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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
The “Aren’t We Cool” Syndrome
Not Writing for Scanners and
Scourers
Not Writing for Humans and Google
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
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
