Introducing the Copywriting Master Class: Creating Successful Link Bait
Well, after a good year of planning, writing, and tinkering, it’s finally here!
Drum roll…
Copywriting Master Class: Creating Successful Link Bait
Designed for beginners, and those already creating their own link bait, this 40-page book and accompanying workbook will make creating quality content and generating links a breeze.
Unlike many of the others out there, this ebook doesn’t start with how to write the post or article. It starts right at the very beginning, with a look at what link bait is and isn’t. Then, I walk you through the entire link bait creation process, step-by-step, including what you need to do after you’ve published your content.
You’ll learn how to:
- Identify your target audience.
- Research and find out what they’re interested in.
- Plan your content.
- Write a powerful headline.
- Format and present your content.
- Market and push your link bait.
- Monitor traffic and make changes on the fly.
- Perform a content audit
Find out more about Copywriting Master Class: Creating Successful Link Bait here.
Get Your Exclusive Report on Quality Writers & Effective Content
We’re tired of the same old newsletters, emails filled with ads, pitches for products, and lists of blog posts we read when they were published in their RSS feed (or on Twitter).
If we’re going to sign up for a newsletter, we want to get something for it. We want something of value that every other man and his dog who visits the website doesn’t get. That’s why we created Hot Topics from Angie’s Copywriting.
A New Kind of Newsletter
By signing up to our email list, you’ll get access to unique, in-depth information you can’t get anywhere else.
You’ll also get:
- great discounts that actually amount to something
- access to products/services before anyone else
- opportunities no one else will get
- and insider news about Angie’s Copywriting, tests we’re running, contest we’re holding
- much, much more
In short, this is a newsletter you actually want to be on, and we know you’ll be upset if you miss it!
Your Sneak Peak of This Month’s Issue
We won’t give you all the goods found in this month’s issue of Hot Topics. (You can get access by signing up here.) That would be cheating, but but we will let you in on a few of the juicy tidbits you’ll find inside it.
If you’ve been searching for a decent book on SEO copywriting, look no further than Practical SEO Copywriting, by Glenn Murray. We’ve reviewed the book here before, but if you look in this month’s issue of Hot Topics, you’ll get a huge 35% discount on this and other books Glenn has written.
He’s never given such a huge discount before, so combined with his money-back guarantee, you can’t go wrong. Get it. You won’t be sorry.
We also gave list members access to our exclusive report on writers, education, and quality content. If you hire writers, are a writer yourself, or produce quality content, you definitely want to see this report.
Inside the exclusive report, you’ll find out what 8 of the industry’s biggest experts had to say about:
- hiring writers
- how much education plays a role in producing quality content
- what they look for in a writer
- what degree a writer should consider to improve their content
- what university education (or lack thereof) has done for their business
- what traits content has to have to be effective
- and much more insider information
This report is huge. We learned a ton doing it, and we’re sure you will, too.
In fact, those who got a sneak peak at it were shocked by the huge amount of information in it. They also said it’s a really engaging read (which convinced us to release the entire report, instead of just half of it.).
(Courtesy of April Allen of Aprill.net)
Wanna know something else? It’s also the only one like it available online.
What are you waiting for? Get signed up and get your copy now!
Why Google +1 Stinks For Social, Business, Ranking or Otherwise
The latest hot topic is the launch of Google’s +1 feature. While some are singing the Facebook ‘Like’ killer song, others are professing it to be a smart business tactic and others are having blackhat dreams. Of course, not long after it was announced, I received an invite to a Facebook question on the subject.
This poll led to some great discussion and I added my two cents as well (I’ll let Mike tell you about that on his blog) . The truth is, I’m just not that excited about it. I don’t see it doing well, and while it may rope a few businesses, and a number of sites will likely use it, it just doesn’t have the power.
Is +1 Really a Social Thing? No, but Yes
When people originally started picturing +1, they compared it to the Facebook ‘Like’ feature. There’s no denying the similarities, at least not after it is out in the wild and on your favourite sites.
Unfortunately, for social media lovers, +1 is missing a key feature known as aggregation and conversation. Facebook does this, and does it well. So, other than seeing an ad that some guy from Tuktoyaktuk I know through Twitter clicked or +1′d (which is a social failure all on its own), it has no real purpose.
That isn’t the only role +1 is speculated to have on the Web, however. And really, iIt isn’t exactly meant to be social.
(Credit)
+1 As a Business Thing and Cash Grab
Not long after it launched, Search Engine Watch published several speculations about the real purpose behind +1. Aaron Wall and Loren Baker said it’s purely a business thing, created specifically to push Adsense ads, Google Accounts, and other features. I completely believe it. Anyone who read the Adwords blog that day would too, and let’s not forget Google is in this to make money.
By launching +1, it can push businesses to use Place pages and other local, business specific features it has been known to monetize in the past. This is fully their right, and just may work, but I highly doubt they’ll be successful.
Ruud Hein of Search Engine People also spent some time speculating how the data gathered through +1 could be used for ranking purposes. Ok, I could maybe see that working too, but…
Google Forgets About One Important Thing
There is no doubt in my mind that, if business owners see their ads will be found more easily because someone clicked a button, they’ll pay to opt into the feature. This side of the feature will likely fly.
What they did forget about, however, is that people actually have to click and use the +1 feature, and they have to be in your social network. Will people really use it? I honestly can’t see it.
Facebook’s ‘Like’ and Twitter buttons already do this and have already been adopted by users. Why would they switch now? I sure wouldn’t. Right now, I have two groups of people I share things with. Business associates, with whom I share things on Twitter, and family/friends, who I share with on Facebook. What incentive or benefit do people have to switch?
The other issue is that people actually have to go back to the SERP at this point to +1 something. Now, I don’t know about you, but I spend a fair amount of time wandering online. I jump from link to link, switch tabs, and do a fair bit of digging. Why in the world would I waste time researching something or pressing the back button repeatedly to find a stupid button that may or may not be seen. Others, such as Lee Odden and Jon Henshaw have expressed similar concerns.
Here’s another conundrum Google has: I have three distinct social circles: 1) Friends and family who don’t know and don’t care about what I’m mumbling about, using, and sharing online because it’s usually work related. 2) Work related people who actually may be interested in the things I share. 3) Friends and acquaintances, who understand and may be interested in the odd tidbit, but really could care less for the most part.
Why would I share personal things I like with group #2? Why would I share work related things with group #3? In the SERPs, they get it all, even if it’s research for a client project. On my social networks, I can share it with people who are already looking at what I have to say. If it’s personal, I share it on Facebook. Work related stuff gets shared on Twitter. Why would I need a third?
I would also like to add that what I find relevant, quality, and interesting is only shared by a small percentage of my social connections. Many times, I pass up the links they share elsewhere because they simply aren’t that valuable, in my opinion. Having these same links show up in the SERPs isn’t going to make me any more interested.
What Google Needs To Do If It Ever Hopes To Go Social In Any Way
I think marketers and Web-savvy people pretty much agree that Google sucks at anything social. They just don’t seem to grasp the concept, and either mimic things other companies already do well, or create something so disjointed it’s essentially useless as a collaboration or social tool. Google has yet to decide where it stands in a world out of its control.
The way I see it, businesses are jumping into social media with both feet and figuring out what to do with it all afterward. Many of them post without any real central location or any way to access it all. They fail to create a hub of value.
Google, one the other hand, has already been including features such as tweets and status updates in the search results. What it really needs to do is aggregate all social content and serve it up much like it does in the search results already. However, give users an option to filter it globally, within their social circles, and divided by lists.
Give users a global dashboard, much like some social apps already do, where they can see all of their social networks at once, search their content, and find what they need. Create a hub that consumers can use to see a company’s social interactions and reviews all in one place.
Greplin is already very much like this for your own social stuff, and Trunkly is great for aggregating several sites into one place, but they both still have a long way to go, if they intend to become an aggregated social hub. Sadly, they need access, power, and money. Sort of like what Google already has, but has dedicated mostly to neat toys. In short, Google needs to stick to what it does best: search.
The other thing Google needs to do is connect all of its services together so that they play nice with each other. My Motorola ATRIX phone automatically picks up all of my contacts, including those stored in Google contacts, and puts them all together in one central location where all of my apps can access and use them. Why doesn’t Google do that?
Of course, I’m not sure I’d want Google having quite that much information about me, but it already has way more information about me than any other company on the planet, most of which it can gather without permission or a password. Make things like Google Docs easily sharable and workable right from the major social networks. I’d love to be able to share a calendar or item from Google Docs with a quick push of a button or two, or define groups for collaborative work, without having to set up each site separately. Remove the repetition! And for goodness sakes, make sure all it’s current offerings are integrated and work together!
They have true potential here, and simply are failing to use it.
The New Year Update You Don’t Want To Miss!
So, another year has flown past, leaving behind a path filled with successes, failures, and growth. We’ve hopefully all learned from our experiences (both positive and negative), and have made plans for the upcoming 365-day marathon. It’s going to be fun, exciting, and hopefully, full of many more achievements.
(Credit)
Angie’s Copywriting is no exception. The company and I both experienced exponential growth last year, which has prompted me to make a number of changes in order to serve you better and achieve even more success.
Angie’s Copywriting Brings On Some Extra Help
Currently, Angie’s Copywriting has a full workload, and with upcoming changes, it’s simply more than one person can handle alone. So, I’m thrilled to announce that Annetta Ribken of Word Webbing is joining Angie’s Copywriting. She’ll be taking on much of the article and blog post writing, as well as editing and researching tasks.
I’ve known Annetta for a number of years, and am honored to call her friend. Her delightfully creative flair is unmistakable. She has an amazing ability to make the boring topics interesting, and is an excellent researcher. She works hard and knows her stuff. I can’t wait for you all to meet and work with her!
I’ll still be editing and approving all pieces before they go out, but I’ll be able to dedicate more time to various other projects and plans, as well as the sales and web copy.
On a side note, we’ve also partnered with a number of product, software, and service providers over the last year, so watch for these announcements (and maybe even savings) soon!
Your Very Own In-House Copywriter
You know how you need an in-house copywriter, but you don’t have enough work or the budget to hire one full-time? Angie’s Copywriting has the solution.
Starting January 1st, 2011, Angie’s Copywriting began offering a Copywriter-On-Call service. You can get a copywriter when you need one, without paying for one when you don’t. As an added benefit, the work is done as quickly as possible, sometimes even immediately. It’s the affordable alternative to hiring a full-time, in-house copywriter.
Here’s how it works: You pay a flat fee per month, and in return, you’ll get a copywriter who will edit your documents, assist with emails and internal memos, create correspondence, and much more. You’ll love this fast, flexible service.
The End Of Discounts
Discounts have caused a lot of headaches, and after examining them and their effects on everyone, I’ve decided they’re not providing the value you deserve. So, after a lot of thought and consideration, Angie’s Copywriting will no longer offer discounts to new clients. No exceptions. This is effective immediately.
The only discounts offered will be to loyal clients who regularly support Angie’s Copywriting. We feel this is the way it should be, and think you will too.
Customer-Specific Service Packages Now Available To the Public
Previously, certain packages and products were only available through special promotions, sponsorships, and arrangements. No longer!
Soon, all packages and services (as well as a few new ones!) will be available to everyone. This should better meet your needs and make it far easier to order. I’ll be sure to publish more on this later.
Pricing and Communication Changes
Yes, we all hate the idea of price changes and I hate to bring it up, but along with all the new information, skills, conveniences, and offerings, prices have changed. On the bright side, you’ll receive an even better value for your money than you receive from Angie’s Copywriting.
During the last six months, I’ve enjoyed speaking and interacting with you all very much. However, I’m working a lot of odd hours and have a very busy schedule, which makes it extremely difficult for me to take everyone’s calls. I’ve also found it much easier to have a record of our correspondence in my email where I can refer to it at a later date.
So, to reduce the number of interruptions and allow me to be better prepared, phone calls, instant messages, and direct meetings will only be available by appointment. However, you are free to leave a message via Twitter, Skype, or email, and I’ll get back to you as soon as I can.
The Soon-To-Be-Famous Angie’s Copywriting Email List
In case you haven’t noticed, Angie’s Copywriting now has a mailing list. If you haven’t signed up already, you’ll want to do so right now. Very soon, people on that mailing list will start receiving monthly content you can’t get anywhere else.
Mailing list members will also receive free copies of books I release, tips, hints, news, special products, services, and much more. Most of them won’t be offered to the general public, so you’ll want to make sure you get on that list as soon as possible.
I promise not to spam you, share or sell your information, or use it for anything else other than sharing news, information, offers, and tips that I personally approve of and wouldn’t use/enjoy myself. Plus, it will only come out once per month, so it shouldn’t stuff your already full inbox.
Angie’s Copywriting and Search Marketing Wisdom
Alan Bleiweiss recently honored me with a position on his elite team of search and internet marketing experts at Search Marketing Wisdom. This amazing opportunity will have me appear alongside people I both enjoy speaking with and admire a great deal. I promise you this site will be publishing some amazing content, so make sure to add it to your RSS reader and follow the site’s Twitter account. (The first two posts are already up.)
To kick things off, Alan is giving away an iPad and some other amazing stuff, so get your name in for them while you’re having a look around!
I have many other great announcements coming soon, along with some huge changes I can’t wait to tell you about. Those will come as soon as I can safely share them with you. You’re going to love it!
Before I end what was supposed to be a quick note, however, I’d like to thank you all for your support, patronage, interactions, and giggles over the last few years. I’d have never gotten here without you!
Here’s hoping your holidays were amazing and 2011 is even better.
Creating A User Generated Content Strategy
While I am a copywriter, I find that most of my time is spent creating various types of content strategies. Of those, user-generated content (UGC) strategy requests are coming up more and more frequently and there’s several reasons for this. For me, one of the biggest reasons is the popularity of social networks and the enjoyment we get from them. If we like them, everyone else will too right?
(Credit)
Well, there’s more to it than just saying ‘we’ll do a little bit of x, y, and z’. Your UGC needs to match your marketing plan and business goals, but it also needs to cater to the needs and desires of your client base. In short, the strategy must satisfy everyone involved and provide value on one side of the conversion process or the other.
User-Generated Content Basics
You’ve been hearing the chatter about this type of content for months, so I’m not going to go into the basics. If you’d like to know more on those, you’ll find some great posts on TopRank (stats and integration), WiseGeek (nitty-gritty, point form ABCs), and Chris Grannell (Psychology of User Generated Content PDF).
We’ll add a great slide presentation here, too:
The Strategy’s Target
While it’s tempting to do it all with one strategy, you have to decide which product or service is most important. Which one needs the most attention and will hopefully leave you open to integrate other offerings? You can offer multiple opportunities at some point, but focus on one main goal at a time.
There’s a bit of a trick to this. If you get too granular, you will have to push really hard to get user-generated content and run the risk of not getting any at all. Not to mention, the views and interest in the subject will be lower. If you get too broad, your message and the purpose gets too muddled and diluted to be effective.
If you’ve become too general, you’ll have to start creating multiple sections, complex systems, and lots of rules or hands-on editing to keep it going. And while this is occasionally pulled off with flare, it usually just makes the system difficult for everyone. If you make it difficult, people just won’t bother using it.
Here are a few examples: An auto sales website might focus on Fords or used vehicles. A web designer can likely get away with pushing website designs or logos. If you are a shoe manufacturer that only creates one type of shoe, on the other hand, you can get away with pushing the shoe type and cover the entire site.
Gathering the Ideas For Your UGC Strategy
Every time I create a user-generated content strategy, I have to start be creating pools of information that we can manipulate and tweak in order to generate the ideas that we can either ditch, use, or put on hold. Sounds simple right? Just start listing off ideas, right? Well, not quite. Not saying that you won’t get lucky and hit a winner, but it’s not exactly a methodical approach.
To get this pool of ideas, I create lists of information we can pull from users and how those things can be integrated into a website.
Pre-Sales Funnel Needs — What do users need before purchasing your product or service? What do they have? What do they need to know if they’re going to buy from you?
Product Needs — What do users need while using your product or service? What sorts of things do they use with it? What can they do or use to get more from the things they purchase from you?
Post-Purchase Needs — What sorts of needs do they have after using your product or service? What’s their next step? What sorts of materials do they have to offer after use?
Website/Marketing Capabilities — What sorts of mediums do you have at your disposal that would make use of the previous three lists?
Under each of these, I just start listing all of the things that fit including information, products, services, ideas, and problems users will encounter at each stage. Then, I wander through various target-rich environments and see what the chatter is all about, what questions they’re asking, and what they’re praising. These get added to the lists, and by the time I’m done, I’ve got massive lists of ideas I can pull from.
In your last list, mark down the types of mediums or concepts your website either currently handles, or could handle with a reasonable amount of tweaking. Photo albums, membership areas, video uploading, audio collections, user-generated blogs…the list is endless. At this point, list them all. You never know when something odd will become a unique streak of brilliance. (Hey, it happens!)
Associate a Need, Want, Or Desire With an Idea
Here’s where your creativity, cleverness, and insanity come in handy. Look at each item and think about how you could present that information to others. While I’m in the middle of the process, I give myself extra brownie points if I can come up with something that will make people laugh, prompt a trip down memory lane, go ‘aaaahhh how cute’, or drive (healthy) controversy. You’ll also want to give yourself extra brownie points for any ideas that naturally show off the benefits or traits you’d like to highlight in your products and services.
(Credit)
Consider User Habits, Interests, and Preferences
Hopefully, by now, you’ve already profiled your target audience, your complementary businesses, and vendors (and know which of these three you’re focusing on here). This should be a complete profile which includes everything from demographics, beliefs, habits, economic situation, and any other little tidbits you can gather together.
Then, compare these details to the ideas you generated in the previous step, tossing out anything that might be offensive or otherwise unusable. Next, mark anything that’s likely ineffective because of these same traits and move them to the bottom of the list.
Choose the Best Concept
At this point, I’d move the ideas with the most brownie points to the top of your list, go through them, and try to find reasons to keep or discard each one. Be ruthless! (Oh, and do yourself a favor and write them down. Trust me. You only have to forget once to figure out why.)
Don’t toss out the ideas you didn’t use. You’d be amazed how many of these simple ideas can fit together. Also, if your idea *gulp* fails, you’ll have plenty of other ideas to fall back on.
Go ahead! Try it!
