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.
Read Joe Pulizzi's excellent book Epic Content Marketing. I started reading it after I wrote this post and it confirmed and expanded what I already knew about content marketing, with much more detail than I could ever go into here. Something Pulizzi emphasizes which I originally left out was the importance of focusing on producing mobile-friendly content, since smartphones are becoming the dominant way in which most of our customers access content. Also read Michael Hyatt's Platform, mentioned above. Frequent websites like those of Content Marketing Institute, Ragan, Copyblogger, Michael Hyatt, and Gary Vaynerchuk and sign up for their email newsletters. It won't take you long to become not just familiar with content marketing, but an expert.
"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.

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.
In this lesson, you'll take a critical look at the inside of a company. First you'll see how to develop "marketing" projects for audiences within a company. Then you'll explore the roles of the various specialists who contribute to a single marketing piece—bosses, clients, editors, junior writers, artists, and designers. You'll learn how to work with all of them to create smoother relationships and better projects.
Review : Thank you, Shani The course has been an absolute delight. firstly it gave me a structural framework that I can apply in my writing which makes it more easier to read and comprehend. Secondly, all the tactics and strategies that you have taught makes my writing more elegant, poetic and pleasing to the eye. i would definitely recommend this course to anyone who wants to fine-tune their writing skills – Darshan Bafna
With the pace at which things are moving, it is a little tough to exactly say which precise domain of marketing will be most sought after in the time to come, but one thing looks certain- content marketing is here to stay and grow. What a business does with this knowledge may vary from vertical to vertical, but this form of marketing is crucial for most businesses now.

You can write this letter to potential clients when you are launching a new business. You can mention the name of the business, and the products you will be offering and how beneficial these will be for the customers. If you are inviting any famous or special guest on the occasion do not forget to mention that in the letter. Close the letter by reminding the client about the significance your products would bring for them.
thank you for this. i used to be an in-house copywriter back when i was in the philippines and looking back, i have to accept that it was my best work ever (because it didn’t feel like work and was more like a way of life). i decided not to pursue it when i came to canada because i had other things in mind – mainly to build a family. though i am still happily married to the same husband who brought me here almost 15 years ago, we never had kids and i am just living a ho-hum life of a dispensable clerk in an insurance company. i survived two take-overs and am living on a not-so-bad clerk’s salary and the promise of a little pension when i get too old and creaky, but i have to admit that i still miss copywriting (especially when i get reminded of how my job is just sucking the life out of me.) there’s this big chunk of my heart that is raring to copywrite again but with a rusted out experience, i honestly don’t know how and where to start anew.
Step 2: Understand their buyer’s journey. A buying journey maps a buyer’s decision-making process during a purchase and will help you determine what content you need. Different kinds of content appeal to different buyers in different stages of their journey. By mapping your buying stages, you’ll better understand the process buyers go through when considering your product or service. As a result, you’ll be able to develop a content strategy that speaks directly to buyers,  no matter what stage they’re in.
With the pace at which things are moving, it is a little tough to exactly say which precise domain of marketing will be most sought after in the time to come, but one thing looks certain- content marketing is here to stay and grow. What a business does with this knowledge may vary from vertical to vertical, but this form of marketing is crucial for most businesses now.
!function(n,t){function r(e,n){return Object.prototype.hasOwnProperty.call(e,n)}function o(e){return void 0===e}if(n){var i={},s=n.TraceKit,u=[].slice,l="?";i.noConflict=function(){return n.TraceKit=s,i},i.wrap=function(e){function n(){try{return e.apply(this,arguments)}catch(e){throw i.report(e),e}}return n},i.report=function(){function e(e){l(),h.push(e)}function t(e){for(var n=h.length-1;n>=0;--n)h[n]===e&&h.splice(n,1)}function o(e,n){var t=null;if(!n||i.collectWindowErrors){for(var o in h)if(r(h,o))try{h[o].apply(null,[e].concat(u.call(arguments,2)))}catch(e){t=e}if(t)throw t}}function s(e,n,t,r,s){var u=null;if(y)i.computeStackTrace.augmentStackTraceWithInitialElement(y,n,t,e),a();else if(s)u=i.computeStackTrace(s),o(u,!0);else{var l={url:n,line:t,column:r};l.func=i.computeStackTrace.guessFunctionName(l.url,l.line),l.context=i.computeStackTrace.gatherContext(l.url,l.line),u={mode:"onerror",message:e,stack:[l]},o(u,!0)}return!!f&&f.apply(this,arguments)}function l(){!0!==p&&(f=n.onerror,n.onerror=s,p=!0)}function a(){var e=y,n=d;d=null,y=null,m=null,o.apply(null,[e,!1].concat(n))}function c(e){if(y){if(m===e)return;a()}var t=i.computeStackTrace(e);throw y=t,m=e,d=u.call(arguments,1),n.setTimeout(function(){m===e&&a()},t.incomplete?2e3:0),e}var f,p,h=[],d=null,m=null,y=null;return c.subscribe=e,c.unsubscribe=t,c}(),i.computeStackTrace=function(){function e(e){if(!i.remoteFetching)return"";try{var t=function(){try{return new n.XMLHttpRequest}catch(e){return new n.ActiveXObject("Microsoft.XMLHTTP")}},r=t();return r.open("GET",e,!1),r.send(""),r.responseText}catch(e){return""}}function t(t){if("string"!=typeof t)return[];if(!r(x,t)){var o="",i="";try{i=n.document.domain}catch(e){}var s=/(.*)\:\/\/([^:\/]+)([:\d]*)\/{0,1}([\s\S]*)/.exec(t);s&&s[2]===i&&(o=e(t)),x[t]=o?o.split("\n"):[]}return x[t]}function s(e,n){var r,i=/function ([^(]*)\(([^)]*)\)/,s=/['"]?([0-9A-Za-z$_]+)['"]?\s*[:=]\s*(function|eval|new Function)/,u="",a=10,c=t(e);if(!c.length)return l;for(var f=0;f0?s:null}function a(e){return e.replace(/[\-\[\]{}()*+?.,\\\^$|#]/g,"\\$&")}function c(e){return a(e).replace("<","(?:<|<)").replace(">","(?:>|>)").replace("&","(?:&|&)").replace('"','(?:"|")').replace(/\s+/g,"\\s+")}function f(e,n){for(var r,o,i=0,s=n.length;ir&&(o=s.exec(i[r]))?o.index:null}function h(e){if(!o(n&&n.document)){for(var t,r,i,s,u=[n.location.href],l=n.document.getElementsByTagName("script"),p=""+e,h=/^function(?:\s+([\w$]+))?\s*\(([\w\s,]*)\)\s*\{\s*(\S[\s\S]*\S)\s*\}\s*$/,d=/^function on([\w$]+)\s*\(event\)\s*\{\s*(\S[\s\S]*\S)\s*\}\s*$/,m=0;m]+)>|([^\)]+))\((.*)\))? in (.*):\s*$/i,i=n.split("\n"),l=[],a=0;a=0&&(g.line=v+j.substring(0,x).split("\n").length)}}}else if(i=p.exec(o[w])){var _=n.location.href.replace(/#.*$/,""),T=new RegExp(c(o[w+1])),E=f(T,[_]);g={url:_,func:"",args:[],line:E?E.line:i[1],column:null}}if(g){g.func||(g.func=s(g.url,g.line));var k=u(g.url,g.line),A=k?k[Math.floor(k.length/2)]:null;k&&A.replace(/^\s*/,"")===o[w+1].replace(/^\s*/,"")?g.context=k:g.context=[o[w+1]],h.push(g)}}return h.length?{mode:"multiline",name:e.name,message:o[0],stack:h}:null}function w(e,n,t,r){var o={url:n,line:t};if(o.url&&o.line){e.incomplete=!1,o.func||(o.func=s(o.url,o.line)),o.context||(o.context=u(o.url,o.line));var i=/ '([^']+)' /.exec(r);if(i&&(o.column=p(i[1],o.url,o.line)),e.stack.length>0&&e.stack[0].url===o.url){if(e.stack[0].line===o.line)return!1;if(!e.stack[0].line&&e.stack[0].func===o.func)return e.stack[0].line=o.line,e.stack[0].context=o.context,!1}return e.stack.unshift(o),e.partial=!0,!0}return e.incomplete=!0,!1}function g(e,n){for(var t,r,o,u=/function\s+([_$a-zA-Z\xA0-\uFFFF][_$a-zA-Z0-9\xA0-\uFFFF]*)?\s*\(/i,a=[],c={},f=!1,d=g.caller;d&&!f;d=d.caller)if(d!==v&&d!==i.report){if(r={url:null,func:l,args:[],line:null,column:null},d.name?r.func=d.name:(t=u.exec(d.toString()))&&(r.func=t[1]),"undefined"==typeof r.func)try{r.func=t.input.substring(0,t.input.indexOf("{"))}catch(e){}if(o=h(d)){r.url=o.url,r.line=o.line,r.func===l&&(r.func=s(r.url,r.line));var m=/ '([^']+)' /.exec(e.message||e.description);m&&(r.column=p(m[1],o.url,o.line))}c[""+d]?f=!0:c[""+d]=!0,a.push(r)}n&&a.splice(0,n);var y={mode:"callers",name:e.name,message:e.message,stack:a};return w(y,e.sourceURL||e.fileName,e.line||e.lineNumber,e.message||e.description),y}function v(e,n){var t=null;n=null==n?0:+n;try{if(t=m(e))return t}catch(e){if(j)throw e}try{if(t=d(e))return t}catch(e){if(j)throw e}try{if(t=y(e))return t}catch(e){if(j)throw e}try{if(t=g(e,n+1))return t}catch(e){if(j)throw e}return{mode:"failed"}}function b(e){e=1+(null==e?0:+e);try{throw new Error}catch(n){return v(n,e+1)}}var j=!1,x={};return v.augmentStackTraceWithInitialElement=w,v.guessFunctionName=s,v.gatherContext=u,v.ofCaller=b,v.getSource=t,v}(),i.extendToAsynchronousCallbacks=function(){var e=function(e){var t=n[e];n[e]=function(){var e=u.call(arguments),n=e[0];return"function"==typeof n&&(e[0]=i.wrap(n)),t.apply?t.apply(this,e):t(e[0],e[1])}};e("setTimeout"),e("setInterval")},i.remoteFetching||(i.remoteFetching=!0),i.collectWindowErrors||(i.collectWindowErrors=!0),(!i.linesOfContext||i.linesOfContext<1)&&(i.linesOfContext=11),void 0!==e&&e.exports&&n.module!==e?e.exports=i:"function"==typeof define&&define.amd?define("TraceKit",[],i):n.TraceKit=i}}("undefined"!=typeof window?window:global)},"./webpack-loaders/expose-loader/index.js?require!./shared/require-global.js":function(e,n,t){(function(n){e.exports=n.require=t("./shared/require-global.js")}).call(n,t("../../../lib/node_modules/webpack/buildin/global.js"))}});
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]
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. 

But sometimes what I love the most, is just blogging about what I want to blog about. It’s that complete freedom to explore unknown creative or linguistic territories – with no brief to follow or project manager breathing down my neck. I’m definitely going to make more time to knock up fabulous blog posts in the near future and distant future. So watch this space 🙂
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
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. 
Content marketing is the process of creating valuable, relevant content to attract, acquire, and engage your audience. Buyers and customers today are inundated by more marketing messages than ever before—more than 2,900 per day, by current estimations. This creates an environment of attention scarcity, challenging marketers with the task of producing engaging content that won’t get lost in the static. A well-crafted content marketing strategy places your business in the position of a thought leader, building brand preference as you inform and educate buyers. Providing helpful and entertaining content can form a strong bond between your brand and customers that continues to grow and strengthen over time.
I personally prefer things simple, so I think of content marketing technology solutions in terms of "need it" or "nice to have." Nice-to-have technologies are things like competitive intelligence tools, market research tools, or software that clues you in to real-time trends. Experiment with these on a rolling basis -- most will offer a free trial so you can validate it. But first, make sure you're set up with the core technologies every content marketing team needs.

The most effective fishermen vary their bait depending on the fish they aim to catch. They know that bass, for example, go after earthworms. Carp love corn. Crappie respond well to rubber lures. Fishermen also adjust their technique depending on the time of day, the water conditions, and the season. They soak up as much information as possible about the fish and it’s environment, ultimately using their learnings to attract and, hopefully, hook.


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.
If you want to work with the best writing tools to improve your writing process then you will find plenty of choices in this tutorial. The instructor is a professional copywriter and shows you the tools and software that will allow you to brainstorm better ideas, write more persuasive marketing copy, create killer headlines and organize your ideas. So get hands-on and learn how to use them effectively.
For people working in the corporate sector, or running agencies, or ones who need to strategise around content more than write it will find this course by Northwestern University extremely helpful. The most important part is the global appeal of courses run by coursera and the instructors of this course make it even more worthwhile. This best content maketing course is made up of four 3 week courses on the following topics –
There are actually two parts to the course, the first titled “Engaging Audiences for Your Organization” and the second titled “Expanding Your Content’s Impact and Reach.” Both are six weeks of study and completely free, although you do have the option of getting a Verified Certificate from Northwestern University for completing the course for $49.00.
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.
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:
In this lesson, you'll take a critical look at the inside of a company. First you'll see how to develop "marketing" projects for audiences within a company. Then you'll explore the roles of the various specialists who contribute to a single marketing piece—bosses, clients, editors, junior writers, artists, and designers. You'll learn how to work with all of them to create smoother relationships and better projects.
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:

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.

×