The content you create should be shared on the social networks on which you're active. (And if you're not active on any, this is one of the reasons to get started.) Moreover, Google's algorithm considers social signals as one of its most important ranking factors -- socially shared content is a vote of approval, or at the very least importance, so it makes sense Google would consider it when deciding whether a post should rank well in organic search.
With email subject lines, using actionable language doesn't necessarily mean using verbs, although it certainly helps. OpenTable, for example, sent me an email that said "Take Mom to Brunch" in the subject line. This is one way to use actionable language effectively in email subject lines: by incorporating a verb (like "take," "download," "reserve," "ask," "buy," etc.), the reader knows exactly what they can do in the email.
There are times when you fancy a bit of extra sparkle with your refreshment. So allow us to introduce innocent bubbles tropical – a delicious, lightly sparkling blend of pure pineapple, orange and grape juice, spring water and absolutely nothing else. It’s a bit like a posh holiday in a can, only without the pesky sand. And with one portion of fruit and only 90 calories per serving, it’s the bubbly way to get one of your 5-a-day.
When writing calls to action, put yourself in the reader’s shoes: what would it take for a company you’ve never heard of to convince you to do something, even something as simple as sharing the article with a friend? Now, connect it to your goals: how can you craft a CTA and content specific to your company’s marketing and sales KPIs that actually persuades readers to take action?
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.
This one’s incredibly difficult to answer, as every day can be different for web content writers. When I was working as a solo freelancer, for instance, my days looked very different than when I worked for a single employer. Right now, I manage a content team, so my days have changed yet again in order to balance the administrative demands of my company with its content needs.
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.
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.
When the marketing team starts to grow, who leads content marketing gets more interesting. With a team of three marketers, you can approach content marketing a couple ways. Either one person can own content marketing activities, while the other two own activities that align more with the middle- and bottom-of the funnel. Or, two people can own content marketing activities, while the third owns the rest.
If you’re coming from the print journalism field, web content writing rates can look a bit unappealing. Typically, most web content writers earn between $50-100 for a 1,000 word article – though there are plenty of us in the field making much, much more than that. Skilled web content writers (especially those focusing on highly-paid niches like copywriting) can command $0.50-$2.00 per word for their work.
What do you want readers to do with the content you create? If your only answer is, “Well, read it, I guess,” you need to go back to the drawing board. Before you even start writing, you need to know what your call to action will be, and you need to make it compelling enough that readers can’t help but click. That’s how you connect content writing to marketing goals and prove ROI.
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.
Visual content plays a big role in the success of a content marketing strategy. We've found that The Adobe Creative Suite will set content marketers up with everything they need to lay out ebooks, design infographics, create social images, etc. The team will find themselves in InDesign, Photoshop, Illustrator, and Acrobat pretty frequently. For a free alternative, try Canva. This lightweight software makes it easy for designers of all levels to create quality visual content -- things like presentations, cover photos, ads etc.
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.