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 […]
5 Types of Content Your Customers Love to Read
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 […]
So You’ve Got a Quick Customer Profile… Now What?
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 […]
A Quick-Fire Guide to Content-Marketing
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, […]
How to Use a Content Audit to Create New Marketing Ideas
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 […]
How to Write Compelling (and Credible) Benefits in Content Marketing
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 […]
Content Strategies: It Wasn’t Just a Low Price That Made Louis C.K. $1 Million
Tonight I’m heading off to London to watch the comedian Louis C.K. If you don’t know who he is, he’s a pretty edgy, slightly dark and brutally honest comic. He made mainstream news when an “experiment” of his to sell a new stand up special at the low price of , earned million in just […]
Quick Content Tips for Writing to Multiple Audience Segments
In your business, do you have one clearly defined customer profile that you address? Or do you find that you have an overall idea of people that you want to reach, with different specific profiles within that group? They may all be flowers, but each one is different. Are you identifying the different individuals in […]
Creating “Back of an Envelope” Customer Profiles for Content-Marketing
If you’re a business owner doing your own content-marketing, or an organisation with employees adding content creation to their current roles, you’re constantly fighting a battle between quality and time. You know you’re supposed to do in-depth customer profiles, and somewhere you’ve got one of those on file, it’s just quicker to get 5-10 quick […]