You know what? 87% of B2B marketers practice content marketing to produce more qualified leads. And 78% of marketers are preparing to spend more money on content marketing. But according to my experience, the consistently producing quality content brings more traffic to a website. It also improves engagement with targeted audiences. Not least but using images in post increase audience engagement up to 30% more than plain text.
On the other hand it’s still worthwhile to follow the steps in this chapter in order to capture all of the details of your product. By writing down a complete product description along with a list of the features and benefits, you’ll save this important information where you can refer back to it in later chapters. It’s better to have everything saved in one place so you’ll always have it available at your fingertips.

Content writers may need a bachelor's degree or higher. Many employers hire writers with degrees in English, journalism, communications, or creative writing. Depending on the subject matter, content writers might need a degree in a particular field. For example, a content writer creating content for an online math course might need a degree in math in addition to demonstrating solid writing skills.


The reliable source of traffic and leads from your evergreen content will give you the flexibility to experiment with other marketing tactics to generate revenue, such as sponsored content, social media advertising, and distributed content. Plus, your content will not only help attract leads -- it will also help educate your target prospects and generate awareness for your brand.

Those scenarios might have sounded like a lot of work to you, especially when considered alongside marketing programs that provide more immediate gratification -- like list purchasing, PPC, or trade show marketing that deliver names and email addresses in mere minutes. Often, content marketing is used when businesses realize those programs are either ineffective, too expensive, not scalable, or all of the above. Here's what I mean, using the "infographic generator" example above for demonstrations.
When businesses pursue content marketing, the main focus should be the needs of the prospect or customer. Once a business has identified the customer's need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc.[5] Most of these formats belong to the digital channel.

It’s worth noting that the second ad could very well convert like gangbusters—I’m sure there are literally thousands of ads out there that don’t follow PPC best practices and still convert very well. That doesn’t mean, however, that advertisers should emulate these ads unless they’ve performed well under rigorous A/B test conditions. As with much of the conventional wisdom out there, real data from real tests is preferable to any “best practice,” even if it seems counterintuitive. Do what works for your business, not someone else’s, and always make decisions based on hard data.

This certification is designed to build your writing logic and learning the fundamentals of writing for the web. The lessons can be taken by anyone irrespective of their experience level. In the lectures, you will get to know how to describe your business in an exciting and engaging manner. By the end of the end of the classes, you will be equipped with the in-demand skills required for thriving in the industry.
Obviously there are dozens of very large companies offering home insurance, and so differentiating yourself in this particular market could be pretty tricky. However, EverQuote has done a pretty good job of making this ad compelling. Note that the very first copy in the headline—a price—is “$97," which helps overcome prospects’ fear of being gouged for insurance.

Case studies, also known as testimonials, are your opportunity to tell the story of a customer who succeeded in solving a problem by working with you. A case study is perhaps your most versatile type of content marketing because it can take many different forms -- some of which are on this list. That's right, case studies can take the form of a blog post, ebook, podcast ... even an infographic.


Videos. Gary Vaynerchuk is a master of content marketing using online video, just take a look at his YouTube channel. He got his start creating videos to promote his family’s wine store and through those videos and other online marketing he eventually grew it to a $45M empire. Videos and podcasts are a largely untapped form of content marketing because people think it’s expensive and hard. But with the falling cost of professional grade equipment creating high quality video and audio content is easier than ever. Amateur video content marketing has been used to sell blenders, launch new dental products, and market Hong Kong visa consulting services. What video could you throw together for your company that might change your fortunes overnight? It might be easier than you think.
Understanding the purpose of content is key to producing high-quality work. It's meant to speak directly with a particular audience, such as customers, potential customers, investors, employees, or other stakeholders. Content can be well-written, researched and creatively conceived, but if it isn't speaking to the intended audience, it's not doing its job.  Here are a few good examples of long-form, quality content written by Scripted writers:
Professional content writers create written content for a living. A professional writer should be competent and skillful, and they should be engaged in writing as their main paid occupation.[1] As a content writer, you may write content on a variety of topics for a variety of organizations, from popular websites to scientific and technical print documents or manuals. The benefits of being a professional content writer includes being paid for an activity you enjoy (writing), and as you become more established, the ability to work remotely or from a home office.
You've written a blog post that has wide appeal beyond just your target audience. You test promotion of that blog post via a paid Facebook ad, and find that the CPC is lower than your typical paid expenditures, and is driving 40% more site traffic than those typical expenditures. Even so, when you turn off that budget you lose that traffic ... right? Right. But you still received a huge influx of traffic that, even if none of them convert to leads, might have spurred either inbound links or social shares -- both of which will help bolster your SEO.
In order for advertising copy to be successful, it must work well with the visual portion of the campaign. Copywriters need a working knowledge of the product, including its strengths and weaknesses, in order to most effectively write copy for a campaign. This also includes using knowledge of consumer behavior and market segmentation to properly target the advertising copy to a specific audience.
Some companies may have marketing teams of far more than 18. Here at HubSpot, for example, we have a team of nearly 100. Even so, we stick to a team structure quite similar to the structure an 18-person marketing team might use -- with one modification. Design is broken off of the Content Team, and relegated to a separate team. This might make sense for your organization, too, if you find that:
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.
You've written a blog post that has wide appeal beyond just your target audience. You test promotion of that blog post via a paid Facebook ad, and find that the CPC is lower than your typical paid expenditures, and is driving 40% more site traffic than those typical expenditures. Even so, when you turn off that budget you lose that traffic ... right? Right. But you still received a huge influx of traffic that, even if none of them convert to leads, might have spurred either inbound links or social shares -- both of which will help bolster your SEO.
Quick turnarounds. When you write for an employer, on their timeline, you will need to be able to write fast and write well. This is especially true for writers just breaking into content writing. Often, your project will come with an expected words per hour, or article per hour, as well as strict deadlines. You will not have time to labor over every word or turn of phrase. Instead, you will need to produce content fast and at a constant rate.[5]

For example, a car insurance company could use a headline like this: “Are You Paying Too Much for Your Car Insurance?” The ad would then go on to talk about how most customers pay more than they need for car insurance, and how company X can save them more money (which is something similar to what GEICO currently does). The purpose of the ad is first to focus on the pain, and then to talk about how Company X alleviates that pain.
Because we live in an over-stimulated world, those in advertising copywriting must employ both creativity and uniqueness in order to successfully draw in the consumer. The challenge is to produce creative copy while also remaining factual. Creative advertising copy that is based on client or market research and works well with the visual portion of a campaign can be invaluable to the marketing of a particular product.
The emotional responses you can try to provoke will depend on what you’re offering and the desired effect you want this emotional reaction to have on your prospects. Negative emotions, such as anger, disgust, and fear can provoke an incredibly powerful response in the reader, but it can be a challenge to balance this reaction with the rest of your messaging—you don’t want the negative emotional reaction to carry over into perceptions of your products or brand.

As your cash flow builds, you’ll want to reinvest some of it into professional development. Luckily, they are events, conferences, webinars, teleconferences, online courses, books, membership sites, mastermind groups, and coaching sessions – there is something to fit every budget and every niche. By investing in yourself and your business, you gain the knowledge, information, and skills to make your freelance business a success.
The proxy for content marketing in the following charts is "Attract", since content marketing is the top-of-the-funnel activity that attracts people to your business. "Convert" and "Close" refer to middle-of-the-funnel and bottom-of-the-funnel marketing activities, like email marketing, nurturing, sales enablement, marketing ops, conversion rate optimization, etc.
This ad is really interesting, and a great example of how subtle leverage of emotional triggers in your ads can be highly compelling. Firstly, the ad makes its primary benefit clear, namely that simply by entering a name the searcher can find information ranging from dating profiles to criminal records—quite the comprehensive search indeed, and the kind of armchair detective work that an unfaithful husband might not expect.
But sometimes what I love the most, is just blogging about what I want to blog about. It’s that complete freedom to explore unknown creative or linguistic territories – with no brief to follow or project manager breathing down my neck. I’m definitely going to make more time to knock up fabulous blog posts in the near future and distant future. So watch this space 🙂
At this stage, the work of the one or two content marketers on your team remains about the same as it does with a team of one -- content creation, SEO, and social media. Even if you decide to dedicate two hires to content marketing as Volpe suggests, to bifurcate responsibilities between those two employees is premature. Both employees should contribute to all three responsibilities, and leadership of the content marketing program is shared between those employees.
The emotional responses you can try to provoke will depend on what you’re offering and the desired effect you want this emotional reaction to have on your prospects. Negative emotions, such as anger, disgust, and fear can provoke an incredibly powerful response in the reader, but it can be a challenge to balance this reaction with the rest of your messaging—you don’t want the negative emotional reaction to carry over into perceptions of your products or brand.
On the other hand it’s still worthwhile to follow the steps in this chapter in order to capture all of the details of your product. By writing down a complete product description along with a list of the features and benefits, you’ll save this important information where you can refer back to it in later chapters. It’s better to have everything saved in one place so you’ll always have it available at your fingertips.
While successful content writers seem to have an enviable life -- they work from home, make their own schedules and work as much or as little as they please -- the vast majority have a hard time making a living of it. They lack the skills necessary to succeed. Because no matter how talented they are, writing skill is simply not enough. So, if you want to become successful as a content writer, you need a full toolkit of marketable skills.
Most people start out with blog posts, but if you want to venture out and try producing other content pieces, consider which ones you want to make. For instance, if you've been doing weekly blog posts for the past year, creating an ebook that distills all your blog posts into one ultimate guide would be a one way to offer information in a different format. We'll go over several different types of content you can use further down on the list.
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