Tag: copywriting

Get These Two Things Right For Effective Content Marketing

content marketing, writing content, writing, copywriting, Content Marketing Institute, CMI, Joe PulizziContent marketing has been a hot topic in recent years, and it’s an area Strategic Communications has been engaged in for some time. We have written about and given presentations on content marketing frequently, most frequently for EContent Magazine.  This June, we gave a presentation on strategic content marketing at the International Association of Business Communicators (IABC) annual international conference in New Orleans.

As we talk with others about content marketing, we’re often surprised that many mistakenly think of content marketing as a business-to-consumer strategy; however, it’s also an important tool for business-to-business (B2B) strategy as well.

So, what exactly is content marketing? Continue reading “Get These Two Things Right For Effective Content Marketing”

Driving Results Through High-Value Content

Recently, we did a presentation on strategic content marketing for the 2016 International Association of Business Communicators (IABC) International Conference, and we thought the continued and growing interest in the subject bears further discussion, especially for entrepreneurs.

Many entrepreneurs may have heard the term content marketing without much context or elaboration. The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” Continue reading “Driving Results Through High-Value Content”

Content Marketing: A Deep Dive Into the Definition

Podcasting and other forms of content marketingContent marketing is, as the words suggest, using content to market yourself, your company, your products or your services. The key distinction between “content” and “content marketing” is the purpose behind the content. Content marketing is done with the ultimate goal of generating a positive marketing impact for an individual or organization.

It’s important to note, though, that while marketing is at the basis of these activities, effective content marketing does not take a heavy sales approach. On the contrary, content marketing is more subtle than a sales appeal—and far more valuable to its recipients. That was true when John Deere launched “The Furrow,” and it is still true today, 120 years later. Continue reading “Content Marketing: A Deep Dive Into the Definition”

My #1 SEO Tip

 By Linda Pophal

Ever since websites became a reality, marketers have been interested in finding ways to drive traffic to their sites. One of the traditional ways of doing this has been through search engine optimization (SEO)—a “fancy” phrase that really just means posting content that contains the words and phrases that potential visitors are likely to enter into search engines (like Google) when they’re looking for what you have to offer. Continue reading “My #1 SEO Tip”

The Most Important, and Most Often Overlooked, Element of Your Email Message

Despite the surge in mobile phones, tablets and texting, email communication remains a common way to connect with various audiences—internal and external. Yet, because it remains so common, those communicating via email face several challenges: getting their email to their intended user, keeping their email out of the spam/junk folder and, ultimately, having their email opened and read.

One key way to boost the odds that these things will happen is often overlooked or not given the consideration it deserves: Continue reading “The Most Important, and Most Often Overlooked, Element of Your Email Message”

The Power – and Importance of – Verisimilitude

When I first learned the skill of copywriting several years ago I was fortunate enough to learn from one of the masters – Herschell Gordon Lewis. He had a concept that has stuck with me since then, partly because I like the word and partly because I like what the word means from a marketing standpoint. Verisimilitude. Continue reading “The Power – and Importance of – Verisimilitude”

10 Copywriting Tips to Generate Results!

I’m a copywriter from way back and, although, my life has taken a number of twists and turns since my old copywriting days, writing has been a passion of mine for many, many years and I don’t see that changing anytime soon. The thing is, much of what I learned as a professional copywriter holds true regardless of the type of writing I do: whether I’m writing a brochure, copy for a newspaper ad, a script for a radio announcement or a page or blog for a web site, there are some tried and true techniques that can be used to boost the odds that the copy will get the results I’m looking for.

Following are some tips I’ve gathered and used over the years — can you add to the list? Continue reading “10 Copywriting Tips to Generate Results!”

Key Messages: Connecting With and Compelling Your Audience to Action

One of my favorite parts of the “creative process” isn’t what most people consider “creative” at all — it’s the process of spending time to research and understand my situation, my target audience and my competition. To most this seems like drudge-work. To me it’s like being the detective in a mystery novel. The more I can Continue reading “Key Messages: Connecting With and Compelling Your Audience to Action”

What to Avoid When Marketing to Women? Defining the Audience Too Broadly

Marketers often pose questions like: “What are the best practices when marketing to women?” In my opinion, that question is far too broad. Women are not a homogeneous market segment. There are a myriad of variations among them. I was recently asked this question; here’s how I responded: Continue reading “What to Avoid When Marketing to Women? Defining the Audience Too Broadly”

Copywriting Tips Anyone Can Use

Whether you’re writing copy for a brochure, a newspaper ad, a radio announcement or a blog for your web site–or even a resume–there are some tried and true techniques that can help you make sure that your copy gets the results you’re looking for.

Think about writing copy as making a sales pitch to some target audience. Your goal is to persuade that person to do something – most likely to purchase your product or service. Here’s how: Continue reading “Copywriting Tips Anyone Can Use”