Ghostwriting Can Grow Your Business
The initial arguments against ghostwriting are: “It won’t sound like me,” or “That sounds expensive,” or “It’ll take just as much time to write it as it would to work with someone.” Are these valid reasons not to hire a ghostwriter?
Why Technical Gurus Need to Think Like Content Marketers
My sense of technical whizzes is that they approach things in very straightforward terms: There is a problem and I will solve it with technology. It will work and people will want it. Technical whizzes don’t have to be fantastic marketers OR marketing writers themselves, but they need an appreciation for why marketing and writing skills are so important to their startup. And that requires a slight shift in thinking.
Explain Your Product and Compel People to Buy
Describing anything in a compelling way can be difficult, especially if it’s a technical product. So how can startups go from confusion to clarity in their marketing?
Key message development.
Featuritis: Why Your Website Doesn’t Convert
No matter how beautiful or flashy your website is, you need to emphasize value, not features. There’s only one prescription for Featuritis: key messages.
The Best Website Copy Examples: Hero Version
Hero copy (aka the headline and subtitle at the very top of your website) is always the hardest ±10 words you or any copywriter will write. How do you condense the essence of your brand into a short headline that also intrigues people enough to ultimately become your customer?
Attract Better Customers with Specific Marketing
Would you rather appeal to everyone and have a very low conversion rate or appeal to the people who are more likely to buy your product and have a much higher conversion rate?
The 10 Commandments for B2B Marketing Emails
I’m going to share some email marketing tips for B2B with you today, but these won’t be your standard “use these awesome action verbs verbs” or “subject line tricks to increase open rate” tips. No, we’re going to talk about how to craft marketing emails that provide value and get you ROI.
How Content Calendars Keep Your Content Marketing Strategy On Track
Creating a content calendar requires forethought and dedicated planning time every month, quarter, and year, but as you’ll see, it will pay off handsomely.
The 8 Most Important Elements of Content Strategy
Many businesses run their content marketing like vacation: Create what you want whenever you have the time and will, write whatever you want to say, and good things will just happen. Umbrella optional.
In reality, content marketing is a lot like the military: To work at peak performance, it must be regimented, goal-oriented, and adequately funded.
How to Nail Your Brand Positioning Strategy
Positioning is an aspect of marketing that often gets overlooked, probably because it requires a lot of research many startups with small marketing departments think they simply do not have time for. But positioning is an important strategy that helps influence buyers.
How to Create Meaningful Content: Tips from a Former Content Skeptic
It’s easy to create meaningless content. It’s even easier to create meaningful content—once you know what your audience wants and how they think.
Common Key Messaging Mistakes That Tank Your Website—With Examples
As you develop a brand messaging strategy, it’s important to understand what some common mistakes are so you can avoid replicating them. Let’s look at some real life key message examples.
How to Build the Messaging Strategy Your Brand Really Needs
Messaging, or key messaging, revolves around what you want your target audience to remember about you.
Key Messaging and Positioning Strategies: What Are They?
Developing key messaging and positioning strategies can be a difficult and confusing endeavor. There’s a lot of terminology, like brand positioning and product positioning. What does it all mean?
How Content Marketing Builds Brand Loyalty
Content is a pillar of brand loyalty. Why? Because content marketing does not stop at the sale.
What is a Content Strategy and Why Does It Matter?
Imagine you and your sibling run a delicious Italian restaurant, but business isn’t going so well. What will turn everything around? A big night of the finest Italian feast that will make it clear to everyone that your restaurant is far superior to the competition. Are you just going to put your proverbial meal on the table to cool and hope some people walk in?
SEO vs Social Media: Which is Better?
Are Your Key Messages Forgettable? Here’s How to Improve Them
Is your website indecipherable to visitors? Or perhaps outdated? Is your bounce rate high?
Well, it’s probably because you are lacking clear, understandable key messages. Let’s fix that.
What is content strategy and how does content marketing work?
How many of you can barely explain your job to your spouse or extended family? 🙋♂️
When I got into "content marketing," I thought it'd be easier to explain than my technical software development roles. I was wrong (as usual). 🤦♂️
Here's my explainer article on "content marketing."
Glengarry Glen Ross Alec Baldwin Speech, but Affiliate Marketing
Here’s the famous Baldwin speech from Glengarry Glen Ross, but about affiliate marketing.