Part 1: What is a Content Marketing plan? The world has plenty of mysteries, like if Big Foot exists and whether hijacker D.B. Cooper survived when he parachuted from a plane in 1971 with a bag of extorted cash. In the past decade, small business owners have encountered another great mystery – what is s…
DetailsTrim the fat and make it easy for customers to see your value and make a decision Consumers, including me, really appreciate a clear, direct message. With so many options competing for our attention we need to know up front the benefits we’ll get from your focused content. Why Readers and Future Customers Want Focused…
DetailsOne of the most common marketing mistakes business owners make is talking too much about what makes them special. Instead, they should be talking about how their “specialness” benefits customers. I’ve seen this problem surface consistently in my 15 years as a marketing copywriter and strategist. Fortunately, I can usually get my clients to understand…
DetailsInfluential content guides readers toward taking meaningful action and making a commitment The primary function of content is to engage, which is much more than attracting readers’ attention. Engagement implies a commitment rather than simple interest. Good content is written to influence the reader to make a commitment, whether that’s to click on a link…
DetailsTo get results shape your content to appeal to your best customers. Your sweet Aunt Sally who is in her early 70’s, has a bachelor’s degree and makes $60K annually isn’t the perfect customer for every company, nor would she expect to be. But, popular chain restaurants, craft stores and easy-care, resort-wear clothiers probably have…
DetailsCreating enough fresh posts to gain search engine ranking, organic traffic and lead generation goals can create a time crunch for marketers. You and your writers could work 24-7 and you could still fall short of your publishing goals. Creating valuable content must be a priority for businesses because it’s a low-cost way to attract…
Details
