What is Content Marketing?
All about content marketing
Content marketing involves creating relevant, valuable online content to help you attract and keep loyal, lucrative customers.
The idea is this: when you create content your audience loves to read and share they spread the word about your brand, your business, your expertise… all that good stuff. And sometimes they link back to it.
Google notices when your content has been shared and linked to. Over time you attract lots of lovely backlinks to your site, which in turn helps search engines ‘decide’ how popular, authoritative and trustworthy you are. The better job you do, the better your natural search engine results pages positions are. At the same time your organisation’s reputation is growing through social network activity.
How best way to describe content marketing? Wikipedia hits the nail on the head:
“Content Marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.”
The bad old days – Before the content revolution
In a world where there’s so much media noise we’re deafened by it, the only way to hit home, grab someone’s attention and hold it is to give people the very best you can. Which means writing the best possible quality content, whatever the project, whether it’s a website, blog post, advert, email message, auto-responder, white paper, internal communication, press release, article or direct marketing collateral.
- Informative soft sell beats hard selling hands down if you want to build lasting relationships with people
- Good quality relationship marketing is vital when trust is key to buying decisions
- Google and co. insist on top quality content
I will help your marketing efforts thrive, making them:
All about great content
A content writer is a copywriter whose work fulfils search engine requirements as well as getting humans in a buying mood. So what does a professional content writer bring to the ecommerce party?
If you sell online, you need a writer who can get your content shipshape for SEO as well as wax lyrical, making your goods or services sound as brilliant and appealing as possible.
I can create your meta data for you as well as web pages, blog posts, white papers, email campaign text, subject lines, anything and everything to do with online or offline communications, internal and external.
Here’s what a good content writer will do for your business
- Write powerful meta data for each page, if you like, which makes it 100% clear to search engines and humans what the page is about.
- Write your pages so they flow perfectly, attract attention, sound really appealing, drive response and encourage people to buy from you.
- Write press releases that, when published online, can generate valuable back-links to your site and help visibility.
- Write blog posts for you. Regular, interesting, relevant, on-brand, keyword-friendly blog posts are a brilliant way to keep your site fresh and exciting.
- Write online adverts, tweets, Facebook status lines, directory entries, advertorials and articles for you, taking the online marketing strain so you can get on with running and growing your business.
- Create winning email marketing campaigns, autoresponder messages, teasers, customer and internal communications materials to give your business a strong, compelling, approachable voice across the board.
- Make sure your tone of voice is consistent. When you integrate everything the whole invariably ends up bigger than the sum of the parts – you pack a stronger overall marketing punch.
- Ensure you appeal to your target audience by creating a tone of voice they’re familiar with and happy to engage with.
- Give everything the magic direct marketing touch. Direct marketing is about encouraging response and sales. It makes sense to find a content writer with a DM background.
- Be able to write for offline marketing projects. You need someone who knows how print works, who can carry on the good marketing work offline. Stuff like press releases for the papers, free press, glossies and trade press, direct mail, sales letters, printed sales support materials, brochures, reports, handbooks, instructions and so on.
What is a copywriter?
What is a copywriter? It’s the same as a content writer, simply someone who writes commercial content for businesses, whether it’s online or offline. Commercial writers generate content for business-to-business marketing projects, business-to-consumer or both. Although there’s a great deal of creativity involved, a copywriter doesn’t write novels, stories, plays or poems for a living. A copywriter writes to sell, creating content for marketing, advertising and brand building.
What does ‘writing to sell’ mean?
- Empathising with prospective buyers, giving them all the information they need to make well-informed buying decisions, no more and no less
- Structuring the information so it’s easy to read, easy to scan and easy to pick out key points
- Ordering the information logically, creating an exciting, compelling sales message that makes the benefits crystal clear
- Picking out key elements of the sales proposition, focusing the reader’s mind
- Applying direct marketing best practice and principles
- Maintaining clarity
- Adding the indefinable sparkle that makes reading good copy a real pleasure
- Doing all this in plain English
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