Blog Posts

• An ongoing account of information, opinions, tips, best practices, and other ideas.

• Similar to articles, a blog is a basic building block for online content.

• Provides useful information focused on readers’ problems, questions, and needs.

Key Message Copy Platform

• A core business document (usually 12 to 15 pages) that contains all the relevant marketing messages and selling statements about a product or service.

• Includes specific product-focused language, an in-depth description of the target market, and the company’s Unique Selling Proposition (USP), as well as customer testimonials, facts and statistics, and product benefits and features.

Articles

• “Edu-marketing” content – educational and informative, related to an industry, product or service, but not directly promotional.

• May also be “help, not hype” with “how-to” content or “best of” roundups.

• Online editorial copy may also be featured in print publications.

E-Book

• An e-book (electronic book) is a digital format designed specifically to be read on a computer, tablet or e-reader (handheld device).

• E-books have changed the marketplace by dramatically making publishing more accessible.

• Pew Research reported as of 2016: The percentage of Americans reading e-books has risen from 17% to 28% since 2011 (close to a two-thirds increase in just five years).3

Stand-alone Email

• Short, conversational email that engages a reader and shares more information about a product or service.

• Promotes a one-time sales promotion, special announcement, product update or event.

Auto-responder Email copy

• Also called sales or marketing funnels – this email series is sent in response to an e-newsletter sign-up, inquiry, or purchase.

• Contains carefully crafted sales copy that leads to deepening the customer relationship and/or driving a follow-up purchase, seminar sign-up, etc.

• Usually contains 3, 5, or 7 emails, pre-written to engage the customer or prospect.

• Set up to go out automatically in a certain sequence within a specified timeframe.