![]() ![]() The company’s blog, The Cleanest Line, features articles on everything from preserving the Yellowstone Grizzly Bear to profiles on great outdoorsmen (and women). Dedicated to sustainability, recycled materials, and super high-quality outdoor clothing backed by an “ironclad guarantee,” Patagonia takes its vision into its content, and practices what it preaches every step of the way. Patagonia is one of my favorite clothing companies, and it’s also one of my favorite brands for content. Because they’re consistently funny, upfront, and authentic, I’m a devotee of the brand – even though there are similar ones out there. I also knew I wouldn’t buy any, but I opened it because I wanted to see what was inside.Īnd guess what? As a consumer, I’ll continue opening their emails until another one of their products does appeal to me, and then I’ll purchase it. I saw it in my inbox and knew that the email would contain a pitch for some hand cream. While this headline might not immediately strike you as “authentic” (slapstick, maybe?), it does a few things well. I’ll confess that I became a member of their service based purely on the genius of their launch video, and the goodness just continues.įor an example, consider this email I received from them just today: I reference Dollar Shave Club often in what I write because I truly believe they’re one of the best brands out there regarding online content. To get an idea of what authentic content looks like in the world of online copywriting, it’s smart to look around at a few brands that do it well. 3 Brands Currently Killing It with Authentic Content In addition to driving things like engagement and sales, stronger company-customer relationships also help promote brand recognition and loyalty.Īnd what’s the best way to create these relationships? You guessed it: authentic content. In fact, the value of customer relationships has doubled over the last decade, leaping from 9% to 18%. ![]() Instead, they want legitimately valuable content that helps them solve problems and, get this, develop relationships.Īccording to an article published in the Harvard Business Review, the importance of a massive, powerful brand (think Wal-Mart) is falling, while the importance of company-customer relationships is rising. Today, customers don’t want to interact with pushy, stiff content that reeks of used-car-salesman vibes. While content has long since been the vehicle for various forms of marketing, it’s a recent thing that the demand for authentic content has reached such a fever pitch. Today, brands in all industries and specialties are striving for authentic content, and readers around the globe are working harder than ever before to find it. And don’t get me wrong, there’s plenty of this out there, but it’s not what people want to interact with. If any of these components are lacking, the content just does not work. It’s a little bit of SEO, a little bit of research, a little bit of skill, a lot of dedication, and some humor or insight, all rolled into one cohesive package. The best creations from any good SEO copywriter are like a puzzle meticulously assembled. If this is something that you, like so many SEO copywriters struggle with, this piece contains some tips to help you be more authentic in all of your online content, starting now.Īuthenticity: The Cornerstone of Great Online Content detectors are better than they’ve ever been.īecause of this, it’s critical to take all of the raw components of online copy and make them into something coherent, compelling, and, yes, authentic. Today, more people are turning to online content than have ever done so before, and their B.S. Online copywriting challenges us to be one thing that we often aren’t in our daily lives: authentic. And the other copywriters out there know what I’m talking about.ĭespite the fact that it’s often difficult, though, it’s entirely worthwhile.Īnd here’s why. It’s often creation ex nhilo, in its finest form. I get the jumble of keywords and the word count and the instruction to make it into something useable. I even have the long phone conversations with clients who aren’t exactly sure what they want, but who know they want something. The Importance of Being Authentic in Your Online Copywriting (From an SEO Copywriter)Īs an SEO copywriter, I see what goes on behind the scenes in the world of online content.īy that, I mean I see the assignment and request sheets. ![]()
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