The Copywriter Factory
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The Copywriter Factory's insight:

13 Steps to SEO Copywriting, a good guide for DIY small business copywriters

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How to beat most professional copywriters (slides and video) | Conversion Rate Experts

How to beat most professional copywriters (slides and video) | Conversion Rate Experts | The Copywriter Factory | Scoop.it
How to beat most professional copywriters (slides and video)
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Vatican misspells Jesus on Pope Francis commemorative coins

Vatican misspells Jesus on Pope Francis commemorative coins | The Copywriter Factory | Scoop.it
The Vatican has been forced to withdraw commemorative medals commissioned to celebrate Pope Francis’ first year after misspelling Jesus. (RT @asburyandasbury: Copywriting cold sweat. Vatican misspells Jesus on commemorative coin.
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Content Marketing Skills: Writing the Hook | Reputation Capital: Premium Content for B2B Inbound Marketing

Content Marketing Skills: Writing the Hook | Reputation Capital: Premium Content for B2B Inbound Marketing | The Copywriter Factory | Scoop.it
If you want customers and prospects to pay attention to your content marketing, you need to master the art of writing the hook and be sure to include a great one in every blog post, article and white paper.
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10 Deadly Reasons Most Websites Fail

Out of the millions of websites analyzed through MarketingGrader, only 26% received a passing grade. Why do so many websites fall short? In this @hubspot presen

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Belinda Suvaal's curator insight, October 7, 2013 4:19 PM

"the best websites speak like a human, not a corporation"

ItsMenaJo (GetGeekemarketing)'s curator insight, October 9, 2013 3:19 AM

Pet peeve -- websites that use 'we' when it's just a one person show. Be who you are and wear it with pride.

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Schools Aren't Teaching Kids To Code; Here's Who Is Filling The Gap

Learning how to program is an inevitable requirement for successful students of the future.
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Why You Need A Strategy That Is Social, Not A Social Media Strategy - Business 2 Community

Why You Need A Strategy That Is Social, Not A Social Media Strategy - Business 2 Community | The Copywriter Factory | Scoop.it

Why You Need A Strategy That Is Social and not a Social Media Strategy

Brands, big businesses, small businesses that are planning to move into the social media space have one big problem – they are already there! Customers, arbitrators, critics, detractors and others talk about brands, products, services and their experiences – the way they see it.

Companies (not people) that suddenly step into this environment look out of place and out of pace – think about content, its frequency, context, intent, outcome, is it in line with that of the social media group members? No.

 


Via Alessandro Rea
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Alessandro Rea's curator insight, October 15, 2013 3:42 AM

Jack Welch, the former long-time chairman and CEO of General Electric once said, ‘When the rate of change outside your organisation outpaces the rate of change inside your organisation, the end is near’.

Out of pace has a new cousin in social media now – out of place. In today’s setting when companies are consistently out of place, the end is near.


In a social media set-up when people are interacting with people, you suddenly have a situation of a brand (which is not a person) interacting with people. Again in a social media ecosystem where people and communities share, co-create, exchange ideas and modify user-generated content, brands tend to insert their own content, it looks out of place and out of pace.

If we go back in time to when the web was born, companies had to put their web-pages of products, services – content was still in their control and with a bit of initial struggle they managed to draw upon the lessons learnt in other mediums and execute their web strategy. With social media, brands do not and will not have complete control on content, so old rules of control or lessons learnt from other mediums (web, TV, radio) are not going to be relevant.

To address issues around being out-of-place, out-of-pace and brand to person interactions, here are 3 steps that brands, big businesses, small businesses could consider

 

Create an ecosystem of local brand ambassadors:

From the rise of brand managers in the mid 1950s to the rise of brand ambassadors in the 1990s, there has been a gradual movement (Inside-Out) towards the market. Building an ecosystem of local brand ambassadors in the social media age will only increase the ‘net’ positive engagement and branding. Of course sometimes there will have PR issues when there are personal, professional problems with the local brand ambassadors but the ecosystem will evolve.

Companies being passive will not stop self-appointed local brand ambassadors from taking the role, they will take it anyways, but being active will help enable them move in the right direction in a balanced way. Imagine something similar to the impact of Nike + (from 2 min onwards in the video) local brand ambassadors in their respective social communities.

 

Encourage employees to be the eyes, ears, voice:

In the age of pace and relevance, building an enterprise-wide culture of ‘Self-awareness’ is crucial. Customer engagement is not a front line issue alone; it should be an enterprise wide philosophy. Lead users can have corporate social media accounts/pages embedded with their personal identity to build a corporate/person fusion to make it more acceptable whereas other employees can use their personal id’s to interact.

Insights from lead users and other employees can then be shared within the organisation using collaboration tools such as yammer, chatter. Such insights gained makes change management easier when the company adopts a new strategy – else change resistance puts the hand brakes on.

 

Create a platform for crowd-sourcing:

We now have social shopping companies such as mylovebasket.com, enabling companies such as Kiosked, where users can tag products/price details to their photographs, share them on social media and get a commission when their followers make a purchase from the shared content. Similarly imagine the millennials and others with a particular fashion, product, service inclination creating and sharing photos and videos about their favourite brands.

From the days of 2007 Super Bowl where Doritos aired fan-made NFL ads, they’ve come a long way in creating a solid model – See 5 finalists for Doritos’ Crowsourced super bowl ads, other companies are embracing it. Companies like American Express has Open Forum – to build user generated content, its more authentic, relevant and most importantly ‘social’. If brands don’t enable it, people will do it anyways, just like blogs.

 

Social media is not one more new medium like web, radio etc, it’s a way of life similar to one’s local community – parachuting-in with the only intention of business progress won’t work. Businesses cannot benefit from a social media strategy; it’s not an isolated path, businesses need a strategy that is social – driven by the social members and enabled by the business.


Read more at http://www.business2community.com/social-media/why-you-need-a-strategy-that-is-social-not-a-social-media-strategy-0520536#zAo4johlwl3tgDtY.99 ;


Read more at http://www.business2community.com/social-media/why-you-need-a-strategy-that-is-social-not-a-social-media-strategy-0520536#zAo4johlwl3tgDtY.99

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8 lousy bits of advice about content creation

8 lousy bits of advice about content creation | The Copywriter Factory | Scoop.it
The author takes swipes at dubious suggestions that range from obvious to ridiculous, offering sensible ideas that will actually enhance your online marketing efforts.
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Copywriter Mom Uses Her Advertising Powers To Humiliate Son Via Classifieds

Copywriter Mom Uses Her Advertising Powers To Humiliate Son Via Classifieds | The Copywriter Factory | Scoop.it
Here's a perfect example of the power of the written word in advertising: Jane Hambleton's splashy classified ad to sell her son's car worked so well that now everyone knows she caught him with li...
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The History of SEO Effectiveness — Raidious

The History of SEO Effectiveness — Raidious | The Copywriter Factory | Scoop.it
The Copywriter Factory's insight:

content is king, always and forever

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