What ‘Better Call Saul’ Can Teach You About Adaptive Content

better-call-saul-marketing Season one of the hit prequel Better Call Saul just ended and it has left fans wanting more… now! As a marketer, it helps to constantly be on the lookout for things, including pop culture, to see how they can be applied to online marketing and the bottom line, help your business grow. And let’s face it, Jimmy considers himself to be the master of marketing himself… or at least he thinks he is!

Let’s look at how AMC’s hit show can be applied to the relatively new concept of “adaptive content” in the world of content marketing.

What Is Adaptive Content?

Adaptive content is as straight forward as it sounds. It starts with one idea or topic that can be repurposed and changed as it needs to be used on different platforms – social media, print, TV, emails, etc. Think about TV, movie, song, adaptations of a  novel.

Better Call Saul fits perfectly into this adaptive mindset. When we look at the main character of the show, look at how far he’s come from the sleazeball ‘Slippin Jimmy’, to serious lawyer James ‘Jimmy’ McGill, to the criminal’s criminal lawyer we all know and love from Breaking Bad, Saul Goodman.

Whether he’s Slippin Jimmy or Saul Goodman, the character knows his role and how to use his strengths to achieve certain goals… as should your adaptive content. In a business content sense, it’s turning a topic into a blog series, whitepaper, podcast, how-to video, infographic, and more. Always keep thinking of the next thing.

Know Your Audience

In episode two of Better Call Saul, Jimmy finds himself in a rough situation – in the middle of a desert with a gun pointed on himself and his two “clients”. Knowing that he has to choose the right answer to make a crazed drug dealer happy, Jimmy finds himself playing the role of the hardened criminal lawyer. The result is a lessened punishment for his clients – two broken legs rather than the initial proposal of death! In this case, Jimmy knew who he was dealing with (an irrational man) and that the truth wouldn’t please him. How well do you know your audience?

Persistency Pays Off

Jimmy finds that being a solo practitioner is rough. A sudden break comes when he stumbles into the niche of elder law. Jimmy consistently brands himself and even comes up with a catchy slogan “Need a will? Call McGill”, while socializing with potential elderly clients in nursing and retirement homes. He even acknowledges the fact, “Hey. Old people love me.” The lesson here is to be persistent and consistent. In marketing, it’s about choosing a brand message and sticking to your efforts, no matter how hard it is… hard work does pay off in the end.

Know Your Goal and Always Be Open to Change

Sure, you can question his character but Jimmy McGill has been clear of his goals from day one. Whether it’s finishing law school, passing the bar exam, making his older brother proud, making money, or sometimes, just doing the right thing.

Learn from Jimmy – in online marketing, you should set reasonable short term as well as long term goals to mark your progress. Using adaptive content is just one strategy that can help your online efforts grow by reaching broader audiences without exhausting your resources.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

5 Benefits of Evergreen Content

evergreen-contentWhy should every business blog have evergreen content? Because it will help your content strategy grow in the long run! Content that is considered to be “evergreen” is timeless and something that visitors will keep coming back to. Whether it’s a comprehensive blog post series, a how-to article, or an in-depth web page, your website will benefit from having different types of evergreen content. While ‘evergreen content’ mostly refers to written content, evergreen content can also cover videos, pictures, infographics, downloads, audio, & more.

1) Capture ‘beginner’ traffic – No matter what the subject matter is, there will always be an audience who is just learning about it. “How to properly hold drumsticks”, “how to properly paint a wall”, “how to choose the right auto insurance”, and the list goes on. These seemingly simple topics will always come in handy and you can tailor your evergreen content to capture this traffic. Remember to do evergreen content right by investing time & research so that it holds up not just now, but in the future.

2) Low maintenance once it’s done – Once you have a good piece of evergreen content, it doesn’t need very much maintenance. Be sure to monitor traffic, backlinks, and mentions. And of course, to regularly check up so that the content still holds true.

3) Regular traffic from seasonal posts – Did you write a thrifty article about Christmas shopping tips or best kept secret summer vacation destinations in Los Angeles? These are specific topics that visitors will search for… but only during certain times of the year. Having this type of evergreen content will help during those seasons and you can bust them out again and recycle them on social media, newsletters, or where relevant.

4) Sustainable blog posts – By nature, blogs touch on recent new stories and are more brief than web pages. The beauty in something like an evergreen blog post is that people might post helpful, related comments, which you can answer. This will also add to the power of the evergreen post as a whole. The reason forums are so popular is that people with similar interests (or problems/questions) will come to a relevant post and help solve the problem or create conversation. For this reason, you shouldn’t shy away from evergreen blog posts.

5) Expand on what you already have – Creating evergreen content out of “thin air” is daunting task. But what’s to stop you from finding a solid web page and making it better by adding evergreen elements? When you work with what you already have, it can be easier to expand on what you know and do best. Make it timeless by adding frequently asked questions or through step-by-step instructions on how to do something. Working with an existing web page will also be better SEO-wise because that URL is established and has more history (and links) rather than starting brand new.

Looking forward to evergreen content for your website? Contact Emarketed about SEO copywriting services for your business today.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Using Psychology to Convert Visitors

Psychology isn’t a secret science and neither is sales. When the two work together, your website will be more successful that you thought imaginable.

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The Idea of Minimums

It might sound funny but some people don’t know what to do when they get to a website unless they’re explicitly told to do so. This is sometimes referred to as “action paralysis”. Break out of that and change user behavior by offering an incentive. Customers may need to be reminded of how easy it is if they sign up for your services. For example, offering “one free month” is an easy way to get them to spring into action with offering the bare minimum.

Appealing to Emotions

Using positive emotions will help your business be more appealing to potential customers. One way to do this is through the idea of instant gratification. When customers have a problem that needs to be fixed or a want that needs to be fulfilled, gently remind them that your business can do it quick. This is why the idea of 2-day free shipping (Amazon) or overnight shipping (Zappos) is so popular when people can just go to the mall or Target to fulfill those same needs. It’s all about instant gratification.

Showcase Your Values

Is your business passionate about animals, helping the homeless or any other charitable cause? Believe it or not, 64% of consumers are loyal and say that they share a strong relationship with a company with whom they share the same values with. Lush makes it well known that they are against testing their products on animals and Warby Parker participates in “buy a pair (of glasses), give a pair to people in need program. Make your values well-known and prominent on your website and show the human side of your business.

View the entire infographic here.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

5 Reasons to Avoid Cheap Copywriters

Cheap isn’t always better and when it comes to content, it’s always best to choose quality over quantity. There are so many choices out there (Fiverr, Elance and other content mills) that it’s hard not to be tempted. Stick to your long term goals and read more about why you should avoid using cheap, low-quality writers.

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1) Create Unique and Evergreen Content – Having unique website content is important. Additionally, you’ll want to aim for creating “evergreen” content that keeps bringing visitors back. If this isn’t your goal, the work you put into it might not even be worth the effort. Cheap content isn’t synonymous with quality – ever!

2) Quality Over Quantity of Content and Words – Adding pages to your website on a consistent basis is great. But it won’t help and can actually hurt your website if the pages are of low quality or duplicate from somewhere else. If something seems too good to be true, chances are that it probably is.

3) Your Reputation and Brand May Suffer – Hiring a freelance writer can be problematic if the writer can’t properly convey your brand’s message. When hiring a cheap writer, keep in mind that they may take shortcuts to crank out the content. This means plagiarizing, using incorrect grammar and spelling or using facts that aren’t correct. By saving some money on a cheap writer, your brand may suffer consequences in the long run. It’s just not worth the risk.

4) Cheap Is Time Consuming – Cheap content is just that – cheap. It can actually be more time consuming and not cost effective if you have to go over the content to make sure that it is fit to be put up on your website. It may also mean going back to rework sections, or the whole page, and correcting other mistakes that a qualified writer shouldn’t be making. This may involve more time and effort than it would actually take if an experienced writer wrote a decent page or if you wrote the content yourself. Think of your website as your house. You want to put quality work into it and not fill it up with cheap, quick fixes because you’ll have to pay a price for it down the road.

5) You Want Content That Converts – Content that’s written by a cheap, inexperienced writer probably won’t convert. That’s because they don’t have a call to action or conversion in mind. In their head, they may just be trying to hit a keyword minimum so that they can wrap things up quickly. Content is king and conversion is the key. You can’t expect to pay a minimal fare for that.

Read more about our web copywriting services here: https://www.emarketed.com/web-copywriting and call us at (877) 959-5322 for more information.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

How A Good Copywriter Can Pull You Out of a Landing Page Rut

Never underestimate the power of a well-written landing page. Landing pages for paid search or organic search differ in some ways but the same basic principles for writing must be kept in mind. Sometimes, you’ll find yourself in a rut and find it hard to understand why a landing page that otherwise seems good on paper isn’t converting or converting the right type of customers. This is where an experienced and effective copywriter can come handy.

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Focus on Conversion

The main focus of a landing page is conversion. When we talk specifically about a PPC landing page, even better! Because the writer doesn’t have to keep SEO in mind. This brings us back to the good-old days of writing ad copy, without coming off as contrived or unnatural to please search engines. This means relying on tactics of: engaging reader emotion, establishing trustworthiness, creating a relationship and showing visitors why they have made the right choice by choosing your company.

Appropriate Ad Copy to Accompany Video

Nowadays, a video may often accompany a main landing page. But what about the content that accompanies the video? If the video is the selling point of the page, the copy must back it up. A video on an empty landing page isn’t going to sell it self or seem trustworthy or relevant. Even though the emphasis is on the video, there still has to be content. Content in this case can come in the form of relevant testimonials, blurbs about the company. The goal is to reinforce the visitor in their choice of staying on your site and watching the video.

Stand Out Among Similar Competitors

When customers are doing a search, chances are they’ll choose between a handful of companies. This is a tough playing field as you’re all targeting the same keywords. It doesn’t help that Google tends to bold these phrases in search results so you’ll literally be seeing the same thing over and over again.

A creative copywriter can help your ad copy and landing page stand out in the sea of monotony. This is where using similar phrases and synonyms, action verbs and adjectives help set your company apart from competitors. Create custom headlines and content to show your true voice, instead of just targeting the same old keywords everyone else is.

Be A Voice of Reason and Don’t Make Half Promises

Sometimes, landing pages may seem spammy when the content over delivers and fails to keep the initial promise. The page might be very simple with a form for information promising something in return. For example, a landing page advertising a FREE* product or service might have a small disclaimer of being “free” for X amount of days. Although this technically not lying because of the disclosure, it can be considered deceptive. With the help of a copywriter, a landing page can be transformed with language that says “COMPLETELY free”,”100% free” or “No Credit Card Required”. This is the kind of content that gets people to convert.

Have A Question About Landing Page Optimization?

You can read more about that here: https://www.emarketed.com/landing-page-optimization. From copywriting to designing a download or brochure, Emarketed can help. Call us at (877) 959-8019 for more information.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

How to Amplify Your Content

Content is king but with that being said, there is an extra step needed after the content is actually written. Good content will help keep visitors on the page and increase conversions. But good content alone can’t bring in visitors and can’t really be found without an additional boost. Luckily, there are a few ways you can do that.

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Social Media Marketing

Organic and paid aspects of social media are worth exploring. Of course, you can always push new blog posts and content on your social profiles. But don’t feel like you need to automate everything to post on every network at once. You can pick and choose topics that you feel would do best on each network.
Paid ads like Facebook Ads are an easy and affordable way to encourage readers to click on your click-worthy content.

The Old Fashioned Way

Email and newsletters are a more traditional method of sharing content. But at the same time, it’s easy and effective. It can be as simple as adding a blog link to your email signature or sending a recap of your new content and posts every month or quarter. They key here is to be consistent and share content that people would want to read. Don’t be afraid to send solitary pieces of content to your close friends and family and ask them to comment and/or share on their social profiles. Content can’t grow and amplify if you don’t put the effort into it!

Services/Tools That Help Grow Traffic

For a relatively “new” approach, there are tools like Pub Exchange, Story Stack on WordPress, Outbrain and Taboola. Have you ever come across a news site with a section at the end for Sponsored Stories or a “You Might Also Like:” section? With these services, you can bid to have your content placed on local or global sites. This is a great way for publishers to showcase their stories on venues that they wouldn’t get to otherwise, on sites like CNN, Cracked and the Huffington Post.

Why Bother?

Content amplification helps get your website and blog found in more places that just organic search. Sure, being at the top of Google search results is wonderful but you should always strive to grow your traffic and by more diverse means than just Google organic. These are just a few, easy methods to help boost your content. So go on, get out there and do it!

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Enough with Bad Click Bait

In the marketing industry, click bait or link bait, is seen as something (anything) interesting to grab people’s attention and garner those highly coveted clicks.

Although click bait is generally a positive, there are many examples of click bait that we see everyday that are examples of something to avoid. The purpose of click bait is to “sell” a decent, reputable piece of content. The content is written and the headline worded in such a way that people would want to click and find out more. But in the world of sensationalist journalism, the story is a fluff piece is created to fill a ridiculous title.

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Tendency to Be Spammy

We’ve all seen those ads, “one weird trick to get rid of belly fat fast”… or something else along those lines. Click bait is used in ad copy because it gets people to click. In a case like this, the ad might lead you to some questionable diet pills. This is something customers and Google want to avoid, especially when it comes to YMYL (Your Money Your Life) content.

Tendency to be Misleading

Click bait is all about clicks. In some cases, people/businesses don’t care how accurate the information really is or if the headline can be misleading when read in a standalone manner. We know this for a fact because a majority of readers don’t actually finish web pages or articles and just stick to what they get from the title! Another problem is that some click bait is intended to mislead and deceive readers, especially when it comes to controversial or heated topics. That’s never a good thing for a business.

Tendency to Lack Quality

It’s easy to write a page of lackluster content and slap a crazy title on it and call it click bait. While this article might get some clicks, the actually substance (or lack of) will drive people away faster then it brought them in! Clicks and traffic are great but not when your readers are leaving immediately. The problem with click bait is that often, the goal is to get that first click and then… nothing else matters. They aren’t concerned about the quality of the traffic and website visitors, click throughs or even bounce rate of that piece. In terms of content, engagement and adding to your authority, bad click bait isn’t the route you want to follow.

For a more positive and ideal idea of what click bait should be, check out Matt Cutt’s blog post here.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Writing with Marketing in Mind

Getting over the crippling fear of writer’s block is even more difficult when you have to write about a very specific topic. It’s even worse when you’re writing for a business in a boring industry! One way to combat the boredom is to attack it head-on, in a potentially “boring” way. Here are some important points on how you can structure your writing with marketing in mind.

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Formatting: Just thinking of content structure is a good starting point. Are you thinking of writing: a short anecdote, Q&A, liveblogging/Tweeting, summarizing article/study/book, case study, interview, or even a poem? Once you have the structure down, the tie into marketing is the WHY. As in, why should your readers care that they’re reading anything you write?

Audience: Getting to know your audience will help your business in many ways. It helps with SEO because you’re attracting the right kind of traffic and visitors. It helps in everyday business because you know who you’re targeting and trying to satisfy one of their needs. Knowing your audience means that you’re marketing to the right type of customer. This gives you clues on how to write: for beginners, experts, or others who are looking for more information.

Substance Over Art: Writing is an art form but in many ways, it’s also a science. Marketing is also definitely a creative art, but there are specific formulas for success. The art and science in writing successfully can’t exist without the other. The trouble comes when content becomes so convoluted in the “art” that it loses the business meaning.

Write with Emotion: The most effective type of ads trigger a feeling which makes the message and brand memorable. These feelings can be: happiness, anger, shock, nostalgia, excitement and humor. Assigning a specific emotion to your content gives readers a reason to care about what you’re writing. Not only do they want a solution to their problem, but real human emotions makes it easier for your message to be conveyed through your content.

Just Write: Practice makes perfect. And when you ask the best writers, and even marketers, what the best writing exercise is, it’s to write more! Writing professionally can be stressful and not fulfilling as you hope. Which is why you don’t have to stop there. Writing personally, like in a journal, or casually in Tweets or microblogging can help you write through the marketing slog.

Download The Marketer’s Pocket Guide to Writing Good Well here . For more ideas and tips on writing, check out our whitepapers: https://www.emarketed.com/white-papers and let us see what subjects you’d like to see!

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Does Word Count Matter in Content Marketing?

Since the inception of SEO, writers and marketers have searched far and wide to crack the word count code. There’s no such thing as the perfect word count and arguments can be made for both short and long content. If you’re OCD about keeping good track of the most search engine friendly word-length, it’s time to look at the good sides of both and see why there’s much more than relying on a “perfect” number.

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Reasons to Keep it Brief

The article, You Won’t Finish This Article, Why people online don’t read to the end explains just that! In today’s world, people are quick (or lazy) readers. Most of the time, readers can’t be bothered to read more than the headline and the first paragraph.

In the author’s words, “The more I type, the more of you tune out. And it’s not just me… It’s everywhere online.” On average, most readers read about half of an article and most also view all content (such as video and pictures). We live in the world of “skimming” and your short webpages, blog posts, updates, and social media updates should cater to that audience.

On this side of the argument for short content’s sake, keep it simple and short.

In-Depth Articles and Long Form Content

Just as you’re about to STOP writing, here is one good reason to keep going. Google loves informative, interesting and high-quality content. They associate well-written content with authority and trust. Google is working on rewarding that by displaying Google Authorship on in-depth articles. Although there is no set amount of words, it’s a safe bet to aim for 1000 to 2000 words.

Long form content is often what comes to mind when we talk about evergreen content such as guides, tutorials and whitepapers. This is content that sticks around and what people come back to time after time. The benefit of long content is that you can target and capture many different readers.

Finding a Middle Ground

Just like Goldilocks, you might find it hard to find the content length that is just right. Short content is easy to write and digest. The casual nature of it makes it easy to share and entertaining. You might throw in a short anecdotes, interesting statistics or funny video. The purpose of this content is to bring in a wider audience who can relate to a short, easy-to-read piece of content.

On the other hand, if you’re building out content for a site that is considered to be “Your Money Your Life” content, you’ll want to invest the time and effort into writing longer content.

Content length on your website and blog doesn’t have to be one or the other. It’s good to vary the word-length on pages and posts. Instead of saying if one is better than the other, it helps to understand the purpose and benefits of each so that you can better use them to your advantage.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

There’s More To Writing Website Content Than Writing

As a writer, there is so much more to the craft than just writing. Writing website content actually involves more skills and parts of your brain than you would imagine!

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Inspire

Nothing is worse than writer’s block. Writing content for a website isn’t something normally associated with a “creative” endeavor. But it can really take a lot out of you just to think of some new, interesting, and unique to write about.

As an SEO content writer, it helps to draw from your own personal experiences, thoughts, and feelings. Making these correlations and translating them into fully formed thoughts is a starting point for inspiration. You can be inspired by many things that happen throughout the day. If you’re not feeling so inspired, all it takes is a few clicks to see what others are thinking and writing about. Not only does it help you write about something you’re passionate about, but it gives you a better idea of what people want to read about.

Brainstorm

How do you write about something that a thousand people have already written about. It’s important to think about why you want to write about something, not just that you need to write it. Even though your topic has been written about, you need a plan of attack to differentiate your words. Sure, writers have deadlines but that doesn’t mean you should cut corners. Especially, with an important first step of brainstorming. Brainstorming for website content will give you a good idea of what you want to accomplish and what needs to be accomplished. For example: a step-by-step tutorial, a 3 part series or an FAQs page.

Organize

No matter what your style of writing is, there is a certain standard layout to follow. There will always need to be some sort of introduction and conclusion. You need to establish what you’re going to talk about, why and sum it up. Somewhere in the middle there, it’s up to you to fill up the bulk of content with interesting thoughts, shocking facts or statistics and real-life examples.

When you are writing website content, you know what you want to say. The struggle lies in how you want it laid out for the reader. Don’t scare readers away with your lack of organization!

Research

Research includes finding out more about your topics, current news and what peers/competitors are saying. Competitive analysis certainly counts as research. Reading different types of information is important in your research. It doesn’t help to get information from the same source, especially if it’s one that you keep going back to. This is why you need to include: whitepapers, articles, blog posts, press releases, and even social media updates in part of your research. Diversifying your sources in research helps you form a well-rounded opinion and helps support your point of view. This is what you want to see when reading website content!

Educate

As a writer, it’s your job to educate yourself before you educate others. Misinformation (especially deliberate) isn’t going to go over well with your readers. In industries like SEO, best practices are always changing. It’s important to stay educated through watching webinars, undergoing training and attending conventions. Education is a foundation of the writing process whether you’re writing about canopies, health services, scooters or precious metals!

Optimize

In many ways, optimization stands alone and outside of the writing process. But it today’s world of website content, it’s best when a writer can do both. Remember, that content is meant for readers first and search engines after. Optimizing web content means creating engaging titles, delivering what you promise, linking relevant sites and giving readers a reason to read and link. You want to attract natural links through the power of your words/content alone.

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Create

At the end of the day, a content writer wants to create something that is meaningful. It’s a good thing that useful content isn’t just something reserved for text on a website. There’s so much more you can do, including: infographics, social updates, videos and pictures. There’s so much more to writing than typing away, get out there and create!

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.