This week, just by chance, I happened to be emailed a client proposal for a website by a web developer. I was reading through it and came across this sentence: “By [you] supplying us with the text and content, we are able to keep your costs down.” It strikes me that asking a client to supply their own content to keep costs down is
It strikes me that asking a client to supply their own content to keep costs down is false economy. Clients rarely create high quality content. And why should they? They’re usually not writers. And even if they are, it’s unlikely they have any experience writing for the web.
Without high quality content not only is the site unlikely to achieve its goal (to sell a product), but it could easily tarnish the reputation of the company. By trying to save a few bucks they’re jeopardising their entire web investment.
Failing to educate clients about the necessity for high quality content on their websites is a losing strategy for web developers. Sure they might make some money in the short term. But when their websites fail to create value, their clients won’t be happy and won’t be coming back or singing the developer’s praises around town.
Most folks steer clear of long copy. Landing pages with long copy just have that icky “as-seen-on-TV” feel.
In her recent post on the Unbounce blog, Joanna Wiebe challenges that trend, suggesting that “some of the highest-converting short copy on the web today is based on simple long-copy principles.”
How’s that? Well, Joanna points out three key long-copy tricks that can be effectively applied to your short-copy landing page:
- Bold, centred headline
- Meaty, detailed testimonials
- Bust one major objection
Find out how to put these tips to use: 3 Long-Form Copywriting Tricks to Test on Your Short Copy Landing Pages
Social media can be a pretty powerful tool in creating brand awareness; however, many companies are also now using it to boost demand as well.
In her recent post on Unbounce, Sylvia Jensen, Director of EMEA Marketing at Eloqua, discussed the various ways that B2B companies are using social media to sell, promote and engage.
Interestingly though, a full 43% of companies still have no plans to incorporate social media into demand generation. Read the full article to find out why that ought to change: How do B2B Companies Use Social Media?
Writers often leave optimization to website editors, and editors often feel that it’s the job of the writer. When the two sides collaborate though, excellent content comes as a result – content that both readers and Google will love.
Unfortunately, it’s not always easy to divide the labour properly. Amanda DiSilvestro offers her insights in a recent post on the Success Works blog. She points out the areas that writer should focus on, and the areas a website owner should tackle.
Check it out: Website owner or writer: which should optimize content?
SlideShare is a brilliant, low/no-cost marketing tool, however, it’s horribly underutilized by most content marketers. So why aren’t more folks using it?
Content Coach Roger C. Parker points out that perhaps the biggest hurdle is coming up with ideas. In his post on the CMI blog, he goes on to offer 12 great ideas for presentations as well as tips for putting those ideas to use.
Hit the jump for 12 Months of Content Marketing Ideas for SlideShare
Franchisors typically push hard in every area to generate leads; however, a surprising number ignore blogging, writing it off as something for “young people with no money.”
Brooke Howell recently joined a roundtable discussion on the topic and summarized the common consensus in a post on the Reputation Capital blog. They pinpointed three specific reasons why blogging should be part of franchise development:
- Blogging boosts your brand’s SEO.
- Blogging demonstrates your expertise.
- Blogging keeps your website up to date.
Click through for more: Live from #IFA2013: Blogging and your Franchise Development Strategy
With conviction, that’s how. That’s why people sit up and listen when he has something to say. It’s something we all aspire to as writers; unfortunately, few achieve.
Kelton Reid, Director of Marketing at Copyblogger, talked to Godin about his life as a writer. The interview offers a fascinating look at an amazing writer.