A lot of content marketing is based on the old adage “show, don’t tell”. People don’t want to hear about why you’re great at what you do—they want you to prove it. And there’s no better way to do this than with a case study.
The next time you have a free moment, take your latest piece of written content and cover up your company name. Without it, can you still tell that the material is written about your company? Or could it apply to any one of your competitors?
Information becomes content when it adds value to the customer experience. The best way to do this? Show – don’t tell. As a leader in your field, the best way to create valuable content is to showcase your talents, proprietary knowledge or expertise. Here are a few ways to do that: 1) Offer insight Sure, […]
When it comes to generating new content, many businesses tend to reinvent the wheel rather than work with what they already have. Chances are, if you’ve been writing content for a while, your next blog post is already written. Here are a few places you can find it: 1. Old content The best place to […]
The Canadian Bar Association has issued new guidelines on Web & Social Media Marketing. These were created in response to an influx of questions from lawyers looking to ensure their marketing initiatives were onside with existing regulations. Read Robert Todd’s article in the Law Times, where AR Communications’ Michael Rabinovici is quoted here, or go […]
In an earlier post, we talked about the rich resources available in the marketing communications industry. You don’t have to figure out everything yourself – you can make use of the experiences of others, and pass along yours as well.
Here are a few things to keep in mind as you’re networking:
There is a new level of immediacy in so many of the written marketing communications vehicles we use today – including blogs, micro-blogs, and Web sites you can update with the click of a button. Your thoughts can be “out there” in an instant. And sometimes that’s not such a good thing.
Here are five levels of editing you can apply to any piece of writing that will maintain your credibility online:
As entertaining as some marketing communications are, what it all comes down to is whether or not they compel the reader, viewer, or listener to take action.
People take action as a way of meeting their most basic emotional needs. People decide with their feelings and then rationalize their decisions with the facts. If you can match your offer with their needs, you’ll get better results. For example: