Content Marketing

content marketing

If you’re looking to position your company as trustworthy, credible and likeable, then you seriously have to consider content marketing.

The job of your content marketing strategy is to give your target market relevant information that educates them so that they will consider your company when they are ready to make a buying decision.

I have written content for diverse disciplines, including politicians, CEOs, professional speakers, engineering, marketing, sales, mining, security, waste management, construction, industrial chemicals, insurance and health and wellness.

[learn_more caption=”If I have my MacBook Pro and a cup of coffee at my side, I can pretty much write anything”]

  • Website copy
  • Blogs
  • Press releases
  • Articles
  • Speeches
  • Books
  • Business Cards on Steroids
  • White papers
  • Case studies
  • Short stories[/learn_more]

[learn_more caption=”What do I suck at writing?”]

  • Songs
  • Romance
  • Technical (luckily I have a couple of ‘Spock like’ copywriters in my stable that can handle this in their sleep)
  • Annual reports (another luck shot … I know a guy who is the undisputed champion in this field)
  • Medical
  • Gambling and cigarettes (I did sell my soul once and did write for a cigarette company … not going there again)
  • Love letters (Yeah, still single)[/learn_more]

[learn_more caption=”So, here’s the question you really want to ask … does content marketing really work?”]

Honestly, I don’t know.

What I do know is that I can measure a piece of direct response copy because it is the most honest sales person out there. You either make a sale or you don’t. The copy fails or it succeeds. With content marketing it’s hard to say.

All I do know is that when I’m searching for a solution to a problem I typically check out three websites and the one that has the most up-to-date, relevant content that is useful to me is the one that I normally buy from.

So, if you’re serious positioning your company as one that is trustworthy, credible and likeable, then hire a writer that gives a damn about making that happen for you.

Hint … that’ll be me.[/learn_more]

[learn_more caption=”Questions you need to ask your copywriter”]

  • Do you only get your information from our brochures, annual reports, current website and other marketing collateral?

Or, do you do this and …

  • Do you join us on a journey and figure out what we are about. In other words, do you spend time with us so that you can figure out our DNA too?
  • Do you figure out our core message and weave that through every piece you ever write for us?
  • Do you interview the relevant role players in our company?
  • Do you interview our clients to find out why they actually like doing business with us?
  • Do you interview clients we have lost to figure out where possible chinks in our armour could be?
  • Are you interesting and do you have an eclectic range of interests?
  • Do you have heft? Have you lived life and got some experience under your belt?
  • Do you consider yourself an artist and are you proud to put your signature to ever piece of copy (art) you ship?

One more thing …

If your copywriter has a blank stare when you mention:

  • Elements of Style – Strunk and White
  • Bob Bly
  • David Ogilvy
  • Claude Hopkins
  • Eugene Schwartz
  • John Caples
  • Joe Sugarman
  • Martin Conroy
  • Leo Burnett
  • Gary Halbert
  • Drayton Bird

… then maybe you need to find someone else to entrust your valuable writing to.[/learn_more]

[learn_more caption=”Fast Facts about Jacques’s 28-year writing career”]

  • I’ve been writing in one form or another since 1987
  • Have had more than 300 articles published when I was a public relations practitioner
  • Ghostwritten two books (one is a best seller)
  • Written more than 50 speeches
  • Currently write for the Volksrust Recorder
  • Sometimes I get asked if I’ll train and speak on sales, copywriting and direct marketing (200+ interventions to 3000+ students)
  • Most interesting overseas country I’ve spoken in: Iran
  • Country I’m not keen to speak in again: Swaziland
  • Biggest project (besides the books): researched and wrote 50 website pages for a company in Bangalore, India
  • Shortest letter I’ve written: “I hereby resign with immediate effect”
  • Helped my clients make sales in excess of R200-million in my direct response copywriting discipline
  • Written a bunch of sales and motivation books under my own name