Content is Currency

Developing Powerful Content
for Web and Mobile

by Jon Wuebben - Founder and CEO of Content Launch

Book Overview

Press and Reviews

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Every single one of us in the online marketing space is here for a reason. Whether you are talking about Andy Beal, Aaron Wall, Heather Lloyd Martin, Lee Odden, Jill Whalen, Danny Sullivan or any of the other 100 or so web marketing leaders out there, we all have a strong desire to help other companies become more efficient and sell more products and services. Of course, all of us are passionate about the web, love to know what makes consumers buy and enjoy building online communities. But each of us also has a treasure chest of resources that we have gathered over the past few years that have lessoned the learning curve and help us help others every single day.

So, for the first time ever, I put together a list of my personal favorite online marketing tools and resources for you to take a look at. In total, this is a very large, very comprehensive and very good list. [click to continue…]

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The Pilgrim has Spoken!

Today Marketing Pilgrim announced a contest to win a copy of my book Content Rich: Writing Your Way to Wealth on the Web.  All you need to do is visit Andy’s post and leave an interesting comment.  It’s that easy!  They will choose 3 winners from the comments list… and let me tell you, some are pretty amusing!  Deadline is tomorrow (Wed 10/15) 6pm ET.  My thanks to Andy Beal, a good friend in the online marketing world!

And stay tuned!  There will be more contests to come with other excellent marketing & small business blogs!

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I thought I would do something a little different for this post by showing you some copy I recently wrote and why it works. Let me first mention that it’s an interesting topic – Pork Rinds!   MMMM… good eating!  Okay, maybe not this guy, but I guess there are millions of people out there that like these things.  It’s just a simple home page, but I think the copy can illustrate some of the key points that I always talk about whenever I’m preaching the tips and tricks of online content creation.

First, so you understand what we are dealing with here, the keyword phrase that they want to rank for, not surprisingly, is “pork rinds.” The site is focused toward their target consumer, a Southern and Mid-western, blue collar male in his 40’s-50’s. [click to continue…]

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What’s the hottest topic in the news today?  That’s right, the Presidential election. No matter where you go or where you turn, it’s there. It’s on the news, it’s what people are talking about, it’s in the air. People are naturally sizing these candidates up. Who has the best chance? McCain or Obama? Who has the best agenda for America?  McCain or Obama. And of course, what I am interested in:  Who has the better content on their website? McCain or Obama???

But of course… What a great topic right?  Seriously, I, of all people, was interested in knowing!  After all, we’ve heard all this big talk about how Obama was using the Internet in new and unprecedented ways – especially for financial contributions and building a grassroots organization. But was he using it well in other ways… like with his content? [click to continue…]

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Reviews & Interest in Content Rich

Lots of stuff going on out there regarding my book, Content Rich this past week. I thought I would put together a quick blog post on some of the activities that I saw. As the book continued to sell to more and more people, these references will pick up. Currently, we have over 80 prominent marketing and small business blogs that will be reviewing the book in the next few weeks. I was thrilled with the response that my review requests received. I guess it speaks to the fact that everyone likes doing product and book reviews on their blog, especially if its directed at their target market. So, here is whats been going on:

1. Chris Brown from Branding and Marketing wrote about Content Rich in a recent blog post. Thanks Chris!
2. Karin at Kiss Business Too recently read the book and had a glowing review. She seemed to think that Chapter 12, where I discuss content strategies for small businesses was a good one. Thanks Karin!
3. Irene Watson of Reader Views wrote a great review.  Thanks Irene!
4. I was interviewed for Inc. com for an article on Social Media Marketing.

Thanks as always for your interest!

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How Do You Write Link Friendly Content?

Some of you out there may have heard of something called link baiting. But, what is it? The term Linkbait is used to describe viral, linkable content designed to attract thousands of links and is recognized as one of the most effective ways to build links – and relevance for a site. So link baiting is really building link-friendly content. It’s just another name for it – or more accurately, a subset of it.

The traditional way of getting links circa 2004 and before involved contacting other relevant websites, emailing the webmasters and asking for a link. You’d contact people you know – vendors, partners, customers, suppliers and “reciprocate” links. You would carefully explain in your email that linking to you would be worthwhile for their visitors and beneficial to them as well…and you’d spend hundreds of hours doing it.

Why didn’t someone in the know just explain to them that all they had to do was write solid content and the links would come? Of course, you have to promote it too, but perhaps they were looking for the easy way out. Ironically, the easier way is to write high quality, very popular, link friendly content. [click to continue…]

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One of the best ways to connect with visitors to your website is to write like you talk. In fact, I would say the most under appreciated aspect of good writing is the flow of the words and how they sound when spoken. Good “flow” can make the message resonate. It makes it memorable. Like a good song with a hooky melody, conversational writing can cause the reader to recall what they read over and over again through the course of the day. This kind of command over written language creates a strong connection with your audience and …makes them come back for more. Take for example a good blog. What makes you come back again and again? The informal and conversational tone is a big part of it. The substance of the message is critical too – but it’s not everything. It’s how you say it, right? In this case, it’s how you write it.

Of course, you’ll want to remove all the “ums”, “ahs” and pauses. You don’t want to make your website copy exactly like the way you speak. The other good thing about writing is that you can think about what you want to write before you write it. The spoken word usually requires instant answers and quick-on-your-feet replies. That’s the good news: for those out there who aren’t the best spoken communicators, conversational writing may be made for you.

A few tips and tricks of capturing a conversational tone:

1. Think about how you talk – what makes people want to listen to you? Modulating your voice (changing the volume or pitch) is one way – it makes what you’re saying more interesting. The written equivalent? Combine short and long sentences in what you’re writing. Don’t make them all the same.

2. Use emotion and passion – use bolding, underlining and emotionally charged words to get your message across. Again, just like how we talk – most people use strong adjectives to describe something or emphasize certain words based on the importance of what they are saying.

3. Break the “rules” of English – use run-ons and one word sentences occasionally. After all, isn’t that how we talk? Try it out!

4. Use repetition – use the same emphasized word in 3 consecutive sentences. People do this all the time when they talk. Why? To make a point and drive the message home. You can do the same thing when you write copy.

5. Analyze other good conversational writing and try to mimic it. – Not to toot my own horn, but check out the copy I wrote for www.customcopywriting.com. A big part of what I was trying to do there was write the content in an informal tone – in a way that everyone would understand: from a 3rd grader to a PhD.

So, when all is said and done, why does conversational writing work?

Because it makes it easier for your prospect. It makes it easier to get the message across. It makes it easier for them to understand…There’s less thinking involved. Plus, it’s a warmer way of communicating. It makes people more comfortable. And after all, we have become a more informal culture anyway. People almost expect it.

So, try it out on your site and see what the response is. You may be surprised.

Good luck!

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Presentations at New Media Expo '08

Thought you might like to see some excerpts from my presentations at the New Media Expo in Las Vegas. I enjoyed meeting many of you face to face and look forward to presenting again next year. Thanks for coming and enjoy!

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by Jon Wuebben

Meta tags are code that is found both in the html pages of your site architecture AND what you see displayed on the page when you do a search. If you are going to perform well in the copywriting area, it’s important to know what these are and how they affect you.

There are two important ones: The Title tag and the Description tag. The title tag uses 2-3 keyword phrases and/or benefits to tell the searcher what the page is about. It needs to read almost like a headline – this will motivate people to click on it. [click to continue…]

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Looking for something cool to do next week? Come to the New Media Expo in Vegas. I’ll be presenting “Content Rich: Copywriting for Search Engine Rankings and Sales Conversion” there next Friday, 8/15. My session is from 11:45-12:45 in room N246. It’s part of Track 2: Attracting and Growing Your Audience. [click to continue…]

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