Highly Effective Web Content
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Nate Warren is a marketing and advertising writer and editor with over 20 years of experience. He presented on how to align brand, strategy, and copywriting. He emphasized that copy should distill strategy and communicate differentiators quickly. Copywriting is not "homework" but crystallizing your brand and strategy. An effective plan is needed to systematically execute copywriting that focuses on the audience and their problems. Key points included aligning with strategy, being audience-centric, and driving engagement and conversions.
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Highly Effective Web Content
- 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
Editor's Notes
- Notes: Traffic Volume: Changes due to increases in organic search traffic Traffic Quality: - Before: Search engine analysis showed that search engines dramatically misinterpreted the site content. The primary source of content was the privacy page. - After: Search engine analysis showed that the site was on-message and ranking in search results for company’s value proposition.