They also have to deploy these skills in a variety of different scenarios, readily shifting between many different content types. They must meld their own abilities and style, your brand’s voice, the demands of the specific type of content written, the desires of the audience and the technical SEO requirements needed for search engine algorithms. All of this must be done simultaneously and with relative ease.
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.
What I mean is the “power” of using “negative or disturbing in-nature” words in a powerful and shocking way. My favorite word in this sense is “killer” which made me meet Copyblogger for the first time. I still remember typing something like “how to write an effective article etc.” in google and it was the Copyblogger’s “How to Write a Killer “How To” Article…” article that grabbed my attention and opened me a brand new world that I did not know it existed.
You're Director of Marketing for an agency that specializes in design solutions for small businesses. You're having trouble attracting customers, though, because keeping an agency on retainer seems like a luxury for a small business. So you decide to create some DIY design tools to help them, you know, DIY. You do some keyword research and notice about 2,000 people are searching for an "infographic generator" every month, so you decide to build one that people can use for free once -- and if they like it, they can create more infographics for free if they provide a name and email address.
Customize your resume and cover letter. If you decide to go a more traditional route and apply for a permanent content writing position at a writing based agency or organization, you will need to customize your resume and cover letter to fit the position. This will show your employer that you noted the skills outlined in the job posting and that you can fulfill the expectations of the position.
I am a massive copyblogger fan. Only thing I have trouble with is the ‘story’ approach. On the web, when I’m looking to buy something, if I don’t get a product or service definition, the benefits and the price within 15 seconds of checking the home page, I’m off to look for someone who isn’t wasting my time. I also hate long copy, and usually avoid taking on that sort of job. I know my personal preferences should not come into the equation, but I’ve been doing this for international clients for a long time, and feel I have earned the right to be awkward!
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.
If you've never head of J. Peterman's, you should introduce yourself now. Their online store offers an experience like no other. All of their clothes are displayed in the form of vintage drawings versus actual product pictures. Out of the 17 brands I have listed in this article, I think J. Peterman's does the best job of combining lovely imagery with killer copywriting to pack a pretty punch.
I like #1, “Make em’ feel something” because of what it DIDN’T say. People like to think they’re so sophisticated and rational; “Just the facts, ma’am.” Because, armed with the facts, they will make the perfect decision. “I don’t want to be sold to, just tell me what you do and I’ll make up my own mind.” HAHAHA. The fact is, they don’t. They don’t decide AT ALL. They move on to the next shiny object, procrastinate, and don’t do anything, don’t buy anything. “Make em’ feel something” and you can move them to take ACTION.
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.
Ideally, you’ll have somebody to edit your writing. If you’re responsible for writing and editing your web content, don’t do both in the same day. When the writing is still fresh, your mind will automatically make up the gaps in your copy and your editing will be subpar. Instead, put it away and come back to it another day — or at least several hours later.
Unlike other forms of online marketing, content marketing relies on anticipating and meeting an existing customer need for information, as opposed to creating demand for a new need. As James O'Brien of Contently wrote on Mashable, "The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story." Content marketing requires continuous delivery of large amounts of content, preferably within a content marketing strategy.
The U.S. Bureau of Labor Statistics (BLS) reported that writers in general earned a mean yearly salary of $73,090 as of May 2018. However, there was a wide variance in wages among writers. The bottom ten percent of professionals took in $31,700 or less each year, while the top ten percent of these workers made $121,670 or more annually. The BLS reported that technical writers in particular earned a mean wage of $75,500 as of 2018, with most of these professionals making between $43,110 and $114,930 each year.
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.
As you complete each content writing gig, or as you gain more experience in a permanent position, add each article or piece of writing to an online portfolio. This will then help you network for other writing projects and positions in the future. With enough clips and contacts, you may then be able to freelance and work for yourself as a content writer.
To "burnish" means to rub something to a shine or gloss. It's not enough to slap some words down and hit the Send button! Take to heart the famous writing adage: "There is no great writing, there is only great re-writing." By the time you read these words, I will have tweaked them at least four times, checking for better and stronger ways to convey my message to you. I will double-triple checking for poor grammar or typos. After that, the editors at Entrepreneur.com will do it again - twice! Especially if English isn't your strong suit, write the first draft and then have it checked out by someone else. There's no shame in using an editor or editing yourself. Ideally, set your words aside for 24 hours and read them again before you send them off into the world.
Marketing copywriters prepare creative and persuasive copy to urge consumers to purchase a client's goods or services. Copy is used in several media vehicles, including television, print and radio. Prospective marketing copywriters should seek a bachelor's degree in communications, English, journalism, advertising or marketing. In addition, examples of previous writing or completion of an internship program can be beneficial. Marketing copywriters should also be knowledgeable about their employer's industry, services and/or product line.