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There’s no doubt that content marketing is still important in 2020.
The method of entertaining and educating audiences through content has been around for a long time, but now we have the power to take our content and use it to convert people into buyers.
This is essentially what content marketing is, and it’s what Copyblogger has dedicated its entire website to.
The team at Copyblogger is here to help you reach your ideal audience through content marketing and develop a way to use that content to convert your readers (or watchers) into paying customers.
Let’s take a look at what makes Copyblogger and the Copyblogger headline formula so successful.
By the end of this article, you’ll understand the importance of writing good headlines, and you’ll have the tools you need to start doing it yourself.
These guys are pros in this arena, and they basically give the majority of their information away for free.
Where they make their money is through the offering of the Copyblogger certification.
When you have this certificate, you have a bit more prestige as a content marketer, and it shows prospective clients or employers that you’ve passed through some training and honed your skills.
Other than that, as I said, it’s a standard blog that offers a ton of value around everything that has to do with content marketing.
Brian Clark is the founder of Copyblogger, the Gen X personal growth newsletter, Further, and Unemployable.
All of these resources focus on the life of freelancers and entrepreneurs so they can continue to live the freedom lifestyle and never have to go back to a 9-5 job.
Darrell Vesterfelt is the managing partner of Copyblogger, and previously he was the lead sales and growth consultant for ConvertKit.
Together these two, as well as many more on their team, don’t just teach content marketing, but they practice it every day.
One thing I see a ton of in the entrepreneur and online business space is people trying to teach things that they don’t understand.
It’s easy for anyone to create a course or a program and throw it up on the internet. If you understand marketing, you can sell almost anything to anyone.
The problem is, they don’t have the expertise and knowledge necessary to be able to teach anyone about the subject.
That’s not the case with the guys and gals at Copyblogger. These people live and breathe content marketing.
So much that VentureBeat described Copyblogger as the “bible of content marketing.”
The website started in 2006, and ever since then, they’ve been dedicated to one simple cause.
To teach people how to create killer content online. They don’t want you throwing boring corporate crap on the internet to fill up a page.
Instead, they’ve revolutionized the way we create content for the internet, and it’s trickled down to become the standard for digital content.
Copyblogger is responsible for the way you see online content every day. They’re the reason paragraphs are shorter, sections are broken up, content is skimmable, we use a lot of images, and so on.
They created this blueprint because we were writing with a broken system.
Years ago, you would write online somewhat like you would write a book report or essay in school.
Long paragraphs that become big walls of text about boring subjects with lots of facts and numbers thrown in there.
No one wants to read that!
Even some of the most technical content today in math and science is still written using Copyblogger formulas.
It makes the writing more skimmable, it makes people stay on the webpage longer, it impacts SEO and rankings, and it makes your content more enjoyable to read.
So, when you drop your eyes on Copyblogger, you can expect to find a ton of helpful and actionable information that will help you create better content that will display your expertise and show your ability to craft quality articles and copy.
Let’s break down in a bit more detail what you can expect to learn from Copyblogger:
We’ve talked about it a little, but let’s break it down some more.
So, if you want to create engaging content, the first thing you need to do is understand how people read online.
They don’t read word for word, you’re probably doing it right now.
When most people Google something, they’re looking for one or two answers.
They aren’t typically looking to read an entire article because we’re always in a hurry, and everyone has a short attention span.
As a result, you need to make your content skimmable.
You should keep the paragraphs short, sentences short, use lots of headings, and break the content up with as many relevant images as possible.
When you do this, it makes it easier for readers to skim down the article, find something that interests them, absorb it, and move onto something else.
If someone lands on your article and they think it will take them too long to find their answer, they will go somewhere else.
When I write this article right now, I am talking directly to you. I am referring to myself as “I” and you as “you.”
In corporate writing, that’s a big no-no, but online it’s much preferred. It makes the writing sound human and natural rather than boring and robotic.
When we write online content, it helps to write as if you’re talking to a friend.
It might seem informal, but it’s okay because you’re displaying honesty and trustworthiness by talking directly to your readers.
A huge part of content marketing is understanding who your audience is.
You need to have a set audience in mind when you create articles, blogs, podcasts, and videos because otherwise, you’re trying to appeal to everyone.
When you try to appeal to everyone, you appeal to no one, and that is what they teach at Copyblogger.
These guys will show you the importance of using a customer avatar and understanding your niche long before you even create your first piece of content.
There are many people out there who can create content and write amazing blog articles, but how many of those people know how to actually monetize their traffic and turn their blog into something that is profitable month after month?
Copyblogger is here to teach you how to start with nothing and scale up a profitable blog without needing to spend money on ads or hire an agency to handle your marketing for you.
They give you the tools you need to succeed in creating high-quality content that converts for an audience that is highly interested in whatever it is you’re writing about.
For Copyblogger, the three pillars of content are:
Text still runs the show as far as they’re concerned, and while many may disagree with that, there are some reasons to believe they’re right.
In terms of generating “buyer-centric” visitors who are ready to pull out their wallet and make a purchase, text still seems to be the way to go.
Podcasts are also growing rapidly in popularity, and it’s never been easy to create one and build up a following quickly.
Anyone can get in front of a mic and start speaking about a topic that interests them.
If you understand how to market yourself and your content, you’ve got yourself a million-dollar idea.
Finally, video is taking over.
More than 55% of search results contain videos as Google starts to implement YouTube as a means of providing more accurate search results and better instruction how-tos compared to written instruction.
Even if you aren’t comfortable getting in front of a camera, Copyblogger will show you how to incorporate video content into your strategy in a way that makes sense.
Let’s talk now about some of the tips and tricks Copyblogger provides to help you learn how to craft incredible headlines.
Remember that your headline is one of the most important parts of an article because it’s the initial phrase that will either draw someone in or turn them away.
It doesn’t matter how great your content is if you can’t even get the person to read or watch it.
Here are a few ideas:
This is a social proof strategy where you’re making it seem like a bunch of people already bought the product (maybe they did), and now you’re asking others if they want it as well.
Calling things a secret often makes it seem like you’re sharing knowledge that only you know with people, and it will make their life different if they learn what you’re about to share.
There’s always a little bit of success that can come from mystery.
When you hit them with social proof like this, they are sure to buy anything you have in your hands.
Find someone in your target audience and help them do something then show everyone how you helped them.
This is why trials and beta tests work so well.
They allow people to get into something at the beginning for super cheap so they can then show off all the great results they got for people and then charge a whole lot more money.
The greatest part about all of this is that it’s free.
Copyblogger doesn’t charge you for anything unless you want to become a certified Copyblogger content marketer.
Outside of that, all this information is available as free resources on their website for anyone who wants it.
You can learn everything you need about content marketing without ever having to spend a dime, and you get to learn from the people who built the foundation of content marketing for the rest of us.
It doesn’t get much better than that.
By this point, you should understand everything you need to know about Copyblogger and its headline formula tips and tricks.
Overall, this is an exceptional resource, and they give away so much free information it’s amazing.
Don’t let this be the end all be all for you, though.
You can learn everything about content marketing from Copyblogger, but you need somewhere to start and grow your blog.
Systeme.io is available for a free 14-day trial, and you can get your blog up and running today!