Great ingredients No matter what kind of food you like, from a fancy restaurant to a great taco truck, excellent meals start with excellent ingredients. For copywriters and content marketers, there’s no more valuable ingredient than a profound understanding of your potential customer. That’s why great copywriters and smart businesspeople are obsessed with their audiences. And it’s almost impossible to put together a high-converting content marketing strategy unless you’ve collected lots of fresh, delicious customer details to inform the words you put together. And when it was all put on the table, the lamb was overcooked, the honey was overused, and the baby vegetables had been turned into a sad, flavorless mush. Excellent copy and content need a skilled writer to put the messages together. They reserve most of their budget for the “bottom of the funnel” copy on the sales page and the last few emails leading to it. Whether you’re a business owner who handles your own content or you’re bringing on a writer to handle that for you, I’m increasingly a convert of a unified voice and tone throughout. If you’re a business owner hiring writers, look for a writer who can write across the entire customer journey — creating enticing, effective work all the way from farm to table. It details courses you can access today to start crafting your own high-converting content marketing.
If you’re in the mood for a special dinner and you have a farm-to-table restaurant in your city, it might be one of your favorite options.
The farm-to-table movement promises locally sourced, fresh, delicious things, prepared with care and served enticingly.
I’ve recently started using “farm-to-table” to describe my approach to content marketing, and here’s why.
Great ingredients
No matter what kind of food you like, from a fancy restaurant to a great taco truck, excellent meals start with excellent ingredients.
For copywriters and content marketers, there’s no more valuable ingredient than a profound understanding of your potential customer.
That’s why great copywriters and smart businesspeople are obsessed with their audiences.
- What’s bothering them?
- How do they talk about it?
- Which specific words do they choose?
- What would delight them?
It’s really hard to create a delicious meal without fresh, delicious ingredients.
And it’s almost impossible to put together a high-converting content marketing strategy unless you’ve collected lots of fresh, delicious customer details to inform the words you put together.
Great execution
I won’t name the restaurant, but I once had a farm-to-table meal in Devon, England that I had looked forward to all day.
Fresh, local lamb. Honey collected on-site. Baby vegetables picked that morning on farms no farther than 30 miles away.
And when it was all put on the table, the lamb was overcooked, the honey was overused, and the baby vegetables…
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