Creating ‘Craft Content’ for Remarkable Business Results

The term “craft” is a modern trend indicating something that’s been put together with care, appealing to select palates. In… Continue Reading The post Creating ‘Craft Content’ for Remarkable Business Results appeared first on Copyblogger. Read_More Related posts: Is Creating Online Tools Better Than Writing Content? Thoughtful Elements of Distinguished Content Marketing Ten Expert Tips for Creating a Viral Content in 2018 3 Resources for Creating More Courageous Content Using Empathy and Connection to Craft More Powerful Content Craft a Deliciously Effective Content Marketing Strategy with a Farm-to-Table Approach 4 Ways to Craft Content that Earns Audience Attention How This Woman’s Remarkable Life Helped Her Demystify Business for Underserved Entrepreneurs

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3 Ways Thoughtful Writers Use Tone to Build Loyal Audiences

“I don’t like your tone.” You’ve heard the adage, It’s not what you say, it’s how you say it. (Actually, if you want to get your message across, you should pay careful attention to both what you say and how you say it.) When we communicate with our fellow humans, tone of voice helps us convey meaning. That’s what allows my son, in the time-honored tradition of 13-year-olds, to infuse his monosyllabic agreement to take the dog out with a rich sense of suffering and forbearance. But text has to work harder. If you use the social web at all, you probably see someone put their digital foot in their mouth virtually every day by making poor word choices. Add to that the fact that there’s a political or potentially controversial subtext that can be attached to almost any statement, and it starts to feel like a minefield out there. […]

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Serious Writing Advice for a Foolish Week

I may be the last person who really enjoys April Fools’ Day … maybe because I was already a fan of taking a moment to fact-check what you find on the internet. Copyblogger has a long tradition of celebrating the first of April with a bit of nonsense. Stefanie Flaxman stepped up this year with her announcement of our new content publication app, Pooblíche. I still think “If your content’s rubbish, it won’t let you publish” is our best tagline ever. On Tuesday, Brian Clark talked about using the Rule of Three to make your writing more memorable and engaging. (Note to self: Use the number three for my next list post.) And on Wednesday, we returned to shenanigans with a republish of my April Fools’ Day post from 2014, Announcing RealWriter. Over on the podcast, Robert Bruce joined us again to chat about a cornerstone practice that too many […]

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Announcing: A Breakthrough Resource for Your Content Creation

Finally, after years of clumsy, clunky automated tools for “spinning,” scraping, regurgitating, and extruding low-quality content, we’ve found a solution. This resource produces sharp, smart, audience-engaging content every time. Over time, it even calibrates itself to produce more effective headlines, to tailor content to the precise needs of your audience and customers, and to automatically generate semantically relevant alternative keyword phrases. We’re calling this resource RealWriter — and if you don’t implement it in your content marketing strategy, you’re missing out. RealWriter offers some incredible improvements over earlier content automation solutions. RealWriter is optimized to create content that audiences care about RealWriter uses advanced algorithms including RealEmpathy, RealResearch, and RealListening to craft content that actually makes your audience more engaged and helps them develop positive emotional associations with your company. In fact, regular use of RealWriter can create a 743% lift in your audience’s connection, enjoyment, skin tone, cardiovascular fitness, […]

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How to Use the ‘Rule of Three’ to Create Engaging Content

What’s so magical about the number three? It’s no accident that the number three is pervasive throughout some of our greatest stories, fairy tales, and myths. It’s also no coincidence that some of the most famous quotes throughout history are structured in three parts, nor is it surprising that the Rule of Three also works wonders in the world of comedy. It all comes down to the way we humans process information. We have become proficient at pattern recognition by necessity, and three is the smallest number of elements required to create a pattern. This combination of pattern and brevity results in memorable content, and that’s why the Rule of Three will make you a more engaging writer. Storytelling Have you ever wondered: What the Three Little Pigs, the Three Blind Mice, Goldilocks and the Three Bears, the Three Musketeers, the Three Wise Men, and the Three Stooges have in […]

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Does Your Content Spark Joy? Try These Handcrafted Tips for Quality Content

Sonia Simone is co-founder and Chief Content Officer of Copyblogger. She writes about content marketing strategy here, and about creativity, the craft of writing, and creative productivity at Remarkable Communication. If you like audio content, you can hear Sonia’s takes on marketing and business on the Copyblogger FM podcast. Read_More Related posts: A Potent New Content Tool and the Power of “No” Thoughtful Elements of Distinguished Content Marketing Are You Making These Authority-Crushing Mistakes with Your Content? 3 Areas of Focus for Consistently High-Quality Content Why Strategy Is Key for Generating Backlinks with Quality Content Spark Your Next Breakthrough Copy Insight with Systematic Listening The Only Thing More Important Than Quality Content 12 Easy Tweaks that Could Lead to Outsized Improvement in Your Content and Writing

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Craft a Deliciously Effective Content Marketing Strategy with a Farm-to-Table Approach

If you’re in the mood for a special dinner and you have a farm-to-table restaurant in your city, it might be one of your favorite options. The farm-to-table movement promises locally sourced, fresh, delicious things, prepared with care and served enticingly. I’ve recently started using “farm-to-table” to describe my approach to content marketing, and here’s why. Great ingredients No matter what kind of food you like, from a fancy restaurant to a great taco truck, excellent meals start with excellent ingredients. For copywriters and content marketers, there’s no more valuable ingredient than a profound understanding of your potential customer. That’s why great copywriters and smart businesspeople are obsessed with their audiences. It’s really hard to create a delicious meal without fresh, delicious ingredients. And it’s almost impossible to put together a high-converting content marketing strategy unless you’ve collected lots of fresh, delicious customer details to inform the words you put […]

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3 Ways Marketing Automation Can Mess Up Good Copy

Pretty much every online business on the planet uses marketing automation in one way or another. Honestly, it would be tough to run a business without it. For example, if you were to sign up for my own newsletter, you’d receive a series of three welcome emails, one a day for three days. It makes total sense for me to automate that. And the user experience for people who sign up for my emails isn’t compromised one little bit. But … I’m a bit of a rarity. Because that’s pretty much as far as I go. Companies large and small are jumping into marketing automation with both feet. They’re loving it. And maximizing its use in every way possible. Every email you open … Every web page you visit, even for a second … Every social media post you view … Every link you click … Every time you sign […]

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5 Easy Ways to Transform Your Website into a Standout Salesperson

Most freelancers I know hate selling. And I can include myself in that bunch. Whether it’s a fear of rejection, utter disdain for self-promotion, or a lack of confidence in our skills and abilities, just the thought of selling (especially on-the-spot and in-person) sparks massive procrastination. Of course, that doesn’t mean we can’t sell. It just means we need a little help. High-quality content on a well-crafted website can help sell your services with confidence. So, let’s take a look at how you can turn your site into a better salesperson for your business. Treat your website like the 24/7 employee that it is The best thing about your website is that it can work for you around the clock. It doesn’t take breaks, it won’t call in sick, and it’s focused on getting you the results you want. But — as with a real-life employee — your website can’t […]

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Need a Breakthrough? Find the Right Balance of Creative and Strategic Thinking

For the marketing writer or business owner in 2019, deciding between strategic and creative is a luxury we can no longer afford. Giving rein to our creative individuality will set us apart and help us stand out in the vast sea of content. But we also want to be purposeful and strategic about how we’re spending our time. This week, we offered three posts that will nourish your creative side — while giving your strategic brain room to develop creative ideas into powerful strategies. Stefanie Flaxman started us off by talking about how damaging rigidity can be to creative work (like writing, marketing, or running a business). She turns “my way or the highway” to: “My way, or we could take the scenic route. Let’s open ourselves up to the best option.” Check out her post to help you find more creative flexibility — while staying true to your vision […]

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5 Situations that Demand You Hire a Professional Copywriter

We write a lot of posts on Copyblogger about how business owners can apply techniques used by professional copywriters. Strong calls to action, compelling benefits, fascinating bullet points, magnetic headlines. With all of this information, no one should ever need a pro, right? Well … I wouldn’t say that. Sometimes it makes sense to do it yourself, and sometimes it’s a very good idea to call in a professional writer. Today, I’m going to talk about five scenarios when you’ll want to bring in a pro. 1. You just aren’t any good at it Talent is about 90 percent a function of putting in the work. But it’s hard to put in the work for something you don’t feel any connection with. And sometimes you have a pressing need, but not enough time to get good enough to do it yourself. Lots of people hate to write. If the thought […]

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Romance Your Customers with Some Seriously Practical Business and Marketing Advice

Happy Valentine’s Day! Or if you’re not a fan, Happy Fake Emotional Obligation Day! Whether you’re hunting down a table for two or have plans to binge on Russian Doll and cookie dough ice cream, we thought you might enjoy some business and marketing content to go with that. On Monday, Brian Clark talked about why the element of placebo informs so many of the stories we tell ourselves — including great marketing stories. On Tuesday, Jerod Morris shared ways to reduce the distractions that clutter up our thinking. (He has a tiny but potent hack for your phone that will probably take you about 15 seconds — I think it’s brilliant.) And on Wednesday, I looked at how smart writers can use content to guide their audiences through the buyer stages of awareness — all the way from casual acquaintance through to falling truly, madly, and deeply in love […]

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How to Use Content Marketing to Develop Your Audience’s Stages of Awareness

Last week, Austin wrote a post for us that quoted every copywriting geek’s favorite writer, Eugene Schwartz, and his classic insights on the five stages of buyer awareness. Schwartz observed that in order to sell with copy, we need to understand the stage of awareness of the people reading our advertisement. To recap, those stages are: Most Aware: Your prospect knows your product, and only needs to know “the deal.” Product-Aware: Your prospect knows what you sell, but isn’t sure it’s right for them. Solution-Aware: Your prospect knows the result she wants, but not that your product provides it. Problem-Aware: Your prospect senses he has a problem, but doesn’t know there’s a solution. Completely Unaware: The person has no knowledge of anything except, perhaps, their own identity or opinion. If Eugene Schwartz had been able to use the communication technology that powers today’s content marketing, he would have gotten even […]

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Why All Great Marketing Contains the Power of the Placebo Effect

Back in the 1950s, a bedridden man faced certain death from cancer of the lymph nodes. Tumors the size of oranges had invaded the man’s neck, groin, chest, and abdomen. The patient’s only hope was a new experimental cancer drug called Krebiozen. Three days after initial treatment, the man was out of bed and joking with nurses. As treatment continued, his tumors shrunk in half. Ten more days later, he was discharged from the hospital … the cancer was gone. Strangely enough, none of the other cancer patients treated with Krebiozen showed any improvement. Stranger still, a few years later it was conclusively determined that Krebiozen had no therapeutic value whatsoever. Welcome to the power of the placebo effect. The placebo effect, and the power of belief and experience A placebo is, by definition, a substance that doesn’t actually provide the promised benefit — it’s not real. The placebo effect, […]

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5 Things Successful Content Marketers Do to Make Sure Their Work Gets Read

There’s a lot of content created every day — and most of it gains almost no attention. In 2015, Moz and BuzzSumo looked at more than one million articles published on the web. They found that 75 percent of blog posts had no inbound links, and more than half had two or fewer Facebook interactions. “It may sound harsh but it seems most people are wasting their time either producing poor content or failing to amplify it.” – Content, Shares, and Links: Insights from Analyzing One Million Articles And the web publishing environment has only gotten more cluttered. Most content simply never reaches its target audience. 

It’s no wonder so many people believe that content marketing doesn’t work, even when we have significant evidence to the contrary. It doesn’t have to be this way. If you’ve taken the time to write a well-researched blog post that can educate your reader […]

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Boost Your Professional Skills with Cilantro, Selling, and Social Media

This week, we had a flavorful collection of tools, tips, and techniques that will enhance your skills as a professional writer and marketer. On Monday, Stefanie Flaxman made the point that writing templates are a little bit like cilantro — some folks love them, and others run shrieking from the room crying out, “Gaaaaahhhhhh!” You don’t need to run shrieking. But you will benefit from learning how to use writing templates to save time and give your work structure, without getting into cookie-cutter territory. On Tuesday, Nick Usborne wrote about some of the tough (and valuable) lessons a copywriter can learn from selling something of their own. When you understand the complexity and stress of having skin in the game, you become a lot more passionate about the details that make for great copy. And on Wednesday, Jerod Morris swung by to talk about the four key functions we perform […]

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How to Become a Better Copywriter by Selling Your Own Product

The first time I created and tried to sell a product of my own was way back in 1996. My plan was to sell subscriptions to an offline newsletter about small business marketing. Total disaster. I sold zero subscriptions. While the venture was a complete washout, it did give me renewed respect for my clients. It was the first time I had walked in their shoes. Not their shoes exactly, but close enough for me to feel some of their challenges, stresses, disappointments, and pain. To put that another way: before I tried selling something of my own, most of what I thought I knew about copywriting and marketing was from book learning. I had learned the craft of copywriting from books and various mentors, but I had no experience of what it felt like to have skin in the game. Nor did I really understand how everything fits together […]

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Master the Art of Copywriting for Less Than $11

Discover what it takes to craft copy that sells over the course of this seven-hour training. January 8, 2019 2 min read Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.   Need more subscribers? Some clicks? Maybe even a few sales? You’ll find your solution in the form of copywriting. Copywriting is defined as the act of writing text (i.e., copy) for use in marketing materials such as blogs, brochures, newsletters, and social media content. In simpler terms, it’s writing words that sell something, whether it be a brand, a product, a service, an idea, and/or a message. Good copywriting—say, Nike’s “Just Do It” slogan or Maybelline’s “Maybe she’s born with it” shtick—takes that one step further by building brand recognition and […]

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Best of Copyblogger: 2018 Edition

Once you know what you’d like more of in your life, you have to make decisions that will allow more of that greatness to show up. And that exciting process is also going to present new challenges, which is why Sonia recently asked: “What are the ‘nice-to-have’ problems you’d like to have in 2019?” For me, creative challenges are high-quality problems because they enable me to grow as a writer. Evolving isn’t always easy, but the end result is a sense of pride no one can take away from you. Guiding you toward more satisfying work The annual Best of Copyblogger edition is a curated collection of our top educational resources for smarter digital marketing and sales from the past year. The aim of this collection is to arm you with the most helpful techniques and tactics that you can put to use in 2019. Maybe they’ll help reveal the […]

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Your Story vs Your Product

When I speak or write about successful marketing, I frequently use the word “stories” when I describe the content that people are eager to consume. With content creation, it’s important to think of stories rather than simple product pitches. People love to share stories! Product information? Not so much. Related posts: How to Tell a Brand Story Through Blog Content How to Leverage Your Brand’s Story to Drive Sales Validating a Product and the Story of SumoJerky with Noah Kagan – SPI TV, Ep. 38 My Company Realized We Had No Idea How to Explain Our Product. So We Learned to Tell a Story. How to Leverage Your Brand’s Story to Drive Sales Prospects Will Ignore You Reciting a List of Product Features but They Like a Good Story Conditionally Removing the Featured Product Image & Styling Gap from a WooCommerce Product Detail Page Physical Product Experiment [PPE #5] – […]

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