You’re totally right! I got my first iPhone this year and, while I do miss some features from Android, I tend to brag about what iPhone does better. That’s why I’d have liked more a different insight instead, quite in the same line as the one of that campaign: have you noticed how iPhone owners don’t call their phone ‘phone’ or ‘cellphone’ or ‘smartphone’? Only Android owners use those terms. iPhone owners instead tend to call their devices ‘iPhone’… LOL
It’s that, for most of us, the idea of selling something is already unnerving. Who wants to come across as a slimy salesperson? Plus, with writing, there’s a delay between copy being created and the other person reading it. You’re vulnerable without the luxury of self-correcting based on that person’s body language. You have to release your words into the ether and hope that someone receives it and acts upon it.
I have a challenge here: I’m looking at ways where I can learn Kopywriting be it ad Kopy or email subject lines or social media Kopy. When it comes to developing this skill, there are many ways. I want to know exactly how the pros do it. As Tim Ferris says, you can learn any skill with the right guidance (read shortcuts/crux) mastering certain aspects of a skill (learning a new language, Kopywriting, swimming, anything).
I guess I’ve never had a real gig yet… I’ve written website content for clients many, many times. I’ve also had gigs writing SEO content. But I’ve never really truly had a copywriting gig yet. Thanks for this article. To be honest, I’ve only buzzed through it quickly just now (#MeWantsTShirt), but it actually looks really good and I plan to re-read it carefully, following all the helpful links (especially the ones on the copywriting resources… I really want to be good, no… GOODER, at the art of written persuasion), and bookmarking it. (By the way, offering a paid service to rewrite websites is brilliant. I’ve offered to review and improve websites from a CRO perspective… but I never thought of offering a “better copy” only approach. Nice!
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.
Step 3: Brainstorm, then create your content marketing plan. Planning and creating new content isn’t just about mapping and metrics. Brainstorming and asset planning can be one of the most challenging and important parts of content creation. To catch inspiration when it strikes, you need a receptive environment, and team-wide willingness to try new things. An editorial calendar is not only where you keep track of, coordinate, and share your upcoming content, it is a strategic tool that helps your team execute integrated programs that include your content. Keeping an editorial calendar ensures that you’re releasing your content at the best possible moment, and that your whole team is aligned around the release dates.
Ask a ‘yes’ question – This is a little trick many copywriters use and is something many bloggers use too. Open your blog post with a question that has a ‘yes’ answer. This immediately makes your post more engaging and conversational. Secondly, when a person answers ‘yes’ to your question, this means they want to learn more about the topic, and they are more likely to read your post.
The proxy for content marketing in the following charts is "Attract", since content marketing is the top-of-the-funnel activity that attracts people to your business. "Convert" and "Close" refer to middle-of-the-funnel and bottom-of-the-funnel marketing activities, like email marketing, nurturing, sales enablement, marketing ops, conversion rate optimization, etc.
My big mistake was quoting based on hours at first — because I’m really fast, I’d quote a ridiculously low rate. Now I quote based on the value of what people will get. Because I’ve been in online business for about 6 years, I bring a ton of experience and strategy as well as a way with words. :) They’re happy, I’m happy, and my old “friends” now have to stand in line to book me. Bwahahahah!
There are a number of PPC ad writing tips and best practices that I’m going to go ahead and assume you’re already following, such as actually using keywords in your ads (you laugh, but so many advertisers don’t), and following Google’s policy guidelines (tHiS iSnT aLlOwEd). With that out of the way, let’s roll up our sleeves and get to the nitty gritty of writing awesome ad copy.
You'll need some analytics for your website and blog so you can measure your content marketing performance against your goals. Some content marketing teams rely on Google Analytics, others rely on more robust closed-loop solutions that make it easy to tie content marketing activities at the top of the funnel to revenue. I recommend the latter if you want to use metrics to prove the success of your content marketing program so you can secure more budget and grow the team. If you're looking for an easy way to share numbers across your organization, look into DataHero. This tool integrates with the HubSpot software and allows you to track, visualize, and share your analytics through customized dashboards and charts.
Step 2: Understand their buyer’s journey. A buying journey maps a buyer’s decision-making process during a purchase and will help you determine what content you need. Different kinds of content appeal to different buyers in different stages of their journey. By mapping your buying stages, you’ll better understand the process buyers go through when considering your product or service. As a result, you’ll be able to develop a content strategy that speaks directly to buyers, no matter what stage they’re in.
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.
Read Joe Pulizzi's excellent book Epic Content Marketing. I started reading it after I wrote this post and it confirmed and expanded what I already knew about content marketing, with much more detail than I could ever go into here. Something Pulizzi emphasizes which I originally left out was the importance of focusing on producing mobile-friendly content, since smartphones are becoming the dominant way in which most of our customers access content. Also read Michael Hyatt's Platform, mentioned above. Frequent websites like those of Content Marketing Institute, Ragan, Copyblogger, Michael Hyatt, and Gary Vaynerchuk and sign up for their email newsletters. It won't take you long to become not just familiar with content marketing, but an expert.
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.
Great post! In case it hasn’t been pointed out though, AdWords headlines are limited to 25 characters, so your example rewrites wouldn’t fit. This is a really great exercise to do with a character counting tool – fitting everything into so few characters is a real challenge, especially when you sometimes have to include specific keywords that are super long. An added level of complexity are the two 35 character long description lines. If the first line ends in a “.” or “?”, it can be added to the end of the title after a dash (provided the ad isn’t on the sidebar where horizontal space is limited). The second line on the other hand can be dropped entirely on mobile, so anything crucial has to be headline or description 1. A real copy puzzle!
When tax season rolls around and people are Googling answers to their tax preparation questions, they stumble upon your blog posts, and realize you offer tax preparation services. Some of them keep doing their own tax preparation, but perhaps keep you in mind for next year; others throw their hands up in the air, decide to rid themselves of tax preparation headaches for good, and hire you -- because you're clearly way more qualified to do this than they are.
When businesses pursue content marketing, the main focus should be the needs of the prospect or customer. Once a business has identified the customer's need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc. Most of these formats belong to the digital channel.
Copywriting is persuasive writing, also known as sales in print, or what I like to call closing in print. Every single day, copywriters prove that written words can influence people to take a particular action, such as buying a product or service after reading the copy. The written content – the ‘copy’ – is persuasive and meant to compel the reader to take action.
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.
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.