Highly Effective Web Content

Highly Effective Web Content

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  Nate Warren Fusion MarketingPartners
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  Fusion Marketing Partnersis a strategic B2B marketing and sales consultancy that specializes in analyzing and adding value to every part of its clients’ marketing-through-sales processes. Nate Warren Marketing/advertising/PR writer and editor with 20+ years of experience across newspapers, startups and agencies. Nate Warren http://fusionmarketingpartners.com
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  1. A strategicview of copy and content 2. Why brand, strategy and copy must align 3. Some tools for approaching content strategy and web copywriting
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   Better targetingof key audiences  Communicate differentiators quickly and clearly in noisy environment  Better competitive positioning  Win credibility and prospect trust  Make your marketing strategy go
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  Copy is Brand Copyis Strategy Distilled Hazards of the “Homework” Approach Copy attracts your customers to your website
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  Brand Promise Website Collateral and Beyond Creating Copy from the Inside Out
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  Scenario Replacedimage centric website with content centric website targeted for visitors and search engines for the company brand and value proposition. Results • Traffic Volume Increased: Unique visitors increased by > 500%. • Traffic Quality Improved: On-message content dramatically transformed Search Engine’s interpretation of the website, improving website conversions.
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  Visitor Traffic Organic Search, Campaigns, Referrals Branding, Awareness, Pull Marketing A content rich website via Content tuned for visitor conversions feeds the sales funnel Sales Enablement/Lead Nurturing Sales Opportunities
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   Aligns withCore Strategy  Remains Audience-Centric  Quickly and Clearly Delivers Benefits and Differentiators  Drives Further Engagement (Calls-to-action)  Attracts website visitors and leads  Helps Drive Conversion
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   Confuses andBores the Reader  Hurts Your Brand  Costs You Sales
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   Step 1:Self-Audit  Crisp and Clear Differentiation  Consistent Messaging  Audience- and Problem-Oriented
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  Core Messaging: Settingthe Guidepost  Branding and messaging sessions  Biggest, fastest, best or first  50- or 100-word boilerplate  Competitive and audience frames  Keywords and key identifiers
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  Strategic Copy Areas Website  Collateral  Public Relations  Social Media
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  Planning to Execute Prioritize  Make a Roadmap  Gather Your Resources
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  Levels 1, 2and 3 Multiple Audiences and Scenarios Writing for Humans and Google
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  Information Hierarchy ofHome Page What How Why
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   The “Aren’tWe Cool” Syndrome  Not Writing for Scanners and Scourers  Not Writing for Humans and Google
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   The “Aren’tWe Cool” Syndrome
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  Not Writing forScanners and Scourers Wow, that’s a whole lot of copy. I wonder what it’s about. I guess I’d have to read the whole thing to find out, but since I’m busy, I’m going to move on to something else. Sure would be handy if they would hit key points so I could get it at a glance. Oh, well. I can always go buy someone else’s product. Wow, that’s a whole lot of copy. I wonder what it’s about. I guess I’d have to read the whole thing to find out, but since I’m busy, I’m going to move on to something else. Sure would be handy if they would hit key points so I could get it at a glance. Oh, well. I can always go buy someone else’s product. Wow, that’s a whole lot of copy. I wonder what it’s about. I guess I’d have to read the whole thing to find out, but since I’m busy, I’m going to move on to something else. Sure would be handy if they would hit key points so I could get it at a glance. Oh, well. I can always go buy someone else’s product. Wow, that’s a whole lot of copy. I wonder what it’s about. I guess I’d have to read the whole thing to find out, but since I’m busy, I’m going to move on to something else. Sure would be handy if they would hit key points so I could get it at a glance. Oh, well. I can always go buy someone else’s product. Wow, that’s a whole lot of copy. I wonder what it’s about. I guess I’d have to read the whole thing to find out, but since I’m busy, I’m going to move on to something else. Sure would be handy if they would hit key points so I could get it at a glance. Oh, well. I can always go buy someone else’s product. Wow, that’s a whole lot of copy. I wonder what it’s about. I guess I’d have to read the whole thing to find out, but since I’m busy, I’m going to move on to something else. Sure would be handy if they would hit key points so I could get it at a glance. Oh, well. I can always go buy someone else’s product. Wow, that’s a whole lot of copy. I wonder what it’s about. I guess I’d have to read the whole thing to find out, but since I’m busy, I’m going to move on to something else. Sure would be handy if they would hit key points so I could get it at a glance. Oh, well. I can always go buy someone else’s product.
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  Not Writing forHumans and Google Keyword Stuffing Example If you’re looking for tennis shoes, you’ve come to the right place. Our website is the best place to buy tennis shoes. You won’t find better tennis shoes or cheaper tennis shoes anywhere else. We invite you to What human check out our great selection of being would tennis shoes. want to read this?
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  Google interprets copyto determine the most relevant keywords When viewing a webpage, visitors see the layout, content, and images
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  1. Copywriting isn’t “homework”: it’s your brand and strategy crystallized. 2. Effective copy quickly differentiates your company and helps you generate leads and sales. 3. Make a plan to systematically execute, and remember your audience(s) with crisp top-line messaging that focuses on their problems
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  Don’t fogret toproofread!
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   Connect withme on LinkedIn: http://www.linkedin.com/in/natewarren  Follow me on Twitter: @hectorbravado  Subscribe to our blog at: http://greatb2bmarketing.com  Download all five of our presentations at: http://fusionmarketingpartners.com/revenuenorth