Posts Tagged ‘copywriting’
Thursday, October 20th, 2016
Content marketing has been a hot topic in recent years, and it’s an area Strategic Communications has been engaged in for some time. We have written about and given presentations on content marketing frequently, most frequently for EContent Magazine. This June, we gave a presentation on strategic content marketing at the International Association of Business Communicators (IABC) annual international conference in New Orleans.
As we talk with others about content marketing, we’re often surprised that many mistakenly think of content marketing as a business-to-consumer strategy; however, it’s also an important tool for business-to-business (B2B) strategy as well.
So, what exactly is content marketing? (more…)
Tags: CMI, content marketing, Content Marketing Institute, copywriting, digital marketing, effective content marketing, Joe Pulizzi, online marketing, writing content
Posted in Content Marketing | No Comments »
Tuesday, October 18th, 2016
Recently, we did a presentation on strategic content marketing for the 2016 International Association of Business Communicators (IABC) International Conference, and we thought the continued and growing interest in the subject bears further discussion, especially for entrepreneurs.
Many entrepreneurs may have heard the term content marketing without much context or elaboration. The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” (more…)
Tags: content curation, content management, content marketing, copywriting, digital marketing, high value content, online marketing, writing great copy
Posted in Content Marketing | No Comments »
Thursday, June 30th, 2016
Content marketing is, as the words suggest, using content to market yourself, your company, your products or your services. The key distinction between “content” and “content marketing” is the purpose behind the content. Content marketing is done with the ultimate goal of generating a positive marketing impact for an individual or organization.
It’s important to note, though, that while marketing is at the basis of these activities, effective content marketing does not take a heavy sales approach. On the contrary, content marketing is more subtle than a sales appeal—and far more valuable to its recipients. That was true when John Deere launched “The Furrow,” and it is still true today, 120 years later. (more…)
Tags: blogging, content management, content marketing, copywriting, digital marketing, podcasts, video
Posted in Content Marketing | No Comments »
Thursday, May 21st, 2015
By Linda Pophal
Ever since websites became a reality, marketers have been interested in finding ways to drive traffic to their sites. One of the traditional ways of doing this has been through search engine optimization (SEO)—a “fancy” phrase that really just means posting content that contains the words and phrases that potential visitors are likely to enter into search engines (like Google) when they’re looking for what you have to offer. (more…)
Tags: copywriting, Customer Communication, Direct Marketing, Google search, online marketing, organic search, search engine optimization, SEO
Posted in Business Development, Content Marketing, Internet Marketing, Marketing and Branding, Marketing Communication | No Comments »
Tuesday, January 20th, 2015
Despite the surge in mobile phones, tablets and texting, email communication remains a common way to connect with various audiences—internal and external. Yet, because it remains so common, those communicating via email face several challenges: getting their email to their intended user, keeping their email out of the spam/junk folder and, ultimately, having their email opened and read.
One key way to boost the odds that these things will happen is often overlooked or not given the consideration it deserves: (more…)
Tags: copywriting, Customer Communication, email headlline, email marketing, email subject line, strategic communications
Posted in Business Development, Client Relations, Content Marketing, Internet Marketing | 1 Comment »
Tuesday, August 19th, 2014
When I first learned the skill of copywriting several years ago I was fortunate enough to learn from one of the masters – Herschell Gordon Lewis. He had a concept that has stuck with me since then, partly because I like the word and partly because I like what the word means from a marketing standpoint. Verisimilitude. (more…)
Tags: advertising copy, copywriting, Customer Communication, Herschell Gordon Lewis, marketing communication, verisimilitude, writing
Posted in Marketing and Branding, Marketing Communication | No Comments »
Tuesday, June 10th, 2014
I’m a copywriter from way back and, although, my life has taken a number of twists and turns since my old copywriting days, writing has been a passion of mine for many, many years and I don’t see that changing anytime soon. The thing is, much of what I learned as a professional copywriter holds true regardless of the type of writing I do: whether I’m writing a brochure, copy for a newspaper ad, a script for a radio announcement or a page or blog for a web site, there are some tried and true techniques that can be used to boost the odds that the copy will get the results I’m looking for.
Following are some tips I’ve gathered and used over the years — can you add to the list? (more…)
Tags: Advertising, content management, content marketing, copywriting, copywriting tips, Direct Marketing, Marketing, Social Media, writing copy
Posted in Content Marketing, Marketing and Branding | No Comments »
Tuesday, November 12th, 2013
One of my favorite parts of the “creative process” isn’t what most people consider “creative” at all — it’s the process of spending time to research and understand my situation, my target audience and my competition. To most this seems like drudge-work. To me it’s like being the detective in a mystery novel. The more I can (more…)
Tags: Advertising, competition, copywriting, key messages, primary messages, proof points, secondary messages, target audience
Posted in Marketing and Branding, Marketing Communication | No Comments »
Tuesday, February 26th, 2013
Marketers often pose questions like: “What are the best practices when marketing to women?” In my opinion, that question is far too broad. Women are not a homogeneous market segment. There are a myriad of variations among them. I was recently asked this question; here’s how I responded: (more…)
Tags: Advertising, audience, copywriting, demographics, Marketing, marketing strategy, marketing to women, segmentation
Posted in Marketing and Branding, Marketing Communication, Strategic Communications | No Comments »
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