Content Marketing: Interruption’s Smarter Replacement

October 31, 2007 | 6 Comments

Advertisers are struggling with the level of resistance, and stubborn refusal, of people to respond to their ads. People are fed up with being bombarded with messages that have nothing of value to offer them. Cynicism of advertising is now a badge of pride worn to show you won’t be duped by clever wordplay.

It’s time interruption vacated its spot as the marketer’s weapon of choice, and made way for a smarter, more sophisticated replacement.

Anybody who has read my eBook ‘How to Convert Browsers into Buyers‘ will be aware of my belief in the marketing value of good quality, useful content. Well, it would appear that I’m not the only one pushing such an approach after I was lucky enough to stumble upon the Junta 42 blog: an uplifting place for copywriters because it’s devoted to promoting the value of well written, useful content.

For anybody thinking of developing a content marketing strategy I’d highly recommend heading over and having a read through their free eBook ‘Get Content Get Customers’.

It adds its voice to the growing clamor for replacing interruption marketing with the more sophisticated approach of engaging people with content of value that educates and resonates, rather than dictates.

The eBook also offers a couple of case studies of businesses who’ve thrived from content marketing, and learnt the power of engagement over interruption:

- Mindjet specialize in software for brainstorming and visualizing information. Prior to the launch of their latest MindManager software, few people were aware or understood what mind mapping was. In order to inform and spread awareness about their software, Mindjet created a mind map to assist reporters and analysts in writing web 2.0 focused articles.

The mind map was released as a free download, and because it offered value to its target audience it helped generate 4000 blog links and 232 mentions in the traditional media.

Mindjet now predominantly use content marketing for driving awareness of their products. They rely on the power of word of mouth because they know that if they’re providing useful content then people will share and talk about it, rather than just ignore it.

– I’ve written previously about the power of consumer magazines for developing an affinity with your products, and this has been echoed by electronics retailer BestBuy. They produce a free magazine in which the only obvious promotional element is the logo on the cover. The magazine provides product information, reviews and insight which their customers will want to read, and not just throw in the nearest bin after they’ve left the store.

Because it offers useful content, the magazine builds trust, credibility and a positive association with the brand, which, as every marketer knows, then leads to the holy grail of loyalty and repeated sales.

Junta 42’s eBook raises the point that content marketing is such a new approach that few PR or marketing agencies will have strategies in place to be able to deliver the flood of high quality articles that businesses are soon going to be demanding.

This means greater opportunities for those freelance copywriters who’ve added the ‘content marketing’ string to their bow, and can demonstrate their awareness and understanding of driving smart campaigns that engage, rather than interrupt.

Posted by Matt Ambrose | Filed Under Blog, Copywriting, Marketing

Has Your Business Learnt that Teaching Sells?

October 23, 2007 | Leave a Comment

Brian Clark released his ‘Teaching Sells’ report last week on the internet’s potential as a training medium and as a call up for freelance copywriters to think about creating and charging for educational content. No doubt the report will have got entrepreneurial brains racing on how they can build businesses around creating interactive learning environments, and jump on Brian’s approaching gravy train.

However, there’s already a sleeping giant sized market for copywriters to write educational material, and that’s in the world of business.

Knowing that teaching sells shouldn’t be news to any switched on internet marketer. Consumer mindsets are increasingly averse to being sold to, particularly online, which means a more sophisticated approach is needed to persuade them of the benefits of your business.

Selling online also presents unique challenges in building trust and credibility with skeptical visitors. Why should they buy from you rather than the next store down in the search results? What differentiates you from the competition?

You can build trust and differentiate yourself by demonstrating your knowledge and expertise through the provision of educational content. By providing articles that offer a solution to a problem or fresh insight, you can swoop under a visitor’s anti-ad radar and convert them into a prospect before they even know they’re in the sales funnel.

A homepage that confronts visitors with ambiguous claims and overt marketing language wont ingratiate you with people who are already suspicious and don’t appreciate the hard sell. On the other hand, if you offer content that will teach them about which product best meets their requirements or how to use it most efficiently then they might reward you with their email address.

The beauty of the internet is that it’s never been easier or less expensive to start an educational marketing campaign.

You can distribute white papers, ebooks and newsletters to every browser, and start them on their path towards enlightenment and becoming a buyer.

The challenge for businesses is first appreciating the value of educational marketing over the traditional sales/promotion approach, and then putting a content development strategy in place. Building trust and credibility is an ongoing process and you’ll want to keep your prospects’ hunger for info well fed.

So, don’t dictate. Educate.

Posted by Matt Ambrose | Filed Under Blog, Copywriting, Marketing, RSS

Copyblogger Releases ‘Teaching Sells’ Report

October 17, 2007 | 1 Comment

Ever since I started learning about the rapidly evolving world of internet copywriting, Brian Clark’s Copyblogger has always been at the top of my reading list. He has finger on the pulse more than most and always gives the impression that he knows more than what he reveals, encouraging you to eagerly await every post for more insight into his brain.

I expect most of you will have already downloaded and devoured his latest report, but for those unfamiliar with Brian’s work I’d suggest subscribing to Copyblogger immediately if you don’t want to miss the boat.

I won’t go into too much detail, but the ‘Teaching Sells’ report suggests that the internet will soon become a primary platform for education and self development. This means plenty of opportunities for writers you are able to explain principles in clear, concise language and combine it with audio and visual aids.

I think it’s going to take a determined effort to get people paying for content when at the moment they expect to get it for free.

Still, it could be a very promising area of future employment for writers worldwide, and backs up the notion that the internet should be a platform for information, not advertising.

Posted by Matt Ambrose | Filed Under Blog, Copywriting

What Word Defines the 21st Century?

October 9, 2007 | 2 Comments

Languages are constantly evolving as new words are created or take on a new meaning to reflect the issues of the day.

Suzie Dent of ‘Countdown‘ fame (a UK quiz show which splices the word game ‘Boggle’ with mental arithmetic, and is almost required viewing for many a university student, myself included) is now accepting votes to decide on which word or phrase best reflects the 21st century in the UK thus far. The shortlist is dominated by words that reflect the wider issues in the world from the last eight years, as well as those closer to home.

The nominations are as follows:

Axis of Evil – coined by George Bush, Jan 2002, to define the threat of WMDs and terrorism posed by a group of countries.

Bling – garish jewelry and the extravagant, opulent lifestyle associated with celebrity culture.

Chav – snobby UK word for those deemed to be lower class in how they behave and dress.

Bovvered – coined by UK comedian Catherine Tate, and now synonymous with describing the attitude of an apathetic youth who ‘couldn’t care less’.

9/11 – reference point for the terrorist attacks that acted as a catalyst for the decade’s world events.

SARS and Bird Flu – apocalyptic soothsayers have long predicted an outbreak of a virus without a cure. SARS and Bird Flu were both such contagious diseases that have rung alarm bells this decade.

Sex up – phrase for the supposed upgrading of the threat posed by Saddam Hussein in Tony Blair’s ‘dodgy dossier’ to provide justification for war. Now used more commonly when something is embellished or exaggerated to achieve a desired reaction.

Footprint – new term created to identify an action’s impact on the environment. One of many new words and phrases born from the renewed enthusiasm for environmental issues.

Bowser – used for transporting clean water, and gained popularity during the UK’s heavy floods this summer.

You can vote online for your preferred choice, or nominate a new word or phrase if you can think of a better one.

‘Spin’ might be a worthy addition because its definition as twisting the facts to suit your own purposes could be obsolete in the next decade if the online fervor for transparency and exposing falsehoods continues.

Whilst I’m on the subject of exposing subtle uses of the English language, Boots pharmacy have started selling a new spray with the following description [link via The Marketing Blog]:

“gentle facial spritz specially formulated to refresh and hydrate. Hypoallergenic and fragrance-free it instantly cools and freshens skin. Lanolin free. Dermatologically tested.”

Sound enticing? But at Â£3.99 for a cupful you might think twice when you check the contents. The only listed ingredient is ‘Aqua’, or what is more commonly known as water to you and me.

Reports that Boots will also be releasing a range of special toothbrushes for people to brush their tongues haven’t been substantiated.

Posted by Matt Ambrose | Filed Under Blog, Copywriting

The Pendulum Swings towards Well Written Words

October 3, 2007 | 3 Comments

Regular readers of the Copywriter’s Crucible will be aware of my ongoing theme: businesses need to invest in well written, informative and useful content if they want to convert browsers into buyers. In an ad averse culture, marketing is no longer about carpet bombing sales messages. But about building trust and confidence with content of value.

Don’t dictate. Discuss and educate. I even wrote an ebook about it.

Until recently, many internet marketers were interested in content primarily for search engine purposes.

This created a flood of ads for writers to hammer out bundles of 50 x 500 word articles, which had to be original, unique and not, presumably, copied & pasted from a competitor. But often with a budget of only $2 per article, it’s difficult to see how these articles could have served any marketing purpose other than for purely SEO.

Sadly, up till now the approach to online marketing has largely been that of throwing money at pay-per-click ads and getting as many people to your website as possible, without considering what you’re going to do with them when they arrive.

Few people are ready to buy the first time they visit your site. Why are they going to spend any time there or return if there’s nothing to captivate their interest?

Well, the pendulum finally appears to be swinging in the favor of the web savvy copywriter and the smart marketer.

Supported by my own experiences, it would appear that businesses are starting to realize the value of well written content that’s attractive to readers as well as the search engine spiders.

Last month, marketing consultant Nigel Temple posted an article on New Media Knowledge entitled ‘How to Attract More Clients’ in which he discusses the need to invest in buyer’s guides, ‘how to’ articles and content of value in order to convert browsers into buyers. I’d recommend anyone with an interest in internet marketing has a read, and in particular any business who chooses writers based on the lowest bid.

They might think they’re saving money for the Christmas party. But if they invest in well written content then next year they might be hiring out the whole venue, and not just the function room.

Posted by Matt Ambrose | Filed Under Copywriting, Marketing

It’s difficult sounding engaging, persuasive and original. Just ask Gordon.

October 2, 2007 | 2 Comments

Last week, many people started to question whether the earth orbited the sun and if thunder wasn’t created by the hammer of Thor when they woke to discover that the British Prime Minister doesn’t write his own speeches. It would appear that in a schedule that includes managing record levels of immigration and stopping Iran developing a nuclear bomb that the PM is also expected to compose a couple of thousand words for the next day’s conference.

Appearing statesmanlike, eloquent and credible doesn’t come naturally to anyone, not even Tony Blair. As with other forms of copywriting, it takes practice, time and a lot of redrafts to compose a speech that makes an impact, communicates your key ideas and persuades people to buy into whatever it is you’re selling.

Writing engaging speeches that hit all the right notes and sound genuine isn’t easy. Being able to make them sound original every time is even harder.

The perception that Gordon Brown routinely shuts his door and tells his secretaries to take messages for the rest of the afternoon was shattered by sharp eared pundits drawing similarities between his words and those of Bill Clinton and Al Gore. The central figure tying these men together was Bob Shrum, a political consultant and speech writer employed by all three.

Hovering critics swooped upon the similar structure and devices used in Shrum’s speeches, provoking cries of ’spin’ and Brown being a ‘copycat prime minister rehashing old material’ from the opposition.

Criticism of Brown’s speech highlights the difficulty of sounding genuine and trustworthy whilst also fresh and original, a very difficult combination to master. Being able to adjust your tone and language to suit your audience is a prerequisite for any writer. But being able to eliminate every metaphor and turn of phrase from your vocabulary once its been used is unrealistic.

Writers never stop learning from new points of reference and developing an awareness of what devices to use to trigger emotional responses. It would appear that Shrum’s crime has been to use the same devices twice in the last decade, and as a result headline hungry commentators are suggesting that Gordon’s credibility is damaged and that he can’t be trusted.

Whenever you’re employed as a copywriter by a business you need to be able to assess the desires of your audience and how to meet these by communicating the benefits of your offer. Every writer will develop their own tried and tested tactics for achieving this, which in Shrum’s case was the recounting of a personal story and referring to a national hero.

Just make sure you keep adding to the tricks in your bag and don’t rely on the same metaphors and the same turn of phrase too many times. But twice in a decade should be ok.

Posted by Matt Ambrose | Filed Under Copywriting