You create a few sample infographics and share them on social media so people see what the tool is capable of doing, and between that and the traffic coming from organic search, you start to get a few hundred people using it every month. A few of them like it so much they provide their name and email address so they can continue using it. Now that you have their contact information, you're able to identify some people that would be a good customer fit and keep in touch with them, nurturing them into customers.
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.
The message doesn't many graphics or colors added compared to most HTML emails. As such, the hyperlinked calls-to-action garner even more attention. When readers scan through the text and focus in on things like bolded words, images, and hyperlinked text, reiterating the same offer over and over hammers home for them exactly what you want them to do -- redeem your offer by clicking your call-to-action.
Moreover, using all caps is not a recommended way to engage users, as it’s akin to yelling. Perhaps promotional print content is a fine medium for this style, but web isn’t. If your content is structured in an optimized way, using appropriate and descriptive titles and headings, lists, inverted pyramid style, keywords close to the left hand margin, and concise copy, then there shouldn’t be a need to use caps for emphasis.
You can get content writing jobs a few different ways. It’s best to reach out to companies directly or to apply for freelance content writing positions that are advertised on websites like Indeed.com. Applying to posted calls for freelance writers can be a good way to know which companies are looking for new writers. However, companies that post these ads end up with hundreds, if not thousands, of applicants, which can make it difficult for new content writers to obtain their first clients.
At HubSpot, we use ... well, we use HubSpot at HubSpot. It comes with a Content Management System (CMS), which allows you to create and publish content quickly in a format that's web-friendly. Whether you use HubSpot or another CMS, you need some CMS so your content marketing team can easily set up a blog, add blog posts, and add website pages without having to get help from IT or developers.
If it’s one thing I can sure improve my copywriting skills! These are some great examples and #8 really caught my eye. I like the idea of sounding more conversational when it comes to selling any products or services to my audience. But as you said at the end of the post writing good copy is about understanding your customers and why they chose you over the bazillion other people that’s selling the promoting the same or something similar.
In business, there are few things that can guarantee your success as much as a persuasive sales letter. It can make all the difference between success and failure. Seriously. They do. And if you're among the very small minority in this world of copywriters who can write highly persuasive sales copy, you're likely very rich. It's true. The people who've mastered this area in business are usually the proverbial cream of the crop.
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:
Do you have a content style guide? Setting some style guidelines saves time in the long-run and clears up any disparaging thoughts on writing styles. Our content style guide here at SendGrid includes sections on brand voice, grammar/punctuation reminders, common word confusion, frequently used terms, product notes, spelling and capitalization, and proofing.
If you’ve ever slogged your way through reading a piece of marketing and only finished reading because you had to, then you’ve experienced bad content marketing. When I speak to companies about content marketing I tell them that content is good if they genuinely want to read it. Content is great if they’re willing to pay to read it. If you want to see great examples of content, just look at what you’ve paid to read, watch, or listen to lately. If you watched The Lego Movie this year, you saw one of the greatest examples of content marketing to date. Oh, you thought they made that movie in order to sell movie tickets? Think again. That was a 100 minute toy commercial, and rather than using a DVR to skip it you paid good money to watch it. Is it any coincidence that Lego recently leapfrogged Mattel, the creators of Barbie, to become the largest toy company in the world? You may not have the budget to make a feature film to promote your company, but you can still give potential customers valuable information.
Organize your content so that your website is easy to navigate. Use hyperlinks to articles on your own website and to other helpful sites. Do keyword research to determine what keywords people are likely to use to find your content. Sprinkle your content with those keyword phrases, paying particular attention to your article title, headings and your leading paragraph. Provide alternate text descriptions for your images (Google loves knowing what images mean).
If your score is too high, it doesn’t mean you need to dumb things down for your readers — it just means you might need to make simpler word choices or cut down your complex sentences. This ensures that visitors of varying education levels can get value from your content, and that readers who may speak English as a second language will understand it too. It also just helps keep your tone clear and relatable which should always be a goal when you’re creating web content.
Your social media manager should also invest in growing your presence on social networks so that the content you share reaches an ever-growing audience. Consider the amplification of a piece of content shared on a Facebook page with 100,000 fans, versus 1,000 fans. The fans' networks work to help your content spread -- so the larger their networks, the better your content's distribution.
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.
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.
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.
Once you've been regularly publishing content on your own site for a while, it might be time to start thinking about distributing your content on other sites. This could mean repurposing content into new formats and publishing them on your blog, creating original content specifically for external sites -- such as Medium -- or publishing website content on various social networks.