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Web Ink Now: How Raytheon implemented a brand journalism approach to content marketing

Web Ink Now: How Raytheon implemented a brand journalism approach to content marketing | Copy Writer For Hyre | Scoop.it

I'm always fascinated by organizations that embrace brand journalism, hiring reporters to create content that serves as marketing and public relations. For almost a decade, I've recommended that companies of all kinds model their sites not on their peers' boring old brochure-like approach but rather aspire to becoming like a media site such as Forbes, the BBC, or The New York Times and that they actually hire reporters and editors, not marketers and copywriters, to produce the content.

 

One look at the Raytheon homepage shows they do exactly that. There are real-time news, images, and a top stories section. And Raytheon is a B2B (and B2G) company! "You can see our homepage is very much a news operation," says Corinne J Kovalsky, Director, Digital & Social Media at Raytheon. "We've got feature stories and trend stories about cool products."...


Via Jeff Domansky
Richard Marr's insight:

The future of Copywriting?...

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Jeff Domansky's curator insight, April 11, 2013 2:22 PM

Excellent example for an online newsroom as well as strategies for brand storytelling, brand journalism, social marketing, content marketing, social PR, digital PR or any other name you want to give it.

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SEO Copywriting – 10 Tips for Writing Content that Ranks in 2013 (Infographic)

SEO Copywriting – 10 Tips for Writing Content that Ranks in 2013 (Infographic) | Copy Writer For Hyre | Scoop.it
Copy is one of the most important aspects of onsite Search Engine Optimization. This infographic gives you10 tips for writing content that ranks in 2013.
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How to Make Money off a Blog through Copywriting - NewsReleaseWire.com (press release)

How to Make Money off a Blog through Copywriting - NewsReleaseWire.com (press release) | Copy Writer For Hyre | Scoop.it
How to Make Money off a Blog through Copywriting NewsReleaseWire.com (press release) If you are one of those who want to know how to make money off a blog, then you probably might also be interested to join the business industry focused on...
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A Start-Up Which Aims to Revolutionize the Ad Copy Industry is Now on IndieGogo - PR Web (press release)

A Start-Up Which Aims to Revolutionize the Ad Copy Industry is Now on IndieGogo - PR Web (press release) | Copy Writer For Hyre | Scoop.it
A Start-Up Which Aims to Revolutionize the Ad Copy Industry is Now on IndieGogo PR Web (press release) Using CopyShoppy, customers will be able to view several copy submissions from dozens of copywriters before making their decision whether to...
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Tips for a slick 60 second elevator pitch | Networking advice

Tips for a slick 60 second elevator pitch | Networking advice | Copy Writer For Hyre | Scoop.it
7 things you can do to have a more professional networking elevator pitch. Networking advice for copywriters & freelancers. (How to be prepared for that networking event.
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A Short Guide to Writing Good Copy

A Short Guide to Writing Good Copy | Copy Writer For Hyre | Scoop.it
The term "style" is thrown around a lot by writers, but it's a misnomer for copywriters because "style" doesn't work in the extremely short attention econom
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14 Ways To Make Money As An Online Copywriter

14 Ways To Make Money As An Online Copywriter | Copy Writer For Hyre | Scoop.it
RT @AWAI_Online: 14 Ways to Make Money as an Online #Copywriter: http://t.co/DhpvEX4nBF
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Copywriting your Way to SERP Domination - The Write Provider

Copywriting your Way to SERP Domination - The Write Provider | Copy Writer For Hyre | Scoop.it
Copywriting is becoming more important than SEO. Here's why.
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Addicted To Words: Ultimate Online Copywriting Guide [Infographic]

Addicted To Words: Ultimate Online Copywriting Guide [Infographic] | Copy Writer For Hyre | Scoop.it

This comprehensive infographic guide with downloadable PDF is a great refresher for bloggers interested in the art of traditional and online copywriting.

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Monique Walhof's curator insight, February 12, 2014 11:54 AM

One of the most impressive infographics i've seen.  High five for real!

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The Death of Copy Writing

The Death of Copy Writing | Copy Writer For Hyre | Scoop.it
Learn why copywriting and seo copywriting aren’t enough any more and how inbound marketing makes them work harder for you (The Death of Copy Writing http://t.co/F7mOAtQPXd #copywriting)...
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Copywriting for Freelancers: Choosing the Words that Lead to Better Clients & More Sales

Copywriting for Freelancers: Choosing the Words that Lead to Better Clients & More Sales | Copy Writer For Hyre | Scoop.it
Hi there! It looks like you're new here. Make sure you don't miss out -- find out how to land more clients with this free guide -- 5 Elements of a Perfect Proposal.
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Web Ink Now: How Raytheon implemented a brand journalism approach to content marketing

Web Ink Now: How Raytheon implemented a brand journalism approach to content marketing | Copy Writer For Hyre | Scoop.it

I'm always fascinated by organizations that embrace brand journalism, hiring reporters to create content that serves as marketing and public relations. For almost a decade, I've recommended that companies of all kinds model their sites not on their peers' boring old brochure-like approach but rather aspire to becoming like a media site such as Forbes, the BBC, or The New York Times and that they actually hire reporters and editors, not marketers and copywriters, to produce the content.

 

One look at the Raytheon homepage shows they do exactly that. There are real-time news, images, and a top stories section. And Raytheon is a B2B (and B2G) company! "You can see our homepage is very much a news operation," says Corinne J Kovalsky, Director, Digital & Social Media at Raytheon. "We've got feature stories and trend stories about cool products."...


Via Jeff Domansky
Richard Marr's insight:

The future of Copywriting?...

more...
Jeff Domansky's curator insight, April 11, 2013 2:22 PM

Excellent example for an online newsroom as well as strategies for brand storytelling, brand journalism, social marketing, content marketing, social PR, digital PR or any other name you want to give it.

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Top 10 Website Copywriting Secrets

Top 10 Website Copywriting Secrets. Successful website copywriting is very different than traditional copywriting. Based on what actually works best –and does not work– from writing dozens of websites for our clients, here ...
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Analytics and Social Media: 6 Tips for Selling When Customers Just Aren't that into You - Forbes

Analytics and Social Media: 6 Tips for Selling When Customers Just Aren't that into You - Forbes | Copy Writer For Hyre | Scoop.it
I’m seeing companies spend lots of money trying to get customers to talk about their brands and products in social media. For many of these companies, it’s a big waste of money. Let’s be rational about this.
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Can Shock and Awe Copywriting Transform Your Marketing?

Can Shock and Awe Copywriting Transform Your Marketing? | Copy Writer For Hyre | Scoop.it
There is something to be learned from these great copywriters. In this post, we’ll be breaking down how writing attention grabbing copy can improve your marketing campaigns. (Interesting read on banner ad hacks, @zachcb1.
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Freelance Copywriter Secrets: A Quick and Easy ... - Copywriting Help

Freelance Copywriter Secrets: A Quick and Easy Market Research Tool. freelance copywriter, copywriting tips, white papers, rainmaking tips. You are a freelance copywriter and you have just been given the assignment of ...
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Rescooped by Richard Marr from Just Story It! Biz Storytelling
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Copywriting & Storytelling: Key Readings & Resources

Copywriting & Storytelling: Key Readings & Resources | Copy Writer For Hyre | Scoop.it
The bond between copywriting and storytelling is not just strong… It’s unbreakable. If you consider yourself a copywriter, you better be damn good at writing “cannot put the thing down” stories.

 

Read the full article for an extensive list of essential reading and resources from categories like:

- Articles/Links

- ooks

- Courses and other Products

- Audio/Podcasts


Via Kim Zinke (aka Gimli Goose), Karen Dietz
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Karen Dietz's curator insight, March 14, 2013 8:54 PM

Fellow curator Kim Zinke for How To Find And Tell Your Story here at Scoop.it found this piece and I thought you all might want to have this list to explore too.


Some of the articles in the list I've curated. Some books I've referenced. Some pieces are new to me. I'm not sure of the quality of all of them but I think they are worth checking out. A bunch are from the screenwriting or fiction world, but hey -- those can be really useful in biz storytelling.


So we will have fun exploring. 


I've seen some posts lately from other curators that I'm going to bring your way in the next day or too. Still trying to catch up after a death in the family on top of work and teaching. My apologies for being so far behind.


And thank you to Kim for this article!


This post was written by Karen Dietz for her curated content on business storytelling atwww.scoop.it/t/just-story-it

Debby McKinney's comment, March 15, 2013 9:01 PM
We all need to tell our story in a compelling way ... looking forward to reviewing the info ... Coach Debby McKinney
Karen Dietz's comment, March 16, 2013 7:47 PM
Hope you find some goodies Debby! Have a great weekend.