I’ve now received emails from every brand I’ve interacted with over the past 20 years, telling me how very much they care about me in these “unprecedented” times.
If they’re smart, your prospects are going to start filtering on that word soon. So here are some creative alternatives in a downloadable scatter chart…we selected words that will fit every brand, from irreverent to buttoned-up. (Click to zoom in on image.)
Get the full-size PDF version here—no form, just click and download. Please do share this infographic, to spare us from experiencing an unprecedented number of cliché marketing messages!
You know that repurposing your content lets you squeeze more value out of your existing content assets—and that even in the best of times, recycling content is a budget-friendly way to reach more prospects.
But what few marketing pros know is that there are more ways to repurpose content beyond chunking down a long piece of content into a handful of shorter ones. Here are three tips that let you pretend you’re a penny-pinching grandma and your content is a chicken that’s already been used for sandwiches, soup, and pot pie.
But where do you start? What do you write about? And how do you develop topic ideas and content that prospective clients actually, you know, want to read.
Here, we put together the basics of field service content. These guidelines are founded on our team’s background in consumer and trade journalism, as well as our experience in writing for businesses just like yours.
Got a case study on your to-do list? To create a case study that converts, it’s crucial that you ask your customer the right questions—otherwise you’ll end up with 1,000 words of sales talk and unconvincing fluff. (“Company X is great! Rah rah rah!”)
My team of content marketing writers and I recently created a compelling casestudy that earned our client a lot of kudos, and we pulled together a list of the interview questions we routinely ask to create tension-filled, reader-grabbing casestudies like that one. (Want a free PDF copy of this list? Download it here…no form to fill out, just click and grab!)
Good content marketing writers know that there’s more to captivating an audience than coming up with a killer content topic. Anyone can come up with an idea, but it’s what you do with that idea once you have it that makes all the difference.
Ready to earn more attention with your content? These elements have been repurposed from journalism best practices to bring authority, trustworthiness, and relevance to your content.
You’ve probably read that you should curate interesting content from others on social instead of having all your posts be about “me, me, me.”
Well, I’m not one to believe everything I hear online—especially since there are so many self-styled “content gurus” out there who don’t know what they’re talking about—so I tested this advice for a client:
If you want to get the most out of your content, you need to know your KPIs from your CTAs.
You cram a lot of people into the top of the funnel, and only a few come out the bottom to become customers. Somehow this is considered a good thing.
A romanticization of the process whereby someone learns about your product or service and buys from you. Thinking of it as an incredible journey for the customer makes content marketers feel better about their lives.
In today’s climate of clickbait and fake news, your audience is craving reliable, credible content.
When I started out, freelancing mostly on the journalism side, every article I turned in would be thoroughly checked by an in-house fact checker. That person would call my sources to verify their quotes, validate the stats and facts against the backup materials I sent them, and make sure the copy was as clean as can be.
Of course, most businesses don’t have the luxury of an in-house fact checker. So what to do when you want to be sure to get it right?