Content marketing is a quickly growing field. With that growth comes opportunities for entrepreneurial-minded writers. If you're curious about getting started in content marketing, we've put together a guide that should tell you if you are cut out for the job -- and if you need content writers for your next project. Find out as we discuss content marketing 101.
Most people count on incorporating popular holidays such as New Year's and Thanksgiving in their marketing efforts, but you don't have to limit yourself to these important marketing dates. If there are niche holidays that might appeal to your audience, it could be worth publishing content on your blog or on social media. HubSpot's Service Blog Editor Sophia Bernazzani compiled this ultimate list of social media holidays -- keep an eye on it when you're planning your calendar.
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.
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.
You're Director of Marketing for an agency that specializes in design solutions for small businesses. You're having trouble attracting customers, though, because keeping an agency on retainer seems like a luxury for a small business. So you decide to create some DIY design tools to help them, you know, DIY. You do some keyword research and notice about 2,000 people are searching for an "infographic generator" every month, so you decide to build one that people can use for free once -- and if they like it, they can create more infographics for free if they provide a name and email address.
Red Bull, which sells a high-energy beverage, has published YouTube videos, hosted experiences, and sponsored events around extreme sports and activities like mountain biking, BMX, motocross, snowboarding, skateboarding, cliff-diving, freestyle motocross, and Formula 1 racing. Red Bull Media House is a unit of Red Bull that "produces full-length feature films for cinema and downstream channels (DVD, VOD, TV)." The Red Bulletin is an international monthly magazine Red Bull publishes with a focus on men's sports, culture, and lifestyle.
Because of these differences, website copywriters often have to have both a writing background and a marketing background. A person who is acting as a website copywriter for a site that is trying to sell something usually needs to be able to write active prose that inspires action. They also need to be able to drive traffic to the site, so that customers can see the products for sale.
Your marketing plan should go beyond the types of content you'll create -- it should also cover you'll organize your content. With the help of an editorial calendar, you'll be on the right track for publishing a well-balanced and diverse content library on your website. Then, create a social media content calendar so you can promote and manage your content on other sites.
You create a few sample infographics and share them on social media so people see what the tool is capable of doing, and between that and the traffic coming from organic search, you start to get a few hundred people using it every month. A few of them like it so much they provide their name and email address so they can continue using it. Now that you have their contact information, you're able to identify some people that would be a good customer fit and keep in touch with them, nurturing them into customers.
If your score is too high, it doesn’t mean you need to dumb things down for your readers — it just means you might need to make simpler word choices or cut down your complex sentences. This ensures that visitors of varying education levels can get value from your content, and that readers who may speak English as a second language will understand it too. It also just helps keep your tone clear and relatable which should always be a goal when you’re creating web content.
Theory #1: The mere act of publishing content on a regular basis does a lot of the "distribution" work for you -- if you consider search engines a distribution channel. (Which I do, considering how often people use them to find content.) If you create content on a regular basis that's informed by keyword research and optimized for search, Google takes care of the rest of your content distribution plan.
Those scenarios might have sounded like a lot of work to you, especially when considered alongside marketing programs that provide more immediate gratification -- like list purchasing, PPC, or trade show marketing that deliver names and email addresses in mere minutes. Often, content marketing is used when businesses realize those programs are either ineffective, too expensive, not scalable, or all of the above. Here's what I mean, using the "infographic generator" example above for demonstrations.
Consider investing in a copywriting course. There are tons of online copywriting courses you can do from the comfort of your own home, and lots of them are even free of cost. If you’d rather learn copywriting in an actual classroom or community space, ask your local libraries, colleges, or community centers if they have copywriting courses you could take.
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.