Theory #1: The mere act of publishing content on a regular basis does a lot of the "distribution" work for you -- if you consider search engines a distribution channel. (Which I do, considering how often people use them to find content.) If you create content on a regular basis that's informed by keyword research and optimized for search, Google takes care of the rest of your content distribution plan.

Thanks for sharing this, Henneke. We’ve been making a big push lately to cut out the “fluff” in our copy, and the results have been outstanding. Will have to give some more of these tips a try — especially with our testimonials! I think most folks are hard-wired to give you the glowing testimonial, because they think it’s what will help you the most, and the linked story about asking the right questions is awesome.
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.

He is the co-founder of NP Digital and Subscribers. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Most product descriptions on e-commerce websites are full of mumbo jumbo. You’re already doing better than most if not each description is mumbo jumbo. 🙂 Most of us get tired of writing product descriptions after some time, and that’s when the mumbo jumbo sneaks in, because we can’t think of anything else to say anymore. Try not to write one category in one go, but jump around from category to category. That usually helps to keep it fresh. 🙂
Just ran into this blog post via LinkedIn and I’m soo glad I did! I mostly do social media and digital communications but I find that a lot of the that has to do with the ability to write in a way that gets people excited and willing to try a new product or share something with a brand. For that reason, I’ve been trying to learn as much as possible about copywriting. These tips are excellent! Some of these I’ve used frequently but verbs over adjectives is a new one for me. Thanks so much for sharing these!! 🙂
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.

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 reason is that each form of writing has its own style. News is delivered AP style, in short, informational paragraphs with the meat of the story at the top. Blogging is personable, friendly and often opinionated. Ad copy is short and persuasive. White papers are long; they describe a problem and provide the solution. But, regardless, each and every category is content, and each style writers master makes them more valuable and in demand.
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)."[17] The Red Bulletin is an international monthly magazine Red Bull publishes with a focus on men's sports, culture, and lifestyle.
Usually, businesses don't completely cease all other marketing activities and switch to content marketing cold turkey. In fact, most veteran content marketing programs typically incorporate other marketing techniques to complement their content initiatives. But the impetus for most of the companies I've worked with to initiate a content marketing program has been the need for a more cost-effective, predictable, and scalable source of traffic and leads than what they've been receiving from their current marketing programs.
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!
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.
Name recognition is important. Social media puts everything you need within your grasp. Build your audience, meet publishers and talk to industry experts. When your writing is published, the fun has only just begun. The more active you are on social media, the more likely your followers will be to recommend your content. Successful content writers are active, public and friendly.
Competitor research is important, but you also have to be extremely familiar with your own product or service. Rolls Royce was one of the first major accounts Ogilvy won when his agency was in its early years. In his book, he talks about spending a full three weeks reading about the car to come up with one simple headline: “At sixty miles an hour, the loudest noise comes from the electric clock.” This might not seem like the type of detail that would take you three weeks to find, but sometimes you need to give your brain time to let the information soak in.
Content writers may need a bachelor's degree or higher. Many employers hire writers with degrees in English, journalism, communications, or creative writing. Depending on the subject matter, content writers might need a degree in a particular field. For example, a content writer creating content for an online math course might need a degree in math in addition to demonstrating solid writing skills.
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).

Content writers may need a bachelor's degree or higher. Many employers hire writers with degrees in English, journalism, communications, or creative writing. Depending on the subject matter, content writers might need a degree in a particular field. For example, a content writer creating content for an online math course might need a degree in math in addition to demonstrating solid writing skills.


With enough discipline, solid web content writing skills are within anyone’s reach. Having excellent copy on your website is one of the easiest ways to grab the attention of new visitors (and keep them coming back for more — or better yet, sharing your links). Want more content creation tips and tricks? Check out our Web Content Writing 101 post, or shoot us an e-mail with your questions and we’ll get back to you.

Never. Writing marketing copy is like no other form of writing. It defies many of the rules you may have learned in English class, and it relies more on subtle persuasion, psychology, creativity and an understanding of your specific business and consumers than any other type of writing. Not all writers are good copywriters, and not all copywriters are good writers. If you decide to write your own copy, study the craft prior to putting pen to paper. And if you decide to hire a copywriter to help you, remember that not all copywriters are the same. Only invest in a copywriter who has experience and takes the time to understand your business and your customers.


Use an existing degree to get into content writing. An English degree, or other writing and reading focused degree, can be used to get into content writing, especially if you feel you have strong writing skills. Consider how well you did in your English classes, writing essays, book reports, and other assignments. Would you be willing to spend hours a day writing on a variety of topics for an employer? Could your existing writing skills translate into more professional writing for an employer?[8]

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:


Are you writing email marketing copy that’s just not getting the conversions you need? Getting your email marketing strategy right is both an art and a science. Part of both is understanding how to create high-converting copy. The good news is that by the time you’ve finished reading this guide, you’ll know the secrets of improving conversions from email marketing so that you can get more leads and sales.

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.

As John and others have said, your great ideas can also be applied to other fields, in my case the world of creating better presentations. As a presentation makeover specialist, I am often challenged to explain “how and why” a great presentation is so much more than pretty colors and pictures. You’ve provided me with some excellent facts that I can adapt to my story – many thanks!
Are you writing email marketing copy that’s just not getting the conversions you need? Getting your email marketing strategy right is both an art and a science. Part of both is understanding how to create high-converting copy. The good news is that by the time you’ve finished reading this guide, you’ll know the secrets of improving conversions from email marketing so that you can get more leads and sales.
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."[3] Content marketing requires continuous delivery of large amounts of content, preferably within a content marketing strategy.[4]
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:
Lack of creative license. Though you may think content writing will give you a chance to showcase your creativity and rousing ability with words, in fact, most content writing is seen as a way to sell a product or simply inform a reader of the facts. In a content writer role, you will likely be writing about dry or dull topics, though you may get a chance to also write copy for more engaging projects on occasion. Your employer will dictate the topics you write about, and you will need to learn to be flexible and engaged on even the most obscure or boring subjects, regardless of your personal preference.[4]

However, I took at look at the abstract of the study on the Devil’s Advocate. It was interesting to note that they found that objections only increased the persuasiveness of the message if people knew the objections were not authentic. In other words if they knew a person was giving a dissenting view in order to play Devil’s Advocate and not dissenting because they really disagreed.
Content writers might enroll in electronic writing certificate programs. These programs are available at the undergraduate and graduate levels and offer courses in such topics as Web design, blogging, wikis, electronic rhetoric, and technical writing. In many cases, employers are more considered about writing and grammar skills than with education. Many employers require a writing test to be completed by applicants.

After you write your first round of copy, read it out loud. Also, have someone else read it to see if they understand the message and the call to action. As you edit, cut unnecessary words and consolidate ideas. See if you can get your text down to 30 to 50 percent of what you started with. Also, include bullet points and possibly subtitles to make it easy to read-and, more important, easy to scan--as most readers scan a page before deciding whether or not to read all the details.
The process of becoming a writer for ContentWriters.com is relatively easy. You will need to apply through the writer sign up form, supply your most current resume and a few writing samples, and take an English proficiency test. If your application looks to be a good fit for the kinds of assignments that are available, a staff member from ContentWriters will conduct a brief phone interview.

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.
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