When tax season rolls around and people are Googling answers to their tax preparation questions, they stumble upon your blog posts, and realize you offer tax preparation services. Some of them keep doing their own tax preparation, but perhaps keep you in mind for next year; others throw their hands up in the air, decide to rid themselves of tax preparation headaches for good, and hire you -- because you're clearly way more qualified to do this than they are.
Having recently been made redundant from a marketing role I thought that whilst I search for my next role I would also try and up-skill myself. I am keen on learning more about the Blackford Centre Diploma and aim to read more about it before committing to study. With not having a job at the moment the 10% discount would be fantastic. The pop-up box didn’t appear and I just wanted to reach out and see if you know whether that offer is still going ahead?
This is a great course. Nick explains everything clearly using great examples. Made me look at headlines very differently. I feel better able to have a go at writing more professional headlines now. Lots of useful exercises. I would have appreciated some model answers to the early exercises. Just to know if I was on the right track. – Malene Bertelsen
Usually, businesses don't completely cease all other marketing activities and switch to content marketing cold turkey. In fact, most veteran content marketing programs typically incorporate other marketing techniques to complement their content initiatives. But the impetus for most of the companies I've worked with to initiate a content marketing program has been the need for a more cost-effective, predictable, and scalable source of traffic and leads than what they've been receiving from their current marketing programs.
Having recently been made redundant from a marketing role I thought that whilst I search for my next role I would also try and up-skill myself. I am keen on learning more about the Blackford Centre Diploma and aim to read more about it before committing to study. With not having a job at the moment the 10% discount would be fantastic. The pop-up box didn’t appear and I just wanted to reach out and see if you know whether that offer is still going ahead?
This course is great because of the person running it—Seth Godin. He discusses shows you how to create a modern marketing strategy from nothing. Even if you already have some sort of strategy in place, the course is designed to have you generate a marketing project using Godin’s 11 questions to help guide you. You will also have to identify your priorities, concepts to use, and write descriptions and your story.
Make letter clear and brief: Professionals say Brevity is a soul of wit” the ability of clear information helps to make the letter more understandable. A brief letter is easy to read than a wordy document. Many customers lack much time to read market advertising letters. With such regard, it is good to remain brief in writing and strait to the point. 
The proxy for content marketing in the following charts is "Attract", since content marketing is the top-of-the-funnel activity that attracts people to your business. "Convert" and "Close" refer to middle-of-the-funnel and bottom-of-the-funnel marketing activities, like email marketing, nurturing, sales enablement, marketing ops, conversion rate optimization, etc.

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.
Create a portfolio of work to share with potential clients or bosses. While degrees and recommendations are super helpful, your portfolio is the best example of your talents as a copywriter. To put a portfolio together, gather as many examples of your copywriting as possible. Pick out your best pieces, and these will be the ones you’ll show to possible clients or during job interviews to showcase your skills.[12]
I read copious copy writing books by the masters (Dan Kennedy, Maria Veloso, Joe Vitale, Joe Sugarman, and more) until I felt that what I was reading was redundant (nothing new to learn) and began as a fledgling copywriter for the grand daddy of all on-hold phone message companies, earning their Employee of the Quarter the last two quarters I worked there.
Usually, businesses don't completely cease all other marketing activities and switch to content marketing cold turkey. In fact, most veteran content marketing programs typically incorporate other marketing techniques to complement their content initiatives. But the impetus for most of the companies I've worked with to initiate a content marketing program has been the need for a more cost-effective, predictable, and scalable source of traffic and leads than what they've been receiving from their current marketing programs.
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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.

Some companies may have marketing teams of far more than 18. Here at HubSpot, for example, we have a team of nearly 100. Even so, we stick to a team structure quite similar to the structure an 18-person marketing team might use -- with one modification. Design is broken off of the Content Team, and relegated to a separate team. This might make sense for your organization, too, if you find that:

There are as many types of content marketing as there are types of content--far too many to cover here. My intent is to give you an introduction to content marketing and get you thinking like a content marketer so you’ll see the opportunities all around you. Soon you’ll be coming up with 50 content marketing ideas every day. You won’t be able to stop seeing opportunities to create content. Here are five examples to help your mind start percolating.
Marketing professionals need to know the art of conversation. They know to mirror the tone of the people they are talking to and to tailor their language as well. The average American reads at the grade-school level, so that means that you must develop writing strategies that speak to the reader in simple, direct terms (see also: Don't Be a Content Snob: Listen to What Your Audience Wants). Writing the way people talk is necessary, even if copy is filled with fragmented sentences.
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:

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.
Webpages. What’s the difference between a normal webpage and a webpage that is content marketing? Consider The Beginner’s Guide to SEO from Moz, a provider of SEO related tools and resources. This resource, offered for free, has been viewed millions of times, bringing in countless customers who otherwise might never have stumbled across Moz and the services they offer. Or take a look at a case study from the design firm Teehan+Lax. Most case studies are boring. Their case studies are fascinating. That’s the difference between simply putting content on your website, and content marketing.
Hi! I’ve been an event manager for years but always loved to write (I’ve written some content for 2 sites before). I’d really like to get into copywriting as a freelancer, however I’m not very tech savvy and don’t know my SEO’s from my keywords etc! I’m looking for an online course that can not only teach me the tricks and tips of copy, but that encompasses social media aspects too. Would the course you recommend do those things and is there a limit in which you must complete the course? I work 16 hour days currently and have children..so I could only do Sundays! Once confident enough, if love to take the leap of faith in doing it full time. Thanks so much in advance for any advice you can give!
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.
Review : As a newbie to writing content I didn’t know much of anything when I started this course. I have a site with content, but my traffic is low. This course taught me what I am doing wrong ( which was mostly everything) and what to do to make it right. Also, I now have a great understanding of the field of content writing and what it takes to make it in the business. In my opinion this course over delivered on it’s promise. This is a great course, thanks Mike & Ken for sharing your knowledge. Peace. – Tim Wiesner
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