Content Creation

Does the idea of writing content and copy make you cringe?

Or do you lack an on-site team who can create content for you?

Had bad experiences with content creators in the past?

Good news! I am the antidote to flaky freelancers, clueless content creators, and capricious copywriters.


Content your way.

Get help with an existing content strategy. Launch a strategy I’ve already given you. Fill in a couple of gaps with some one-off pieces.

What kind of content? Any kind you can think of. If it’s a piece of marketing collateral, you’ve come to the person who can make it happen for you.  It’ll be on time. Clearly written. Ready to rock and roll.

Here’s the rundown on the types of content I can create for you.


Copy

Create a case that gives your customers a reason to purchase your products and services. Appeal to their needs, wants, and pain points. Not with hype, but with empathy and an honest understanding of where they’re coming from.

This type of content includes:

  • Web copy
  • Landing page copy
  • Email copy
  • Ad copy
  • Video scripts

Ad copy, by the by, includes any ad, including PPC ads*, radio ads, and traditional printed collateral like brochures and trade show materials.

*Copy is the only aspect of PPC I will handle. I can refer you to some excellent PPC specialists if you are looking for help with setting a budget, bidding on keywords, or deciding whether it’s worth it to you to boost that Facebook or Instagram post. If you want me to craft words, I’m an expert. If you want me to mess around with ad spend budgets, I’m hopeless. There are really dumb poodles who are better suited to messing with ad spend budgets.


Customer-Facing Content

Customer-facing content isn’t the same thing as copy. This content is designed to answer customer questions. You can also use it to tell customers things that will make your process go a lot smoother for them.

This kind of content includes FAQs, in-depth service pages, learning center pages, video scripts which speak directly to customer questions and concerns, and blog posts which are not meant to be shared. For example, if your customer can save $500 just by sending you seven feathers and some incense, you might put together a blog post which tells them so, and which explains why this feather and incense thing is helpful. Nobody’s going to run off and share this post. Nobody’s going to link to it. It’s still really gosh darn useful, and it helps you make sales.

Not all of this stuff has to be basic. Case studies count as customer-facing content too, and those can be both in-depth and powerful.


Audience-Facing Content

This is content meant to interest, surprise, and delight.

There is a Venn diagram going on here. There are customers and there are audience members. Some people will be both.

Some won’t ever buy anything, and that’s okay. If they like, share, and link to your content then they’re helping you out. They’re basically doing a whole lot of free marketing for you because you gave them a whole lot of free information they really liked and needed. Don’t think it serves no selling purpose. It helps you forge relationships with people who may eventually buy from you. It helps you build trust.

Here’s an example of the difference between CF content and AF content. Let’s say you are a rare coin company.

Customer-facing content might include pages with titles like: How to Take Care of Your Coins. It’s useful, it answers a customer question, and, bonus, it keeps them from devaluing their coins. Which is nice for you, because it avoids a situation wherein the customer does something stupid to a rare coin and then gets ticked off at you because the coin is now worthless. This stuff performs better in a “learning center” than it does in a blog.

Creating great audience-facing content might mean launching an entire online magazine devoted to numismatics, and might include articles like: Every Coin Has a Story: An Interview with Buddy Ebsen. Or 13,000 New Orleans Mint Morgan Dollars Surface After 55 Years. You might have some how-to articles in there too, but they’ll go way beyond the basics, and may include expert quotes or original research.

One of the reasons people get into trouble is they confuse audience-facing content with customer-facing content. Sometimes they’re the same. Usually, they’re anything but. Professionals like lawyers, healthcare providers, and accountants can get away with treating these types of content exactly the same way. Most companies can’t.

This content also includes things like documentaries about the way customers are using your services to change the world, white papers which truly provide answers to pressing industry issues, ebooks, physical books, trade pub articles, webinars, infographics, and basically anything else that speaks to things your audience cares about without directly selling to them. Without, in many cases, talking about your company, product, or service at all. People are pretty smart. They can see your logo right at the top of your website. They know who is providing all this amazing stuff to them.

In any case, I create all of these types of content and am more than happy to do so.


Social Content

Both customer-facing and audience-facing content make amazing social content, especially when it’s all chopped up into little pieces and delivered bite-sized. What else performs well on social? Real (not stock) photos of your office, staff, work, whatever. If you have those and give them all to me, I can make some great social content out of them.


Got a project for me?

I can’t wait to hear about it. Just use the calendar below to schedule an introductory call with me.