You may have heard of Paid, Earned and Owned Media (POEM) or it may be new to you. Yet POEM is becoming increasingly important for getting to a good position in web searches, and analysing the success of your campaigns.
Copywriting for content marketing is a balancing act. You’re trying to create something that’s not too sales-y but that doesn’t feel like a wet blanket.
In content marketing pretty much everything we write has the central aim of obtaining and developing leads. But transforming a prospect into a definite, interested lead isn’t easy, particularly when B2B customers have become increasingly cynical about any form of advertising or paid media. A recent study by contentplus.co.uk found that 70% of business decision makers prefer to get company information from an article rather than an ad.
A few years ago people used to say that your website was a shop window for your brand, but since then we believe it’s evolved into so much more. Not only should it be showing off your wares but also be packed full of dynamic content. Rather than a shop window it should be more of a marketplace with visitors picking and choosing great quality food (i.e.content).
It’s not unusual for marketing departments to produce regular e-newsletters. The aim is to inform their prospects and customers of new content such as blog articles and news stories, all wrapped up in a pretty html template.