Content is KingPay Attention to Copy, It Will Make or Break You. Learn more about

1. Nate Warren
Fusion Marketing Partners

2. Fusion Marketing Partners is a strategic
B2B marketing and sales consultancy
that specializes in analyzing and
adding value to every part of its clients’
marketing-through-sales processes.
Nate Warren
Marketing/advertising/PR writer and editor
with 20+ years of experience across
newspapers, startups and agencies.
Nate Warren
http://fusionmarketingpartners.com

3. 1. A strategic view of copy and content
2. Why brand, strategy and copy must align
3. Some tools for approaching content
strategy and web copywriting

4.  Better targeting of key audiences
 Communicate differentiators quickly and
clearly in noisy environment
 Better competitive positioning
 Win credibility and prospect trust
 Make your marketing strategy go

5. Copy is Brand
Copy is Strategy Distilled
Hazards of the “Homework” Approach
Copy attracts your customers to your
website

6. Brand
Promise
Website
Collateral
and
Beyond
Creating Copy from the Inside Out

7. Scenario
Replaced image centric website with content centric website targeted for visitors
and search engines for the company brand and value proposition.
Results
• Traffic Volume Increased: Unique visitors increased by > 500%.
• Traffic Quality Improved: On-message content dramatically transformed Search
Engine’s interpretation of the website, improving website conversions.

8. Visitor Traffic
Organic Search, Campaigns, Referrals
Branding,
Awareness,
Pull Marketing
A content rich website
via Content
tuned for visitor
conversions feeds the
sales funnel Sales Enablement/Lead
Nurturing
Sales Opportunities

9.  Aligns with Core Strategy
 Remains Audience-Centric
 Quickly and Clearly Delivers Benefits and
Differentiators
 Drives Further Engagement (Calls-to-action)
 Attracts website visitors and leads
 Helps Drive Conversion

10.  Confuses and Bores the Reader
 Hurts Your Brand
 Costs You Sales

11.  Step 1: Self-Audit
 Crisp and Clear Differentiation
 Consistent Messaging
 Audience- and Problem-Oriented

12. Core Messaging: Setting the Guidepost
 Branding and messaging sessions
 Biggest, fastest, best or first
 50- or 100-word boilerplate
 Competitive and audience frames
 Keywords and key identifiers

13. Strategic Copy Areas
 Website
 Collateral
 Public Relations
 Social Media

14. Planning to Execute
 Prioritize
 Make a Roadmap
 Gather Your Resources

16. Levels 1, 2 and 3
Multiple Audiences and Scenarios
Writing for Humans and Google

17. Information Hierarchy of Home Page
What
How
Why

19.  The “Aren’t We Cool” Syndrome
 Not Writing for Scanners and
Scourers
 Not Writing for Humans and Google

20.  The “Aren’t We
Cool” Syndrome

21. Not Writing for Scanners and Scourers
Wow, that’s a whole lot of copy. I wonder what it’s about. I guess I’d have to read the whole thing to find out, but
since I’m busy, I’m going to move on to something else. Sure would be handy if they would hit key points so I could
get it at a glance. Oh, well. I can always go buy someone else’s product.
Wow, that’s a whole lot of copy. I wonder what it’s about. I guess I’d have to read the whole thing to find out, but
since I’m busy, I’m going to move on to something else. Sure would be handy if they would hit key points so I could
get it at a glance. Oh, well. I can always go buy someone else’s product. Wow, that’s a whole lot of copy. I wonder
what it’s about. I guess I’d have to read the whole thing to find out, but since I’m busy, I’m going to move on to
something else. Sure would be handy if they would hit key points so I could get it at a glance. Oh, well. I can always
go buy someone else’s product. Wow, that’s a whole lot of copy. I wonder what it’s about. I guess I’d have to read
the whole thing to find out, but since I’m busy, I’m going to move on to something else. Sure would be handy if they
would hit key points so I could get it at a glance. Oh, well. I can always go buy someone else’s product. Wow, that’s
a whole lot of copy. I wonder what it’s about. I guess I’d have to read the whole thing to find out, but since I’m busy,
I’m going to move on to something else. Sure would be handy if they would hit key points so I could get it at a
glance. Oh, well. I can always go buy someone else’s product.
Wow, that’s a whole lot of copy. I wonder what it’s about. I guess I’d have to read the whole thing to find out, but
since I’m busy, I’m going to move on to something else. Sure would be handy if they would hit key points so I could
get it at a glance. Oh, well. I can always go buy someone else’s product. Wow, that’s a whole lot of copy. I wonder
what it’s about. I guess I’d have to read the whole thing to find out, but since I’m busy, I’m going to move on to
something else. Sure would be handy if they would hit key points so I could get it at a glance. Oh, well. I can always
go buy someone else’s product.

22. Not Writing for Humans and Google
Keyword Stuffing Example
If you’re looking for tennis shoes,
you’ve come to the right place. Our
website is the best place to buy
tennis shoes. You won’t find better
tennis shoes or cheaper tennis shoes
anywhere else. We invite you to What human
check out our great selection of being would
tennis shoes. want to read
this?

23. Google interprets copy to
determine the most relevant
keywords
When viewing a webpage, visitors
see the layout, content, and images

24. 1. Copywriting isn’t “homework”: it’s your
brand and strategy crystallized.
2. Effective copy quickly differentiates your
company and helps you generate leads
and sales.
3. Make a plan to systematically execute,
and remember your audience(s) with
crisp top-line messaging that focuses on
their problems

25. Don’t fogret to proofread!

26.  Connect with me on LinkedIn:
http://www.linkedin.com/in/natewarren
 Follow me on Twitter: @hectorbravado
 Subscribe to our blog at: http://greatb2bmarketing.com
 Download all five of our presentations at:
http://fusionmarketingpartners.com/revenuenorth