Here’s a simple content marketing metaphor for you: your target audience is made up entirely of people running a race. As the sales or marketing copywriter, you’re like a track coach. Your job is to personalize your message to motivate each “runner.” Your track team is represented by three personas: Amanda, Betsy and Carman. With […]
About the project: This article is one of a limited series of blog posts I produced for Dalton & Co. Professional Cleaning Supply. This headline has some obvious shock value (blood! mouse poop!) that I didn’t choose lightly. Because Dalton & Co. serves both the general public in its retail store and commercial cleaning companies, […]
I have spent the last year interviewing marketing people who, like you, often fight a common foe as they try to communicate with audiences through digital content: compliance. The stories I’ve published have been from the community of independent artists, marketers, fundraisers, publishers and educators who may have to adapt their strategies to their clients’ […]
About the project: This article is one in an ongoing content marketing program for Clean Cut Lawn & Landscape. I produce two blog posts per month based on a focus keyword I select after researching options with Google AdWords. The focus keyword here, used in the headline, the body, the description for social media promotion […]
Want a better idea of how content marketing can help you reach more people, help more people, sell to more people? Consider the case of Melanie Howe. When Melanie left the marketing department at Ontario Systems, all she thought she wanted to do was help people with their social media. My, how things change. Addison […]
About the project: The executive director of Ross Community Center, Jackie Hanoman, needed an economical way to both inform the low-income neighborhood where the center is located about what Ross has to offer as well as keep in touch with donors. The solution was a monthly newsletter. For this ongoing project, I serve as both […]
If you ever need a measuring stick to determine whether your workspace is as cool as you think it is, take a quick step into Intersection in downtown Muncie, Indiana. As Ally brewed us some coffee in the kitchen area to keep us alert during our 8 a.m. interview, I marveled at the open concept […]
About the project: Living on the Edge with Chip Ingram hired me to write a series of stories about individuals who have utilized their ministry resources. For the April ministry update, I interviewed a widow who fondly remembers listening to the Living on the Edge podcast with her late husband as they fell asleep at […]
I have a confession to make. It’s a little embarrassing. About a month ago, I started playing a super nerdy, Dungeons & Dragons-esque (let D&D fan protestations begin) iPhone game called King of Avalon. I am 35 years old. Here’s a surprise: It turns out KoA weirdly correlates to six secrets to successful content marketing. […]
About the project: The Facing Project tackled education in Delaware County, Indiana during the 2017/2018 academic year. The project organizers needed writers to interview educators and write their stories in the storyteller’s voice. I had the privilege of bringing the plight of underpaid, overworked teachers to light through the story of my close friend, Pat […]