The Power of Content Marketing


While I was preparing to get back into copywriting, I kept hearing about content marketing. To me, content was a vague term that had something to do with writing articles for the internet. My interest grew when I read a post by Joe Lasauskas of Contently, a leading content marketing platform. It turns out he’s a big believer in the power of storytelling in content marketing: “As human beings we are programmed to respond to stories,” he says. “Stories make us remember, and they make us care.”

That encouraged me to do more research on the process, and I found many more references to “storytelling.” The term was used to describe a method of presenting information in an engaging, personal manner, rather than through the use of facts, graphs and promotional hype.

Well, now…In that sense, I’ve been creating stories my entire career, first as a journalist, later as a copywriter, and finally as an author of novels. I decided to look even deeper into this content thing. Here what I found:

When you write content, you focus on your customers and prospects and what’s important to them–-mainly themselves. You write to inform, engage and entertain in order to build loyalty and trust, but it isn’t content marketing unless it drives action—for example, customer retention, lead generation, or conversion, which all lead to increased profit.

Content marketing fits perfectly into the digital world, and it fits perfectly with my talent, experience, and mindset. There’s nothing wrong with traditional marketing. There’s certainly a place for it, but it’s usually only effective when a prospect is ready to buy. The other 99% of the time, companies have come to rely on content marketing to lead people in that direction.

So now maybe you understand why I’ve added content marketing as a new phase in my profession. Here are some of the main types of content that I can help you with:

  • Blogs
  • Newsletters
  • E-Mail Marketing
  • Lead Nurturing
  • White Papers
  • Case Studies
  • Trade Journal Articles
  • E-Books

All of the above can provide great value when the need arises. The heavy hitters, though, are blogs and newsletters. 

When you publish your newsletter, ideally once a month, make sure it contains mostly original material, not canned stories. Show your customers that you think they’re worth the effort. Base the stories heavily on things you and your employees know from experience that your customers are concerned about or interested in.

Your blog can be a powerful website addition, so try to post an article once a week if possible, to gain more traffic. Google rewards quality (in this case, original work) and consistency more than keywords these days. 

As an experienced copywriter I can also help during those times when you do need promotional material like ads, brochures, e-mail and direct mail.

Here’s my method:  Once we agree on the basic parameters of a project, I estimate how much time it will require, and then I work up a quote. Based on that, I draft a letter of agreement which describes the project, my fee and the required completion time. After we both sign and retain a copy of the letter of agreement, I’ll get to work.

I guarantee satisfaction; I’ll continue to make changes and revisions until you are satisfied that the project meets your needs. I’ll do that at no additional cost as long as the basic parameters of the project remain the same.