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.
Content marketing attracts prospects and transforms prospects into customers by creating and sharing valuable free content. Content marketing helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future. This relatively new form of marketing does not involve direct sales. Instead, it builds trust and rapport with the audience.[2]
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).
Notice how the second sentence is somehow less exciting (even though it contains a killer lion?) That;s because the active voice emphasizes the action with “the lion attacked.” In the passive voice, the village is the subject. The agent (the lion that performed the action) is only mentioned afterwards using the prepositional phrase “by the lion.” It’s almost an afterthought.
Okay, Let me just admit, how fascinated I was by your post. When I gave it a read, I thought I knew most of the things, most of us do but how many of us actually follow it through? No one I guess. I was not surprised or shocked by any of the research because in my heart I knew most of them. But which taught me the most, i would say using verbs over adjectives as we know its impact but still use fancied adjectives to make something look better when in reality it does not.
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.
In mid 2016, an Indian tea company (TE-A-ME) has delivered 6,000 tea bags[29] to Donald Trump and launched a video content on YouTube and Facebook. The video campaign received various awards including most creative PR stunt[30] in Southeast Asia after receiving 52000+ video shares, 3.1M video view in first 72-hour and hundreds of publication mentions (including Mashable, Quartz,[31] Indian Express,[32] Buzzfeed[33]) across 80+ countries.
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 am a little biased here because I have worked with them in the past, but The Hustle does a lot of things from a copy standpoint really well. My personal favorite is their email opt-in page –– "Your smart, good looking friend that sends you an email each morning with all the tech and business new you need to know for the day." They have expertly created a trusted and personable brand through conversational copy. 
I am a little biased here because I have worked with them in the past, but The Hustle does a lot of things from a copy standpoint really well. My personal favorite is their email opt-in page –– "Your smart, good looking friend that sends you an email each morning with all the tech and business new you need to know for the day." They have expertly created a trusted and personable brand through conversational copy. 
Scripted has writers bidding on client writing projects, either by pitching themselves as writers or pitching ideas based on a client request. You choose the flat rate for the project and Scripted adds on a nominal fee. There are not editors to review your writing. Instead, it goes directly to the client for feedback. For this reason, it’s important that you’re able to proofread your own assignments well.
In my book, Kick-ass Copywriting in 10 Easy Steps, I teach small and mid-size business owners who can't afford to hire professional copywriters how to write effective copy that will bring the results from their marketing efforts that they want and need. However, just as there are steps you must take to write great copy, there are also mistakes you can make that can destroy your marketing messages and reduce your ROI to a fraction of what it could have been. Whatever you do, don't believe the five myths described below.

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.
“You know how small airplane seats are. I could barely squeeze into one, and basically I’d spill over both sides. They had to delay the flight, because they didn’t have a seat belt extension that would fit me. There was a gentleman next to me, and he just looked in complete disgust and he goes ‘I’m gonna miss my connection because you’re too fat.’”

I won't pull any punches: I started, and it took a while to stop. That is to say you're about to dive into a pretty in-depth post (that's a nice way of saying "long") about content marketing, one which you may want to bookmark to read later. But I think it covers most of the aspects of content marketing that modern inbound marketers need to consider, beyond the basics of simply writing content optimized for the web.


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.

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.


ContentWriters assigns flat-rate writing assignments based on your areas of expertise. You could be asked to come up with proposed blog ideas or be offered regular writing assignments for a specific client or campaign. An editor reviews the work and an administrator is typically responsible for taking care of the customer service aspects of the project. Depending on your niche, this could translate into a moderate amount of assignments paid out twice a month through PayPal.
It's important to do regular reporting -- I recommend monthly -- on each of these metrics so you know where your growth levers lie. Regular reporting also helps you identify negative trends or plateaus early-on so you can address them before they become bigger issues. Most importantly, however, tracking the success of your initiatives makes it easy for you to repeat what works, eliminate what doesn't, and promote the success of your content marketing program so you can justify its expansion, and its seat at the modern marketing table.

No, that's not a good idea. Different audiences will respond to different messages depending on their demographics, behaviors, experiences and so on. For example, if you're writing copy for a direct-mail piece that will be sent to prior customers, your messages should be very different from those that would appear in a mailing to prospects. One audience is already very familiar with your products and services, while the other has no prior experience to draw from. Clearly, the messages to both audiences must be different to achieve the maximum response rates possible.


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.
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!

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.


You write a blog post about your infographic generator, and included a link to the tool in the post so people can try it for themselves. Let's say the visitor-to-lead conversion rate is the same on this blog post as it was in your PPC campaign -- 2%. That means if 100 people read that blog post in your first month, you'd get two leads from it. But your work is done now. And over time, that one blog post you wrote years ago will continue to generate leads over, and over, and over, every single month. And not just that blog post -- every blog post you write will do the same.
You write a blog post about your infographic generator, and included a link to the tool in the post so people can try it for themselves. Let's say the visitor-to-lead conversion rate is the same on this blog post as it was in your PPC campaign -- 2%. That means if 100 people read that blog post in your first month, you'd get two leads from it. But your work is done now. And over time, that one blog post you wrote years ago will continue to generate leads over, and over, and over, every single month. And not just that blog post -- every blog post you write will do the same.
Very interesting stuff. More than anything, what this tells me is that we need to measure and track our marketing efforts. A/B testing, with different headlines and calls to action, is critical. There is no reason that we can’t hold ourselves accountable to our marketing efforts. There are tools that offer visibility and insight so that, like the researchers you cite, we can also make strategic determinations about what works best.

There are a host of metrics to look at when you have a robust analytics solution, but having too many goals to live up to tends to result in prioritization difficulties. I recommend content marketing teams have 2-3 metrics they measure, and perhaps some secondary metrics each sub-team can measure to help understand when there are different levers to pull. Here are my recommendations:
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