As a follow up to yesterday’s post on content marketing, I wanted to point out one of the best resources for this subject.
Brian Clark is the founder of a website called Copyblogger. As an experienced and very successful copywriter, Clark began the site in 2006 to offer tips for writing good content, or as it is known in advertising – copy. A self-described “serial entrepreneur and a recovering attorney,” Clark is well regarded by many of the top professionals in the modern online marketing realm.
Some time ago, Brian Clark wrote a post entitled, Content Marketing 101: How to Build Your Business With Content. Here is an excerpt:
Content Marketing means creating and freely sharing informative content as a means of converting prospects into customers and customers into repeat buyers. The primary goal is to obtain opt-in permission to deliver content via email or other medium over time. Repeated and regular exposure builds a relevant relationship that provides multiple opportunities for conversion, rather than a “one-shot” all-or-nothing sales approach.
While copywriting techniques are often applied to content created for marketing purposes, we’re not talking about advertising in the traditional sense. In contrast to “interruption” marketing such as television commercials or direct mail, content marketing involves delivering requested information with independent value that creates trust, credibility, and authority for the business that provides that value.
For more from Brian Clark, visit the archives at Copyblogger and check out some of the books that have featured him:
- Seth Godin’s Linchpin: Are You Indispensable?
- Chris Brogan and Julien Smith’s Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust
- David Meerman Scott’s The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition