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.
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.
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.
“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
“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
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…
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?
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?
“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.
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.
“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.
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.”
We believe so much in what we do, we recently had to buy our own services! Read the whole story here…
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.
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.
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.
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:
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:
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.
So what do you think of this website? We’d love to hear your comments below.
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.
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.)
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.
Because, like the rating system on E-Bay, testimonials in your SEO website copy show evidence for people’s experience working with you.
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.
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:
BONUS inclusions for this workshop:
– a light lunch will be provided
– *Workshop fee is $85 dollars*
– Register Today
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.
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:
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.
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:
BONUS inclusions for this workshop:
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.
(I’m sure the company who sent it was trying to do preliminary market research.)
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.