6. Write every day, without fail, no exceptions, no excuses. And don’t edit. Just write, and if you fess it up, find a way to fix it by adjusting the next sentence. Use this exercise to force yourself to write faster and generate ideas more quickly. Then, and only then, once you are done, can you go back to edit your piece. And for the record, this is the way I’ve written this post, and that’s why this last sentence wasn’t exactly the most elegant ever.
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.
There are as many types of content marketing as there are types of content--far too many to cover here. My intent is to give you an introduction to content marketing and get you thinking like a content marketer so you’ll see the opportunities all around you. Soon you’ll be coming up with 50 content marketing ideas every day. You won’t be able to stop seeing opportunities to create content. Here are five examples to help your mind start percolating.
Bloggers are people who make dumb list articles with sensationalized titles to try to garner search hits on their website, which in turn they hope will turn into clicks on ads so they can try to make money. Bloggers also write very one-sided articles, which tend to either evoke extreme praise for the article or extreme flame wars. There is rarely any middle ground.
An individual who wants to become an advertising copywriter has several options for breaking into the field. Some people choose to pursue bachelor's degrees or higher in marketing, writing, journalism, or communications. A degree can prepare a prospective copywriter for the various business and writing duties of the job, and college experience is a requirement of many employers. Other professionals begin their careers as general freelance writers, perhaps writing informational articles, technical papers, or grants to gain experience. By building a writing portfolio and obtaining strong references, a hopeful copywriter may get the opportunity to submit a resume and samples to potential employers.
Simply master short form copy before you learn long form copy. Long form copy could be a 5-page landing page, or writing the script for a long webinar, or crafting a lengthy direct-mail piece. It often takes years to hone in on your craft and learn how to write really great long form copy. That’s why it’s best to start by learning short form copy, especially when you’re first starting out.
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." Content marketing requires continuous delivery of large amounts of content, preferably within a content marketing strategy.
I notice that you have Ben Settle on the list here. I enjoyed your radio show with him not too long ago, and I have used the templates he provided from one of his guest posts here. But I can also say that Ben as good a copywriter as Ben is -especially his email writing expertise- he’s just as effective at teaching HOW to write emails that sell. I recommend his monthly print newsletter called Email Players.
Content marketing also provides additional benefits in that it supports other digital marketing channels. It provides additional content for social media marketing and contributes to SEO efforts by generating natural inbound links and building up good content on your website that gets found in search engines. In fact, for many companies the bulk of their SEO efforts should be focused on content marketing.
Podcasts. Michael Hyatt, author of the best-selling book Platform: Get Noticed in a Noisy World, practices what he preaches. His “This is Your Life” podcast is downloaded 250,000 times each month. As Hyatt elaborates on his blog post 4 Reasons You Should Consider Launching Your Own Podcast, “A podcast gives you visibility in a completely different world—primarily iTunes. I have had scores of new people say they had never heard of me until they stumbled onto me in iTunes.” Hyatt gives valuable information and advice in his podcast--all for free. But that podcast leads to more sales of his books, signups for his courses, and requests for him as a speaker.
Let's say you're using PPC as your primary means of generating leads for your business. You need more leads, and decide to bid on the term "infographic generator" for $2 a click. At the end of your month-long campaign, you generated 1,000 leads and spent $10,000. Not bad. But what about next month? You have to spend $10,000 again. And again. And again. That is, if you want the leads to keep coming. In other words, when you turn the faucet of money off, leads stop coming out. The same concept applies with list purchasing, tradeshow marketing -- anything where you don't own the property from which leads are generated. Now let's contrast that experience against, say, blogging.
Thank you Neville!! Your writing is very inspiring, humerus and educational. I recently took a leap of faith and quit my job so I can work from home. I have been following your posts for the last two days and finally got the courage to write something. I was looking into other types of work from home opportunities which led me to scams or purchasing starter packages. Now I’m 100% sure of what I would like to do. You will be seeing more of this Future Freelance Copywriter.
This is an amazing article! When I started maternity leave I decided to start a blog and to my surprise I discovered that I love writing. I’m now attempting to make writing pay before I return to work so that I can stay home with my beautiful baby. Your article is the most helpful thing I have read so far and I’m sure that your tips and pointers will help me achieve my goal. Thank you!
"The best way to help your sales team is to build brand awareness and create content that generates a lot of leads over time. An increase of twice as many leads means twice as many quality leads -- as long as you have software that lets you filter those incoming leads efficiently. That's how you build a successful sales and marketing machine," explains Mike Volpe.
Because we live in an over-stimulated world, those in advertising copywriting must employ both creativity and uniqueness in order to successfully draw in the consumer. The challenge is to produce creative copy while also remaining factual. Creative advertising copy that is based on client or market research and works well with the visual portion of a campaign can be invaluable to the marketing of a particular product.
Businesses focused on expanding their reach to more customers will want to pay attention to the increase in the volume of visitors, as well as the quality of those interactions. Traditional measures of volume include the number of visitors to a page and number of emails collected, while time spent on page and click-through to other pages/ photos are good indicators for engagement.
Basically, the only exercise I DON’T do is #5. Mostly because I have plenty of copy to write as is. I know there’s value in copying stuff by hand, but I’ve just never felt it was necessary for me personally. However, if I remember correctly, that’s how Dan Kennedy built up his mad copywriting chops – just rewriting hundreds of sales letters by hand.
The situation presented in this ad is realistic and something I’ve thought of before. It shows that Citi understands that wealth means different things for different people. It displays a sense of humor without being too self-aware. This ad appeals to your average middle-class citizen without alienating any other party. It benefits from being oddly specific because it makes it that much more relatable, especially as the price of a movie ticket continues to rise.