Day Four: More Calling Cards Featuring Bryan Eisenberg

Four calling birds? Nah. We know what your business could really use, and that’s the four calling cards of great Web content.

Image: Jonathan W via Flickr

But CopyPress, you ask with widened eyes, what are the four calling cards of great Web content?

Readers, we thought you’d never ask. Quality content does all of the following:

  1. Attract Attention. Attention for your company, for your brand, for your new product or service — great content grabs the attention of an attention-deficit Internet audience.
  2. Expand Brand Reach. Each piece of branded content you publish is another chance for someone to see your brand. Better yet, if they like what you published, they’ll remember where it came from: your brand.
  3. Establish Trust. Before you can sell anything, you’ve got to establish a relationship; before you can establish a relationship, you’ve got to establish trust; before you can establish trust, you’ve got to show your audience they’re in capable hands. The best way to do that? Show ’em you know what you’re talking about with some relevant site copy and content.
  4. Initiate Action. Whether it’s subscribing to your blog, being added to the mailing list, or a direct sale for your company, content inspires and drives action.

On this fourth day of marketing, we couldn’t imagine a better expert to feature than Bryan Eisenberg, Internet marketing expert, ClickZ columnist, author, consultant, and accomplished public speaker. For today’s gift, we collected some of Bryan’s best advice on content marketing from his numerous columns and interviews around the Web. Keep reading to learn Bryan’s advice on how modern content builds relationships, establishes trust, and encourages indecent exposure (see #3).

Image via bryaneisenberg.com

Featured Blogger: Bryan Eisenberg

Blog: ClickZ, BryanEisenberg.com

Bryan Eisenberg is an Internet marketing guru and bestselling author of “Always Be Testing,” “Waiting For Your Cat to Bark?” and “Call to Action.” Bryan co-founded FutureMedia and the Web Analytics Association; he is also in high demand as a professional marketing speaker. He also blogs regularly at ClickZ.

1.) On the definition of content:

“A good starting place is to think of Web content as the public conversation that happens between you and the visitor, whether the conversation is one-way (from you to the visitor), two-way (between the visitor and you), or conversation among visitors.” — The Value of Content

2.) On content as a relationship-builder:

“Content marketing should ultimately be a two-way conversation between you and your customers. While an e-mail newsletter or a static Web page with persuasive copy is technically one-way, it shouldn’t sound like it is. Talk more about them and what they get than talking about yourself. Those who do nothing but talk about themselves just end up “wewe-ing” all over themselves.” — The Value of Content

3.) On how the content marketing industry has changed over the years:

“The one main change has been the length of content has changed. We’re in a world that loves micro blogging and status updates. In the 60s, copywriters used to say that copy should be like a woman’s skirt, short enough to be interesting but long enough to cover the essentials. I think that skirt would be mighty short today.” — Bryan Eisenberg on Social, Conversion, and Content Marketing

4.) On the difference between spam and content:

“Content that isn’t relevant to at least one profitable segment of potential customers isn’t content, it’s spam. Spam is boring. Creating relevant content often requires planning.” — The Value of Content

5.) On the difference between journalism and marketing:

“In journalism, what’s the sales transaction?

To be a profitable journalist and publisher in today’s climate means overcoming the same hurdles as your counterparts in merchandising and marketing. It’s all about earning trust, credibility, interest, usability, and relevance. Just because you aren’t peddling a shiny new product or service doesn’t mean you don’t have to persuade. A sale certainly does take place.” — More Profitable Online Publishing

6.) On why content must initiate action:

“The more…content causes, persuades, or woos visitors to take a profitable action on our behalf, the more valuable it is. If it doesn’t do this, it’s more like bad entertainment.” — The Value of Content

7.) On what content should do:

“The right content for your site, and all online communications, is smart. It’s what your customers seek, what search engines are looking for. It’s just the thing for improving conversion rates. And, if done properly, it separates your site from your competition’s.

Does your copy do all this?” — Content, Copy, Language, and Prepurchase Behavior

Get social with Bryan on Twitter, Facebook, and LinkedIn.

More from the 12 Days of Marketing:

Free Sales Leads

Search Engine Love

A Lesson in Content Strategy

Don’t forget to come back tomorrow for the gift of Quick Writing Tips to gather some great advice from Heather Lloyd Martin of seocopywriting.comCheck out our 12 Days of Marketing calendar to see the entire series schedule. On day twelve we will have something you don’t want to miss – the CopyPress team singing along to the song of “The 12 Days of Marketing.”

About the author

Nicki Porter