Andrea is an experienced writer and content strategist in Auckland. She started Folio in 2007 and since then has authored four books, been a finalist in the NZ Book Awards, written hundreds of website pages and social media posts, more captions than she'd like to remember, and some very, very long white papers. In its ten years plus, Andrea has developed Folio into a busy writing agency, attracting clients who have the same love for quality writing and brand storytelling as she has.
Being found on Google shouldn't be a needle in a haystack. While developers are responsible for the code, copywriters are in charge of SEO copywriting or on-page SEO – the text content, links and meta data. Here is a brief overview of good practice when optimising website copy.
Content marketing is a major focus for service and product businesses. Andrea Stevens discusses its editorial rather than advertorial focus, and reviews two excellent international examples.
Content mapping is part of every content marketing strategy and describes the process of mapping content types with each stage of the customer journey – from brand awareness to lead generation to purchase and repeat custom. When you engage people with relevant, helpful, and resonant content at the right stage, you'll enjoy a higher return on your content investment.
The customer journey – also called the sales funnel – is a framework for describing how a prospective customer converts from stranger to lead to convert. We use the framework to review how your content marketing efforts support this journey so that customers 1) find you, 2) engage with your content, 3) email, call or sign up to your newsletter, and 4) become a paying customer.