THE MESSAGE MARKETING BLOG
Valuable snapshots about Business, Marketing, Content and Copywriting success
In today’s marketing, consistency is key.
This certainly applies to the way your brand communicates through its messaging, style and tone of voice. I can’t make it any simpler than that. While you do need to vary up your types of content to keep things fresh and, yes, brands do evolve over time, it’s very important to have a consistent core message that forms a relatable identity. Here’s why your brand needs a core message and how to do develop your own. 
Content marketing is a popular marketing strategy for all kinds of businesses across different industries today.
It’s no surprise - quality content sparks engagement, delivers value and connects well with an audience. However, while many businesses think content marketing is easy, not all brands achieve great results from it. That’s because content marketing is not as simple as it seems. So, to make sure you’re on the right track with your content marketing, here are a few common pitfalls you must avoid. 
Content Marketing is highly mainstream today.
But it’s also powerfully effective when done correctly. Why? Because your audience is actively hunting for valuable, entertaining and informative content every hour of every day. Look at what you’re doing right now! Look around at everyone on their phones. Searching for content is ingrained into our lives. So, what types of content do you need for content marketing? What content does your brand need to create to be successful? 
People today use search engines like Google, Bing and Safari so often that we can’t imagine the internet without them. They’re doing billions of searches every week across the globe, hunting pages for unique terms, phrases and questions.
The search results that come back are where most traffic gets funnelled into (especially on the first page!). What does this mean for businesses, then? It means your brand is sitting amongst fierce competition, all scrambling to become relevant. So, how do you get search engines to pick you over others? 
Do you want your content to go further?
Is your content continuing to offer you results? Most of your content should be working hard for you on an ongoing-basis. If not, then it's time to plan the use of your content better! Having a more robust approach to content marketing offers many advantages and it's beneficial for both your customers and your brand. Here's how to prolong the strength of your content, so it can go the distance for the good of everyone. 
Do you pay much attention to how you format your copywriting?
Whether you're writing a website, a blog or marketing collateral, simply throwing words on a page can doom your content from the very start. Your readers want information - but they won't stay engaged if you make reading the text really hard to do. It provides a poor experience and they will probably just abandon it. Don't do that to your brand (or your reader)! Here's why formatting your copywriting is crucial for content marketing success and how to format your copywriting effectively to maximise results. 
Your brand is one of your business’ most valuable assets.
That’s because it stands as a beacon that your audience can recognise, understand and relate to. But it only gains this value through its own strong identity. A brand identity is much more than just aesthetics like colours, prints and typography - it is how your brand defines itself. Here’s how to build a brand identity using copywriting. 
Something I’ve noticed recently is the number of copywriters out there.
This may seem like a good thing for you because there’s a lot of choice. However, it’s quite the opposite. It can be an overwhelming decision working out how to select a copywriter, especially as you just need your project done and done now. What’s the problem? Well, everyone can write. But not everyone is a copywriter. The ideal freelance copywriter should offer you much much more from their copywriting services than just taking a brief. Here are the 6 factors to help choose the right copywriter. 
Competition is fierce today.
Business Owners and Managers like you are looking to digital marketing initiatives like social media, influencer advertising, interactive content and even Artificial Intelligence (AI) to connect with your audience. However, you shouldn’t overlook and underestimate one of the oldest yet effective marketing tools that exist – email. With over 3.9 billion daily email users in the world, email marketing (or Electronic Direct Mail - EDM) still offers results, can make a good impression and build lasting relationships with customers. In fact, marketers who utilise segmented email marketing campaigns enjoy an increase in revenue as much as 760%. Do you want to achieve the same success from email marketing? We know the secret! Here’s how. 
Do you want to drive your business forward?
Let’s be honest: marketing strategies make the most impact today when it comes to brand growth and public-facing progress. Those inspiring brands we notice and follow? Their success comes from smart, innovative marketing. With an active marketing approach, you can make a big impact using advertising, educate through content, develop new solutions and build stronger relationships with your customers. So, how do you create effective marketing strategies? 
Have you visited a website and then seen their brand everywhere online?
This is a Marketing Practise called Retargeting (or remarketing). It's a highly-effective way to raise brand awareness with prospective customers and a very cost-effective approach of getting people to return to learn more about you and hopefully make contact. Retarget marketing is definitely something your business should be using to expand your digital marketing presence. So here's everything you need to know to get started. 
A common challenge all businesses face is crafting the perfect marketing messages.
This is because it seems easy but can be deceptively difficult. You need to explain how you provide a relevant and valuable solution to a customer’s problem without boring or confusing them, while aligning with your overall marketing strategy and brand positioning. Hard, isn’t it? It’s no wonder why brands struggle to promote their products and services with a compelling marketing message. To help you create ideal marketing messages, here is a list of mistakes to avoid. 
Businesses absolutely must have a website today.
It's not an option or a nice-to-have anymore, because it's the only digital asset that your business has direct ownership and control over. This means that it's the only true platform fighting for your business in the vast online landscape. It's where your audience goes to find you and learn more about what you do. But just having a website is not enough. Capturing visitors' attentions immediately with great design and copy is just as essential. So, here are three simple tips to help you get it right! 
Think back to the last thing you bought.
Did you know there is an 8-step customer journey that we go through with every single purchase we make? This is how we go from no knowledge about a product or service, to a purchase and beyond. Throughout this buying journey, there are several stages involved and at each, we look for specific information before we can progress to the next stage. This is where a smart content marketing strategy comes in, providing value at every stage to transition our potential leads into advocates. Let’s discuss each stage and the content your brand should be creating to drive people along their own customer journey. 
Using search engines has become a staple of our time.
Everyone relies on the likes of Google, Bing, Safari, Amazon, eBay to be updated with the latest news, find answers to questions and obtain solutions to their problems. But search engines have started to evolve passed just typed queries and into voice search. How does your business adapt to this? Voice search optimised content. Here's how. 
Every business has (or should have) a unique brand identity which makes it identifiable and appealing to its audience.
If not, you will look, feel and act exactly like your competitors. So, how do you ensure your brand is distinct? Strong branding is developed through solid marketing strategy to ensure a brand’s personality is relevant in the eyes of your target customer. Here's what your business needs to build a brand. 
Copywriting – it’s just writing words, isn’t it?
Copywriting is one of the many Marketing tools that every business needs to create effective branded content, build powerful messages, engage clients and earn results. But everyone can write, right? So, what’s the big deal? This is where these 7 myths come from. The reality is that, just like most professions, everyone can give things a go. But professional copywriting requires a specific skill set, experience and training; if you want quality copy, you need a quality copywriter. Here are the common copywriting misconceptions that I want to dispel for both clients and copywriters. 
Is the customer always right? That really is the question!
Your customers are a wealth of knowledge and can offer a lot of insight into how best to reach them. But in today's digitally surging and rapidly changing environment, does your customer even know what they want? 
Your customers can now easily access information in just a few clicks.
The mobility of the Internet, the accessibility of content and the rampant use of social media are exposing people to so many different things that can influence their purchasing behaviour. To capture your target audience’s attention, you need to cut through the clutter of overload and provide relevant value that will separate your business from everybody else. Inbound content marketing is an effective strategy that can help you make a powerful impression by delivering them content at the right time and in ways they want. When done correctly, optimising inbound marketing can present great opportunities to engage your audience and earn their trust. Here is everything you need to know about inbound marketing and its importance in your business quest towards success. 
Yep – we ALL get it.
2020 sucks… so far. It’s been a real challenge for everyone, businesses and people alike. But, like with any obstacle: we can dwell and whinge, or we get smart and rise above it. It all comes down to taking proactive action. I personally want to rise, and I want everyone to rise with me and Melotti Media. So, I’m going to share my 10 suggestions on how to reclaim 2020 in the post-COVID era (that I’m using myself). 
What should people do after they’ve read, watched or listened to your content?
Are you providing them direction? A “Call to Action”, or CTA, is the powerful (and essential) part of your content which guides your audience to proceed to the next step – whether that’s signing up, booking an appointment, contacting you or whatever else your goal is. The success of your marketing conversion rates lie in your Call To Action’s effectiveness, so you must place the appropriate Call to Action to show your audience the way forward. To help you craft the perfect Call to Action in your marketing, we prepared the essential CTA stuff you need to know about it. 
As marketers, we do research, we conduct tests, we utilise AI and machine learning, previous experience and intuition - all with the aim to execute marketing campaigns that produce results.
However, despite all of this, sometimes things don’t go as planned. Why? Because our audiences are unpredictable humans – regardless of whether we’re targeting B2B, B2C or both. So, assuming you did everything right in preparation, and your marketing campaign still fell short, what do you do now? 
Businesses need customers.
B2B, B2C or both – customers provide the interest, attention, support and, most importantly, dollars you need to survive. This is why it’s important to know exactly who you’re targeting because trying for “everyone” is not the best strategy. Focusing your marketing efforts on the audiences who provide the greatest value is a smarter move, especially if you’re not a big corporation with an unlimited marketing budget. But can you define them? Do you know who they really are? It’s very common today for businesses to not actually know their customer types well enough and make a lot of assumptions that lead to costly mistakes. To help, here is a guide on how to define your ideal customers. 
Have you ever wondered why fluctuations in sales occur? Or have you thought about the reasons why reviews and feedback online play a major part in people’s decisions?
The psychology behind buyer behaviour greatly influences the way your audiences act and react. This is one of the fundamentals of Marketing that allows businesses like yours to understand how customers think and act. To help you understand buyer behaviour more thoroughly, here is a complete guide. 
Your website is the most important digital asset your business owns.
It plays a crucial role in your marketing, brand awareness and customer education. This means your website should always be a very high priority, often. Whatever you have on your website will have a huge impact on your business. Here’s why you should frequently refresh your website copy. |
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