“Can you content my website?”
Here’s the thing you need to know when clients ask you to create content for their websites.
They don’t just need this asset called “content.” Because content marketing is more than a collection of text documents to be cut and pasted into WordPress or an email program.
It would be delightful if we could just write a whole bunch of words and call the job done. But (with the glorious exception of the email autoresponder) the real world doesn’t work that way.
Content is a noun — a set of files you send the client. But it’s also a verb — a collection of actions you deliver over time.
Almost forty years ago, storied ad man David Ogilvy sat down in an office somewhere in India and recorded a little film confessing the — as he put it — “secret weapon” of advertising that actually works.
It was a hot day, so he took off his jacket, exposing his infamous red suspenders. Ogilvy spoke simply and directly to his audience on the other side of the camera.
The prophecy he uttered in that grainy 7-minute film all those years ago has come to pass, with a bullet.
Editor’s Note: We are very pleased to announce that Joanna Wiebe will be speaking at Authority Intensive — Copyblogger’s live content marketing event in May 2014. Get all the details (and your tickets) right here.
Visitors who don’t click don’t convert.
As marketers, we know this to be true.
Your visitors can’t get through your checkout process or signup form without clicking at least one button. And that one button — like all of your buttons — can be improved on.
But we fail to optimize calls to action for pretty simple reasons, all of which are complete BS.
We need to stop ignoring the so-called “small things,” especially when conversions depend on them.