Content Marketing

Content marketing: four formats and what makes each one work

Content is what your customer reads or watches before deciding. An ad that hides the benefit past its first line wastes its budget. A service page that doesn’t answer the visitor’s question loses them. A video without a clear idea gets skipped in a second.

We write four formats, and each has a rule we won’t bend.

Ad copy

We write for Facebook, Instagram, TikTok, Snapchat and Google ads, always in several versions. One opens with the problem, one with the offer, one with proof from a customer or a detail from inside your business. After a few days of spend, the numbers tell us which to keep. We also stay inside each platform’s limits for headlines and text.

The rule: the benefit goes in the first line, before the brand name.

Website and landing page copy

Home pages, service pages, about pages and campaign landing pages. Each one opens with what the visitor came to find out, deals with their objections, then asks for one next step. If you’re building a new site, we prefer to write the copy before the design. A design built around finished text serves it. The reverse rarely happens. See websites and landing pages.

The rule: someone who has never heard of you understands what you offer in five seconds.

SEO articles

Topics come from keyword research, not guesswork. Each article answers a question your audience really types into Google, opens with the answer, explains under clear headings and links to the right service page. This is the kind of content that improves your chances in search results and in Google’s AI summaries. Read about our SEO services.

The rule: every article contains something only a person in your field would know.

Video and reel scripts

Short video takes more writing than it looks. We script it second by second: an opening line that stops the scroll, one idea, and an ending that asks for a specific action. We write the on-screen text too, since many people watch on mute, and decide with you who appears: someone from your team, a creator, or just the product.

The rule: one idea per video. Two ideas means two videos.

MSA or dialect?

There’s no single answer. Platform, audience and market decide:

• Website pages and articles: simple Modern Standard Arabic, because it serves Egypt and Saudi Arabia together and works for search.
• Social media in Egypt: Egyptian dialect brings the brand closer in posts and reels, in a tone that suits your business. A clinic doesn’t write like a coffee shop.
• Social media in Saudi Arabia: neutral or light Saudi dialect in video and on Snapchat, simplified MSA in formal posts.
• Ads: we sometimes test both, and the numbers settle it.

We don’t translate English copy word for word. We write the Arabic from scratch, then write the English version for its own reader.

Before we write a line

We read what your customers already say: comments, messages and the questions your sales team hears every day. That’s where your audience’s own words are, along with the objections that delay a purchase. Then we work out where the reader is. Someone hearing about you for the first time needs different content from someone comparing you with a competitor.

Two things come out of this: a tone of voice guide that sets how the brand speaks, and a monthly calendar of articles, posts and videos tied to seasons such as Ramadan, Eid and White Friday. You review and approve it before we start.

If you’re starting from zero with no name or identity, begin with branding and naming. The way a brand writes comes from its personality.

Two ways to work with us

• Monthly service: calendar, writing, review, and tracking of what gets read, shared and turned into inquiries, with the plan adjusted every month. It works best alongside social media management and paid advertising.
• One-off project: copy for a new website, a set of articles, or product descriptions for a store on Salla, Zid or Shopify. If your team publishes in-house, we hand the content over ready, with the tone guide.

A typical one-off project: a perfume store on Zid whose product descriptions were copied from the supplier and match dozens of other stores word for word. We rewrite them to describe the scent, the occasion and how long it lasts, the way buyers actually ask, so each page is clearer for the customer and no longer a duplicate in Google’s eyes.

Cost depends on the type and volume of content: number and length of articles, website pages, ad variations, video scripts, whether you need an English version, and whether the subject needs specialist research, such as medical or legal content. Request a quote or see our plans.

Test your current content

Open a page from your site or your latest post and ask:

1. Does a reader understand what you offer from the first paragraph?
2. Does it answer a real question, or repeat lines that would fit any company?
3. Does it include a detail only someone in your field would know?
4. Does it end with a clear next step?
5. Is the language clean, with no spelling mistakes or literal translation?

If you answered “no” twice or more, the problem probably isn’t how often you post.