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Category Archives: Content Marketing

 

Whether you’re a brand, company or person, in order to be recognised your voice needs to be consistent. That’s why I recommend to develop a Copy Strategy.

 

If you do so, you have a much greater chance of letting your unique voice shine through.

 

There you go! Terms don't have to be boring.

There you go! Terms don’t have to be boring.

 

Like in this example, where they could have referred you to the usual terms and conditions, but decided to rather let you agree to the fascinating terms of service.

 

If this is ironic, sarcastic or even true, at least there is some personality coming through, making this a more personal and less officious experience.

 

Because searching ‘rat’ is too unlikely according to Facebook, I'm being presented search results for 'ray'.

Because searching ‘rat’ is too unlikely according to Facebook, I’m being presented search results for ‘ray’.

 

When Facebook autocorrects your search from ‘rat’ to ‘ray’ it can feel very lonely, having pet rats.

Of course, this is just one of their predictable algorithmically calculated assumptions – and it’s working badly at that because I have ‘rats‘, ‘pet rats‘ and ‘wild rats‘ as my interests.
But it shows how the majority of Facebook users tick: They misspell ‘Ray’ with ‘rat’.

Pity they never get to find out that rats make great pets. 😮

 

Follow Rats Make Great Pets on Facebook and on Google+. 🙂

 

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When I open up Facebook I have gazillions of notifications, and it’s pretty clear that these are in Facebook’s – and not in my – interest:

 

Facebook tells me my friends are interested in going to events. While this information comes to no surprise, it's the fact that I get alerted about it, which turns this into a FOMO trigger.

Facebook tells me my friends are interested in going to events.
While this information comes to no surprise, it’s the fact that I get alerted about it, which turns this into a FOMO trigger.

 

Today I was informed that a couple of my contacts “are interested in going to an event in Cape Town tomorrow”. What a surprise.

Clicking on this ‘notification’ I land on the events page of a club night. Really not something I’m interested in.

Facebook will regard my click as a success, whereas I find this incredibly annoying. Facebook is not my AI diary. In fact, it offers me such predictable content – like the update to being married leads to ads about babies – that I’m simply frustrated.

 

But now I’m not just bombarded with consumerism, I’m also pressured to be hip and cool and constantly know what everyone else is doing and on top of it best participate in it.

Facebook fuels FOMO (Fear Of Missing Out).

Just another reason to switch off and appreciate JOMO (Joy Of Missing Out)!

 

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In today’s information overload it’s difficult to get people to do something without giving them a reason why.

 

Here’s a great example how to present an attractive hook and bulletpoint the very convincing reasons why right away:

 

A great hook together with a reason why list make a convincing case.

A great hook with a list of reasons why make a convincing case.

 

The “I’m in” button leads to a donation page. Making a contribution allows access to exclusive content.

 

This email was the last chance, so this campaign has now ended.

 

It’ll be interesting to see how successful this sponsorship drive was.

 

According to my theory of Quality over Quantity Common Sense Media deserve to fare well.

 

Can you spot the spelling mistake?

Can you spot the spelling mistake?

 

Here we have an advertisement for a copywriting course, which is referred to as ‘copyright course’. An easy to make writing mistake with this homophone.

 

Of course the quotes could suggest someone else said this and the blunder was copied over from them, except that this someone else isn’t quoted, making the quotes pretty pointless. The missing punctuation also doesn’t help.

 

I’d go as far as saying for SEO purposes it could very well make sense to include a spelling error probably many people make when typing their search into Google.

 

However, I cringe at such rookie mistake and wonder if they are following good practices such as proofreading their copy. 😮

 

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While waiting for the page to load, Flickr reassures you:

While waiting for the page to load, Flickr reassures you: “This is the web page you are looking for.”

In South Africa internet is a joke and most fancy designed websites take ages to load.

Waiting for a web page to load is not only irritating, it’s also confusing if you don’t know what’s going on: Should you reload? Should you start over? How long do you have to wait?

Good Practice is to inform your users where they are and what to expect, so there are no unwanted surprises.

Flickr is doing an excellent job keeping you reassured you are doing the right thing, and they go a step further and make it entertaining.

From “Firing up the engines” to “Questioning the Magic Donkey” to “Herding pandas”, you’ll get all sorts of fun announcements while the page is loading, making it just a little more bearable having to wait. 🙂

Furthermore, Flickr keeps you entertained while waiting for their page to load:

Flickr keeps you entertained while their page is loading: “Questioning the Magic Donkey”. – Certainly something to do when waiting. 😉

 

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LinkedIn is a great platform to market your business.

LinkedIn is a great platform to market your business.

 

LinkedIn offers a very attractive target group, with a high income and twice the average buying power.

In addition, LinkedIn users are open for business: “A full 50 percent of B2B buyers use LinkedIn when making purchasing decisions. With 76 percent preferring to use recommendations from their professional networks, the site is essentially ‘built for social selling’.” – Hootsuite

So make sure your company gets found on LinkedIn.

On top of it go the extra mile to proactively get your business out there:

 

Publish VAC = Value Added Content

Share your content expertise by creating relevant posts. Be careful about actually publishing on LinkedIn Pulse, always keep your content on your own platform and link to it.

 

Cross-Pollinate: Connect with other social media

LinkedIn is well integrated with other social media. Simply ensure all the boxes are ticked to cross-publish your content to / from other social networks.

 

Engage with Groups

You can only join 50 groups, so choose wisely. Participate actively in LinkedIn Groups by posting relevant content and commenting. Create a company branded group for exposure of your business.

 

Use your professional headline as a status update

LinkedIn calls the text under your name on your profile your professional headline. It is by default displayed with your LinkedIn Profile Card. In addition, every time you update your headline, your entire network gets notified. So utilise this space to announce company updates or offer special deals, give-aways and links to more info.

 

Cold Message

Use LinkedIn’s advanced search to find prospects. Keep in mind it’s about making meaningful connections so set a strict filter to get good results. Remember the search terms, so you can find these potential customers again in future. Draft the invitation message carefully: Be clear what the mutual benefit is of connecting.

 

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