It's easy to talk about creating great content, but if you've ever actually tried it, you'll know it's not so easy in the real world. Joel Klettke, Copywriter & Owner of Business Casual Copywriting dispels that Fairy Dust as he walks you through a highly-actionable process for creating consistently engaging content across a variety of formats. As former lead SEO at a digital agency, Joel brings a deep understanding of search to the copywriting table, then adds acutely refined conversion optimization skills to the mix. The result is irresistible copy. The kind that moves people to take action. Learn how to stop spending time building copy that just takes up space.
10. 1. Stare at your monitor for awhile
2. Check a keyword suggestion tool for ideas
3. Drink… “for inspiration”
4. Frantically bash keyboard at 11th
hour
5. Hit publish and pray it works out
16. What if I told you…
Source: https://moz.com/blog/content-shares-and-links-insights-from-analyzing-1-million-articles
This isn’t the best way of thinking
about engagement for most
content, and most businesses?
This isn’t the best way of thinking
about engagement for most
content, and most businesses?
17. I read a blog post I
liked, so I bought a car
from that dealer!
18. I read a blog post I
liked, so I bought a car
from that dealer!
DOES NOT EXIST
DOES NOT EXIST
DOES NOT EXIST
DOES NOT EXIST
19.
20. Here’s how you get the answer:
•Define your buyers’ journey
•Map customers’ questions/pain points to each stage
•Audit to find your gaps
•THEN move to content ideation
“What Should We Create?”
Helpful resources:
http://www.slideshare.net/HubSpot/kukesh9-16-2014final
http://www.iacquire.com/blog/buying-cycle-cta
21. The Buyers’ Journey
AwarenessAwareness Evaluation Purchase Retention
Needs and pain points change along this journey.
Ideally, you want to nurture leads through all stages.
22. Your content has ONE job:
To help someone move onto the
next stage.
23. Engaging: When your content helps
your audience achieve a goal,
and in the process, achieves yours.
33. AwarenessAwareness EvaluationEvaluation PurchasePurchase RetentionRetention
• Relationship: Evaluating their purchase; seeking support
• Your content must… Create brand advocates & repeat
purchases
• CTAs: Invitations for feedback (e.g. Send us a Review, Give
us Your Feedback, Refer a Friend); Sales/Specials
37. Ask BDA questions: Before, During and After
• What made you aware of your need?
• What goals were you trying to achieve?
• What obstacles stood in the way?
Customer Interviews &
Surveys
38. How else?
• Ask your sales team/customer reps
• Eavesdrop!
• Q&A sites (Quora)
• Niche forums (Reddit)
• LinkedIn Groups
• Social media
• Search queries & trends
39. The tools to do this are free.
You have no valid excuses.
Google Surveys, Survey Gizmo, Typoform, Survey Monkey….
62. …And decide on how to beat it,
‘ala “Skyscraper Technique”
Helpful resources:
http://backlinko.com/skyscraper-technique
http://okdork.com/2014/04/02/how-you-can-create-content-that-generates-40000-targeted-visitors/
Unique
Voice
Better
Design
More
Current
Different
Audience
Deeper
Info
New
Format
63. Unique
Voice
“How can we say this in a way
nobody else has?”
Works best when…
• Unique connection
• Ubiquitous landscape
• Narrow/specific audience
65. Better
Design
“How can we add novelty or
improve the experience?”
Works best when…
• Design adds a new element
• Existing assets are bland/cheap
• Combined with other tactics
67. More
Current
“Can we update outdated stats,
details or procedures?”
Works best when…
• Existing content is outdated
• You can commit to maintaining the resource
• You can add new, primary information
69. Different
Audience
“Who else needs this information,
or would use it in a unique way?”
Works best when…
• Underserved market
• Substantial secondary/tertiary markets
• Audience has specific, unique pain points
71. Deeper
Info
“Can we compile the definitive
version of this information?”
Works best when…
• Existing assets are shallow
• Research is fragmented
• You have new, primary information
• You can reduce time necessary to hunt
77. “What if we don’t have time?”
• Do less, but better
• Repurpose
• Ideate all at once
• Remarket
78. “What if we don’t have budget?”
• Focus on evergreen content
• Repurpose
• Remarket
• Retainer
79. “What if we don’t have talent?”
• Stop forcing it
• Make yourself the SME
• Put creatives on retainer
• Choose a format you excel in
80.
81. All icons in this presentatiuon made by Freepik (http://www.freepik.com) from Flaticon (http://www.flaticon.com)
Thank you!
Email: joel@businesscasualcopywriting.com
Twitter: @JoelKlettke
Website: http://www.businesscasualcopywriting.com
All resources/tools mentioned, plus bonuses:
http://businesscasualcopywriting.com/bda/
Notas do Editor
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Use this slide to introduce each of your sections (as outlined in your agenda). Repeat as necessary for each separate section. Feel free to add images, screen shots, etc.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Use this slide to introduce each of your sections (as outlined in your agenda). Repeat as necessary for each separate section. Feel free to add images, screen shots, etc.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.
Copy/paste as many slides as you may need in order to complete each separate section.
Use lots of photos, graphics, screen shots, charts, graphs, pull quotes, and other elements to underscore your message and add visual interest to the slide.