Tips for Writing Better Online Marketing Content

Ankur Porwal

Traditionally, marketing sells by sending information to people. Marketers produce brochures, send direct mail or email, or place advertising. This is known as “push.” The marketer starts the conversation.

On the web, most contacts are “pull.” People come to your site to find information; the visitor starts the conversation. And you must converse—you must satisfy their information need before you can market to them.

Here are a few things to keep in mind as you craft your marketing content:

  1. Marketers often think in terms of how to draw people in. On the web, the primary concern is not to drive people away.
  2. You have 10 seconds to convince visitors that your site deserves a closer look. A recent study from Microsoft Research found that first 10 seconds of a webpage visit are crucial to the user’s decision to stay.
  3. Reading is the primary action people perform on websites, but many…

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