There are a number of PPC ad writing tips and best practices that I’m going to go ahead and assume you’re already following, such as actually using keywords in your ads (you laugh, but so many advertisers don’t), and following Google’s policy guidelines (tHiS iSnT aLlOwEd). With that out of the way, let’s roll up our sleeves and get to the nitty gritty of writing awesome ad copy.
The third way to become a copywriter is through on-the-job experience. Danny Margulies began his career in this manner using the freelance job platform, Upwork (formerly Elance). Without a shred of experience, he was able to earn six-figures his second year working as a copywriter. If you'd like to see how he got started, he documented his whole process in this post – it's pretty amazing!
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.
For example, customers care more about high speed internet that helps them watch streaming videos without interruption than internet that provides 15 mbps download speeds. The “15 mbps” is a feature, in this case, and “streaming videos without interruption” is the benefit provided by the feature. Record the features of your product and the corresponding benefit now.
On March 6, 2012, Dollar Shave Club launched their online video campaign. In the first 48 hours of their video debuting on YouTube they had over 12,000 people signing up for the service. The video cost just $4500 to make and as of November 2015 has had more than 21 million views. The video was considered as one of the best viral marketing campaigns of 2012 and won "Best Out-of-Nowhere Video Campaign" at the 2012 AdAge Viral Video Awards.
Premium or gated assets are typically longer form, and/or more time-intensive pieces that don't exist on a blog. They might be used to generate leads or contacts, or for brand-building purposes. These are typically created by the dedicated long-form content creator if your team is large enough to have one, but sometimes bloggers get involved too, as blog posts are good testing grounds for what performs well and is thus worth investing in.
At HubSpot, we use ... well, we use HubSpot at HubSpot. It comes with a Content Management System (CMS), which allows you to create and publish content quickly in a format that's web-friendly. Whether you use HubSpot or another CMS, you need some CMS so your content marketing team can easily set up a blog, add blog posts, and add website pages without having to get help from IT or developers.
Content writers might enroll in electronic writing certificate programs. These programs are available at the undergraduate and graduate levels and offer courses in such topics as Web design, blogging, wikis, electronic rhetoric, and technical writing. In many cases, employers are more considered about writing and grammar skills than with education. Many employers require a writing test to be completed by applicants.