Copywriting with Brian Clark (Copyblogger) on #seochat

Guest: @copyblogger. He is a ten-year-veteran of Internet publishing with millions of dollars in sales. His blog Copyblogger is read by over 137,000 people and is one of the most popular in the world according to Technorati. You can learn even more about @copyblogger here: http://bit.ly/fcgHFS.

How does content marketing differ from copywriting?

They’re related. The way to think about it is content is the value and copywriting makes it engaging. Content is what people are looking for related to whatever your ultimate business goal is. But we don’t want information. We want to be emotionally engaged. That’s what copy brings. Of course, in the traditional sense, copy is what sells things. And then there’s SEO copy, which is changing. Check out this free report – http://copy.bz/cCWG9q.

@jwallacewriter: Like content is the steak and copywriting makes it sizzle?

@JadedTLC: Content marketing differs depending on what you’re marketing. Ecommerce and Content sites have different goals.

@mentormarketing: Copywriting is a Task or a Job, Content Marketing is a campaign or a subset of one.

@CMM_PR: Content needs to be optimized for sharing + search, and written for a diverse digital audience + platforms.

How can SEOs better improve their copywriting?

The best SEOs are great copywriters. Because they understand that the algorithms are looking for response. And what’s perceived as valuable goes back to engagement, and simply getting your content seen. So, direct response copywriting is highly applicable, but the context is very different. That means getting people to respond. Not just by being controversial, but by delivering perceived value.

@ashbuckles: This perceived value you speak about… is that research, audience awareness, etc.?
@copyblogger: Perceived value is what your prospect thinks is valuable. Understanding them first is crucial.

@dan_patterson: I think too many SEOs look at just the keywords, and don’t really think about the effectiveness of the copy. Agree?
@copyblogger: True. But perfectly optimized on-page copy doesn’t rank without the indicators, mostly links, but social is growing.

@GLHancock: How can SEOs improve copywriting? Let it be organic, let it be, let it be.

@JadedTLC: practice, take writing classes, practice more.

@searchmetrics: Highly recommend this book for improving writing http://www.amazon.com/Writers-Reference-Diana-Hacker/dp/0312450257

@LoisMarketing: Just as with A1 much can be programmed in the background. Don’t think SEO — create optimum copy

@dan_patterson: I’d say this is one reason why things like infographics are so popular. It’s great content that gets a response.
@copyblogger: Absolutely. Link bait changes every year.

@searchmetrics: Journalists are natural SEO copywriters because inverse pyramid, new style is key & being prolific.
@JadedTLC: I have to disagree. I have had to train many journalists on how to write for SEO. They don’t get it.
@searchmetrics: Everyone needs to be trained to write for the web, but news writing puts journalists ahead in the writing category.

@muru0410: “Content is king, SEO is the queen.” ~Unknown

@mentormarketing: What do you thing the mid-term impact will be from the semantic web experiments aka google recipes will be for content. I have not defined content marketing as a direct response campaign, and don’t see that happening in ecommerce at least.

@dan_patterson: Completely agree @copyblogger True. But perfectly optimized on-page copy doesn’t rank without the indicators, mostly links …
@copyblogger: Attracting natural links and SM sharing with engaging content is important. In fact, it’s golden.

@CMM_PR: First, focus on engaging your target audience vs writing to be *found*.

@Ken_Vsky: Focus on what your readers want to read first, then optimize the page afterward with terms that your target market uses.

@nuttakorn: How significant different on copywriting in B2B content marketing versus B2C. B2B seems more information-oriented.
@copyblogger: Everyone is information oriented. Context and presentation are the difference — know your audience.

@CMM_PR: Doesn’t have to be one or the other – a good copywriter today should understand SEO fundamentals.
@dan_patterson: I totally agree, but sadly it isn’t always the case

Do you have a recommended process for coming up with effective SEO and sales friendly copy?

I actually separate SEO from sales copy. It’s like attraction content and closing copy. It all comes down to landing pages. So, a content landing page is search optimized for the people you want. Attraction, not sales, although the report ends up converting well.

For example, this page ranks #1 for SEO copywriting – http://copy.bz/a7ISLA. On the other hand, this page ranks #2 for copywriting – http://copy.bz/gxvYMR. And it’s designed to get people to subscribe, and perhaps over time they do business with us.

@ashbuckles: I assume testing (conversion) is a huge part of understanding your audience? How else do you learn?
@copyblogger: Research. Social media is the greatest (and free) market research environment ever.

@scottcowley: Aside from practicing, how do you recommend people learn how to write better in general?
@copyblogger: There is no aside from practicing. Write.
@matt_os: Need to know good copy when you’re reading it and pay attention, good writing comes from good writing AND reading.
@SandraEarle: Always have an editor or proof reader.

@CMM_PR: Can an SEO writer be a good copywriter? Writing skills should come first. Plan to be prepared to optimize content based on analytics from the target customer or audience.

@searchmetrics: AP style shouldn’t always rule, its about most important content up top, writing clearly & concisely, etc.

@Ken_Vsky: Know your audience, check out what they’re searching for using a keyword analyzer and answer their search query.

How does copywriting differ for B2B and B2C audiences?

It really comes down to knowing your audience, regardless of anything else. But one thing I love to discuss is the idea that B2B people won’t respond to emotion. B2B decision makers are more solution oriented. But it’s still their ass on the line to make the right call. So the pain points and emotional stakes are still there with B2B. It’s just context that differs. Plus, B2B copy is about getting someone into the next part of the sales cycle, not closing the deal.

@dan_patterson: Yeah, B2B is a longer process. I’d say that’s why there are so many ‘free demo’ & ‘free trial’ calls to action.

@iambradhanks: I heard that stephen king writes x # of pages every morning. Do you have a regimen like that?
@copyblogger: I’m pretty goal-driven with writing these days. But I get grumpy when I haven’t written for a day or so.

@CMM_PR: B2B – about the bottom line (productivity, profitability). B2C – about improving lifestyle (affordability, ease of use).

@RavenArienne: What do you read?
@copyblogger: Everything possible. Not as much fiction these days, but I think that’s a mistake.

What steps did you take to grow your subscriber base?

What steps *didn’t* I take to grow my subscriber base? That’s what it’s all about, outside of links. I like the say that the sex, drugs, and rock n/roll of content is links, subscribers and action. So, links get you direct traffic and lead to search traffic. But what’s the point?

@searchmetrics: Trustworth, unique content and data is best for growing a base.

@ashbuckles: Google Forecloses On Content Farms With “Farmer” Algorithm Update http://selnd.com/hwAtNq

@dan_patterson: SEO has a TON to do with the copy. If you rank but can’t get people to act, what’s the point?

@Kvermeille: Being human and not writing in a cooperate voice.

@mentormarketing: I am thinking about using incentives to increase subscribers what do people think about 2gb usb drive freemiums.

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