Highly Effective Web Content

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Highly Effective Web Content

  1. 1. Nate WarrenFusion Marketing Partners
  2. 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 Warrenhttp://fusionmarketingpartners.com
  3. 3. 1. A strategic view of copy and content2. Why brand, strategy and copy must align3. Some tools for approaching content strategy and web copywriting
  4. 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. 5. Copy is BrandCopy is Strategy DistilledHazards of the “Homework” ApproachCopy attracts your customers to yourwebsite
  6. 6. Brand Promise Website Collateral and BeyondCreating Copy from the Inside Out
  7. 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. 8. Visitor Traffic Organic Search, Campaigns, Referrals Branding, Awareness, Pull MarketingA content rich website via Contenttuned for visitorconversions feeds thesales funnel Sales Enablement/Lead Nurturing Sales Opportunities
  9. 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. 10.  Confuses and Bores the Reader Hurts Your Brand Costs You Sales
  11. 11.  Step 1: Self-Audit Crisp and Clear Differentiation Consistent Messaging Audience- and Problem-Oriented
  12. 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. 13. Strategic Copy Areas Website Collateral Public Relations Social Media
  14. 14. Planning to Execute Prioritize Make a Roadmap Gather Your Resources
  15. 15. Levels 1, 2 and 3Multiple Audiences and ScenariosWriting for Humans and Google
  16. 16. Information Hierarchy of Home Page What How Why
  17. 17.  The “Aren’t We Cool” Syndrome Not Writing for Scanners and Scourers Not Writing for Humans and Google
  18. 18.  The “Aren’t We Cool” Syndrome
  19. 19. Not Writing for Scanners and ScourersWow, 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, butsince I’m busy, I’m going to move on to something else. Sure would be handy if they would hit key points so I couldget 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, butsince I’m busy, I’m going to move on to something else. Sure would be handy if they would hit key points so I couldget it at a glance. Oh, well. I can always go buy someone else’s product. Wow, that’s a whole lot of copy. I wonderwhat 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 tosomething else. Sure would be handy if they would hit key points so I could get it at a glance. Oh, well. I can alwaysgo 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 readthe whole thing to find out, but since I’m busy, I’m going to move on to something else. Sure would be handy if theywould hit key points so I could get it at a glance. Oh, well. I can always go buy someone else’s product. Wow, that’sa 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 aglance. 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, butsince I’m busy, I’m going to move on to something else. Sure would be handy if they would hit key points so I couldget it at a glance. Oh, well. I can always go buy someone else’s product. Wow, that’s a whole lot of copy. I wonderwhat 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 tosomething else. Sure would be handy if they would hit key points so I could get it at a glance. Oh, well. I can alwaysgo buy someone else’s product.
  20. 20. Not Writing for Humans and GoogleKeyword 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?
  21. 21. Google interprets copy to determine the most relevant keywordsWhen viewing a webpage, visitorssee the layout, content, and images
  22. 22. 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
  23. 23. Don’t fogret to proofread!
  24. 24.  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

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