By Emily Gaudette
June 12th, 2018
Explaining the particulars of your business to someone who doesn’t work there is tricky. But it’s a necessary step if you want to develop effective content.
However, marketers don’t always take this step when working with freelancers. Maybe they don’t want to reveal proprietary data or think goals should stay private. Maybe they aren’t sure how to define their return on investment. Or perhaps, most likely, there are so many other things going on that they don’t even think to do it.
Whatever the reason, withholding information from your freelance talent can backfire in numerous ways. For starters, writers who don’t fundamentally understand their client’s mission won’t pitch as well. If they’re not aware of the criteria you’ll use to judge their work, then they won’t be able to edit themselves or anticipate feedback—both crucial freelance skills. And they’ll react disproportionally to small editorial changes because no one has ever bothered to show them the big picture.
Marketers and brand editors need to meet their contributors halfway, disclosing some basic information about voice, audience, distribution channels, and goals. Because everyone who creates content deserves to know its commercial purpose.
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By Emily Gaudette
May 18th, 2018
If you’re publishing anything online, figuring out what Google wants will only help your craft. Despite how daunting it can feel, here are four reasons to teach yourself some basic SEO.
To improve your pitches
The sooner you prove yourself as a guaranteed source of traffic, the more likely your editor is to let you off the leash once in a while.
One way to get there is to focus on long-tail keywords, which refers to niche and less competitive search terms. These do much more for a writer than generate clicks. With a long-tail mindset, you’ll develop a level of expertise that generalists can’t match when they answer random questions for a wide audience.
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July 27, 2017
By Jay Hickman
We start with a paean to the humble press release.
The first press release was issued in 1906 by the Pennsylvania Railroad, under the direction of public relations expert Ivy Lee, to provide media with an on-the-ground account of facts about the 1906 Atlantic City train wreck. Since then, it has become a staple in marketing promotion, public affairs, and politics.
As we arrive at the 111th anniversary of the press release, it seems appropriate to examine this marketing tool and its optimal uses.
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By Tatiana Liubarets
August 26, 2013
Between the hashtag and text speak, the English language as we previously knew it is gone forever. Print books and media have suffered as consumers worldwide turn to blogs and social media for discovery, education and product research. While it certainly seems that content marketing is here to stay, as 55% of companies plan to increase their spending on custom digital copy, it’s a mistake to believe that you can abandon the principles of great writing to publish fresh articles as often as possible.
As Laura Ramos of Forrester pointed out recently, content marketing can drive interest or failure, and success hinges entirely on quality. Achieving greatness requires developing authentic brand personality, and writing content that people actually want to read. Truly outstanding creative types know that inspiration can come from unusual places. Turns out, classic literary giants who lived and wrote long before the digital age actually knew a great deal about great copywriting for the web. From Aristotle to Baudelaire, we’ve curated 25 amazing quotations which serve as copywriting tips for today…
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