3. If you’re ghost writing, make sure you pay a lot of attention to the way your client speaks. You don’t want to depart too far from that, even if your job is to sell. Remember, you should inject the sales skills, but the tone of voice needs to remain authentic, otherwise once you’re gone, the illusion will break and you will have failed your client.
During the baby boom era, Kellogg’s began selling sugary cereal to children. With this change in business model came sociable animal mascots, lively animated commercials and the back of the cereal box as a form of targeted content marketing. Infographics were born in this era. This represented a new approach to make a brand memorable with the audience.
Businesses focused on expanding their reach to more customers will want to pay attention to the increase in the volume of visitors, as well as the quality of those interactions. Traditional measures of volume include the number of visitors to a page and number of emails collected, while time spent on page and click-through to other pages/ photos are good indicators for engagement.
You run an accounting firm that specializes in tax preparation, and business was lagging this year. You want to do better next year, so you start a blog on your website and publish posts about some of the common tax-related issues your target customer faces. You write a few posts a week, and eventually those blog posts start to rank in Google and other search engines.
Low pay. Most content writing positions do not pay well, especially entry level writing positions. Small newspapers or publications are often good places to start in terms of gaining experience and contacts. But often, the compensation will be $10-$12 an hour. The average salary for content writers in the United States is $40,000 a year. Higher paying positions in the content writing field include project managers, online researchers, and proposal writers. However, you will need higher levels of experience to qualify for these positions.
Thanks for this write-up Nev. I know it is old but I just started getting my hands dirty copywriting. I have read your book on copywriting (this book will teach you to write better..) and I have read all the boron letters too. I have done some little (copy) writing (mostly sales page without any intent of them being a great copy, just a necessity I had to go through). I must thank you for all these resources. My writing has gone up by over 1000% doing all the stuff here. I figured out I need to communicate clearly and use conversational style and that is just what your writing style is and what you advocate for (Imagine! this was easy for me to write. Damn!. Normally I will struggle to have my thoughts gathered together for this kind of writing). I am still practising, I have to thank you again. As for the tripple skills threat, I am a web developer (I have an engineering degree (masters), which makes this even a more sweet spot for me). I am able to apply writing clear copies to write clear code (least effort, no convolutions or complicated ideas if not needed). Damn, I enjoyed writing this piece. Feels like I finally get my word(s) across. Thank you and please recommend me how else I can improve.
If you’ve ever slogged your way through reading a piece of marketing and only finished reading because you had to, then you’ve experienced bad content marketing. When I speak to companies about content marketing I tell them that content is good if they genuinely want to read it. Content is great if they’re willing to pay to read it. If you want to see great examples of content, just look at what you’ve paid to read, watch, or listen to lately. If you watched The Lego Movie this year, you saw one of the greatest examples of content marketing to date. Oh, you thought they made that movie in order to sell movie tickets? Think again. That was a 100 minute toy commercial, and rather than using a DVR to skip it you paid good money to watch it. Is it any coincidence that Lego recently leapfrogged Mattel, the creators of Barbie, to become the largest toy company in the world? You may not have the budget to make a feature film to promote your company, but you can still give potential customers valuable information.
The easiest way to get started is to apply to write content for a content writing service or freelance job board. Content writing services create business relationships with companies that need content and provide writers to write that content. Freelance job boards are sites that allow writers to make individual profiles and vie for jobs posted directly by the client.
Now we’re into the body of the sales letter. You need to tell your prospective customers what you’re offering them first. The trick is that you have to make them want your product or service. So think like a prospective customer or client when you’re writing this section of your letter and answer the question “What’s in it for me?” In other words, what are the benefits to the customer of making this purchase?
It then started off as working in a full-time job as a Technical Author, in the UK (this was 1997). I then went freelance in 1999 , and found a forte in designing Word templates and documents for clients. They also adopted all my processes and procedures in place of their own – great start, right? BUt that was then, back in the steady world of freelancing and commuting. Now though, with the Internet-shift, it’s even better; but, the challenges – though different – still exist.
Great post! In case it hasn’t been pointed out though, AdWords headlines are limited to 25 characters, so your example rewrites wouldn’t fit. This is a really great exercise to do with a character counting tool – fitting everything into so few characters is a real challenge, especially when you sometimes have to include specific keywords that are super long. An added level of complexity are the two 35 character long description lines. If the first line ends in a “.” or “?”, it can be added to the end of the title after a dash (provided the ad isn’t on the sidebar where horizontal space is limited). The second line on the other hand can be dropped entirely on mobile, so anything crucial has to be headline or description 1. A real copy puzzle!
Problem: I need to increase the volume of my organic search. Your audience can’t buy from you if they can’t find you, and today up to 93% of buying cycles start from a search engine. Additionally, according to Kuno Creative, 51% of content consumption derives from organic search, so content marketing is a great way to build organic awareness. When your valuable content ranks highly on search engines, or is shared widely on social networks, you’re building brand awareness at no cost, and since your content will only be shared when it’s relevant, your audience will be less inclined to tune it out.
Blog posts. Distill your content marketing strategy into your blog schedule or strategy. The company blog can and should be used to cross-promote other content, which will help keep posts on a consistent schedule. If you don’t have a marketing team member who is familiar with search engine optimization (SEO), this is one area where you might want to consult a professional.
I’ve spent the last 2 years doing a lot of resumes and LinkedIn profiles for job seekers. I’ve also done a lot of biographies and social media marketing copy and consulting for coaches, authors and other solo business owners along the way. But now I’m leveraging my last two years of experiences (all of which were paying gigs, so no need to smack my pen out of my hand, LOL!) and I am positioning myself to expand and work with bigger companies like my first one.
In this class, you will learn the techniques and methodologies to identify the audience, harness popular writing formulas and create engaging headlines. Commence with an introduction to the significance of this field and the time-tested principles before moving on to popular frameworks and building structures. These lectures focus on learning by doing so by the end of the class you will be proficient in the concepts covered in the videos and will have the confidence to put them into use. If you want to be a Creative Writer, then check out these Creative Writing Course Reviews.
Infographics. These are generally long, vertical graphics that include statistics, charts, graphs, and other information. If you need some examples, here are 197 infographics on the topic of content marketing curated by Michael Schmitz, head of Content Lab at Publicis, Munich. Infographics can be effective in that if one is good it can be passed around social media and posted on websites for years. You can get a professionally designed infographic by hiring a contractor on a site like oDesk or if you want to remove some of the risk you can go with a company like Visua.ly. A decent infographic will usually cost you at least $1,000 to have designed, but can cost several thousand dollars if you are hiring a contractor or agency to include strategy and planning, research, copywriting, and design. There is also the matter of promoting that infographic to bloggers and the media. Or you could set up a board on Pinterest and curate infographics on a topic related to your business. That is also a form of content marketing, and it costs nothing but your time. Hey, it worked for Michael.
And the first thing I am going to tell you is that words are personal. Even when it's for business. What you say—and how you say it using text, images, layout, links and typography—creates your business’s personality online. As a high-end website copywriter for creative businesses online since 1999, I want to tell you, it's always about people (even when you're an SEO copywriter - see my copywriting philosophy).
Problem: I need to create brand preference. Engaging content marketing creates preference through thought leadership by making you a trusted source of information and education. You can also create preference through relationships, which are strengthened whenever your content entertains or helps your buyers. People are more likely to buy from companies with whom they have relationships.
We know this is a lot of information, but the work has just begun. It takes time, organization, and creativity to grow a successful content marketing strategy. From building the foundation of your content marketing plan to adding tools to better manage your content, setting up your strategy for the new year won't be a hassle if you follow the steps and explore the resources here.
I have always found that If i have been given a copywriting project to do something specifically like write web copy I usually Google all best web copies I can find and read through each even if t takes a whole day to do that I look for patterns and best parts of the web copy ; making notes about what pops out and try to incorporate some of those based on what the client wants…
The personal finance site Mint.com used content marketing, specifically their personal finance blog MintLife, to build an audience for a product they planned to sell. According to entrepreneur Sachin Rekhi, Mint.com concentrated on building the audience for MintLife "independent of the eventual Mint.com product." Content on the blog included how-to guides on paying for college, saving for a house, and getting out of debt. Other popular content included in-depth interviews and a series of financial disasters called "Trainwreck Tuesdays." The popularity of the site surged as did demand for the product. "Mint grew quickly enough to sell to Intuit for $170 million after three years in business. By 2013, the tool reached 10 million users, many of whom trusted Mint to handle their sensitive banking information because of the blog’s smart, helpful content."
Red Bull, which sells a high-energy beverage, has published YouTube videos, hosted experiences, and sponsored events around extreme sports and activities like mountain biking, BMX, motocross, snowboarding, skateboarding, cliff-diving, freestyle motocross, and Formula 1 racing. Red Bull Media House is a unit of Red Bull that "produces full-length feature films for cinema and downstream channels (DVD, VOD, TV)." The Red Bulletin is an international monthly magazine Red Bull publishes with a focus on men's sports, culture, and lifestyle.
Your social media manager should also invest in growing your presence on social networks so that the content you share reaches an ever-growing audience. Consider the amplification of a piece of content shared on a Facebook page with 100,000 fans, versus 1,000 fans. The fans' networks work to help your content spread -- so the larger their networks, the better your content's distribution.
Content marketing also provides additional benefits in that it supports other digital marketing channels. It provides additional content for social media marketing and contributes to SEO efforts by generating natural inbound links and building up good content on your website that gets found in search engines. In fact, for many companies the bulk of their SEO efforts should be focused on content marketing.