About the author

Jerod Morris

Jerod Morris is the VP of Marketing for Copyblogger Media. Get more from him on Twitter or . Have you gotten your wristband yet?

How Empathy Maps Help You Speak Directly to the Hearts of Your Audience

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As we enter the conclusion of our three-part series on content strategy, you should already know what your audience believes about the world and have a narrative mapped out that will allow you to confirm your audience’s worldviews.

Now it’s time to explain the final piece of the content strategy puzzle. This piece creates an emotional connection between you and your audience. It’s a component that makes your audience think: “Hey, they get me. They understand me. They know what I’m thinking and feeling.”

I’m talking, of course, about empathy — the ability to identify with and vicariously experience the thoughts, feelings, and attitudes of someone else.

But how do you incorporate that ability into your marketing? And why does this process help create a memorable brand?

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How to Ignite a Feeling in Your Audience

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Articulating the goal of content marketing, a wise man once wrote:

You lift prospects out of their ordinary worlds and invite them to consider a journey that ultimately leads to a transaction.

Easy to say. Not so easy to do.

We know that to lift our audience members out of their ordinary worlds we need to tell a compelling story — a story in which the audience member sees himself or herself in the role of hero while we play the role of mentor.

But how do we get from Point A (the concept) to Point B (the actual story that takes an audience on a transformative journey that results in a transaction)?

You’ll find out on this week’s episode of The Lede.

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The Rainmaker Reseller Program: Come See What All the Fuss Is About

Welcome to Las Vegas sign

Content marketing works. This is no longer up for debate.

Granted, there are no shortcuts. You have to publish useful content that stands out above the noise, you have to do it consistently over the long haul, and your content strategy needs to place you into a particular kind of role relative to your audience.

When you do all of this, content marketing works and you give yourself an unfair business advantage.

But there’s one major problem with content marketing.

Guesses?

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The Lede: Are You Overlooking This Cornerstone of a Smart Content Strategy?

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Yesterday, Brian Clark published a highly anticipated answer to a question that’s been on a lot of entrepreneurial and marketing minds.

If you missed it, that question is: Isn’t it time for more power and less hassle from WordPress … without breaking the bank?

The answer is yes, of course, and he provides the solution — a turnkey, hosted platform for content management that is already providing the technological engine for many smart content strategies across the globe.

But technology is just technology. It will do its part reliably, but you have to do yours too. That’s why Brian released the New Rainmaker content library well before the platform … and why the library is still available for free. He wants you to have the knowledge to actually make good use of the tools — which, after all, is the Copyblogger way.

That is why we are kicking off the relaunch of The Lede with a three-part series on content strategy, starting today.

And we begin with an element of content strategy that often gets overlooked … but that is crucial to understanding your audience intimately enough to influence it.

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Which of These New WordPress Themes is Right For Your Audience?

Image of Genesis framework on three different devices

Is your website’s design the right fit for the audience you want to attract?

I urge you to do more than simply nod and say “yes.”

Really think about it.

Who are the people who make up your audience? What are their worldviews?

And what specific design elements will allow your visitors to have a human experience on your website — the kind that lays the foundation for them to know you, like you, trust you, and ultimately join your audience?

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A Quick Note About the History of Labor Day That You May Not Realize …

This plaque appears on the memorial statue erected where Samuel Fielden was speaking when the riot broke out.

The first Monday of September is upon us, which means that it is Labor Day in the United States (and Labour Day in Canada).

Have you ever wondered why North America celebrates Labor Day in September, while many parts of the rest of the world celebrate International Workers’ Day on the first day of May?

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