Custom Copy: Unlocking the Gates to Customer Engagement, Heightened ROI

Content Boost

Custom Copy: Unlocking the Gates to Customer Engagement, Heightened ROI

By Carrie Majewski (née Schmelkin), Director of Content Marketing, Content Boost  |  November 11, 2014

It’s no real surprise that I found my calling as a marketer. I’ve always been particularly prone to verbal expression. I was the child who was dubbed the chatty Cathy in school because I always had something to say; I was the daughter who diligently answered my parents’ “What did you do in school today?” with a minute-by-minute recap.

I believe in the power of words. Words tell stories, evoke emotions, and incite behavior. So when content marketing became a buzzword years ago, I felt right at home. After all, storytelling, emotions, and behavior are the heart of what content marketing is all about – creating and disseminating custom copy to drive profit and enhance brand awareness.

By now, you too are likely familiar with the phrase content marketing. Perhaps you are even intimately aware of its meaning and have launched your own content marketing program, marrying relevant communications platforms – like blogging, social media and white papers – to bring customer engagement and revenue to new heights. After all, 93 percent of B2B and 90 percent of B2C marketers are leveraging content marketing strategies this year, according to the Content Marketing Institute’s 2014 benchmarks report.

So why is everyone hopping on board this new-age marketing strategy? Let’s take a look at some of the chief reasons.

Blogging is now the No.1 method for increasing site traffic, surpassing SEO, according to a 2014 research study conducted by MIT (News - Alert) using HubSpot software.

• Content marketing produces three times more leads per each dollar spent, according to Kapot’s ROI report.

• Companies that blog at least 15 times per month get five times more traffic than companies that don’t, according to NewsCred.

Here at TMC (News - Alert), we knew well enough to claim our stake in this market. Nearly two years ago, we formed a new division, Content Boost, to focus on content marketing. Our goal was simple: to amplify our clients’ sales through the creation of custom copy. Content Boost was founded on the principle of crafting the right words for clients to help them increase brand awareness, drive ROI, and improve customer acquisition and retention. It has since emerged as a division committed to redefining the content marketing outsourcing landscape, evidenced most recently by its accreditation from the Better Business Bureau.

We help our clients with end-to-end content delivery, from conceptualizing a best-in-class content marketing strategy to ghostwriting for our clients’ C-suites.

As the director of content marketing for Content Boost, my objective is to create and oversee a division characterized by unprecedented standards of excellence and unparalleled attention to customer service. And it’s a role that changes every day, in large part due to evolving customer demands and expectations. It’s no longer enough to just bring cutting-edge content marketing copy to our clients. We also have to present them with industry-leading strategies to take their content to the next level. My experience working on marketing and branding strategies with high-profile clients, from Sprint to AT&T (News - Alert) to Panasonic, enhances the understanding I bring to my role each and every day.

In this column I will explore several core sentiments, including:

• Why content marketing is emerging as the go-to marketing strategy for today’s brands.

• How you can bring a content marketing program to your company.

• Common content marketing mishaps and how to avoid them.

• How brands of all shapes and sizes—from fledgling companies to Fortune 500s—are enjoying increased revenue and customer engagement from content marketing.

We will explore this exciting landscape of content marketing together, pulling back the curtain on how concepts like Hummingbird and the LinkedIn (News - Alert) Dynamic Duo will affect your SEO, and why blogging and e-mail marketing are essential for lead generation. We will also take a look at awe-inspiring content marketing success stories, pinpointing what you can take away from other brands’ experiences.

So until next time, I want to leave you with a great statement shared by the founder of the Content Marketing Institute, Joe Pulizzi, at Content Marketing World 2014, which took place this past September in Cleveland: “Content marketing has been going on for a long time but we are still fairly new. We are old as an industry, but we are young in our maturity.”

In other words, the journey is just beginning. I hope you’ll join me for the ride.

Carrie Majewski (née Schmelkin) is director of content marketing for the Custom Publishing Division at TMC, the publisher of CUSTOMER magazine.




Edited by Stefania Viscusi
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