Content marketing tools and training.
Bill was a struggling copywriter with a big idea.
He’d spend hours and days laboring over headlines, landing pages, ads, and emails for his few clients, but the results of his work were often not worthy of comment.
He’d had enough.
One warm Friday night, he decided he would build a machine — a copywriting machine — that could be fed raw data on one end, and would spit out highly converting copy on the other.
If he got it right, the business world would beat a path to his desk.
Have you ever wondered who writes copy for Google … who puts together the words on the landing pages or in the video scripts for products like Gmail, Google+, Analytics, or Nexus?
Of course you don’t (unless you’re a copywriter). Because it doesn’t matter. You just want the product.
Now.
But why is that? Why does it seem that Google’s copy is so good, that their products are so hard to resist?
Well, it’s less about the writer — and all about the audience. Or, to be clear, what their writers know about the audience.
If you’re lamenting how “boring” the niche you’re writing in is, take heart … I’m here to tell that you can make it interesting to the right audience.
The secret to making so-called boring source material work is almost shocking in its simplicity.
It’s not necessarily about conducting market research, writing style, creating expensive infographics, or the having the right connections.
When western companies first visited a deregulated India, they were licking their fingers in anticipation.
India was a country of just under one billion people at the time, and businessmen were seeing dollar signs everywhere they looked.
But, numbers alone don’t make sales.
Many companies burned themselves trying to get off the ground, because the vast majority of people simply couldn’t or wouldn’t buy their products.
They learned — after a lot of trial and error — that sheer numbers aren’t everything.
In my last Copyblogger article, I talked about how to build an agile content marketing team. This time around, I’m going to focus on how to determine the potential size and reach of your content marketing opportunity.
One way to accomplish this is to see if readers are already displaying a passion for your space. Are they looking for the type of content you’re producing, or want to produce? Are they sharing it? If you create the right content, is there evidence that they would be willing to do so?
Don’t leap to early conclusions just because you think your space is not sexy.
Who wouldn’t want to become a secret agent like Jack Bauer, Ethan Hunt, and Perry the Platypus? We all want cool gadgets, sexy entourages, and glamorous gigs.
More importantly, we want to be secret agents because they always have inside information.
And as a content marketer, you can get the secret scoop on your competitors by doing a little high-tech spying.
