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Liquid content and what it means for your marketing strategy

5/20/2013

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We've been thinking a lot recently about the idea of liquid content and what that means for brands' marketing strategies.

When you strip it down it's not really new, nor particularly clever. But just by thinking along 'liquid' lines you can really start to get your content working for you.

What is liquid content?

When you hear a content marketing provider describe a concept like liquid content you'd be forgiven if your eyes glazed over and the words started to lose their meaning. We'll try to be as succinct as possible.

First liquid content is a way of thinking about what you publish.

By liquid we mean that all your content is related or linked in some way. Your TV ads should be linked in some way to your website copy, your viral ads and your blog.

Liquid content should be so "contagious" that it cannot be controlled. It must be memorable, significant and generally awesome.

Social media is critical – you must be publishing content that people, like the molecules in a liquid, share and interact with all the time.

Liquid content doesn't rest – it's a 24/7 marketing model that is continually evolving and responding to inputs.

Coca-Cola is the leader when it comes to liquid content.

 "You cannot pay your way to greatness for your brands any longer," said Wendy Clark, Coca-Cola's head of integrated marketing and communications. "We have to hold ourselves accountable for creating content that is sharable."

Everything you do as a brand, needs to convey your message at all times.  How important is this idea? Well, content marketing guru Joe Pulizzi had this to say:

"I spent the better part of an hour reviewing the two videos below, and I encourage all marketing professionals (both client and agency side) to set aside 20 minutes to review these two short videos (video one is seven minutes, video two is 10 minutes). It’s that important."

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Content writing strategy: be a king, not a pawn

5/8/2013

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Content writing for websites is easy when you know what you are focusing on, what the aims are and who you are speaking to.

But take that away, and creating content for the web is like driving in the dark – you don't know where it's all going to lead and if you're heading straight off the cliff.


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Joe Pulizzi, CMI chief and content marketing guru, explains that with a great strategy, it's a piece of cake.

After speaking to 5,000 marketers from around the globe, he says less than ten per cent had developed a documented content strategy.

That's despite content marketing being a key growth area for their marketing budgets – a worrying situation for financial officers.

Quite simply no strategy means horrible content. Marketers are filling the channels – blogs, social media, newsletters - without clearly thinking about why they should be doing so.

"Simply put, if you develop even a simple strategy for your content marketing, and give some thought to how that strategy should integrate with the rest of your marketing plan, you can, and probably will, dominate," says Pulizii in a blog for the CMI.

"While everyone else is lost in the woods, you’ll already be on the path to greatness."

At Snappy we work with you directly to develop the exact content marketing strategy you want. From that first email you send we'll be doing everything we can to get you to the top.


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Content marketing thought for the day: no silver bullet

5/7/2013

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Content marketing takes so many forms, from weekly newsletters, infographics and blogs to basic website SEO copy and news articles.

But there is one thing that any business should remember; there is no silver bullet when it comes to content creation.

You need to think about the whole approach, how each element of your content marketing strategy fits with the rest and how to turn several small components into one kick-ass method.

As ever, we turn to content marketing oracle Joe Pulizzi for an explanation.
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Content marketing: there really is no silver bullet
"So many marketers are looking for the perfect dashboard, system, process, and distribution plan for their content marketing. It simply doesn’t exist," he says in a blog for the Content Marketing Institute.

He's worked with hundreds of small and large brands around the world, and says only one thing has been consistent throughout: each plan is different.

"Why? It’s simple: The mixture of communicating what your business offers, delivering on your customers’ informational needs, and sharing your own corporate story is impossible to duplicate — the output from your particular blend of attributes and goals should always be different and unique."

At Snappy we specialise in great written content – from blogs and SEO copy for websites to first rate press release and daily news articles. 

For us it's the words that matter and communicating this to businesses is our mission. If we can get our message across to you, think how we can help you to reach your customers through great words and great content.
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    Snappy Content Writing blog author Alex McLean
    Latest thoughts on website content writing, content marketing, news, blogging, copy writing and SEO.

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    Alex McLean, Snappy Content Writing

    Follow @alex_snappy

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