{"id":273,"date":"2011-10-10T13:05:19","date_gmt":"2011-10-10T13:05:19","guid":{"rendered":"http:\/\/www.write-angle.com\/thewritestuff\/?p=273"},"modified":"2011-10-10T13:05:19","modified_gmt":"2011-10-10T13:05:19","slug":"market-alism-how-to-write-copy-that-customers-want-to-read","status":"publish","type":"post","link":"https:\/\/www.write-angle.com\/thewritestuff\/market-alism-how-to-write-copy-that-customers-want-to-read\/","title":{"rendered":"Market-alism: How to write copy that customers want to read"},"content":{"rendered":"<p>&nbsp;<\/p>\n<div><img decoding=\"async\" title=\"Modern Journalist Illustration\" src=\"http:\/\/www.dreamstime.com\/modern-journalist-illustration-thumb16070959.jpg\" alt=\"Modern Journalist Illustration\" \/><\/div>\n<div>At Write Angle we are unabashed fans of <a href=\"http:\/\/hubspot.com\">Hubspot<\/a>, the marketing-software people and evangelists of all things &#8220;Inbound&#8221;, marketing-wise.\u00a0 And we feel compelled to say that their counsel, summarized <a href=\"http:\/\/blog.hubspot.com\/blog\/tabid\/6307\/bid\/26782\/4-content-creation-lessons-marketers-can-learn-from-journalists?source=Blog_Email_[4%20Content%20Creation%20L]\">here<\/a>, is remarkably consistent with our own creed:\u00a0 the need for good marketing in the digital culture to adhere to the best practices of journalism.\u00a0 A <a href=\"http:\/\/www.write-angle.com\/thewritestuff\/2011\/10\/\">recent post<\/a> alluded to this.<\/div>\n<p>Understanding your audience\/readership is central to the success of any commercial publication.\u00a0 Ever hear of a thriving news organization oblivious to what its audience of readers or viewers want?\u00a0 In the same vein, marketers tone-deaf to the proclivities of their own market, the content that customers will pay attention to, are short-lived.\u00a0 In marketing today, more than ever, quality content is defined as the kind of material to which your buyer relates and identifies with:<\/p>\n<p>1.\u00a0 It&#8217;s about them, not you.<\/p>\n<p>2.\u00a0 It describes their situations, not yours.<\/p>\n<p>3.\u00a0 It makes them, not your brand, most prominent in the story.<\/p>\n<p>4.\u00a0 It&#8217;s eminently readable and compelling: the terminology is theirs, the style is engaging, the language vivid.<\/p>\n<p>5.\u00a0 It informs, educates, provokes thought&#8211;and it inspires sharing.<\/p>\n<p>The above, by the way, could describe the best and most shared content on the web, on any given day.\u00a0 Which is exactly what we mean by the term <a href=\"http:\/\/write-angle.com\">market-alism.<\/a><\/p>\n<p>What are you doing to instill these practices in your own content: web copy, white papers, case studies, etc.? \u00a0 How does your team ensure that your &#8220;out-bound&#8221; efforts maximize &#8220;in-bound&#8221; inquiries and high conversions?<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-family: Calibri,Verdana,Helvetica,Arial;\"><br \/>\n<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; At Write Angle we are unabashed fans of Hubspot, the marketing-software people and evangelists of all things &#8220;Inbound&#8221;, marketing-wise.\u00a0 And we feel compelled to say that their counsel, summarized here, is remarkably consistent with our own creed:\u00a0 the need for good marketing in the digital culture to adhere to the best practices of journalism.\u00a0 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4,52,36,37,9,45,5,30,10,53,44],"tags":[18,14,210,26,38,212,6,41],"class_list":["post-273","post","type-post","status-publish","format-standard","hentry","category-case-studies","category-content-marketing","category-content-strategy","category-marketing","category-online-content","category-outside-writers","category-readers","category-rx-for-content","category-website-content","category-white-papers","category-writing-services","tag-blog-frequency","tag-branding-content","tag-case-studies","tag-content-creation","tag-content-strategy-2","tag-white-papers","tag-writing-case-studies","tag-writing-collaboration"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - 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