined a specific mascot or character, it should be in every advertisement. Tonality, message will be same all over. If your brand seeks a celebrity endorser, make sure you utilize his presence across all media. It may cost more, but that’s rule of campaign, else campaign will fall flat.

Choice of media

An advertising campaign generally runs over a series of media like print, electronic, outdoor etc. Since an advertising campaign aims maximum visibility, brand exposure, awareness and preference it’s generally released over multiple media, making sure people watch it whether knowingly or unknowingly. So make sure you choose a wide variety of media for your ad campaign. Keeping the theme same, your advertisement’s dramatization may vary from one media to another. You may also choose POP media, transit media, specialty media, digital media and the like.

Time of release

Time of release of the advertisement campaign across all the media has to be on the same time, to cast the synergistic effect. Since an advertising campaign is launched to promote something new it comes in all media at the same time. Maximum exposure works magical for the brand.

Your copy or content has to perform in this chaotic world. Wouldn’t it be too much to ask your content to do without providing it the weapon necessary to cut through the clutter? Those weapons are scannability, keywords, and short paragraphs. You need to keep following things in mind when writing for the web:

1. Keep the paragraph short. You are not creating a literary piece, so there is no need to make the paragraphs long. 3 to 4 sentences long paragraphs are enough.
2. Divide your articles using headings and subheadings.
3. Use important items as bullet points.
4. Use keywords in H1, H2, H3, and other heading tags.
5. Use primary keyword as early in the title as you can.
6. Use important keywords in the first 50 words, or at least in first 100 words.
7. Use headings and subheadings to communicate key ideas.
8. Use standard font in the blog or article you post on your website, so that most of the people can read the items.
9. You can also insert images and tables in an article or blog post to make the article scannable.
10. Keep the sentences shorter.
11. Do not confuse your readers by addressing too many issues in a small article. Keep it simple.

Your article or blog post should be constructed in such a way that your audience gets the central idea in the first 30 seconds. This is the amount of time one has for any online item. The visitors may stay longer if you succeed in retaining the audiences’ attention within this time limit.

Prepare a structure for the article

Before you begin writing, you should create a structure of the article. When you undertake this exercise what you are basically doing is creating a skeleton which you will later fill with flesh, blood, and muscles. The structure of an article provides it a basic framework that will later be developed in a full grown article.

Divided the contents in subheadings

Once you know how your final article will look like, you need to divide your articles into sections and sub-sections using headings and subheadings for better readability. To break an article into sections and subsections apply the rule of thumb given below. The rule of thumb is: always put the important ideas into headings of an article, so that people know what individual paragraphs will talk about, and what the article, as a whole, is about.

Write down main points

Now it is time to add some flesh to the structure you have created so far. Under each headings and subheadings, write 2 or 3 bullet points that summarize the central idea of each paragraph, and which add up to make the complete paragraph.

That is it. You are done. Now only the filling up step is left, which could be done anytime, even after one or more breaks.

As said, the final step in the process is to write content beneath headings and subheadings using the main points (bullet points) that you have listed. By following this guide, you will be able to write good quality articles even when you take frequent breaks.

There are people who think, a good design, a good layout and of course SEO is all it takes to make a good website. Content always comes secondary to the subscribers of this school of thought. They see no value in copywriting until they come to the verge of extinction, and many even do not realize the importance then.

They feel it was something else, not the lack of good content that forced their websites untimely demise. The group that put no value on a well-researched informative content feels, it might be the quality of the central idea on which the website was build that failed them. You bet, it does lead to a sudden death, and so does a badly written website.

We need to understand that users that visit our websites are humans (not just search engine bots) who come to our websites (by whatever means) because he or she is seeking some information of the topic we claim to cover in our websites. For them the clever design, and jaw-dropping technology is just a good to have things, not the things they are looking for. What they are looking for is information, and information can only be delivered via content, not via technology. And here written words along with videos, audios and animations, become important.

Indeed, there is no denial that, people have moved away from reading (active mode of information consumption), and went closer to watching and listening (passive mode of information consumption), nevertheless, they are consuming content only, not the technology. Each one of us, who is not meditating in Himalayas for last hundred years, is aware of the way in which the information consumption has changed.

Much of the contents are now converted into either a video or an audio file, but still there are things that cannot be put into video or audio, and which need assistance of written words to convey the idea properly. Despite the growing popularity of video sharing sites and podcasting, we spent most of the time reading on the Internet.

We might be time starved, and hence, use multimedia contents to help us become multi-tasking, but watching and listening (despite it’s being passive medium of information consumption) are still secondary to reading on the Internet, which is an active mode of information consumption. And did I say, it’s the written words that command more respect and trust then the spoken ones. Always remember, written words sell more products then its spoken counterpart. Hence, quality copywriting is still important.