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Raise Brand Awareness With A Content Marketing Plan That Kills

10/22/2020

Well, not literally. But you get the idea.

Halloween is upon us, and in the spirit of the spookiest of seasons I've decided to have a little fun with a post about using your content marketing strategy to raise brand awareness from the dead (See what I did there? Don't worry folks, I'm here all week).

We all know brand awareness is important, but sometimes defining the actionable steps a business can take to raise it can be difficult. That's why we're going to focus on three content marketing strategies that you can deploy right now to improve the chances of becoming your next customer's favorite haunt.

Create Social Media Posts That Treat Instead Of Trick

When it comes to our favorite brands, it can be easy to forget that at the end of the day they're operated by people just like you and me. We've all heard stories about certain companies posting cringeworthy content on social media in an effort to drive engagement only to see horrific results.

Take the famous case of Cinnabon, for example. Following the death of iconic screen actress Carrie Fisher back in 2016, Cinnabon took to Twitter in an effort to pay tribute to the Star Wars actress by posting a tweet that appeared to promote one of their products. The online response was swift as social media users called out the brand for being tacky while trying to capitalize on the passing of screen legend, and Cinnabon had to deploy damage control almost immediately.

So what's the lesson here? When you're using social media to increase brand awareness, be careful not to post something that drives the wrong kind of awareness. I liken social media engagement to an old rule about writing angry emails: if someone upsets you, wait 24 hours before responding. A majority of the time you'll find that what you want to say will be completely different after you've slept on it, and you won't burn any bridges in the process.

Same goes for social media posts, which is why I would suggest keeping a majority of your social media posts tied to a content calendar. That way you'll have a social media engagement strategy that has been planned, reviewed, and slept on long before the posts are live.

See HubSpot's 11 Social Media Calendars, Tools, & Templates to Plan Your Content

Of course, I also know that when it comes to social, it's important to be timely, too. So should you feel the need to jump on a trending topic and believe it's a post that just can't wait, make sure you have a team (not one person, but several) to run the idea by beforehand.

Because the more eyeballs you've got on your content, the better.

Keep The Cobwebs Off Your Website's Blog

Okay, so I'm going to look like a real hypocrite here, and rightfully so, because I get so busy working for clients that I rarely find time to post on my blog. It's kind of like the lawn care guy who's got the worst yard in the neighborhood because he's busy cutting everyone else's grass all day, but sooner or later, the HOA is going to come calling and he's going to wish his place didn't look like a haunted house.

Same goes for blogging. Maintaining a regular posting schedule on your company's blog is by far one of the best ways to drive organic traffic for relatively little cost. It's also a great way to increase your visibility in search engine results by improving your Google ranking.

Check out Neil Patel's step-by-step guide to improve your Google rankings

I can't stress the importance a blog has for brand awareness. Your blog gives you the opportunity to speak to industry challenges, promote your products and services, share relevant content like articles, infographics, surveys, spreadsheets, educational videos ... the list goes on.

If you're looking to improve your blog today, a good place to start would be to write a few posts that answer your customers' most commonly asked questions. Not only does this drive engagement and increase brand awareness by providing customers with valuable information, it also works to shorten the gap between the customer awareness and consideration stages.

And don't forget to put your blog content on the content calendar, too!

Step Out Of The Shadows And Into The Light

If your customers can't see you, how are they supposed to know your brand even exists? Most business owners know they've got to advertise to a certain degree to land new clients and customers, but a surprising number of businesses fail to take it a step further, leaving people who could potentially be their next best customers—as well as their brand image—in the dark.

This is where I believe a lot of brands really have the opportunity to shine by meeting customers on their terms. Start by thinking outside of the traditional marketing box to identify touch points you've either overlooked, or failed to properly cultivate in the first place.

For example, you may be posting on social media, but are you certain you even know who your target audience is? A social media post using language designed to engage Generation Z is essentially worthless if you're selling retirement homes. The same goes for Baby-Boomer-style copy designed to drive traffic to a page selling Monster High Dolls—unless you're targeting a generation that's looking for gift ideas for the grandkids around the holidays. Then you may be onto something.

Check out HubSpot's advice on finding your target audience

The point is, you've got to know who your target audience is, and to do that you've got to step out of the shadows to let them know that you're more than just a brand—you're human, too. Start online conversations about relevant topics that aren't just about getting leads, represent your brand offline in local community events, and use a content calendar to plan a quarter's worth of high-value content that'll educate audiences, answer their questions, and provide real value.

Trade Ghouls For Goals This Week

When brainstorming your next content marketing plan to raise brand awareness, you don't have to rethink the wheel. In fact, you can get started right now. Consider working on the following this week:

Write one blog post. It doesn't have to be War and Peace; just a few hundred words to answer some common questions audiences may have about your business.
Create three value-driven social media posts. This could be linking to an informative article about your industry (see where a healthy blog comes in?) or sharing a cause with a mission that's important to you and shows the human side of your brand.
If you haven't already, set up a content calendar. This will give you and your marketing team a single location to plan ahead, stay organized, and review all of your brand's content well before it goes live.

Take these steps and you'll be well on your way toward building the kind of long-lasting relationships that increase brand awareness organically and without the five-figure ad campaign. And with any luck, when it's time for your new best customers to pick up the phone or place an order online, your brand will be fresh on their minds—and not some zombie's down the street.

(Sorry, I just had to get in one last pun.)

Happy Halloween!

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3 Reasons to Take Your Ad Copy Seriously

3/3/2018

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Most business owners know that advertising is crucial to landing more contracts, selling more products, and keeping your brand on the hearts and minds of potential customers.

However, it’s not uncommon to let your ad copy fall by the wayside. I’ve seen this happen for a variety of reasons, but the main reason is probably the most obvious one: money.

When it’s time to determine where budget cuts need to be made, some businesses make the mistake of heading straight to the marketing department, ready to slash email campaigns, shred sales letters and annihilate ad spend without taking into consideration what they stand to lose in the long run.

And once those losses are realized, it could mean putting your company in a precarious financial position.

There are countless reasons to take your company’s ad copy seriously, but for the sake of keeping it simple, I’ve listed my personal Top Three below:

Ad copy can make or break your conversion rates. Copy that entertains is great. Copy that informs is even better. But if your ad copy isn’t resulting in a ROI that justifies ad spend, well then you might as well be throwing your hard-earned advertising dollars into a burn barrel.

When addressing lackluster ad copy, the answer isn’t to cut advertising spend altogether, but to remedy it. That means keeping a close eye on key performance indicators like email open rates, click-through rates, bounce rates, landing page conversion rates . . . you get the idea.

If a particular KPI isn’t measuring up, it’s time to focus on creating more engaging copy—not eliminating a campaign altogether.

Bad copy can result in a bad reputation. The best ad copy accomplishes several things. First, copy should always speak directly to your customers’ wants and needs. Accurately identifying your target market, and then speaking to them on their level, is key to winning more loyal customers.

Second, ad copy should always get your customers talking. According to a recent Harris Poll, more than 80% of Americans still seek recommendations before making purchases. That’s because word of mouth is still the most powerful form of advertising that’s out there.

And when the word on the street is that your brand is pushy, salesy, or flat-out annoying to the folks viewing your ads, people are going to take notice.

Ad copy can add lasting value to your brand. We all rely on measurable results following ad campaigns to determine what’s working and what isn’t. No doubt about it—a business can’t run efficiently without analytics.

But there are other benefits from great copy that the numbers guys often fail to notice. Take the GEICO commercials, for example. From cavemen to talking geckos, the admen at this longstanding nationwide insurance company have won the hearts and minds of millions through their clever (and often hilarious) advertising efforts.

And when you can slide a mention of your brand into the Monday morning watercooler conversation, then you know you're on to something that's often difficult to quantify, but valuable nonetheless.

The wrap up: From digital email marketing campaigns to straight-to-mailbox direct mail, ad copy should be taken seriously no matter what the medium. Every single word your business puts out to the masses has the ability to make or break your brand.

If you’ve run the numbers and find your ad copy is coming up short, don’t be afraid to stir the pot by either revamping your current copy, or replacing it altogether. Try new things, test, and then test some more. Over time you’ll develop the ability to refine your copy to your customers’ tastes. And that’s something that is sure to get them talking.

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10 Copywriting Books from the Top 10 Online Copywriters

12/15/2016

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This week I would like to share a guest post from Belle Balace, marketing guru at visme.co. Take it away, Belle!

If you want to be the best, you have to learn from the best. So how do you learn from the best to become one of the best copywriters? You can always start by researching and studying their works. You may also want to reach out to them for some copywriting tips and career advice.
And then there's always the old-school way: reading books.

Don't know what copywriting books to read first? Here's a useful visual made with Visme of the top 10 most-read copywriting books recommended by 10 of today's best copywriters you can start with!

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How to Take Mobile Email Marketing to the Next Level

7/13/2016

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Woman checking email on a mobile device.

Remember the old marketing naysayers who claimed years ago email marketing was dead?

Yeah, about that . . .

According to the Radicati Group, the total number of email accounts across the globe is expected to reach over 4.3 billion by the end of 2016.

Further, the Direct Marketing Association finds email marketing yields a 4,300 percent return on investment (ROI) for brands in 2015.

It's obvious the email skeptics of the past never considered how mobile devices would impact the email channel. The benefit of optimizing your emails for mobile can't be stressed enough.

To find out how optimizing your email for mobile can help your brand, contact us by clicking here!

Consumer time is limited, and distractions are everywhere. If your brand is going to prosper from mobile email marketing, you’re going to have to learn to craft relevant emails that provide your customers with value on the go.

So what are some ways you can get started?

Today’s emails MUST be mobile-friendly

This used to be an option. Now it isn’t. Remember back in 2010 when smartphones were still catching on? According to Statista, the number of smartphone users in the U.S. that year was 62.6 million. That number is expected to reach 207.2 million by the end of 2016.

To put THAT in perspective, there are over 323 million people living in the United States. In other words, roughly two out of every three Americans own a smartphone.

What’s more is the number of Americans who check their emails on their smartphones. A Pew Research study states that 88 percent of smartphone users check their email on mobile devices, putting email above social media, videos, music, and navigation.

Marketing Land also states two-thirds of emails are opened on mobile devices. If you’re not optimizing your emails for mobile, then you’re essentially ostracizing two out of every three prospective customers.

Ouch.

How can you ensure your emails are mobile friendly?

Keep subject lines under 50 characters. Think about the last time you checked your email on a mobile device: where were you, exactly? Were you sitting on a train or waiting for cab? Maybe you had five minutes to kill between meetings, or just a brief moment to check your inbox before an appointment. You don’t have time to read through lengthy subject lines, and neither do your customers. Keep those subject lines short and sweet.

A single column is your best friend. This has everything to do with readability. Using a two-column email template only adds to the clutter and confusion of an email. Combine that with a small mobile device screen and you’ve got a recipe for deletion. Mobile users rarely hassle with expanding email text; easy one-finger scrolling is where it’s at. When it comes to using an email template, make sure it’s one column.

Make sure they can see–and feel–your call to action. We all know seeing a call to action is important, but what does feeling it mean? Think about how you use a mobile device for a moment: you don’t carry a mouse around with you, right? (If you do, well . . . that’s just weird). Your thumb is your mouse, and it’s a little clumsier than its desktop counterpart. Not only must your customers see your call to action (CTA), they need to be able to click on it, too. When creating a CTA image for your email, make sure it’s at least 44 pixels squared.

In closing

There are literally BILLIONS of potential ways to engage and prosper from an effective mobile email marketing strategy. Now, more than ever, mobile devices are making customers around the globe that much more accessible.

What are you doing to up your email-marketing game on mobile devices?

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Three Things You Need To Know About Ghostwriting

1/15/2016

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Of the various monikers I’ve carried over the years as a copywriter, consultant, freelancer, and content marketer, none have led to more questions from clients than the title of ghostwriter.

Ghostwriters are writers working with clients behind the scenes over a wide range of media, from blog posts and print articles to e-books, novels, and short stories. The difference between a ghostwriter and a typical author is that once a ghost completes a manuscript, he or she will turn it over to the person who will be credited as the author.

Ghostwriting can seem like a shadowy profession to many, simply because there aren’t a lot of resources available to help consumers determine what’s fair practice and what isn’t. Discussing such a trade almost always results in a whirlwind of questions: How much do ghostwriters charge? How long does it take to ghostwrite a book? Who retains the rights once I’m holding a manuscript I paid good money for?

It’s easy enough to narrow down market rates for ubiquitous service industries like lawn care and accounting, but ghostwriters are few and far between, which may leave those interested in hiring a ghost for the first time sailing into uncharted waters.

That’s why I decided to help shed a little light on some of the mysteries behind ghostwriting. I’ve cited the three most frequently asked questions I encounter when speaking with potential clients, as well as things you should look for when hiring a ghostwriter. If you are seriously considering paying a writer to tell your life story–but you’re unsure how the process works or what to expect–then this post is for you.

How much are we talking here?

By far the most common question I hear when offering ghostwriting services to a potential client is “How much does a ghostwriter cost?” The answer almost always varies from one customer to the next, and is contingent on a variety of factors; however, we can ballpark this one by evaluating what common rates are across the entire industry.

Every year, Writers Market puts together a list of pay rates covering a wide variety of freelance writing jobs. The list is compiled by surveying more than a dozen professional writers organizations. The American Society of Journalists and Authors, Writer’s Guild of America, Society of Professional Journalists and the National Writers Union (to name a few) all contribute to the pay rate chart, which covers everything from articles and blog posts to movie scripts, children’s books and–you guessed it–ghostwriting.

For the purposes of this post, we’re going to focus primarily on one line item: ghostwriting, no credit. This common method of ghostwriting gives us a good view of the practice: a writer produces a manuscript, while the client gets the byline, ownership, copyright, etc. The 2015 Writers Market results are listed below.

Ghostwriting - no credit
per hour
low: $30
Average: $73
High: $125

per word/page
Low: 50 cents/word or $50/page
Average: $1.79/word or $206/page
High: $3/word or $500/page

Other notable fees include ghostwritten magazine articles ranging from 65 cents/word to $10/word, blogging rates from $6/post to $500/post, and ghostwriting for business execs anywhere from 50 cents a word to $2.50/word.

As you can quickly see, the data stretches both far and wide. Why do some writers charge as low as 50 cents per word while the highest end of the spectrum is at $3 per word for ghostwriting (no credit), and a whopping $10 per word for magazine articles? There is no simple answer, but there are several considerations to make here:

Experience – Ghostwriting is one of those professions where time spent in the trenches usually yields higher rates. If a ghostwriter has been in the game for several years, has his or her name attached to a bestselling novel, a popular columnist, or can even tout a resume including the likes of big-name celebrities he or she has worked for in the past, then such writers can easily obtain their top-dollar rates. Ghostwriters who are just getting their feet wet, on the other hand, should expect to quote competitively until they've built up a substantial portfolio and established their positions as industry pros.

Development – Starting a work of non-fiction with a client who hasn’t begun to sit down and develop their story is an arduous task. If a client wants to write a 400-page novel on a topic he or she hasn’t fleshed out yet, it’s going to be a long journey ahead, and ghostwriting rates will reflect that. However, if a client shows up to the first meeting with a suitcase full of notes, observations, outlines and ideas, then the ghostwriter’s job becomes much easier, and rates should reflect that, too.

Acknowledgements – It’s not uncommon for a ghostwriter to take a reduction in pay in return for acknowledgements within a book, with higher rates expected for lengthy non-disclosure agreements and absolute life-long secrecy and discretion. Another avenue many ghostwriters are pitching during the proposal process is to offer slightly reduced rates for clients willing to allow book samples and excerpts to be attributed to the ghostwriter at the request of future potential customers.

Determining what’s fair and what isn’t can seem trivial, but there are ways to reduce your risk when hiring a ghostwriter. For starters, paying someone less than the industry minimum of 50 cents per word is asking for an unpleasant experience, unless several concessions such as attribution and/or rate reduction in exchange for royalties have been given to the writer. It may sound trite, but when it comes to making purchases, we really do get what we pay for. Ghostwriting is no different.

On the other end of the spectrum, should a ghost quote you $3 per word and he or she doesn’t have the resume and portfolio to back it up, then perhaps it’s time to move on to greener pastures. Premium rates are reserved for time-tested, proven ghostwriters with years of experience and the track record (like ghosting a New York Times bestseller or two) to back up every penny they’re charging.

When I submit a quote for my ghostwriting services, I get pretty technical with it, breaking down the total cost into digestible, bite-sized chunks that are easy to justify and give potential clients a clear picture of exactly what they are paying for each step of the way. Anything less than a detailed pitch combined with a thorough explanation of the entire ghostwriting process isn’t worth your time.

What does the ghostwriting process involve?

Speaking of your time, it’s time to tackle the second most-common question I get asked: How long is this going to take? Well, if you think hiring a ghostwriter means writing a check and then forgetting about the rest until a completed manuscript shows up on your doorstep, then it’s time to think again.

The job of every ghostwriter is to help people tell their stories, but that can prove difficult when clients go AWOL and deadlines are looming. Fortunately, most seasoned ghostwriters have a well thought-out blueprint established to reduce setbacks and streamline the process, which can move as quickly as a day or two for ghostwritten articles and blog posts, to the better part of a year for a full-length 300-page manuscript.

Establish the terms, and get them in writing. While we may long for the days where a person’s word was their bond, it is just good business to get everything regarding your project in writing. That means specifying fees for services rendered, services to be performed, ownership of results of services, termination policies, dispute-resolution and/or arbitration procedures . . . just to name a few. Whether you are hiring a ghostwriter or you are a ghostwriter reading this, it’s important to remember the terms you establish from the start will lay the foundation for the rest of your project, so if there’s any doubt as to a particular line item or statement, make sure you run it by your attorney before signing your life away.

Keep meetings and request regular status updates. Staying in touch is the best way to ensure everyone remains on the same page throughout the ghostwriting process. My system for doing this is fairly straightforward: 10-20 minutes once a week for clients I blog and write articles for, and at least an hour every two weeks for clients I’m ghostwriting full-length novels and e-books for. It’s important to keep in mind that this structure is not an exact science, and if a client you’re writing a memoir for wants another couple of hours to discuss some new ideas or old anecdotes, it’s always good form to hear them out and accommodate their needs for as long as it takes. If you happen to be the client in this example, then you have to keep regularly scheduled meetings with your ghostwriter, unless you believe your writer can emulate your voice and style by simply checking out your Facebook page.

Reviewing work and moving toward project’s end. Reviewing work can be challenging for ghostwriters when they don’t receive proper feedback from clients. One of the biggest holdups I’ve experienced was when a section of a manuscript was submitted to a client for review, and I was left waiting almost two months before getting approval to move forward. This completely blew my estimated completion time out of the water, and was a tough lesson learned. If you want to hire a ghostwriter, just remember that the ghostwriting process is going to take a substantial amount of input from you from story conception to completion. Proactive clients get their finished products back a whole lot sooner than those who never answer the phone.

How does a ghostwriter get paid?

I’m sure you’re getting tired of hearing this by now, but once again, it varies. Some ghostwriters prefer to get paid upfront before ever putting pen to paper, but these select professionals are few and far between, and have usually been in the business for decades. A more common payment system for ghostwriters is the milestone system, similar to how many contractors are paid for large projects.

Personally, I prefer the milestone payment system because it protects both the client as well as the freelance ghostwriter. This is how my payment system breaks down for a standard-length non-fiction book (60,000 to 80,000 words):

Deposit – 10% of total estimate required before work commences.

First milestone – This milestone, along with the initial deposit, makes up the first 1/3 of the total project cost. If a project estimate were $30,000, the deposit would be 10% or $3,000, leaving $7,000 for Milestone #1.

Second milestone – The second milestone is delivery of the second 1/3 of the total project cost.

Final payment – Final payment is due when the completed manuscript is delivered to the client’s satisfaction.

Of course, ghostwriting a 1,000-word article on email marketing trends wouldn’t require this many milestones, if any. I don’t worry about the money on such articles and blog posts too often, because I know the clients I have established relationships are good for it. But when I’m vetting new clients for short-form ghostwriting, I typically ask for half now, half on delivery. If I met a new client through a platform like Upwork or Guru, I would just make sure escrow was funded before getting started on a new project, while making it very clear in my proposal that work doesn't commence until the project is funded.

In closing

Ghostwriters have pretty cool handles, but we’re really not that mysterious at all. Odds are you’ve seen our work filling the pages of your favorite websites, magazine articles, books and blog posts. If you are thinking about hiring a ghostwriter, hopefully I’ve provided a decent starting point for you to base your project needs off of so you are not walking to the negotiating table empty handed.

Having a clear understanding of what you can afford, what your turnaround requirements/expectations are, and how you plan on paying for ghostwriting services will help you land a truly professional ghostwriter who is constantly seeking those wonderful clients with well-defined plans and the desire to see their projects through.

Being able to talk about your specific ghostwriting needs will also inform your ghostwriter that you know your stuff, which could lead to better project terms and/or a more favorable rate for your next big venture. Just don't expect to land a qualified ghostwriter for pennies a word - unless you want my 3-year-old to work on your next project for you. Then I'm all ears.

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Cagle Copywriting & Content Marketing

Copy Talk

Raise Brand Awareness With A Content Marketing Plan That Kills

Well, not literally. But you get the idea.

Create Social Media Posts That Treat Instead Of Trick

Keep The Cobwebs Off Your Website's Blog

Step Out Of The Shadows And Into The Light

Trade Ghouls For Goals This Week

3 Reasons to Take Your Ad Copy Seriously

10 Copywriting Books from the Top 10 Online Copywriters

How to Take Mobile Email Marketing to the Next Level

Three Things You Need To Know About Ghostwriting

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