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.
Content marketing requires manpower, so the first step is figuring out who is going to head up the program. There's no one-size-fits-all for team structure -- it depends largely on the size of your company, your marketing team, and your budget. But if we assume that those three things are interlinked, as they often are, I can provide you with some frameworks based off of other content marketing-focused companies' structures. These should help you hire the right people, and have them "sitting" in the right spot in your organization.
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.
Marketing copywriters create persuasive writing to promote the sale of a business' product or service. The writing is used in various print and broadcast materials, such as newspaper and magazine ads, television commercials, direct mail campaigns and radio announcements. Copywriters often integrate the copy with graphic images, music and other visual and sound components.
You may also want to consider doing an internship at a publication you hope to work for full time in the future to make connections with editors and other writers at the publication. Many of these internships will likely not be paid, at least not at first. Be prepared to receive compensation in the form of connections and contacts. But be wary of being taken advantage of as free labor. If you feel uncomfortable working for free, try to find internships that pay.
I’m guilty of doing all of the above at one point or another. I think a lot of the time it’s the pressure to get up to a certain word count, whether for SEO purposes or because the employer has the idea that more content = better content. I think a lot of this fluff comes about from the quotas that are set. I know I run out of things to say when it comes to pots and pans.
Content marketing is a quickly growing field. With that growth comes opportunities for entrepreneurial-minded writers. If you're curious about getting started in content marketing, we've put together a guide that should tell you if you are cut out for the job -- and if you need content writers for your next project. Find out as we discuss content marketing 101.
You run an accounting firm that specializes in tax preparation, and business was lagging this year. You want to do better next year, so you start a blog on your website and publish posts about some of the common tax-related issues your target customer faces. You write a few posts a week, and eventually those blog posts start to rank in Google and other search engines.
Great article. I love how you always give simple examples. I have learned from another institution that teaches what you teach, but in a different way. What you are repeatedly telling people is to avoid proclamation, and instead give information. You cant beat people over the head with your marketing message. The goal is to present information in a way that they form the conclusion you want to convey in their minds. That way it is their assumption, not your assertion. The difference between the two approaches is everything.