"Ideation" is a marketing industry buzzword that describes the creative process of finding a subject, title and angle to write about; and ideation begins with analytics. Most ideation is done in a team setting, but freelance writers are usually on their own. Which is why it's helpful to know how professional marketing teams generate ideas. Before doing that, successful content writers need to: 
Infographics. These are generally long, vertical graphics that include statistics, charts, graphs, and other information. If you need some examples, here are 197 infographics on the topic of content marketing curated by Michael Schmitz, head of Content Lab at Publicis, Munich. Infographics can be effective in that if one is good it can be passed around social media and posted on websites for years. You can get a professionally designed infographic by hiring a contractor on a site like oDesk or if you want to remove some of the risk you can go with a company like Visua.ly. A decent infographic will usually cost you at least $1,000 to have designed, but can cost several thousand dollars if you are hiring a contractor or agency to include strategy and planning, research, copywriting, and design. There is also the matter of promoting that infographic to bloggers and the media. Or you could set up a board on Pinterest and curate infographics on a topic related to your business. That is also a form of content marketing, and it costs nothing but your time. Hey, it worked for Michael.
We have the team. We have the technology. Now we have to actually start "doing" the content marketing. In this blog post, we can't cover every manner of sin when it comes to creating content, but we can go over 1) the types of content assets a content marketing team could be creating to demonstrate the breadth of the opportunities available to the content marketing team, and 2) who should be involved in creating those assets.
It can help, but other degrees also have content writing value. For instance, the ability to synthesize and relate complex information is key to content writing, but can also be acquired from studies in education or philosophy. Companies that offer content writing positions tend to find it easier to train someone in a complex topic than to train someone to write, however. For example, as a healthcare professional with mediocre writing skills, you're less likely to be hired as a healthcare content writer than a strong writer with no healthcare background (but who can be trained in healthcare topics).
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.

As you complete each content writing gig, or as you gain more experience in a permanent position, add each article or piece of writing to an online portfolio. This will then help you network for other writing projects and positions in the future. With enough clips and contacts, you may then be able to freelance and work for yourself as a content writer.[14]
There are a host of metrics to look at when you have a robust analytics solution, but having too many goals to live up to tends to result in prioritization difficulties. I recommend content marketing teams have 2-3 metrics they measure, and perhaps some secondary metrics each sub-team can measure to help understand when there are different levers to pull. Here are my recommendations:
Are you a writer working in the business world? Or a marketing professional responsible for obtaining great marketing copy? Maybe you're just interested in a writing or marketing career. Whatever your background, this fun, introductory course will teach you to write or identify copy that achieves business and marketing goals. Improve your work, your knowledge, your company's image, and your chances of getting hired, promoted or applauded!

He is the co-founder of NP Digital and Subscribers. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
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It's important to do regular reporting -- I recommend monthly -- on each of these metrics so you know where your growth levers lie. Regular reporting also helps you identify negative trends or plateaus early-on so you can address them before they become bigger issues. Most importantly, however, tracking the success of your initiatives makes it easy for you to repeat what works, eliminate what doesn't, and promote the success of your content marketing program so you can justify its expansion, and its seat at the modern marketing table.
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When you reference another website’s content, make sure you hyperlink back to that site. It’s good internet etiquette, and you’d want the same courtesy. Always cite your sources, even if you’re afraid it’ll send your web traffic to another site — and you can always choose the “open link in another window” option if you’re that concerned about keeping your traffic.

Excellent post Henneke 🙂 Listening connects dots, and connecting dots helps you craft inspired, goading copy that influences readers to take beneficial actions. But we need to learn how to listen before actually listening. This skill is largely a lost art. Writers often create content based on their wants, totally ignoring the needs of their audience. Listening is the first step in matching reader needs with your copy creations.
Low pay. Most content writing positions do not pay well, especially entry level writing positions. Small newspapers or publications are often good places to start in terms of gaining experience and contacts. But often, the compensation will be $10-$12 an hour.[2] The average salary for content writers in the United States is $40,000 a year. Higher paying positions in the content writing field include project managers, online researchers, and proposal writers. However, you will need higher levels of experience to qualify for these positions.[3]
At this stage of growth, it's also time to assign dedicated leadership to your content marketing team -- unless you want two dozen people reporting to the CMO. Many organizations hire a Director of Content, VP of Content, Chief Content Officer, or Editor-in-Chief to lead the entire content marketing team. This individual sets the vision for the team, secures budget, hires the right talent, contributes content ideas, solves for growth, and helps coordinate with other leaders across the marketing organization so content marketing doesn't become too siloed.
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.
Although SEO is important and being able to write effective sales copy may also be essential for website copywriting, many of the basic writing skills are also required. This means that most website copywriters have to be familiar with basic grammar, style, and structure rules. Content has to be well written in order to accomplish its goal, and adherence to standard writing rules is often a prerequisite to a well-written article.
There are many firms that offer content marketing services, often paired with SEO or PR. If you’re simply too busy to do it yourself and aren’t ready to manage it in-house, then hiring a firm may be your best option. But if you want to jump in and do your own content marketing the easiest way is to start blogging. It will likely be hard at first, but the more you do it, the better you’ll get at it. Following tips from websites like Copyblogger you’ll quickly learn how to craft content for your website or blog that will engage readers and turn them into customers or clients. But while technically good writing and the right headlines can help, it’s not the key to creating great content that is the best form of content marketing.

Each time you refresh the login page, you see a different, equally clever example email belonging to a fictional character, like Ender from Ender's Game and Dana Scully from The X-Files -- a great example of nostalgia marketing. This is a small detail, but nonetheless a reminder that there are real humans behind the website and product's design. Delightful microcopy like this kinda feels like I just shared a private joke with someone at the company.
Content marketing attracts prospects and transforms prospects into customers by creating and sharing valuable free content. Content marketing helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future. This relatively new form of marketing does not involve direct sales. Instead, it builds trust and rapport with the audience.[2]
"Ideation" is a marketing industry buzzword that describes the creative process of finding a subject, title and angle to write about; and ideation begins with analytics. Most ideation is done in a team setting, but freelance writers are usually on their own. Which is why it's helpful to know how professional marketing teams generate ideas. Before doing that, successful content writers need to: 
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Professional content writers create written content for a living. A professional writer should be competent and skillful, and they should be engaged in writing as their main paid occupation.[1] As a content writer, you may write content on a variety of topics for a variety of organizations, from popular websites to scientific and technical print documents or manuals. The benefits of being a professional content writer includes being paid for an activity you enjoy (writing), and as you become more established, the ability to work remotely or from a home office.

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You know what? 87% of B2B marketers practice content marketing to produce more qualified leads. And 78% of marketers are preparing to spend more money on content marketing. But according to my experience, the consistently producing quality content brings more traffic to a website. It also improves engagement with targeted audiences. Not least but using images in post increase audience engagement up to 30% more than plain text.

To accurately and efficiently isolate your target prospect's problems (which will illuminate the benefits most fascinating to them) start by answering a series of questions about their personal background, their company and the position they hold, and their challenges, goals, and shopping preferences. In other words, create a buyer persona. As a result, you’ll amass an abundance of invaluable information that you can then use to attract attention and inspire action.


Consider a technical writing certificate. Technical writing is a type of content writing that focuses on communicating technical material through manuals, reports, and online documents. This could be a how to guide, a safety manual for a worksite, or a document on a process or procedure. There is a growing demand for technical writers who can explain complex procedures to the average reader.
A confusing or dull message is rarely compelling, mainly because people don’t pay much attention to what they don’t perceive to be valuable. If you think about it, most things in life boil down to value. It’s a potent human driver. Therefore, as a copywriter, your job is to first and foremost figure out the value in what you’re selling and then put it into clear, concise, and compelling words.

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"The best way to help your sales team is to build brand awareness and create content that generates a lot of leads over time. An increase of twice as many leads means twice as many quality leads -- as long as you have software that lets you filter those incoming leads efficiently. That's how you build a successful sales and marketing machine," explains Mike Volpe.
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.
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!)
The easiest way to get started is to apply to write content for a content writing service or freelance job board. Content writing services create business relationships with companies that need content and provide writers to write that content. Freelance job boards are sites that allow writers to make individual profiles and vie for jobs posted directly by the client.

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.
See how these brands combine two starkly different concepts to tell a story or create an image? You can do that in your copy, too. As long as your juxtaposition makes sense -- as long as it connects the dots and isn’t trite -- you’re likely doing your reader a favor by helping them experience your offer in a fresh, descriptive, and interesting way.
Then I help them carry that voice to more customers, in more places, more consistently. I may start with a review of your website, then help you plan your content and how to market it. As your online copywriter, I can then work with you for website copywriting, blog writing, article research and writing, social media, and SEO copy. (see my copywriter services and pricing)
With the pace of social media and the frequency of blogging, not to mention that many of your content assets will be used across multiple campaigns and teams, a lightweight project management tool is critical. I recommend using a free software called Trello, which helps you organize your content, set deadlines, attach files, and collaborate with multiple teammates. Another great tool for keeping content projects organized from planning to publishing is Zerys -- a content marketing tool with a built-in marketplace of professional writers. 
As you complete each content writing gig, or as you gain more experience in a permanent position, add each article or piece of writing to an online portfolio. This will then help you network for other writing projects and positions in the future. With enough clips and contacts, you may then be able to freelance and work for yourself as a content writer.[14]

Using clear explanations, real-life examples, and an animated style, the course solidifies the relationship between business, marketing principles, and written communications. You will learn how business and marketing objectives affect writing choices. You'll get practical writing instruction in grammar, clarity, structure and more. You'll understand issues unique to this discipline, such as buzzwords, working with a team, and marketing ethics. This course will help you understand the power of writing - and use it to present a solid, cohesive message to your target audience.
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.
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