Content writers typically create content for the Web. This content can include sales copy, e-books, podcasts, and text for graphics. Content writers use various Web formatting tools, such as HTML, CSS, and JavaScript and content management systems to help create their work. Content writers produce the content for many different types of websites, including blogs, social networks, e-commerce sites, news aggregators, and college websites.
Marketing copywriters interact with clients to learn about the product or service being sold and how each client wants it presented to the public. Marketing copywriters discuss what kind of marketing plan the client has designed and which vehicles the client will use to present the product, such as radio or television commercials, newspaper or magazine ads, or direct mail marketing.
When the marketing team starts to grow, who leads content marketing gets more interesting. With a team of three marketers, you can approach content marketing a couple ways. Either one person can own content marketing activities, while the other two own activities that align more with the middle- and bottom-of the funnel. Or, two people can own content marketing activities, while the third owns the rest.

Have you ever heard the phrase, “Sell a good night’s sleep, not the mattress”? Think about all of the mattress commercials and advertisements you’ve seen before. Do they lead with coil count or insulation padding details? Nah. They sell you on how comfortable the mattress is, how well you’ll sleep on it, and how much more productive and enjoyable your days will be when you are well-rested. They want you to positively frame their product, envision yourself using it, and negate any potential concerns you may have.
There are just 3 simple principles to writing good copy.  "Copy" in this instance means anything written by you or your company which is meant to attract customers to your business. The same 3 principles apply whether you are trying to increase donations to your non-profit, trying to convince people you are the best doctor in town, or working hard to sell someone your product.
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.
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.
No, they don't. They care about what's in it for them if they pull out their wallets and hand over their hard-earned money to buy your product or service. They don't care that you've been a member of the local Chamber of Commerce for 20 years, and they don't care how cute your kids are (so leave them out of your commercials, please). Consumers care about having their needs and wants fulfilled. The goal of copywriting is to convince consumers that the product or service you're selling will meet their needs and desires, even if you have to create perceived needs and desires for them. In other words, your copy must focus on the benefits consumers will receive if they buy your product or service. It's great that your business has operated from the same location for 10 years, but for the most part, consumers only truly care about what your business can do for them and how your business can make their lives easier or better. Those are the messages your copy should focus on in order to drive results.
"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.
Premium or gated assets are typically longer form, and/or more time-intensive pieces that don't exist on a blog. They might be used to generate leads or contacts, or for brand-building purposes. These are typically created by the dedicated long-form content creator if your team is large enough to have one, but sometimes bloggers get involved too, as blog posts are good testing grounds for what performs well and is thus worth investing in.
Practice article writing. Learn how to write a newspaper article and how to write a wikiHow article. As a professional content writer, you may find a position that focuses on journalistic article style writing, or more educational how to writing. Study the form, structure, voice, and tone of each type of article so you are familiar with both types.
The proxy for content marketing in the following charts is "Attract", since content marketing is the top-of-the-funnel activity that attracts people to your business. "Convert" and "Close" refer to middle-of-the-funnel and bottom-of-the-funnel marketing activities, like email marketing, nurturing, sales enablement, marketing ops, conversion rate optimization, etc.
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.
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.
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