Tag Archives: advertising

Content Ideas: Easy Types Of Content

Content Ideas: Easy Types Of Content
At least once a week, a client complains that they’re all out of content ideas. I created a quick mind map of easy types of content for them. The map usually sparks lots of fresh ideas, and inspiration. They realize that they have content which can be repurposed.

You have more content than you think you do

Often, all unknowing, a client has a mass of content that’s able to be repurposed. Product manuals, for example. Yes, I know that sounds dry and horrid, but if you’ve ever searched online for a product manual for a stove or a washer, you know that generally all you’ll find is a bunch of scraper websites. (Why Google allows this kind of junk is beyond me. It’s beyond frustrating to wade through this rubbish, deeper and deeper down rabbit holes of more and more scraper websites.)

Where there are scraper websites, there’s interest. The scrapers only use keywords for which people are actively searching. People search for product manuals every day. So, if you’re in a business which has product manuals dig them out and post them. Don’t forget older products which are a few years old. Create a special section on your blog called “manuals” and post away. Scraper sites will hate you. :-)

Advertising is content too

You’ve paid an agency for marketing collateral, or the manufacturer or distributor of a product has provided you with promotional materials. That’s all fine. However, there’s no law which says you can’t create your own materials.

Recently I was working with a client and asked him whether he used his own product. He gushed that his wife loved it (it was an appliance), and it saved so much time, and was so easy to use, and so on and so forth.

“Why isn’t that on your website?” I asked.

He could easily have posted everything he told me onto his website, but he didn’t think of it. If you love and use what you sell, why wouldn’t you talk about it? Ask your customers for their experiences too. Post them.

Closeouts: check out the bargains to help you to write more, and sell more

Writing programs to increase your profits, from today -- closeouts mean you SAVE

To meet my goals for 2015, I’m closing out some of our bestselling programs, so that I can focus on coaching and publishing. This means that you get special offerings on some of our current programs. When they close, they’ll close for good. And yes, you receive coaching with them too. :-) Enjoy.

, on Twitter: @angee, and find Angela on Pinterest, too.

How to profit from your writing: online store.

Sponsored Content: Ads That Get Read

If you’re not doing content marketing yet, you’re thinking about it. This study reports that 86% of North American B2B businesses are using content marketing in 2015. Sponsored content, also called “native advertising” is a form of content advertising.

In a sense it’s the successor to old-style magazine advertorials. But where advertorials — I’ve written more than a few in my time — plugged the advertiser’s product, sponsored content doesn’t. It’s going for the click, and aims to look innocuous, to blend in to its surroundings. That’s where the “native” comes in. It’s advertising designed not to look like advertising.

Let’s look at an example, clipped from News.com.au.

Sponsored content appears on News.com.au as it does on many news sites; in this instance, it’s called “News From Around the Web”.

Sponsored content is all about the headline, and history junkie that I am, I couldn’t resist a click on the Titanic mystery article, sponsored by Ancestry, via Outbrain. The article’s 400 words, and it’s an article, rather than an ad. The only clue you get that it’s advertising is the website on which it appears, and the final sentence.

Sponsored content’s replacing banner advertising

With straight banner advertising dead, sponsored content is its replacement. Unfortunately, as Mashable points out, marketers lose the plot. They get hypnotized by clicks, and a lot of sponsored content is just click-bait. Where’s the return on investment?

Making sense of sponsored content

Sponsored content can be hugely valuable. Your content appears on a heavily-trafficked website, and you’ll get clicks. However, there are challenges, because this is a new area of advertising.

Inc.com reports:

“Sponsored content represents a burgeoning opportunity for brands to connect with consumers in the comfort of their most trusted environments–the publications they go to for information and entertainment. Yet, as a relatively new form of advertising, the realm of sponsored content is largely unexplored and unknown. This will be the year that brands come to know sponsored content intimately–and embrace it wholeheartedly.”

Yes, sponsored content is a growing opportunity. If you’re using content marketing, sponsored content is your next step. It’s advertising, but it’s ads that get read.

Want more info? Contact me if you’re wondering whether sponsored content could enhance your marketing this year.

 

, on Twitter: @angee, and find Angela on Pinterest, too.

Get coaching, and build your skills at Angela’s online store.

5 Best David Ogilvy Copywriting Tips to Improve Your Marketing

 Best David Ogilvy Copywriting Tips to Improve Your Marketing

As you may know, I do a lot of writing, only some of which is copywriting. However, I find that insights I’ve developed from copywriting inform all my other writing. On the whiteboard next to my desk, I’ve always got some copywriting tips. Usually they’re quotes from David Ogilvy.

His quotes always inspire me. Let’s have a look at five gems.

“The best ideas come as jokes. Make your thinking as funny as possible.”

You can’t be creative if you’re not having fun:

“Creative people have apparently mastered the art of turning off this part of their brains to let their ideas flow more smoothly, unleashing their imagination,” she writes.

Before I write advertising copy, or a sales page, I spend ten minutes reading P.G. Wodehouse. Lord Emsworth and the Empress of Blandings (the earl’s prize-winning fat pig) always make me smile.

You know what makes you laugh, so do it, read it, or watch it, before you settle down to write advertising copy.

“What really decides consumers to buy or not to buy is the content of your advertising, not its form.”

Know what you want your advertising to do; the form doesn’t matter.

Although I love words, sometimes an image needs to take the stage. Look at Apple’s advertisement for the iMac. Click on the first image, and scroll. Amazing, right?

Click off the primary image, and scroll down the page. See how how the images of iMacs frame the words? Apple knows its market: Mac users. They look at the iMac on the screen, then the Mac on their desk, and consider upgrading.

“What you say in advertising is more important than how you say it.”

Content again. Know your audience, what you want your audience to do, and decide what you want to say. Then find the most effective way of saying it. Getting back to Apple’s iMac ad, the ad’s brilliant, because you don’t need to do more than glance at the words.

The words aren’t a sales pitch; that isn’t needed. Good copywriting is good writing: have something to say, and say it.

“Good copy can’t be written with tongue in cheek, written just for a living. You’ve got to believe in the product.”

Emotion comes through in your words. Your audience senses how you feel, and if you don’t value the product, and don’t believe what you’re saying, that comes across.

“There is no need for advertisements to look like advertisements. If you make them look like editorial pages, you will attract about 50 per cent more readers.”

Content marketing’s hot because we’re exposed to so much advertising all day, every day, that we just tune it out. Our challenge is to write editorial content which sells. Is it easy? No. Is it effective? Yes, if it’s done well.

Here’s what I love about quotes from David Ogilvy: no matter how many times you read the quotes, and even if you know them by heart, they get you thinking. And writing better copy.

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, on Twitter: @angee, and find Angela on Pinterest, too.

Get coaching, and build your skills at Angela’s online store.

3 Essential Copywriting Secrets for Today’s World

3 Essential Copywriting Secrets for Today’s World

Copywriting – writing to sell – is in many ways much easier than it used to be, it’s also harder, in today’s busy world. Back in day, you could write catalogue copy, or a brochure, and call it done. Today, both your catalogue copy and brochure-like websites need to be tagged with meta data, and supported with social media marketing.

Let’s look at three essential copywriting secrets for today’s busy and fragmented audiences.

1. Emotion First – THEN Make Them Think.

Arouse emotion in your audience first, THEN make them think. The old copywriting formula, AIDA (Attention, Interest, Desire, Action) is based on emotion. Emotion not only grabs attention, but it also inspires action. AIDA is useless without emotion.

The easiest way to arouse an emotion is via visuals. A recent post on visual content on the Buffer blog made this point:

The brain processes visuals 60,000 times faster than it does text. We are wired to take in visual content faster and more effectively than we are words. Ninety percent of the information sent to our brains is visual; we’ve been trained to consume visual content as quickly as we can.

Bigger is better with visuals – viz print magazines and social media – for two reasons: emotion, and memory.

I’m a writer, so I’m heavily focused on words, but visuals allow you to arouse emotions faster in your audience, and get them to remember more. Here’s an interesting PDF from hp on the power of visual communication.

Copywriting is persuasion, and there’s no persuasion without emotion.

2. What’s the Big Idea?

Every copywriting project depends on the power of a big idea, such as the idea (and the emotion) behind David Ogilvy’s classic Rolls Royce ad.

Your big idea is the message. You’ll leverage your message with content, so the more you consider your message, and its implications, the easier it will be to leverage.

Politicians know the persuasive power of repetition. They stay on message. You may repeat words in your copy, however, beyond words, focus on the emotion, and your big idea.

3. Leverage Your Message With Content.

Copywriting isn’t just advertising in today’s world.

From The art of adverts: How social media is changing the way companies speak to consumers:

“The guys get together in the morning and say, ‘what’s happening, what’s in the news and in the online space’,” he says. “It might be something relevant to one of our brands and we need to come up with an idea and get it out there in a short space of time.”

Today, your copy needs to be leveraged with content, in any way you can manage it.

You’re running a small business; you don’t have an advertising agency to do your social media for you. Indeed, social media can seem like a nuisance. At best, it’s an afterthought.

What if you switched that around, and made social media the focus of your advertising? Start paying more attention to social media. You may find that social media not only enhances what you spend on advertising, but helps you to spend less.

As John Wanamaker said: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

In summary, consider emotion first, then focus on your big idea, and leverage it with content. These copywriting secrets are essential today.

Want to set up your own copywriting services business? Get started today. 

, on Twitter: @angee, and find Angela on Pinterest, too.

Get coaching, and build your skills at Angela’s online store.