Do you have a great customer quote that you can include in your e-mail? A brief and convincing quote can add credibility to your campaign. The more real you can make the person to your readers, the better. Including their name, what city or state they live in and even a photo, if it fits your campaign, is a great way to communicate the value of your service.
Businesses focused on increasing sales through content marketing should look at traditional e-commerce metrics including click-through-rate from a product-page to check-out and completion rates at the check-out. Altogether, these form a conversion funnel. Moreover, to better understand customers' buying habits, they should look at other engagement metrics like time spent per page, number of product-page visits per user, and re-engagement.
Never, ever write anything without including a "CTA", as marketers call it. This could be as simple as "Buy Now" or "Click Here" on a website or at the bottom of a blog, or as subtle as "87% of dentists recommend..." which implies if the consumer took the same action, they would achieve the same result. (Think about all those beer commercials that imply that you too can be like the most interesting man in the world if you just drink their brand). Instruct the readers on what to do next, overtly or subtly. Lead them to the action you desire them to take.
Consider the shipping time for an online purchase. During the purchase process (i.e., an immediate event), customers will be focused on numerals. So you should minimize those numbers (e.g., 1-3 weeks). Afterward, when customers are waiting for the delivery (i.e., a distant event), they’ll be focused on units. So you should minimize the units (e.g., 7-21 days).
Predictably, blog posts are typically written by the bloggers. However, if your team is large enough to have someone dedicated to creating gated assets and premium content -- things like ebooks and tools -- they should also write blog posts to help promote those assets. SEO specialists will also work closely with bloggers, as blog posts are often a company's best opportunity to improve organic search rankings. As such, bloggers should be writing posts that help improve the site's SEO, and drive organic traffic and leads. Their editorial should be informed by keyword research, and optimized for SEO.
The goal of ad copy is to increase conversion rates and profits. There are three ways to make a business more profitable. You can increase the traffic to the sales page, increase the value of the product or service, or you can increase the percentage of web traffic that converts to customers. Increasing the conversion rate is the most effective way to increase the profitability of a business.
At this stage of growth, it's also time to assign dedicated leadership to your content marketing team -- unless you want two dozen people reporting to the CMO. Many organizations hire a Director of Content, VP of Content, Chief Content Officer, or Editor-in-Chief to lead the entire content marketing team. This individual sets the vision for the team, secures budget, hires the right talent, contributes content ideas, solves for growth, and helps coordinate with other leaders across the marketing organization so content marketing doesn't become too siloed.
It can help, but other degrees also have content writing value. For instance, the ability to synthesize and relate complex information is key to content writing, but can also be acquired from studies in education or philosophy. Companies that offer content writing positions tend to find it easier to train someone in a complex topic than to train someone to write, however. For example, as a healthcare professional with mediocre writing skills, you're less likely to be hired as a healthcare content writer than a strong writer with no healthcare background (but who can be trained in healthcare topics).
The key word here is “valuable.” It’s what changes this definition from one that could describe almost any form of advertising or marketing. You can tell if a piece of content is the sort that could be part of a content marketing campaign if people seek it out, if people want to consume it, rather than avoiding it. So was VW’s 2014 “Game Day” commercial, which has been viewed on YouTube almost 18 million times as of the writing of this post, an ad, or content marketing? The answer is it’s both, depending on how it’s received by each individual who is exposed to it. The same will apply to any piece of content marketing you create, depending on whether the recipient received value from it or not. Of course the goal is to provide as much value from your content marketing to as much of your target audience as possible. At this point, despite this definition and explanation, you’re probably still wondering what exactly content marketing is. We can get more clarity by considering a few examples.
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.
We all have opinions on what types of content go viral: a soundless social video, a data-backed explainer, a perfectly timed newsjack. But no matter the format, it ultimately comes down to emotion. Does the story make you feel enraged, inspired, understood? With everything you create you have to ask: If this scrolled by on my newsfeed, would I care? If the answer is no, it’s not worth it. Your online content habits are your own best judge.
But to cement this, you’ll need the copy to show both the benefits they get and proof of those benefits. Often emails will include some stats or will link to a case study that lets readers know they were right to subscribe, and gives them another reason to stay on your list. Or it could be as simple as providing an extra free gift to thank them for subscribing.
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.
97% of consumers surveyed by @Pardot said bad #content negatively has impacted their trust in brands. #marketing Click To TweetMost businesses understand that they need to up their content game — that’s why our last post about web content writing tips was one of the most popular we’ve ever written. But just wanting to do better won’t make you a great website content writer, and the differences between strong and weak content marketers can make a significant difference in brand perception, web traffic and conversions.
When you reference another website’s content, make sure you hyperlink back to that site. It’s good internet etiquette, and you’d want the same courtesy. Always cite your sources, even if you’re afraid it’ll send your web traffic to another site — and you can always choose the “open link in another window” option if you’re that concerned about keeping your traffic.