All the copywriting assets explained.
What are content articles?
A content article is a well written editorial type article that generally sits between 700 and 1200 words and is often in written in the third person.
As it is often commissioned by a commercial client, it does inherently contain bias and is used as a soft sales tool but is written in a way that still retains credibility, resources and is often viewed by readers a piece of editorial.
There are two very important aims for content articles:
A good content article will contain quality pull quotes, statistics, links, sources and genuine information and is relevant and employees a number of best practice SEO techniques. It also uses impeccable grammar and spelling and follows an editorial style. I also take the liberty of highlighting a few HTML/formatting tags including headings, sub headings, pull quotes, call to actions and so forth.
Content articles will be written to a specific content plan/strategy that has been created by your marketing department/consultant that adheres to the customer buyer journey or your SEO research and keyword/search term list.
Content writers ‘...produce content to entice and engage visitors so they continue browsing the current website. The longer a visitor stays on a particular site, the greater the likelihood they will eventually become clients or customers,’ Wikipedia.
It’s unwise to engage a content writer that has no SEO training and doesn’t keep abreast of SEO updates and changes.
What is a media release?
A media release, also known as a press release, is a one to two page document that is written specifically for people who work in the media and is genuinely newsworthy. It incorporates a journalistic style and is often written by publicists or copywriters, with the aim of getting media coverage.
The idea behind a media release is to have it written as closely to the journalist’s or media personnel’s way of writing as possible. People who work in the media are always on a deadline and busier than you can imagine, so the easier you make their job, the more chance that you will be featured.
The ultimate media release is one that a very busy journalist can cut and paste.
Media releases are great for:
What is email marketing?
Email marketing campaign packages could include kickbacks, autoresponders, automated campaign emails and prompters.
Automated emails are set up via specialised platform (such as Mailchimp, Aweber, Campaign Monitor etc) that are sequential and have their own trigger.
Check out my email marketing campaign template here.
What are meta data descriptions
Meta data descriptions are the small amount of text and title that is placed at the backend of your website that is displayed in Google's search results. Getting the meta data description right, is vital for high performing SEO.
It is a unique blend of advertising and SEO and is one of the key factors in getting people to visit your site (your click through rate) and they need to be compelling and an accurate summary of the corresponding webpage.
In 2016, Google announced that the amout of text (approximately 300 characters, although it actually goes by pixel width) that they truncate has increased.
Here is SEO guru, Neil Patel, telling us why meta data description is so important.
Editorial or news article
An editorial or news piece is suitable for an online or print publication.
It involves less formatting than a content article and is written more like you would see in a newspaper or a magazine. For example, one heading and many storytelling paragraphs.
It contains unbiased and more dense content, is often written more formally and uses correct word choice, rather than being SEO and focussing on putting the designated keywords throughout the copy.
A sales letter is a more traditional form of direct mail communications that may be still used today. A sales letter is a one page, formal letter introducing a product or service to an existing database and is even still sent via post!
It has high selling power and is written specifically to persuade the receiver to purchase, so it is a really high value piece of comms and is still quite effective in creating return on investment.
High sales landing page or squeeze page
A high sales landing page is a standalone web page, most often seperate from your website and uses specific landing page software that help monitor and track your sales conversion funnel.
The purpose of this sales landing page is very focussed and specific on converting the reader to a sale or signup, right then and right there. It's very "salesy" and can be dramatic to get the most effective results. A lot of work and skill goes into crafting these pages, so your copywriting might charge a little extra, but they are of incredible value to you because they are a huge player when it comes to selling well and a lot.
It's a Jones-iversary!
The 31 October was exactly a year since I took the plunge and made my copywriting business, Jones the Writer, fulltime (after playing with it on the side for more than six years). Happy Jones day (and Halloween) to me!
I was working in a job that was near perfect for me. I was surrounded by writers all day, I worked in marketing in a role that I partially created to suit my strengths, it was a fun role, a relaxed and flexible working environment and everyone supported my writing because that was the aim of the organisation. o leaving was not only a huge risk but a confusing time.
I didn't really know if it was the right decision for me but I felt so compelled to and my client load just kept increasing, so a lot of it made sense. One evening I encouraged myself to make a firm decision and I asked the beach I was walking on to tell me what I should do and a dolphin literally shot up out of the water and tumbled forward. So that was a sign enough for me!
And here I am a year later, working with some of the most impressive brands including Alisa and Lysandra, Australian Institute of Business, Southern Cross Care, Rivergum Homes, Flinders University and so many more!
I want my next twelve months to be similar and I want my clients to have a lot of success. I also want to finish writing my second novel. Here... we... go!
In other exciting news, I have launched another creative project about my one true love: TELEVISION. Take a look at She Watched here.
Putting a case study on your website is such a valuable thing to do. As we've looked at, social proof is a powerful technique to help get new clients and customers over the line.
Case studies help potential clients put themselves in the place of your existing clients and visualise how you can successfully help them overcome similar challenges with your product or service. Here are five reasons why case studies should be on your website.
To make your life easier, I have created a useful case study template which you can download and fill in to help you write the perfect case study to tell the story of client success!
Don't forget to include a glowing testimonial. Here's an example of a case study that I have written for a client.
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