What’s Content Creation? How Content Creation Services Help Companies

The first question to answer is “what is content”. Then, “how can content creation services help my business”? Your business depends on making your product or service visible to the world, and content is what gets you there. In this digital marketing era, content can come in many forms: Homepage text (your website is, after all, your business storefront), blog posts, webinars, infographics, videos, podcasts, ebooks, surveys, quizzes, and more.

No matter the form, content tells your potential customers that you have something they’re looking for.

So, to answer the title question: “content creation” is the act of coming up with that all-important text-and-image information. But there’s more to it than just writing engaging words and choosing appealing images; content creation services are also about strategically placing all that copy in front of the eyes of your potential clients…that is, your target market.

Copywriting Is A Strategic Content Creation Service That Drives Traffic To Your Website

When you have identified your target market, your business growth depends on attracting them to your website, and then providing relevant content that addresses the needs and desires of that market. This keeps them engaged with your product or service and makes them want to share it with others.

5 Ways Your Content Brings Customers To You:

  1. Well-placed keywords and strategically worded copy attract readers to your site.
  2. An enticing homepage keeps them there.
  3. The good content that readers see on your site educates them about your product without ever having to force a sales message on them.
  4. Ongoing copywriting, website development and design ensure the site is easily navigable and meets the reader’s needs.
  5. Strategic calls to action (created by copywriters) further engage the reader, generating leads that eventually result in sales.

content-creation-services-body-1 What's Content Creation? How Content Creation Services Help Companies

Here’s 3 Ways Good Content (And Content Creation Services) Drives Traffic To Your Website

  1. Blogging: Maintaining an active blog allows you to prove that you’re an expert in the product or service you offer. Even better, blogs are very shareable; when your readers share your content on social media, you become further established as an authority. This generates more traffic to your site. Companies that published 16 or more blog posts per month got 4.5 times the leads than companies that published 0-4 per month (Hubspot).
  2. Email campaigns: Emails can reach a large market for very little cost. Target only those potential clients that you know are looking for your product or service – your target market or persona  – and use well-thought-out and well-written content.
  3. Social Media: Being active on a social media that suits your product or service is an easy and necessary way to connect with potential clients, convert them into customers, and then stay connected with them. Copywriters use these platforms strategically, sharing unique, fresh, relevant content at the correct frequency.

Good Content And Good Strategy Puts Your Product Or Service In Front Of People

e8d91bf4-fead-4036-9198-a54b950cc5e5 What's Content Creation? How Content Creation Services Help Companies

You’ve probably figured out by now that content creation is a constant, ongoing task. There’s always a need to write a new blog post, update your website, Tweet, and more.  This can be overwhelming. You and your staff don’t always have time to focus on content.

Good content creators (that is, good copywriters) can help. Their job is to be experts in content creation and strategy.  Get this free infographic to help you use your website to market your business better.

“I recommend Tangible Words those that need help with content…”

“Tangible Words provided expertise that allowed us to create a road map and kept us focused on timelines so that we actually accomplished our goals.

Alysha is very motivated and kept the project momentum going through difficult times.  She is amazing at bringing a team together and driving towards the milestones.

Yes, I would confidently recommend Tangible Words to others who need assistance with copy, project management or an external mentor/teambuilder.”

– Tammy Sager, CMC Microsystems

“Tangible Words listened to us and made great copywriting choices.”

“It was very apparent Tangible Words listened to what we were looking for by the copywriting choices they made. After the 1st draft review, Dan and I both felt Tangible Words had a great understanding of his business and trust Tangible Words to make the right decisions. Well done and appreciated.” Kimberley Day, Sonshine Hot Tub Services in Ottawa

Canada’s Anti-Spam Laws (CASL) – Do you Need To Panic?

There has been a lot of talk about Canada’s Anti-Spam Laws (CASL) coming into affect on July 1st, 2014 – but the real question is: does your business need to do anything different?

Our copywriting company has received a lot of emails the past two weeks with this general sentiment: “Opt in now! If you do nothing, we’ll kick you off of our list.” Hmm…this might not be the best approach. These businesses may be following the ‘next bad idea’ and truncating their list when it may not be necessary. Here’s why…

Copywriting Best Practices for E-newsletter Content Strategy

Firstly, as long as your business has been working with an email service provider like Constant Contact or Aweber, and you’ve followed their recommended process to build your list (what Tangible Words has always recommended) then everyone on your list should have already given you explicit (e.g. filling in a form) or implied consent (e.g. verbal) to receive your e-newsletters. Make sure to keep your records of any forms that gave you explicit permission.

Secondly, Businesses have 3 years to get permission for any ‘implied‘ consent. Why not call up your list members – creating a great sales opportunity – and talk to them about whether your email content and services are a good fit? If you’ve been trained in Sales like our Copywriting team has, you know this phone call could lead to great sales conversations, now and in the future — and isn’t lead generation the whole point of your e-newsletter anyway?

Are you a Business who didn’t get permission to add people to your Business E-newsletter List?

It seems to me, that basically the new CASL laws exists so that from now on everyone will be forced to use a mail provider like Constant Contact, instead of using Outlook.

Or CASL might finally stop those ANNOYING “low skill networkers” who go to an event, palm a bunch of business cards who they then load onto their E-newsletter list without asking permission (Very Rude, and a great way to prevent any relationship from blooming). On a side note diatribe: this is perhaps the world’s greatest content Marketing #FAIL. If you don’t understand that content marketing is about nurturing relationships  (not destroying them for solipsistic self-promotion), you simply should not be forcing your “non-content-marketing” down the throats of every puking recipient. Get a content strategy that works, call up your list members and see if they’re into what you can offer THEM—WIIFM, right?

So Hooray for industry changes: CASL is a ruling for laggards. It’s kind of like the new Google algorithm which forces people to use copywriter best practices instead of blackhat SEO. All of Tangible Words’ clients were already compliant.
But the worst reaction, most panicky, ill-advised reaction to CASL is to send them a one-time email saying, “Click or I’ll drop you.” It’s a well-known fact about e-newsletters that not every recipient opens and reads each issue. So get permission, but don’t only give them one email they might not ever see!

Instead, why not rebuild and strengthen your list in a relationship-building manner

A personalized needs analysis phone call to each company is one awesome prospecting idea. If somehow you don’t have the phone bandwidth to speaking with everyone on your list (maybe consider hiring a sales desk team who can – ask Alysha for a referral to an awesome sales desk in Ottawa) than how about a sales-friendly reminder at the top of your next issue saying, 
“We think you’re on this list because we have a relationship and you’re interesting in learning more about [insert content strategy of e-newsletter]. But if we’re wrong, you can “unsubscribe” here at any time now, and in the future.”

Now that we’ve covered CASL’s purpose, in the next article we will discuss a 9-point CASL summary so you can get CASL compliant if you aren’t ready.

An Awesome Example of Content Marketing & How to ‘Bend’ Your Images

Linked In served this up to me today and I immediately wanted to giggle – which is an awesome reaction for content marketing. Here an ordinary article is talking about an ordinary topic, “should you leave your job” – but the image they’re using so perfectly lends itself to the topic that it brightens the topic and makes the content marketing article doubly effective.
Who didn’t enjoy the Office Space character of Milton? My friends and I spent an entire year saying “I could burn down the building” after seeing that movie. His character was ridiculous and magnetizing.
LinkedIn-social-media-image-300x269 An Awesome Example of Content Marketing & How to ‘Bend’ Your Images
So, to put in a photo of such a character, disgruntled with his employment, as the image complement to your article “unhappy with your workplace” is pure genius. It’s called a ‘bent photo’ in advertising and it’s far more effective than just putting up a photo that duplicates the content.

Top Tips for Improving your Content Marketing Based on this Awesome Example:

  1. Choose a photo that complements your content. So if your article is “Don’t text and drive”, most people would choose a photo that explains the headline. However, a cartoon, or image of a person driving into a tree will be more (*ahem*) “striking” to the audience.
  2. Don’t be afraid to borrow from pop culture. I get tired of people advising others to “be funny” in their content marketing. It’s such lame advice because most people aren’t “stand up comic” funny – and that’s normal. A better piece of advice would be “show your sense of humour” in your marketing materials. You might not be the originator of the joke, but your ability to cite someone else’s “Funny” still puts humour into your article and builds a sense of community with your audience, in that you laugh at the same jokes.
  3. Always use images to complement your social media posts. Images make the 140 characters stand out more, so stick an image in as much as possible — even if it’s just an image of a quotation (words) it’s still ideal to have one in all of your social media posts, like Linked In, Twitter and Facebook.
What are your favourite examples of content marketing? Leave a comment below of ones that stick out in your mind.

How a Great E-newsletter Broke the Sales Process

I just received an e-newsletter with a headline that startled me so much, I had to open it. I got an email from Twitter Counter saying “53 people unfollowed you on Twitter”. I thought, “What the hell did I post about to deserve that?!” And had to open it even though I was in the middle of something else.

It turns out, it was just my regular Twitter Counter digest telling me the followers I gained, but they had an article showcasing a new feature that tells you how to track Unfollowers, a feature not previously available.
enews-blog-article-300x265 How a Great E-newsletter Broke the Sales Process
I was intrigued and took the required action – I clicked on their link to read more, with the intention of doing what they told me to do: turn on this new feature before I forgot about it. They used the “Offer, Incentive, Action” formula I’m always talking about in our content marketing workshops perfectly.
Their e-newsletter did what it set out to do: it got me to open the letter, read it, engage and then take action. Excellent work.
However, that’s unfortunately where the excellence stopped. The page the link took me to confused me! The email said, “activate the free Unfollowers feature”. So I thought this was a new feature in my account. Instead I was taken to a link showing all the types of paid accounts. The action I took was so disjoint from the next steps,  I quickly got out of there by clicking somewhere else, now frustrated and in a rush to find what I was looking for. I didn’t. The result?  I left their site. And not only that, but I left their site with a bad taste in my mouth about their brand.

Using the “Free” Word is a Copywriting Trick, and It Does Work.

But you have to still make your instructions clear. If they had said “on your premium account” they would have got a better sample of click-throughs by collecting buyers who were more prepared. Instead, I was so confused by the website landing page, that I didn’t even take the time to process what they were asking me to do next. I just left.
However, even the misleading language in their newsletter could have been overcome if their website landing page hadn’t relied on pictures alone! There was no text showing me what I should do, or to help me process the images I was staring at. I like pictures as much as the next person — but we still need benefit-driven text (copy) to finish the sale. Too many people think pictures are enough on websites and they let their copy slide off the priority pile.

There is no sale without carefully crafted copy.

And the sooner organisations stop thinking about their websites as a visual display alone, the sooner we will have a better internet filled with happy users going to the places they actually want to go.

And I’ll tell you one more thing about making sure you think about the words in your online messages first: you’ll stop overspending on your websites.  I come across too many organisations who are obsessed with getting a new website, they go through a massive RFP process to select a developer/designer with a BIG budget in hand—only for them to realise 3 months later that they have just done a massive #Fail (again) with their website –  it’s only slightly prettier than the last version of their site. All of the content problems of the last site were downloaded to the new site.
They had a chance to really assess how the site’s content should be laid out for user-friendliness and effective sales
—and they missed it completely by thinking they didn’t need to work with a content strategist and copywriter along the way. “OH, we’ll do the writing in-house”…FAIL. It’s like buying a new computer and installing your last computer’s viruses and data problems on to it! You worked with a design expert to get your website redone, why wouldn’t you consult the information experts at the same time? Instead, people think that because they can write a complete sentence, they understand how to put a website together. Sorry for all the emotion, but it’s tiresome watching people walk into these walls.

How well an e-newsletter and your website can team up to create an effective, awesome sales process

The experience I just had is a perfect example of how well an e-newsletter and your website can team up to create an effective, awesome sales process — and how critical it is that the campaign is well thought out. What are you really going to sell at the end of this e-newsletter? If you don’t have the user’s action path well laid out, with persuasive content along the way, you won’t be doing your brand justice, and you won’t be making the sale like you ought to.

What ROI You Can Expect From Tangible Words Website Copywriting?

  1. Reassure prospects you’re the right choice with USP-focused website copywriting.
    “We’re making 3 to 4 times more sales each week – our online sales have increased 340%!Topsy Farms.
  2. Become top of mind with your customers and prospects: offer content across multiple channels.
    “Now we have expertise, a road map, and someone achieving project momentum, even through difficult times.” CMC Microsystems.
  3. Stay relevant to search engines so you’re found faster. 
    Our Website is on page 1 on Google. I have been getting inquiries from there! – Reliance Recoveries.


Getting it Done vs Getting it Right When Writing Content Online

My younger cousin was applying for a scholarship recently and asked me to pass my eyes over his application to see if I thought he’d clearly answered the questions, and to make sure he hadn’t sold himself short.

Wouldn’t it be easier to implement all feedback at once?

First I asked him for the Word version, and then I sent him some quick feedback on Facebook (our message medium). Later, he sent me the Word version and I asked him if he had implemented my first set of feedback. He hadn’t. And I don’t blame him, he was thinking like his education system had inadvertently trained him to think: “Wouldn’t it be easier to implement all feedback at once?”
But actually, once we are starting to write content online, we need to think like professional writers so that we can utilize the best practices of writing in an age where content marketing is prolific and we’re asked to read lots of words each day.

Professional writers know that with every pass at a document draft, we make it better.

Every time you work your ideas and rework them, you’re improving the message for the end user.
That’s why part of our quality assurance process for Tangible Words website copywriting and content marketing is to draft and edit your content 8-10 times in house before we ever present the copy (for websites or anything else) to the client.
First our copywriters are asked to draft an early draft 2-3 times on their own. This way they have brainstormed the topic and organised the ideas, a 3-step drafting process on its own.
gathered-around-computer-150x150 Getting it Done vs Getting it Right When Writing Content Online
Next, the copywriting comes to the desk of the Principal Copywriter for the file, where it is worked over 2-3 times, with a balancing check of re-brainstorming based on the Brief to make sure all the company’s ideas were included in the copy.
Finally, the copy is presented to the client, who gets to use their industry experience to help with minor edits like adjusting wording and phrasing that they feel better suits their comfort level. This happens in the form of another 2-3 drafts.
This is a highly intensive, quality-assured copywriting process that Tangible Word’s content marketing firm follows, because we know the importance of organising your ideas before working on the phrasing.

Re-Writing Your Website? You have a Decision.

So when you’re working on Draft 1 of your website, and you’re still exploring what your company will do, and what value you offer prospects–that’s a good time to consider what you need.
Using a cheaper writer on some place like ODesk, etc. where you’ll be able to find a journalist trained or English degree holders keen to practice their writing skills. Or a professional website copywriter, trained to write online with your clients in mind and who knows there is more to writing content for your marketing than just getting a few clean sentences down.

Food for thought? Or perhaps you should vote?

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“Tangible Words’ Website Copywriting &Customer service is top notch!”

I was daunted by the task of rewriting my website content.  But Tangible Words’ customer service made it easy, and their website copywriting gave me the results I wanted. I’ll happily recommend Tangible Words’ services to anyone who needs new website words, but doesn’t know where to start.  Now I am proud of the messages on my website.”– Patricia Gordon, Your Gourmet Lady, Sunset Gourmet.

3 Things Holding Businesses Back from Doing Content Marketing

I was just reading, “11 Strategies To Massively Grow Your Network Marketing Business“:, which was a link on my WBN Ottawa LinkedIn Group digest email this morning. I’m not technically a Network Marketer in it’s definitive sense, but I try to listen to what advice this industry disseminates because network marketers are keen on some things that are very important to me and my clients: sales, content marketing and relationships. Pretty generic, huh? Isn’t that important to all businesses?
Well, here is exactly my point.
When I read this article this morning, I thought – yes, there are some good tips in there about the kinds of things you can do to build your business. One of them is having a positive mindset and taking rejection well. That’s a very real sales principle any sales person needs to know.

On the marketing level there are even more tangible tips in this article: “Advertise webinars” (so lots of people can sit in at once), set up a list and send out valuable messages to make people want to listen. “Run a Facebook group” that attracts like minded people.”

I bet when you read those tips, you’re thinking: these are all great ideas. Which, I thank Eric McLaughlin for sharing again concisely — even if you’ve heard them before, they are a good reminder.
But, for those of you who already know these are good things to do, and you want to be doing them, but yet, they aren’t being done, here is my message to you. I want to extend these tips into something more tangible for you.
If you’re like me – there’s no question in your mind that “content marketing” works, and that it can work well for your business. However there are three things likely holding you back from doing content marketing:
  1. Time to set up the creative space to think about implementing them.
  2. Figuring out what you would say in each of these messages that would actually BOOST your brand and thought leadership (rather than annoy your list of contacts and interrupt them).
  3. Deciding what software to use.
So how to fix them: try this Free E-Course on 7 Steps to Improving Customer Engagement. Hopefully the questions and exercises will give you some ideas and direction. You will also receive a special Whitepaper on “How To Fix Your Website Content”.
Improve-Your-Website-Content-300x70 3 Things Holding Businesses Back from Doing Content Marketing

A Website Content Rewrite: Case Story

We believe so much in what we do, we recently had to buy our own services! Read the whole story here…

Before: Tangible Words had grown so much our website was no longer accurate.

Here were the problems with an inaccurate website.

1. The website no longer portrayed the company we had become to our clients. In 2011 and 2012, Tangible Words created a burst of new products (like the Workplace Grammar Program, E-writer Content Marketing Training Programs) to suit our expansion from Australia to Canada in 2011.

Old-Home-Page-Tangible-Words-1024x673 A Website Content Rewrite: Case Story

Our Old Home Page

2. The lack of new product representation on our website meant we were giving our target audience inconsistent communication, which meant our website wasn’t working like the sales tool it could be. We were telling customers what we could do—but when they went to our website to quietly read about services like our Content Partnerships– they weren’t getting reassured about what we could do for them.

3. We knew we had changed, but we couldn’t rewrite our website until we had all the right ideas. Truthfully, before August 2012, we knew the website was out-of-date. And as a website copywriting company—naturally we were eager to fix it right away. But there was one major problem: we were still in a major growth spurt, which meant we were constantly evolving, and testing new products. As a result, we couldn’t quite pin down the company we now were.

Old-Webpages-for-Tangible-Words-300x24 A Website Content Rewrite: Case Story

Our Old Webpage Titles

And, if you’ve worked with us before, you know we can’t adjust the words if the ideas aren’t right.

After: Using the exact Q/A Process we use for our clients, within 5 weeks Tangible Words released a completely new website. 

Here’s how we fixed our website and turned it into a powerful tool in our sales kit. 

1. Using TW’s Q/A Process, we applied the same external perspective onto our business to gather all ideas in the team about who we are, Copywriting Projects and Training Programs we do (and have done), and who we like to work with.

Tangible-Words-Website-300x201 A Website Content Rewrite: Case Story

Our New Website After Website Content Rewrite

2. We created a Communication Plan and Content Strategy for our website to outline what we should say to prospects to help them understand how we help.

Tangible Words’ website rewrite consultation process helped us realize we were no longer simply a copywriting company; our recently articulated Q/A process (in conjunction with our consultation services and training programs) had turned us into a Content Marketing Company who employed (trained) copywriters.

3. Once we knew what words should be on our website, we had to work out how to organize that information on our website. We story boarded every page:

  • To assign the messages from our Communications Plan to logical pages, avoiding unnecessary repetition.
  • To plan and group pages according to target market interests. We mapped the various pathways readers might take through our site, and planned interlinks to make it easier for them to navigate the information.
  • With our new site map of pages, we were able to get rid of the pages on our old website that had become obsolete.
Data-Architecture-for-Tangible-Words-1024x338 A Website Content Rewrite: Case Story

Site Map for Our New Website Content

4. Now we were able to write Draft 1 of the new website copy. Once we had our ideas laid out and organised, we were ready to start drafting the copy. Our trained copywriters had to take everything we had done so far, and write copy according to various TW principles:

  • E-literacy principles so the text would be more legible to behind-screen-readers.
  • WII.FM principles – we needed the copy to be meaningful to our customers.
  • SEO principles – we needed the copy to talk to Google.
  • Friendly navigation principles – we needed links to our other pages to build credibility with readers.

5. Then we completed two sets of edits on the copy.

6. We also added in the Web Designer Liaison Service to make sure the design showcased the words as our copywriters intended.

  • Further, we edited some of the plugins we’d been using, so that they were more customer-friendly. For instance, we swapped Olark Live Chat for VCita’s Live Contact form so that our prospects could surf without interruption and be assured that they could ask a question and get a quick response.
  • We improved our Contact Form to make it more specific to prospect’s problems.
  • We protected the site against spammers while still making our contact information easy to find.

So what do you think of this website? We’d love to hear your comments below. 

How To Stay On Top of Your Online Content Writing This Year

Search Engines want up-to-date, frequent, quality content, but how do you keep up? Go through this checklist to make sure you are spending your time on the right things.

  1. Before re-writing your website content, create a storyboard to avoid redundancies.
  2. If you are redesigning your website, don’t forget the content must work with the design.
  3. Are you communicating your timeline and needs (like future blog functionality, or Google Analytics) with your developer?
  4. Create an editorial calendar for your business blog, social media, and your e-newsletters.
  5. Wondering if your website is even working? Get a customized report and consultation that you can share with your team to discuss the good, the bad and the unknown about your website.

Why do people care about testimonials?

Are business testimonials important to your prospects?

We have discovered the best way to get testimonials for your business; but our clients often ask, “how important are testimonials anyway?”

You might be leery of collecting testimonials because the word “testimonial” brings up uncomfortable feelings for you. True, the word “testimonial” sounds like something “almighty” and religious–and most people are wary of being religious in a business environment. But beyond this argument, there is much stronger reason for collecting testimonials (or “recommendations” as Linked In more aptly calls the valuable process).

With so much competition and many businesses unfortunately claiming the same old boring thing on their website (if they can’t afford a copywriter, or haven’t considered using one yet) offering prospects “customer insight” into your business is a powerful way to give a true perspective on your company.

Sure, businesses always choose their best clients to provide a testimonial: but does this make it less real? Not really, the information is still true since these clients did have a good experience; clients aren’t going to lie.

Testimonials can substantiate claims that are otherwise hard to prove. A prospect’s insight on a company’s professionalism, affordability, timing and even, personality, helps potential clients get a better picture (and feel more safe) about choosing to work with your company.

Thus, testimonials can encourage a purchase by helping the prospect move more comfortably along their decision making path.

Besides, customers will talk about a company in an anecdotal (story) way, which is more interesting to read than the unfortunate academic style of writing you may mistakenly be showcasing on your first website. (Ask for a Website Content Audit if you’re guilty of not understanding how people read online!)

Now we know, you may feel sheepish about asking for a Testimonial, and even when you do ask, your clients simply feel “too busy” (or “too stressed to have to write something down about you!”).

So to take the pressure off of everyone, we offer a “Testimonial Collection Service”  to our website copywriting clients. Often this service lends itself to easily creating  case stories, and samples, further giving prospects a comfortable window ledge to sit on as they view your company before making a purchasing decision.

Don’t give up on having client recommendations or testimonials on your website – if you use them, you’ll already be turning your website into more powerful sales tool.

(P.S. You and your team can further learn how to turn your website into a powerful sales tool in the Website Content Workshop – yes Tangible Words run it at your headquarters – call Vicky toll-free on 1 855 287 3311 to organise.)

Certatech Telecom Professional Service Firm Website Content Case Story

Before: Certatech (telecom professional services firm) had these problems:

  1. Never really were happy with the content. Their website didn’t say all they could do.
  2. Certatech Senior Staff and Partners felt the information on their website wasn’t: professional, consistent, or representative of their company. Certatech offers a  professional service to other companies (B2B) so for credibility, their website copy needed to communicate professionally. They had a large website (15+ pages) that needed updating – both in design, and in copy.
  3. To handle the amount of work required to put the website they wanted together, they didn’t have the in-house staff (trained SEO copywriters) to write or produce the website.
  4. The Certatech team was at 6s and 7s about how to improve the website. The team needed to be unified, and a process for collating and sifting through everyone’s ideas, and all of their old marketing materials was required.
  5. There was a significant amount of technical content which previously written by non-professional writers, was not necessarily interesting to the readers of their website. They wanted a blend of technical and non-technical presentation of their content for their technical and non-technical audiences.

After: Tangible Words (Melbourne Copywriting) Improved Certatech’s Website Copy:

  1. Certatech gained a PROCESS to get their website copywritten done. Tangible Words collated  their old content as well as the opinions of the Certatech team’s key decision makers and technical experts. Plus Certatech now had a process for agreeing on the content of the website as well as the final words. Two sets of edits on the Creative Brief and the final copy helped decision makers agree and become excited about how their new website would communicate their services to current and future clients.
  2. Certatech gained MANAGEMENT of the website. Their Melbourne copywriting firm worked with the web developers to integrate the new copy with the new design. Tangible Words worked directly with web designers so content was tailored to suit images and design layout.
  3. Certatech gained the skilled copywriters they needed to incorporate copywriting techniques to suit their various audiences and to write about their technical information.
  4. The final result: Clean, professional content with built-in graphical text was able to attract the appropriate audiences. And a clear simple explanation of what Certatech does and who they serve was professionally communicated in a way that better suited their brand.

And here’s what Certatech had to say about the experience of working with Tangible Words. Read through other case stories where website copywriting has assisted businesses.

How to get Testimonials for Your Business

Because we’re living in a cynical shopping age, Testimonials on your website have become more important. Your copywriting firm (all over the world-Melbourne to Toronto) knows this, but do you?

Unfortunately, the term “testimonial” tends to connote (disdainfully, for some audiences) an image of a preacher thumping some holy writ text and declaring evidence for his deity. That’s not the kind of testimonial I mean.

Testimonials should be given by customers to companies. Testimonials  create trust with your audience as they show the typical experience your customer has with your company. By nature, testimonials should never be purchased, but given sincerely.

Why do testimonials create trust with strangers?

Because, like the rating system on E-Bay, testimonials in your SEO website copy show evidence for people’s experience working with you.

Do you always have to have a testimonial?

You should be building evidence throughout your entire website copy. It’s no longer good enough to have unsubstantiated claims in any of your sales and marketing copy.

Unfortunately, because we grew up learning to write in an academic culture (and few can claim that they mastered it) customers aren’t’ always able to write meaningful testimonials for us. And you don’t want to have a whole bunch of testimonials just saying the same thing, or being “fluffy”: which is, to say something that doesn’t really tell the stranger on your website much about what it is like to really work with you.

How to get testimonials for your business you want instead of “fluff”:

  1. Write what you’d like them to say, and get them to sign off. Time and use of language are not always available to the customer so writing someone meaningful about your work together is often more expedient.
  2. Have an external party Interview your clients with a set of questions. Make sure that external party is qualified to ask the right questions so that when your customer gives a “fluffy” answer, they are able to help the customer clarify what they meant.
  3. Order the Testimonial Collection Service from Tangible Words (yes, we do #1 and #2 as well as integrate evidence meaningfully into your website copy)

Blogging Series: Plan Your Business Blog with an Editorial Calendar

Writing online content consistently is one website copywriting technique you should pay attention to. Many small and medium businesses are now using a business blog to add this content. However how do you make sure it is being done?

An Editorial Calendar for Your Business Blog is Essential

Blogging-Calendar-144x150 Blogging Series: Plan Your Business Blog with an Editorial CalendarWe have just been working on continuing our editorial calendar and it occurred to me the importance of this activity for all  businesses.

Many of us when starting a blog, have a few great articles in mind, but after they have been published, what next?

To build an effective blog, you should always start with a content plan and then an editorial calendar. Not only do you not want to run out of things to say, but you also want to think in advance, how you want your readers to go through your content, and what type of content and frequency they would be interested in.

Categories should be planned for your business blog

When planning when to write your blog articles, think about how you are going to categorize them. Categories is like filing. You want to make it as easy as possible for your readers to find your articles and more importantly, articles they are interested in.

3-Steps to Planning Your Editorial Calendar

1) After completing your content plan, decide on what categories to file each blog article into.

2) Consider the frequency of your blog articles. Do you want one blog article a week? a month? 5 per week? (Keep in mind that in order to make a significant impact on search engines, consider publishing a minimum of 4/month but more effective 20/month).

3) Choose specific dates or days of the week for your blog articles to be published. Also ask yourself, do you want similar topics being published in row, or scattered throughout the month?

Other ideas and tips on business blogging:

Learning to Use WordPress for Your Business Blog – Kingston

Been wondering about how to get started—and make the most of—Wordpress for your business blog or website? WordPress is a CMS (Content Management System) letting you publish freely so you can update content and features as easily as you would on Microsoft Word.

Everyone keeps talking about WordPress because it’s the #1 Free Online Blogging and Website Software. This full day workshop will save you the time it takes to familiarize—and master—Wordpress whether you’re a business blogger or using it for your business website. BRING YOUR LAPTOP so you can play, ask questions and discover how this innovative Web 2.0 software can boost your business online.

You’ll leave knowing:

  • How to publish content – and schedule it in advance.
  • How to control spam and what other people post on your blog.
  • 7 Essential Free Business “Plugins” for your site.
  •  The connection between your business blog and Search Engine Optimisation (SEO).
  • How to blog more effortlessly.
  • PLUS – You’ll have time to create a business blog!

BONUS inclusions for this workshop:

  • One-on-One assistance working through WordPress Software
  • ‘Top Tips Using WordPress for your Business’ e-Book


– a light lunch will be provided
– *Workshop fee is $85 dollars*
– Register Today

Is there a gap – what your website says you do and what you really do?

How well does your website content promote your company?

79% of people who want your service, are using the Internet to judge you.

If you’re acutely aware that the flaws in your website are worse than a divet-filled golf green, it’s time to think about redeveloping your website design—and your website content.

To minimize the “gap” between what your website says you do, and what you actually do, consider an internal team-meeting, or an external professional consulting service to help you articulate what you do and what your customers love about your services.

Three Ways To Improve your Company’s New Website

1) Planning your website content with a website storyboard is one of the best ways to ensure your company message is communicated in a way your customers will want to listen.

A website storyboard should be much more thorough than a list of page names. Think about:

  • What content you want on each page? Don’t be repetitive, each page should be unique.
  • Does the content speak in the language of your customers?
  • Are you clear on what your company can actually do for your customers?

2) Use Graphic Text (Headlines, Interlinks, bullet points, etc.) to make it easy for the reader to go through your website content. Get rid of all that long text you likely have on your old website and break it up using graphic text.

3) Offer, Incentive, Action – after you have spent all of that time and money to make sure that people find your website online, now you need to make sure they actually “DO” what you want them to do. You don’t want them to just visit and leave without contacting you, buying something, or at least downloading helpful information.

Other helpful Content Marketing articles:

How do you write website content that builds rapport?

Is your website content grabbing all the business you can?

Not sure where to start with website copywriting? Join us at one of our workshops or webinars.

How to Improve Your Website Content and Build Your Business workshop

March 21st, 2012: “How to Improve Your Website Content and Build Your Business’ workshop – Markham
– 1pm to 5pm; Hwy 7 and Warden.

Here’s a workshop to help you transform your website into a powerful sales tool. You’ll learn and apply 5 strategies to make your website content compelling to prospects. Understand how people read online, discover how to share your expertise, and get feedback on your writing all under guidance of an e-literacy expert and website copywriter.

Learn from multiple examples, asking questions and time to rewrite your website homepage. So you will leave the workshop with:

  • A Storyboard of your website content
  • Headings and subheadings that work more effectively
  • Content focused on your customer (WII.FM?)
  • Guidance on language and online writing styles
  • A plan of action to start relationships with your website visitors

BONUS inclusions for this workshop:

  • “How to use Twitter for your business” e-book
  • ‘How To Fix Your Website Content To Attract More Prospects’ – E-book

Sales & Online Content Marketing: I was recently asked this question…

Today I received either a personal or a generic email–I couldn’t tell.

If it had totally convinced me that it was personal, I would have taken their call to action (which was to join a certain Linked In group). As I wasn’t convinced that the content was addressed uniquely to me (and therefore unconvinced that the person was interested in an actual relationship with me) I did my own call to action. (And if mixing your messages results in this kind of customer disobedience–are you wondering what your online content marketing is really saying to your customers??).

And my own call to action: was to politely and contritely reply after snooping the link that I was supplied.

The Sales and Online Content Marketing Question I was asked in the email was “whether a lead was ever worth $500.”

(I’m sure the company who sent it was trying to do preliminary market research.)

I went to the link and decided that qualified leads all come down to the messages you give people about your company.

First, I skimmed the comments on the post. There were over 400, so I didn’t spend a lot of time on it. After scrolling the first two, I realised the conversation was simply an aged (and inherently-flawed question); it must only be a question asked by people who were selling leads for $500 because the answer is too obvious for the rest of us.

You can see from the comments, many people, more qualified than me, have given logical responses to this question; everyone in business accepts that it is more expensive to find a qualified lead then to have one given to you. You only need to look at the burgeoning referral marketing industry to realise that.

As a content writer for businesses I don’t think it’s the refusal to acknowledge the value of receiving qualified leads–it’s the lack of knowledge as to how to educate people about what makes a qualified lead for “my business.”

I’m so busy helping established businesses really figure out “what they sell–in the language of the customer” (a website copywriting technique) that I have come to determine too many businesses do not know how to communicate “what a qualified lead would be for me.”

Thus we remain sceptical of other people who think they can deliver a qualified lead to us.

When in fact, the problem lies within.

Then I apologized for my blunt delivery to the person who wrote to me for my opinion. I assume they were looking for honest communication, not marketing fluff, which is why they received my tort response. And if you are looking for honest communication–I do want to connect on Linked In.

PS – Have you ever led a presentation and noticed that the people were seemingly uncooperative about answering the presenter’s questions? Often the problem lies in the phrasing of the question–and it is actually the presenter’s fault. Are you interested in learning more about running great presentations — we have lots of posts about successful presentations–and we’ll run a workshop just for you about it, all you have to do is ask.