To the average homeowner, one roof is as good as another, right? Well, yes and no. It’s true most people don’t give too much thought to a roof until it starts to fail. In fact, the majority of homeowners don’t get their roofs inspected every 2-3 years as they should. Many of your roofing leads are disengaged from the value your product can offer. But finding ways to market to them between emergencies is the key to your sustained growth.
As a pest control brand, your identity is built around helping homeowners with something they don’t want to look at or even think about. It’s right in the name: Pests. People tend to come to pest control companies for help when all else fails. Some even see it as a shortcoming on their part. They ask themselves, why the heck can’t I beat these bugs?
Content marketing has gained visibility as one of the most crucial digital marketing approaches of the 21st century.
It’s no surprise why.
Content meets people where they are and gives them what they want: Informative, useful advice they can put into practice to solve their problems.
Copywriting refers to business writing intended to persuade. Whether that means writing an ad, a sign, a proposal, or a website, copywriting communicates a unique business value. Most of the text that moves your business forward is copy in some form or fashion. Good copy must guide your leads toward action that affects the bottom line – for you and them.
Thanks to the diverse offerings of products and services and growing consumer demands, brand loyalty for today's consumers is slipping. In the past, people were faithful to brands because they had an extensive history of using their products and services. For example, they only purchased one brand of cars or shopped at one particular grocery store. A big part of this undivided loyalty was because consumers had fewer choices years ago. However, the internet is vastly transforming the way that consumers make purchase decisions, thus causing brand loyalty to take a hit.
If you search the internet for a particular topic, you can almost be sure that the topic has been covered at least a dozen times by different sources. And, not only can you find an abundance of information on a topic, but they often offer the same perspective.
Marketers are constantly under pressure to produce more content. Unfortunately, as a result of this pressure, many businesses are placing more emphasis on the quantity of content being produced rather than the quality. When quantity becomes the priority, the internet becomes crowded with content that offers little value to the consumer, causing the effectiveness of content marketing to lose its luster. At New York Ave, we refer to this issue as "content pollution".
Thanks to the growing dependence on social media and online reviews, consumers are now very much in control of the messaging that brands put forth. As a result, businesses realize that investing in a well-rounded content marketing strategy is a necessity. However, while brands are investing more money than ever in content marketing, many of these businesses remain unsatisfied with the results that their strategies are generating.
No matter how much enthusiasm and commitment that you have behind your content marketing strategy, it's inevitable that you will encounter a content creation rut. And, unfortunately, if you continue to be plagued with writer's block and halt publishing fresh content, your online visibility will suffer.
Think about some of the most successful marketing campaigns of all time. Some of the more recent campaigns that come to mind include "The Most Interesting Man in the World" campaign for Dos Equis beer and "The Man Your Man Could Smell Like" campaign by Old Spice. What do these campaigns have in common? They used excellent copywriters that knew how to craft each brand's story in a way that would resonate with the target audience.