This Simple Illustration Explains the Difference Between a Cornerstone Content Page and a Blog Post

structure your content with this simple technique

In January, we launched a Copyblogger Content Challenge mini course. It was designed to help you understand, build, and improve cornerstone content pages.

The response was immense: Almost 4,000 people signed up and in just a couple days the forum was bristling with people posting questions, comments, and replies. We were throwing back the jitter juice morning, noon, and night to stay on top of all the activity.

Now, one of the original reasons for launching this program was to teach the importance of cornerstone content pages.

And one of the most common questions that popped up on day two of this mini course was: what’s the difference between a cornerstone content page and a blog post?

Great question, and fortunately, it’s pretty easy to answer with a simple illustration. But we need to deal with another issue first.
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3 Sources of Fuel for Sophisticated Content Marketers

copyblogger collection - stimulate your content marketing results

“Don’t worry; she’s nice” is a phrase a friend might comfort you with before you contact someone you don’t know.

Once you hear those words, relief sets in.

If we know “nice” is the preferable way to behave toward others, why is it that we all encounter many people who are not “nice?”

It’s a complicated question. Perhaps everyone has his or her own idea of what “nice” is. Regardless, you have the power to choose your behavior in any given situation. You can be a considerate, respectful person to other people.

“Considerate” and “respectful” are more concrete and less subjective than “nice.”

And while “nice” is a reasonable starting place, effective content marketing has precisely defined characteristics. It’s sophisticated and goes way beyond “nice.”

This week’s Copyblogger Collection is a series of three handpicked articles that will show you:

  • How to seduce blog readers and win clients
  • How to make winning infographics without risk
  • How to delegate content marketing tasks

As you work your way through the material below, think of the following lessons as a mini content marketing course for sophisticated content marketers.
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What’s the Difference Between Content Marketing and Copywriting?

are you writing copy or creating content?

From a traditional marketing standpoint, the answer to the question in the headline above is simple.

Content marketing means creating and sharing valuable free content to attract and convert prospects into customers — and customers into repeat buyers.

Copywriting gets a reader to take a specific action. Sometimes that’s making a purchase, but it can also be subscribing to your email list, signing up for your content library, or calling you for more information.

Content marketing is blogs, podcasts, and email autoresponders.

Copywriting is sales pages, ads, and direct mail.

Two different critters, right?

Well, not if you’re doing it right.
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10 Ways to Build Authority as an Online Writer

surprising ways to build authority with your content

Picture the set of a late-night talk show, circa 1983.

Allen Ginsberg is fat, bearded, and sitting in the interview chair. Long hair grows in unruly patches from the side of his otherwise bald head. His eyebrows sprout from his forehead like wild hawthorn in bloom.

He’s wearing a tie-dye t-shirt with a hole in it. His fingers are stained from nicotine resin.

Ginsberg, a former marketing researcher, wanted to talk about the generation gap, and what he said about the challenges youth had to face actually made a lot of sense.

But although he certainly looked the part of “legendary poet,” this audience didn’t take him seriously. He simply didn’t appear to be a credible expert who they could know, like, and trust.

What was missing?
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5 Simple Steps to Breathe New Life into Old Content with SlideShare

reuse old content in a brand-new SlideShare deck

Ready to reach a wider audience without having to create content from scratch?

Repurposing an old blog post into a SlideShare deck gives it new life and adds more value to your original content.

SlideShare decks can drive more traffic to your website and help you build your email list, too.

Here are five simple steps you can use to repurpose old content into a SlideShare deck.
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Take 15 Minutes to Find Your Winning Difference

a person writing in a notebook - answer this: why you?

A unique selling proposition (USP) is the reason people do business with you and not someone else — a winning difference that sets you apart and makes you the only real choice.

Traditional marketing advice will have you lock yourself in a cave for weeks listing all of the features of your business, translating them into benefits, then somehow finding that one compelling point that will differentiate you from everyone else you could possibly compete with.

There’s nothing wrong with this approach if it works for you.

But if it doesn’t, try throwing it out the window and doing it the cheap and easy way instead. We’re going to show you how today.
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