When a B2B company sits down to put together a content strategy, they typically build it in the name of all-mighty thought leadership and brand awareness.
And this is where they go wrong. Instead of focusing on being recognized as an authority in their field, a B2B company could be far better off focusing on helping their customers make a purchase.
Marketers' ill-conceived efforts to engage their customers with relentless marketing messages are in fact pushing them away. What consumers want from marketers is, simply, simplicity.
If your content strategy is focused on bombarding your consumers with information from all…
Just like you wouldn’t hire a plumber to fix a leaky roof, you wouldn’t hire a copywriter to write instruction manuals.
There is a lot of confusion about what copywriting is and what it is not. I’ve seen many companies looking to hire a copywriter when in fact they needed a completely different specialist.
Writer, copywriter, content writer, technical writer, UX writer. Writers come in all shapes and sizes. And then there are also bloggers, content creators, content strategists, copy editors — if you’re new to the world of writing and marketing, it’s easy to get confused between different professions.
Imagine you’re talking to your friend about your previous job and why you left it. And now, imagine you’re speaking about the same thing but with your new employer.
Are there any changes in your way of speaking?
We change the way we talk depending on the person we’re talking to.
But we don’t always make those same adjustments when we write to different audiences. People are different. Writing that resonates with some people doesn’t with others.
Before you begin writing, you need to know who you’re writing for. This will help you decide on the voice that you need…
If you — like me — enjoy putting words on paper, I bet the thought of writing a book has crossed your mind more than once. It doesn’t matter if today your job is to craft home appliance instruction manuals or write seductive sales copy for Facebook ads, you have a book in you, and you’re going to write it.
When you’ve crossed every item off your to-do list. When nobody distracts you. When you can afford sitting in the coffee shop all day, tapping away at your MacBook Pro, digging deep into that part of your mind where…
This article is not going to tell you about the spread of coronavirus and how the medical systems aren't prepared for it. It's not going to tell you how many people die and how many people still hang out outside thinking the government is overreacting. It's not going to tell you how the world's crisis is about to leave people without jobs and business without money. And it's not going to tell you what happens after the lockdown is over.
What this article will tell you, instead, is how to live here and now. During the quarantine. …
Ever since coronavirus started spreading like wildfire in Italy, I’ve been checking the stats every morning to see if the curve is finally flattening.
74,386 cases, 7,503 deaths. Skyrocketing curves tell an alarming story.
For the past few days, however, it seems like the nationwide lockdown is finally working.
There are two types of graphs that reveal the current situation: linear and logarithmic.
For example, on a linear scale, the rate of coronavirus spread in the United States looks similar to Italy’s. But on a logarithmic scale, the data for Italy clearly shows that the infection rate is no longer…
Once upon a time, there were merchants who sold their products and services on the internet. To get their websites rank high on Google they would hire a squad of so-called content writers to scrape stuff from Wikipedia, stuff it with keywords, and slap it on the blog. But then, Google’s algorithm got updated so sites with a low-quality keyword-stuffed copy could no longer appear at the top of searches. Now merchants needed to create original, engaging and useful content that would keep customers interested and guide them to a buying decision. …
In 2019, 4.4 million blog posts were published every day. It’s more than twice the number of blog posts published 7 years ago.
Underneath those numbers is a growing industry that is making people rich. In 2020 this industry will grow even bigger. If you want to succeed in it, here are a few trends to adopt:
Your English teacher won’t probably like it, but short sentences are better than long. The longer the sentence, the greater the risk of losing the reader. This is because lengthy sentences weaken, rather than strengthen, your connection to your readers. …
“There is no such thing as a new idea,” said Mark Twain.
It’s a crowded world out there. For every topic you’re going to write about, there are tons of materials already published by someone else.
Content that’s never been done before is the best way to turn heads and get noticed.
But all too frequently, marketers create content that blends in with the competition.
1. There is a limited number of keywords that can bring quality traffic so the topics your competitors cover are pretty much the same topics you want to cover.
2. Coming up with new ideas…
One study analyzed what makes people buy the product and recommend it to others. They looked at more than 40 variables that impact the purchasing decision including price, customer’s perception of a brand, and how often they interacted with the brand.
It turns out, the single biggest driver of a consumer’s likelihood to buy is …simplicity.
Whenever you’re writing a copy that is intended to sell, the most fundamental question you should ask is “How do I keep it simple?”