You've written a blog post that has wide appeal beyond just your target audience. You test promotion of that blog post via a paid Facebook ad, and find that the CPC is lower than your typical paid expenditures, and is driving 40% more site traffic than those typical expenditures. Even so, when you turn off that budget you lose that traffic ... right? Right. But you still received a huge influx of traffic that, even if none of them convert to leads, might have spurred either inbound links or social shares -- both of which will help bolster your SEO.

Notice how the second sentence is somehow less exciting (even though it contains a killer lion?) That;s because the active voice emphasizes the action with “the lion attacked.” In the passive voice, the village is the subject. The agent (the lion that performed the action) is only mentioned afterwards using the prepositional phrase “by the lion.” It’s almost an afterthought.
Those scenarios might have sounded like a lot of work to you, especially when considered alongside marketing programs that provide more immediate gratification -- like list purchasing, PPC, or trade show marketing that deliver names and email addresses in mere minutes. Often, content marketing is used when businesses realize those programs are either ineffective, too expensive, not scalable, or all of the above. Here's what I mean, using the "infographic generator" example above for demonstrations.

At this stage, the work of the one or two content marketers on your team remains about the same as it does with a team of one -- content creation, SEO, and social media. Even if you decide to dedicate two hires to content marketing as Volpe suggests, to bifurcate responsibilities between those two employees is premature. Both employees should contribute to all three responsibilities, and leadership of the content marketing program is shared between those employees.


At this stage, the work of the one or two content marketers on your team remains about the same as it does with a team of one -- content creation, SEO, and social media. Even if you decide to dedicate two hires to content marketing as Volpe suggests, to bifurcate responsibilities between those two employees is premature. Both employees should contribute to all three responsibilities, and leadership of the content marketing program is shared between those employees.
I personally prefer things simple, so I think of content marketing technology solutions in terms of "need it" or "nice to have." Nice-to-have technologies are things like competitive intelligence tools, market research tools, or software that clues you in to real-time trends. Experiment with these on a rolling basis -- most will offer a free trial so you can validate it. But first, make sure you're set up with the core technologies every content marketing team needs.

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 subject line is what gets your e-mail opened, so don't write something quickly just before sending. You have to convince your readers that they really need to open your e-mail. The best word you can use to get the reader's attention is you. The word you says that the message is about them. Other great words for subject lines (and headlines) include new, exciting, exclusive and introducing. Also, try to keep your subject line to 50 characters or less, including spaces.

In 1933, Procter & Gamble started to broadcast a radio serial drama sponsored by their Oxydol soap powder. The owners wanted to build brand loyalty by aiming to adult women. They could intermix their marketing messages into the serial drama. The term soap opera was born in this year, and they marked a precedent for native ads. Engagement with the audience was a key element with the creation of this content.
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.
Exceptionally well researched and factual write up. This is true quality and value for all on the internet. Frankly, all of us need as much “back up” and study as possible to do our job – creating true value for our customers. Imagine the energy of writing truly original and compelling copy. I don’t intend to sell you anything. This process saves time in producing good copy the first time. It saves trouble in doing it right the first time. We all reach our objective of transferring true value to our clients. All for the very small price in time and effort to study and replicate these principles. Imagine doing it wrong – it really takes less time to just slap something down and move on doesn’t it? This is for you, it is free once you learn it, because you want to make the sale. This will capture the clients instantly with a new product or concept for their trouble. Imagine the excitement of finally becoming persuasive and capable of delivering on your promises. What do you think I will do next? Just like a professor in front of an adoring student, understanding the value of these principals will deliver time and again. Thanks for your grand post!
You have to be clear with your copy. If you’re selling yourself as a social media marketer, you can’t simply say, “If you need a social media marketer, I’m your guy (or gal).” You want to actively show your potential clients why they should choose your services (for example, Choose me because I have five years’ worth of experience in improving social media awareness for big brands, like…).
While today Sunkist is a mega-brand, there was a period of time where they were growing more oranges than their customers were eating. They actually had to start cutting orange trees down. They ended up hiring an advertising genius named Albert Lasker who introduced American's to the idea of "orange juice". He patented an orange juice extractor, sold it for .10 cents a piece and American's started buying oranges in droves. The campaign name? Drink and Orange. It's a concept that is anything but new to us today, but back then it made for killer copywriting. 

"The best way to help your sales team is to build brand awareness and create content that generates a lot of leads over time. An increase of twice as many leads means twice as many quality leads -- as long as you have software that lets you filter those incoming leads efficiently. That's how you build a successful sales and marketing machine," explains Mike Volpe.
Understanding the purpose of content is key to producing high-quality work. It's meant to speak directly with a particular audience, such as customers, potential customers, investors, employees, or other stakeholders. Content can be well-written, researched and creatively conceived, but if it isn't speaking to the intended audience, it's not doing its job.  Here are a few good examples of long-form, quality content written by Scripted writers:
There are many firms that offer content marketing services, often paired with SEO or PR. If you’re simply too busy to do it yourself and aren’t ready to manage it in-house, then hiring a firm may be your best option. But if you want to jump in and do your own content marketing the easiest way is to start blogging. It will likely be hard at first, but the more you do it, the better you’ll get at it. Following tips from websites like Copyblogger you’ll quickly learn how to craft content for your website or blog that will engage readers and turn them into customers or clients. But while technically good writing and the right headlines can help, it’s not the key to creating great content that is the best form of content marketing.
Who is this e-mail going to? Picture the average person on your list. Give them a name, even. Think about what their day is like. Think about what's important to them. What are they passionate about? How old are they? What products or services have they purchased from you in the past and why? The more you know about the audience you're writing for, the more targeted and relevant your copy will be.
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.
Great advice, Henneke. I agree that it’s best to avoid using any unnecessary adjectives. When I’m writing about a mediocre topic, I’m often tempted to add a bit more emotive vocabulary to make things sound ‘interesting’. However, as you say, what’s really important in copywriting is knowing what readers want, and making sure they understand how they will benefit from whatever you’re writing about.
Take it from someone who writes for a living: Just start writing. Your first idea is probably not going to be a winner, and that’s why you should get it out of the way as soon as possible. Write out all of the ideas you have for your copy, no matter how silly– you may be surprised at what gems come out of a brainstorming session where you don’t edit or criticize your creativity.
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