Nate Warren Fusion Marketing Partners...Not Writing for Scanners and Scourers Wow, that’s a whole...

Nate Warren

Fusion Marketing Partners

Nate Warren

http://fusionmarketingpartners.com

Fusion Marketing Partners is a

strategic B2B marketing and sales

consultancy that specializes in

analyzing and adding value to every

part of its clients’ marketing-through-

sales processes.

Nate Warren

Marketing/advertising/PR writer and editor

with 20+ years of experience across

newspapers, startups and agencies.

1. A strategic view of copy and content

2. Why brand, strategy and copy must align

3. Some tools for approaching content

strategy and web copywriting

Better targeting of key audiences

Communicate differentiators quickly and

clearly in noisy environment

Better competitive positioning

Win credibility and prospect trust

Make your marketing strategy go

Copy is Brand

Copy is Strategy Distilled

Hazards of the “Homework” Approach

Copy attracts your customers to your

website

Creating Copy from the Inside Out

Brand Promise

Website

Collateral and Beyond

Scenario Replaced image centric website with content centric website targeted for visitors

and search engines for the company brand and value proposition.

Results

• Traffic Volume Increased: Unique visitors increased by > 500%.

• Traffic Quality Improved: On-message content dramatically transformed Search

Engine’s interpretation of the website, improving website conversions.

Visitor Traffic Organic Search, Campaigns, Referrals

A content rich website

tuned for visitor

conversions feeds the

sales funnel

Sales Opportunities

Branding,

Awareness,

Pull Marketing

via Content

Sales Enablement/Lead

Nurturing

Aligns with Core Strategy

Remains Audience-Centric

Quickly and Clearly Delivers Benefits and

Differentiators

Drives Further Engagement (Calls-to-action)

Attracts website visitors and leads

Helps Drive Conversion

Confuses and Bores the Reader

Hurts Your Brand

Costs You Sales

Step 1: Self-Audit

Crisp and Clear Differentiation

Consistent Messaging

Audience- and Problem-Oriented

Core Messaging: Setting the Guidepost

Branding and messaging sessions

Biggest, fastest, best or first

50- or 100-word boilerplate

Competitive and audience frames

Keywords and key identifiers

Strategic Copy Areas

Website

Collateral

Public Relations

Social Media

Planning to Execute

Prioritize

Make a Roadmap

Gather Your Resources

Levels 1, 2 and 3

Multiple Audiences and Scenarios

Writing for Humans and Google

What

How

Why

Information Hierarchy of Home Page

The “Aren’t We Cool” Syndrome

Not Writing for Scanners and

Scourers

Not Writing for Humans and Google

The “Aren’t We

Cool” Syndrome

Not Writing for Scanners and Scourers

Wow, that’s a whole lot of copy. I wonder what it’s about. I guess I’d have to read the whole thing to find out, but

since I’m busy, I’m going to move on to something else. Sure would be handy if they would hit key points so I could

get it at a glance. Oh, well. I can always go buy someone else’s product.

Wow, that’s a whole lot of copy. I wonder what it’s about. I guess I’d have to read the whole thing to find out, but

since I’m busy, I’m going to move on to something else. Sure would be handy if they would hit key points so I could

get it at a glance. Oh, well. I can always go buy someone else’s product. Wow, that’s a whole lot of copy. I wonder

what it’s about. I guess I’d have to read the whole thing to find out, but since I’m busy, I’m going to move on to

something else. Sure would be handy if they would hit key points so I could get it at a glance. Oh, well. I can always

go buy someone else’s product. Wow, that’s a whole lot of copy. I wonder what it’s about. I guess I’d have to read

the whole thing to find out, but since I’m busy, I’m going to move on to something else. Sure would be handy if they

would hit key points so I could get it at a glance. Oh, well. I can always go buy someone else’s product. Wow, that’s

a whole lot of copy. I wonder what it’s about. I guess I’d have to read the whole thing to find out, but since I’m busy,

I’m going to move on to something else. Sure would be handy if they would hit key points so I could get it at a

glance. Oh, well. I can always go buy someone else’s product.

Wow, that’s a whole lot of copy. I wonder what it’s about. I guess I’d have to read the whole thing to find out, but

since I’m busy, I’m going to move on to something else. Sure would be handy if they would hit key points so I could

get it at a glance. Oh, well. I can always go buy someone else’s product. Wow, that’s a whole lot of copy. I wonder

what it’s about. I guess I’d have to read the whole thing to find out, but since I’m busy, I’m going to move on to

something else. Sure would be handy if they would hit key points so I could get it at a glance. Oh, well. I can always

go buy someone else’s product.

Not Writing for Humans and Google

Keyword Stuffing Example

If you’re looking for tennis shoes,

you’ve come to the right place. Our

website is the best place to buy

tennis shoes. You won’t find better

tennis shoes or cheaper tennis shoes

anywhere else. We invite you to

check out our great selection of

tennis shoes.

What human

being would

want to read

this?

When viewing a webpage, visitors

see the layout, content, and images

Google interprets copy to

determine the most relevant

keywords

1. Copywriting isn’t “homework”: it’s your brand and strategy crystallized.

2. Effective copy quickly differentiates your company and helps you generate leads and sales.

3. Make a plan to systematically execute, and remember your audience(s) with crisp top-line messaging that focuses on their problems

Don’t fogret to proofread!

Connect with me on LinkedIn:

http://www.linkedin.com/in/natewarren

Follow me on Twitter: @hectorbravado

Subscribe to our blog at: http://greatb2bmarketing.com

Download all five of our presentations at:

http://fusionmarketingpartners.com/revenuenorth