Check your local college or university for a technical writing certificate program. Look at the faculty of the program to confirm you are being taught by professionals in the field or working content writers who are familiar with the demands of the writing industry. Certificate programs can be beneficial for writers who are new to content writing or technical writing.[6]
You've written a blog post that has wide appeal beyond just your target audience. You test promotion of that blog post via a paid Facebook ad, and find that the CPC is lower than your typical paid expenditures, and is driving 40% more site traffic than those typical expenditures. Even so, when you turn off that budget you lose that traffic ... right? Right. But you still received a huge influx of traffic that, even if none of them convert to leads, might have spurred either inbound links or social shares -- both of which will help bolster your SEO.
Most people start out with blog posts, but if you want to venture out and try producing other content pieces, consider which ones you want to make. For instance, if you've been doing weekly blog posts for the past year, creating an ebook that distills all your blog posts into one ultimate guide would be a one way to offer information in a different format. We'll go over several different types of content you can use further down on the list.
To some writers, writing online content is basically equivalent to journalism. They contribute articles to e-zines, corporate blogs, and other such places on the web. Yet more content writers spend their days working exclusively for small businesses, and some even write content for government websites.  Content writers are full-time employees and independent contractors. We are SEO specialists and html experts. We’re reporters, experts, comedians, and salespeople. We’re the filter and the amplifier that sends your voice out into the universe, and when used effectively, we are the keys to success on the web.

When businesses pursue content marketing, the main focus should be the needs of the prospect or customer. Once a business has identified the customer's need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc.[5] Most of these formats belong to the digital channel.
When writing calls to action, put yourself in the reader’s shoes: what would it take for a company you’ve never heard of to convince you to do something, even something as simple as sharing the article with a friend? Now, connect it to your goals: how can you craft a CTA and content specific to your company’s marketing and sales KPIs that actually persuades readers to take action?
Content marketing requires manpower, so the first step is figuring out who is going to head up the program. There's no one-size-fits-all for team structure -- it depends largely on the size of your company, your marketing team, and your budget. But if we assume that those three things are interlinked, as they often are, I can provide you with some frameworks based off of other content marketing-focused companies' structures. These should help you hire the right people, and have them "sitting" in the right spot in your organization.
I won't pull any punches: I started, and it took a while to stop. That is to say you're about to dive into a pretty in-depth post (that's a nice way of saying "long") about content marketing, one which you may want to bookmark to read later. But I think it covers most of the aspects of content marketing that modern inbound marketers need to consider, beyond the basics of simply writing content optimized for the web.
Traditionally, marketers have had to “rent attention” from other people’s media through display ads on websites, booths at trade shows, or emails sent to third-party lists. For example, when a brand pays out millions of dollars for a Super Bowl ad, they are renting the attention that the TV networks have built. Content marketing, on the other hand, allows marketers to become publishers by building their own audiences and attracting their own attention. By creating and distributing content that buyers find useful, marketers increase their brand awareness and preference by establishing a relationship of trust with consumers as they move through the sales funnel. Additionally, content marketing is considered a less costly strategy than some others. It can have a bit of a slower start while your content library grows and reaches a larger audience.
When you are launching a product and want to attract potential clients, it would be wise to mention in the letter how this product can help the clients and their customers. Mention the benefits of the product and tell them how unique it is. In the end, you can mention that they can buy the product from a certain location or a specific location, which you want to mention.
In recent years, content marketing has exploded, with 89% of B2B marketers currently using content marketing. The reason? The internet. The shift to online media, and more recently, to mobile, means that audiences are consuming content in new and savvy ways. This has led to brands big and small developing comprehensive content strategies with allocated marketing budgets.
If you would like to keep learning, upgrade to The Kopywriting Kourse to get god-like at copy. The full course is for people who want to dive much deeper into copywriting. The KopywritingKourse is a multi-part course designed to take you through all the mental tricks, hacks and formulas I use to develop high-selling copy. You also get weekly office hours where you get live help.
When writing calls to action, put yourself in the reader’s shoes: what would it take for a company you’ve never heard of to convince you to do something, even something as simple as sharing the article with a friend? Now, connect it to your goals: how can you craft a CTA and content specific to your company’s marketing and sales KPIs that actually persuades readers to take action?
To explain how content marketing works, we first have to agree on a definition. Unfortunately, I might've sent myself on a fool's errand -- I went through dozens of different iterations of a content marketing definition (including the somewhat flippant "content marketing is using content for marketing") and found none of them totally satisfactory. But I hate to let perfection get in the way of progress, so let's just get something down on paper so we have a basis for discussion:
By 2014, Forbes Magazine's website had written about the seven most popular ways companies use content marketing.[14] In it, the columnist points out that by 2013, use of content marketing had jumped across corporations from 60% a year or so before, to 93%[15] as part of their overall marketing strategy. Despite the fact that 70% of organizations are creating more content, only 21% of marketers think they are successful at tracking return on investment.
The reliable source of traffic and leads from your evergreen content will give you the flexibility to experiment with other marketing tactics to generate revenue, such as sponsored content, social media advertising, and distributed content. Plus, your content will not only help attract leads -- it will also help educate your target prospects and generate awareness for your brand.
At my own company we’ve used content marketing to grow more than 1,000% over the past year. Potential clients find our content, find value in it, and by the time they contact us they’re already convinced they want to work with us. We don’t have to engage in any high pressure sales tactics, it’s merely a matter of working out details, signing an agreement, and getting started. The trust that usually needs to be built up during an extensive sales cycle has already been created before we know the potential client exists.
While the goal on social media sites like Instagram or Snapchat is to connect more intimately with your audience, your goal on platforms like Facebook and Twitter is to expand that audience, drive traffic toward your website, and start conversations in your industry. Do some basic market research to discover which platforms your buyers are on, and mold your content to their expectations.

Do research about the brand before applying to jobs. If you find a copywriting job you want to apply for, avoid just talking in vague terms about your copywriting experience. Look up and see what it is you might be writing about for them—this will not only help you create a more detailed cover letter, but it will help you in an interview to show that you’re truly interested in the job.[16]
In recent years, as businesses and marketers realized how important content writing and keywords were to their online campaigns, they filled websites with pages with keyword-stuffed nonsense that attracted search engine spiders. Today, those spiders are smarter and writers must write for their audience, not search engines. Luckily, advancements in search algorithms have brought common sense back to marketing. Good writing is an invaluable skill for marketers today for no fewer than these seven reasons:
The supply chain of digital content marketing mainly consists of commercial stakeholders and end-user stakeholders which represent content providers and distributors and customers separately.[34] In this process, distributors manage the interface between the publisher and the consumer, then distributors could identify the content that consumers need through external channels and implement marketing strategies. For instance, Library and document supply agencies as intermediaries can deliver the digital content of e-books, and e-journal articles to the users according to their search results through the electronic channels. Another example is when consumers pay for the acquisition of some MP3 downloads, search engines can be used to identify different music providers and smart agents can be used by consumers to search for multiple music provider sites. In a word, the digital content marketing process needs to be conducted at the business level and service experience level because when consumers are accessing digital content, their own experience depends on the complex network of relationships in the content marketing channels such as websites and videos. The consumers interact directly with distributors in the big supply chain through various digital products which have an important role in meeting the requirements of the consumers. The design and user experience of these channels directly decides the success of digital content marketing.[27]
Once you've been regularly publishing content on your own site for a while, it might be time to start thinking about distributing your content on other sites. This could mean repurposing content into new formats and publishing them on your blog, creating original content specifically for external sites -- such as Medium -- or publishing website content on various social networks.
Gather testimonials to help brand yourself as a copywriter. Whenever you finish a project for someone, ask them if they’ll write you a testimonial or review. Collecting testimonials from past clients, whether you worked for them in-person or online, will help you gather more clients in the future. Potential clients can read your testimonials and feel more confident that you’ll do a great job for them.[15]
Add value. That’s the secret. It’s not really a secret at all. We've already talked about it throughout this piece. Although when you look at some of the marketing companies engage in you wonder if they’re purposely avoiding the obvious. We skip advertising when it provides little to no value. If you want to learn about advertising that doesn’t get skipped, find a skateboarder and ask him if you can watch him look through a skateboard magazine. You’ll see that he spends as much time looking at the ads as he does looking at the articles and photos. Or check out The Berrics website. Much of the content is advertisements, but skaters don’t skip these videos, they watch them just like they watch the other videos, because they’re getting the value they want--good skating. As a skater I’d like to say skateboard companies pioneered content marketing decades ago, but I know they were only doing what came naturally, and selling more product was secondary to the fun of creating videos and magazines. If you want to hire someone onto your marketing team who understands content marketing intuitively, hiring a skateboarder might not be a bad step.
Reorganize: This isn’t just an efficient way to pump out new content—it’s also a smart way to reach members of your audience who like to consume content in different ways. Some people you’re marketing to may like ebooks, while others prefer infographics, and still others learn best from slide decks. Slicing and dicing allows you to reach more people with less effort.
Problem: I need to create brand preference. Engaging content marketing creates preference through thought leadership by making you a trusted source of information and education. You can also create preference through relationships, which are strengthened whenever your content entertains or helps your buyers. People are more likely to buy from companies with whom they have relationships. 

Use a newspaper article from a local publication or an online publication and break it down based on the upside triangle structure of a typical newspaper article. Does the article conform to the traditional structure or does it use a different structure or form? Does the writer seem credible and believable? Does the article use reputable sources and quotes to support any arguments in the article?
When a content writer puts together a piece for a website, e-zine, blog, or newsletter, he or she doesn’t just have to make sure that the piece is well written, it also has to be nicely formatted and properly displayed on the screen. With clever and (dare I say) artistic placement of headings and subheadings, the content writer ensures that your copy doesn’t look like an insurmountable wall of text. A good content writer can take your complicated idea and turn it into an easily digestible and accessible piece of copy that pleases your readers, and keeps more eyes on you.

Don’t think for a second that a boring or technical topic gets you off the hook either  — IKEA assembly instructions have nothing to do with gay dating (usually) but we used a visual to help the reader make the connection. Push yourself to add a little creative fiction to your website content writing and see how much more fun it is to read (and write!)
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