Happy Memorial Day weekend! I can’t believe the month is almost over. For this last blog on Content versus Copy month, I will focus on User-Generated Content (UGC). UGC has become a big part of many companies’ marketing strategies and for a good reason. UGC is the digital version of word of mouth. UGC is…
I’m not a parent but I can imagine most parents hear the Buy Why? question from their kids almost every day, usually with a whiny tone and at a loud volume. I also can understand how tempting it is to reply, “Because I said so!” just like our parents did to us. How many of…
I wrote this week’s newsletter about the difference between long-form and short-form content. Aside from the number of words, the most important difference between the two is your intended audience, channel, and goals. In other words, strategic intention is critical to the success of your marketing content. What is Intention? I love this definition of…
Photo by Patrick Perkins on Unsplash When clients ask me for topic ideas for their blogs or content library, I always ask them, “What do your customers want?” Your customers are your best source of information for any brand or marketing question you may have. After all, they are your target audience. They are the…
Have you ever heard of a writer’s dump doc? Not a document dump, when a bunch of people in trouble release a ton of information in order to distract and confuse. A dump doc is my antidote to the scary blank Google sheet that I confront every time I sit down to start writing a…
My focus this month is on product-based content. This is a kind of content focused on promoting a product or service. The goal of product-based content marketing is to provide the necessary information to potential customers so they can make an informed decision when purchasing the product or service. Additionally, product-based content can be used…
The main difference between product-based content and other marketing content is the focus. The story is specifically about the product instead of the brand or industry. The customer is still the hero of the story but the solution to their conflict is a very specific product or service. Don’t Forget Who the Hero Is It’s…
Thought leader month is coming to an end so I thought I would share a list of some of my favorite thought leaders. If you recall, thought leaders are respected experts in a topic or field that offer useful, engaging, and valuable content. The content piece is what makes these people or companies thought leaders.…
For this week’s musings on thought leadership, I present to you, dear reader, a case study. This case study highlights ghostwritten work I’ve written (and am still doing) for a long-term client over the last two years. The Client The client provides recruitment and resources for career growth to women in the tech industry. They…
Recently I’ve been lucky enough to be asked to collaborate with other experts on content marketing strategy. Here are a few of my submissions. From Terkel — What are some questions freelancers should ask clients? My answer: Do you have a brand guide? No freelancer worth their fee would do a job without asking for…
