With a marketing team size of around 18, your content marketing team will be staffed with all the same roles -- bloggers, long-form content creators, SEO specialists, designers -- just multiplied. Aim to have three bloggers on staff, and two employees for each of the other roles. It's wise to have one of those bloggers have expertise in editing, too, so there's someone dedicated to maintaining content quality as output increases.
I think each tries to accommodate for a worldwide audience. In general, as a copywriter, you need to be prepared to write for different audiences (and a worldwide audience), especially in this digital age. And the underlying principles of copywriting will be the same, wherever you learn them – but when you come to crafting the copy itself, you’ll just have to be aware of UK/US spelling and phrasing. Good question, Evan
It is common for an advertising copywriter to specialize within a particular industry or medium. Many Internet copywriters provide freelance services to different companies and websites, creating banner ads and short articles that are placed on other online sites. An advertising copywriter may focus on creating material for printed publications, such as magazines, newspapers, signs, banners, and billboards. Finally, some advertising copywriters specialize in creating scripts and scenes for television commercials, radio spots, and movie trailers.
The two ads above for car insurance quotes in Rhode Island (where I happen to be as I write this) both feature plenty of actual numbers not only in the headline, but in the body copy as well. Although neither of these companies are as well-known or have the brand recognition as brands like Progressive or State Farm, they do offer some compelling figures in their ads (even though the way some people drive here in Lil’ Rhody makes me question how these speculative quotes could possibly be so low).
Take a content writing class online. Some professional content writers argue that academic programs may be too basic or general for individuals who already have some writing experience or an existing English degree. If you feel you are already a skillful writer, you will likely need technical writing skills that you can gain through a content writing class online.
Customize your resume and cover letter. If you decide to go a more traditional route and apply for a permanent content writing position at a writing based agency or organization, you will need to customize your resume and cover letter to fit the position. This will show your employer that you noted the skills outlined in the job posting and that you can fulfill the expectations of the position.
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:
Webpages. What’s the difference between a normal webpage and a webpage that is content marketing? Consider The Beginner’s Guide to SEO from Moz, a provider of SEO related tools and resources. This resource, offered for free, has been viewed millions of times, bringing in countless customers who otherwise might never have stumbled across Moz and the services they offer. Or take a look at a case study from the design firm Teehan+Lax. Most case studies are boring. Their case studies are fascinating. That’s the difference between simply putting content on your website, and content marketing.
Red Bull, which sells a high-energy beverage, has published YouTube videos, hosted experiences, and sponsored events around extreme sports and activities like mountain biking, BMX, motocross, snowboarding, skateboarding, cliff-diving, freestyle motocross, and Formula 1 racing. Red Bull Media House is a unit of Red Bull that "produces full-length feature films for cinema and downstream channels (DVD, VOD, TV)." The Red Bulletin is an international monthly magazine Red Bull publishes with a focus on men's sports, culture, and lifestyle.
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.
The second way you can become a copywriter is by taking a home-study course that teaches you the trade of copywriting. Many copywriting programs can be completed within a few months and cost less $500.00. In fact, I have a couple of friends who got started this way. One got started by reading Peter Bowerman's book, The Well-Fed Writer: Financial Self-Sufficiency as a Commercial Freelancer in Six Months or Less and the other took a program through American Writers & Artists Inc. (AWAI).