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“Monkey Features!” Don’t Market to People Who Hate You…

May 10, 2013 by Amy Harrison 2 Comments

I grew up in a tiny village, attending a small Church-of-England primary school. We were helpful to others, considerate and sensitive.  At 11 we all moved up to ‘big school’. From 250 pupils to 1,600. And I learned a painful lesson: Ginger kids really stick out.  October 18, 1994 Today was a bad day a boy pinched […]

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Filed Under: Business Blogging, Content Marketing, content strategy

CMS! Episode 4: The Mystery of The Missing Customer

May 7, 2013 by Amy Harrison 15 Comments

In this week’s episode of Content Marketing… Stripped! We explore the dangerous world of missing customers. Watch the show below: Last time we created a thorough customer profile for our content marketing. Now that you have all these juicy details about your customer you can start piecing together 3 of the puzzle pieces in your content […]

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Filed Under: AmyTV, Content Marketing, content strategy

When Does it Become Easier to Find Blog Post Ideas?

April 29, 2013 by Amy Harrison 5 Comments

When instead of thinking: “I’ve got to blog to attract more customers” You think: “My readers really seem to struggle with X. I wonder how I can help them with this?” In the first scenario, it’s all about you and that’s a lot of pressure. With that kind of pressure, your thoughts can turn to […]

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Filed Under: Business Blogging, Content Marketing, content strategy

A Copywriting (and Dating) Trick to Stop Perfect Customers Walking Away

April 22, 2013 by Amy Harrison Leave a Comment

Can you quickly catch their eye?

It’s a real killer if you suspect your perfect prospects are reading your copy and walking away because they don’t understand what you offer. So why is this such a common problem? More importantly, how can you reduce the risk of it happening to you? Well, copywriting is like online dating. You’re relying on words […]

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Filed Under: Content Marketing, Copywriting, Sales psychology

CMS! Episode 2 on AmyTV: Slow and Steady Wins the Content-Marketing Race

April 20, 2013 by Amy Harrison 13 Comments

Do you ever get overwhelmed by the idea of content-marketing? A competitor releases an avalanche of content and you decide to catch them up. 3 hours and 5 cups of coffee later and you’re still trawling their archives wondering how on earth you can create that much content overnight. The notepad beside you is filled […]

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Filed Under: AmyTV, Content Marketing, content strategy, Corporate Content Marketing

5 Types of Content Your Customers Love to Read

April 8, 2013 by Amy Harrison 3 Comments

I was asked to rewrite an email last week for a direct marketing campaign. The client had written the copy but were frustrated with the tone. They weren’t sure why but were pretty sure it wouldn’t hit the mark with their customers. Curious, I took a peek at the copy and saw the problem. The email […]

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Filed Under: Content Marketing, content strategy, Copywriting

So You’ve Got a Quick Customer Profile… Now What?

April 5, 2013 by Amy Harrison 1 Comment

Remember when we looked at creating back-of-the-envelope customer profiles for your content marketing? Well, what do you do with that envelope? How does it help you create content to attract your customers? I’m glad you asked. In the previous article on customer profiles we pieced together 8 pieces of information you should know about your […]

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Filed Under: Content Marketing, content strategy, Sales psychology

A Quick-Fire Guide to Content-Marketing

April 1, 2013 by Amy Harrison 7 Comments

Content marketing… what is it? Where did it come from? Who’s doing it and can it really help you increase sales and attract customers to your business? Whether you’re asking these questions, or being asked these questions, quickly read this article and pretend you knew the answers all along. What is content marketing? Very simply, […]

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Filed Under: Content Marketing, content strategy

How to Use a Content Audit to Create New Marketing Ideas

March 29, 2013 by Amy Harrison 2 Comments

One of the challenges marketing your business online is publishing regular, high-quality content that your ideal customer loves. Previously, we’ve seen how the magazine industry keeps content fresh week after week, and how answering common customer questions is a way to produce a stream of high-quality, valuable content. You might also find that a content […]

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Filed Under: Content Marketing, content strategy, Corporate Content Marketing

How to Write Compelling (and Credible) Benefits in Content Marketing

March 25, 2013 by Amy Harrison 8 Comments

Benefits. You hear a lot about them in content-marketing and copywriting. Sell the benefits, not the features, make your benefits compelling, make sure your copy is loaded up with benefits. We get it. Benefits are important. But what the heck ARE benefits, and HOW do you actually include them in your copy? I’m glad you […]

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Filed Under: Content Marketing, content strategy, Copywriting, Sales psychology

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