Most people start out with blog posts, but if you want to venture out and try producing other content pieces, consider which ones you want to make. For instance, if you've been doing weekly blog posts for the past year, creating an ebook that distills all your blog posts into one ultimate guide would be a one way to offer information in a different format. We'll go over several different types of content you can use further down on the list.
Traditional marketers have long used content to disseminate information about a brand and build a brand's reputation. Taking advantage of technological advances in transportation and communication, business owners started to apply content marketing techniques in the late 19th century. They also attempted to build connections with their customers. For example:
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.
The headline of the sales letter needs to get the reader’s attention. Its job is to make them want to know more (and actually read the rest). The secret? Be sure the headline makes a specific promise that relates to your prospects’ needs or interests. If, for instance, you offer domestic cleaning services, don’t use a headline such as “Want Cleaning Services?” in your letter. Instead use something such as, “Your Whole House Sparkling Clean—We Do It for You so You Don’t Have To!”
We have the team. We have the technology. Now we have to actually start "doing" the content marketing. In this blog post, we can't cover every manner of sin when it comes to creating content, but we can go over 1) the types of content assets a content marketing team could be creating to demonstrate the breadth of the opportunities available to the content marketing team, and 2) who should be involved in creating those assets.
I’m pretty much a stickler for the hand copy idea, as I have been through copyhour not once but twice! I reckon I have copied over 140 letters by hand (yes, it hurts) The strange thing is that I find that actually trying to write my own copy has been a better exercise than copying others. I’ll keep doing the hand copy though because it forces you to read successful copy s-l-o-w-l-y and take it all in.
At my own company we’ve used content marketing to grow more than 1,000% over the past year. Potential clients find our content, find value in it, and by the time they contact us they’re already convinced they want to work with us. We don’t have to engage in any high pressure sales tactics, it’s merely a matter of working out details, signing an agreement, and getting started. The trust that usually needs to be built up during an extensive sales cycle has already been created before we know the potential client exists.
If you haven't already noticed, you're currently perusing a blog post. Blog posts live on a website and should be published regularly in order to attract new visitors. Posts should provide valuable content for your audience that makes them inclined to share posts on social media and across other websites. We recommend that blog posts be between 1,000 and 2,000 words in length, but experiment to see if your audience prefers longer or shorter reads.
The reliable source of traffic and leads from your evergreen content will give you the flexibility to experiment with other marketing tactics to generate revenue, such as sponsored content, social media advertising, and distributed content. Plus, your content will not only help attract leads -- it will also help educate your target prospects and generate awareness for your brand.
Most people count on incorporating popular holidays such as New Year's and Thanksgiving in their marketing efforts, but you don't have to limit yourself to these important marketing dates. If there are niche holidays that might appeal to your audience, it could be worth publishing content on your blog or on social media. HubSpot's Service Blog Editor Sophia Bernazzani compiled this ultimate list of social media holidays -- keep an eye on it when you're planning your calendar.
Content marketing is a quickly growing field. With that growth comes opportunities for entrepreneurial-minded writers. If you're curious about getting started in content marketing, we've put together a guide that should tell you if you are cut out for the job -- and if you need content writers for your next project. Find out as we discuss content marketing 101.
There are a host of metrics to look at when you have a robust analytics solution, but having too many goals to live up to tends to result in prioritization difficulties. I recommend content marketing teams have 2-3 metrics they measure, and perhaps some secondary metrics each sub-team can measure to help understand when there are different levers to pull. Here are my recommendations:
Great stuff Neville! I love what you’ve posted here; I have been searching for information on freelance and copywriting for some time now. Everyone has done an awesome job posting on your site, it only motivates me to keep going. I’m aware of some of the obstacles and aware there will be more for me to cross, but its sites like this that encourage beginners, such as myself, to dive right into the writing world. You pointed out key points: “just start writing”, join groups that are already writing, and read material pertaining to writing. I only did one of the 3, read about copywriting, lol, I know what your thinking, “this guy must have JUST started”, yes, and thankfully, your site has opened a new portal for me. I’ll join a writing group or some writing groups after this post, and I’m taken your advice today by just start writing on your site. I know its a long way up the latter, but I’m determined to use my skills that has been repressed for sometime now. I actually have a great paying job, but, like most writers, I want more time for me; I spend entirely to much time doing someone else work making them rich, when I can use my own skills to make a decent living and have fun while doing it, its a no brainer for me now. Although, I know it will take dedication and consistency, which I know I have, I’m eager and filled with writer passion. Again, thanks to everyone and good luck to all, including myself. “Here we go”!
Simply master short form copy before you learn long form copy. Long form copy could be a 5-page landing page, or writing the script for a long webinar, or crafting a lengthy direct-mail piece. It often takes years to hone in on your craft and learn how to write really great long form copy. That’s why it’s best to start by learning short form copy, especially when you’re first starting out.
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.
Thanks for this write-up Nev. I know it is old but I just started getting my hands dirty copywriting. I have read your book on copywriting (this book will teach you to write better..) and I have read all the boron letters too. I have done some little (copy) writing (mostly sales page without any intent of them being a great copy, just a necessity I had to go through). I must thank you for all these resources. My writing has gone up by over 1000% doing all the stuff here. I figured out I need to communicate clearly and use conversational style and that is just what your writing style is and what you advocate for (Imagine! this was easy for me to write. Damn!. Normally I will struggle to have my thoughts gathered together for this kind of writing). I am still practising, I have to thank you again. As for the tripple skills threat, I am a web developer (I have an engineering degree (masters), which makes this even a more sweet spot for me). I am able to apply writing clear copies to write clear code (least effort, no convolutions or complicated ideas if not needed). Damn, I enjoyed writing this piece. Feels like I finally get my word(s) across. Thank you and please recommend me how else I can improve.
Unlike other forms of online marketing, content marketing relies on anticipating and meeting an existing customer need for information, as opposed to creating demand for a new need. As James O'Brien of Contently wrote on Mashable, "The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story." Content marketing requires continuous delivery of large amounts of content, preferably within a content marketing strategy.
Case studies, also known as testimonials, are your opportunity to tell the story of a customer who succeeded in solving a problem by working with you. A case study is perhaps your most versatile type of content marketing because it can take many different forms -- some of which are on this list. That's right, case studies can take the form of a blog post, ebook, podcast ... even an infographic.
If you’ve ever slogged your way through reading a piece of marketing and only finished reading because you had to, then you’ve experienced bad content marketing. When I speak to companies about content marketing I tell them that content is good if they genuinely want to read it. Content is great if they’re willing to pay to read it. If you want to see great examples of content, just look at what you’ve paid to read, watch, or listen to lately. If you watched The Lego Movie this year, you saw one of the greatest examples of content marketing to date. Oh, you thought they made that movie in order to sell movie tickets? Think again. That was a 100 minute toy commercial, and rather than using a DVR to skip it you paid good money to watch it. Is it any coincidence that Lego recently leapfrogged Mattel, the creators of Barbie, to become the largest toy company in the world? You may not have the budget to make a feature film to promote your company, but you can still give potential customers valuable information.