Marketing Writing Resources for Creative Copywriters

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In today's competitive enterprise technology marketplace, the customer success story can be the tipping point for turning a prospect into a customer. Of course, the success story begins with a happy customer. But are you focusing on the right customers? Are you writing the best stories? Can your sales team and its prospects find the most relevant stories on your Web site?

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Custom publishing is a proven branding and messaging strategy that can be an important part of an integrated marketing campaign. But this communications approach—whether "sponsored" supplements, newsletters or magazines—can also play a role in a strategic PR initiative.

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Ethical marketers all over the world worry about US spam-related laws, because they are not always clearly written or easy to understand. This week: What can marketers do to ensure compliance with anti-spam legislation? Also this week, read your answers to last week's dilemma: What's the best way to evaluate business opportunities?

CONTENT TYPE: Article | TOPIC: Writing

If you're running a Web site, you are an accidental publisher. And publishing is as much about what you don't publish as what you do. Resist the call of the warehouse and the illusory promise that technology will solve all your problems. Content is your asset. The less of it you publish, the more it grows in value.

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The act of branding has 10 different meanings, which translate into 10 different ways to create instrumentality or usefulness beyond the tangible benefits of a product/service. Following those 10 approaches will make the difference between masterful creations of brands and amateur imitation.

CONTENT TYPE: Article | TOPIC: Writing

For those who don't have a product to push, but do want to get across a way of thinking or the thought leadership that differentiates them, an effective approach is to position that expertise via bylined articles. But first, you have to understand the five Ws.

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Can an effective keyword strategy improve Web site conversion rates? Absolutely. But only if your site includes the right terminology and phrases.

CONTENT TYPE: Article | TOPIC: Writing

Last April, Google.com was excoriated in the press for introducing an email service in which users knowingly consent to having incoming emails scanned by machine to permit the display of targeted ads. But at the same time, another court decision, which received far less attention than Gmail, lets email providers scan their users' emails for almost any purpose, without permission. While it remains to be seen whether the logic of that decision will be widely adopted, there is little doubt that it marks a significant point in the jurisprudence of communications privacy.

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We've all heard the jokes about embarrassing translations in the marcom arena. But if you were were responsible for a hefty international marketing or ad budget, such gaffes would wipe the smile right off your face. There are some important lessons to learn about writing branding and ad copy in multiple languages.

CONTENT TYPE: Article | TOPIC: Writing

This week: What's the best way to market "invisible" products like services? Join the conversation! Also this week, read your advice on the most effective enticements to convince customers to complete surveys.

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When you need to make your company, product or service stand out from the rest, where do you turn for inspiration and creativity? Also this week: What are the most effective ways to increase e-newsletter open rates?

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Here's the top 10 ways a Web site can fail.

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In this final part of this series, we'll be looking at where traffic arrives from and how that affects conversion, specific search engine queries, pay-per-click issues and more.

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Clichés are grammatical abuse of the worst kind, because they're worthless.

CONTENT TYPE: Article | TOPIC: Writing

For any organization, a blog should be part of a long-term customer evangelism strategy.

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Media relations is known for being both an art and a science. But sadly, many public relations professionals come across as if they're using a 99-cent watercolor set and grade school chemistry kit.

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Blogs aren't for everyone. Consider both the advantages and the caveats.