Heather Robson loves telling stories.
Fortunately, as the Managing Editor of Wealthy Web Writer and a freelance copywriter, Heather gets to tell stories — in a good way — in her work.
In a recent webinar for Wealthy Web Writer members, Heather told us about six up-and-coming writing opportunities, then demonstrated how we can stand out as web writers by incorporating stories into each of them.
You’ll find the complete webinar, including all her stories, HERE.
Here’s a summary of the six opportunities Heather recommended, along with information about what makes them so exciting right now.
#1. Email Newsletters
Email newsletters have been around for a while, but they’re still one of the best ways for a business to nurture its connection with its customers. E-newsletters typically share insights or valuable information and aren’t inherently promotional.
According to studies, about 83% of your clients already use e-letters as a piece of their content marketing if you work with B2B (Business-to-Business) companies. Of those, half believe e-letters are their most important marketing component.
Studies also show that B2B purchasers are influenced most by the opinions of colleagues, second by thought leaders, and third by — you guessed it — email.
Almost the same percentage (about 80%) of B2C (Business-to-Consumer) companies say email is their best retention tool. With today’s technology making it easy to segment lists, they also find that good segmentation doubles their click-through rates.
Once you learn about segmenting and tailoring messages to appeal to different market segments, “you can go to the client armed with the information that you can help them double their click-through rate, and that is huge,” Heather explained.
Of course, it also gives you more opportunities to write more messages, and land bigger projects.
Heather reminded us that people are hungering for more authentic connections. They want to see those connections in their consumer lives as well as their personal lives, boosting email’s importance.
“They want to buy from companies they know, like, and trust, are proud to be associated with, and feel they can relate to. E-letters lend themselves well to this,” she explained.
Back in the day, a company would have a single email list, but today, people can sign up for different lists based on their interests. One of Heather’s clients went from sending a single email newsletter each week to three more topically focused emails each week. That tripled the work they needed her to do — and tripled her monthly billings with that client.
When you understand how email integrates into other content marketing channels, you can pitch and land even more projects.
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