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3 Ways to Explode Your Content Marketing Program

content marketing program
I started writing this blog post on the fourth of July but got distracted by, you guessed it, fireworks. I was doing some research for a new client starting our content marketing program, and I realized that the exploding fireworks were like their current content marketing efforts: they were all vanishing into thin air.

Bear with me for a minute.

When I talk to business owners and directors of marketing responsible for creating content, they ask many of the same questions: “Where do we start?” “What type of content should we be producing and what should we be doing with it?” “What are we going to write about?” “What about keywords?”

There are many more, but you get the point. With so much changing so fast and so many competitors earnestly embracing “the whole content marketing thing,” just putting a content marketing program in place can seem overwhelming.

But it doesn’t have to be. In fact, with a little help you can be up and running—and creating killer content that converts—in a very short amount of time. I would like to say that not doing anything is the worst thing you can do, but that’s not true. Getting your content marketing wrong can actually do damage to your brand and reputation.

Skyrocket Your Content Marketing Program

If you’re a regular reader of this blog, you know we’re always trying to provide tips you can implement right away to improve your content marketing. In honor of Old Glory and the fantastic fireworks show I saw in Redondo Beach, I thought I’d give you 3 quick tips to make sure your content marketing doesn’t go up in smoke:

  • Make your titles pop: If you want people to read your articles, you need to give them a reason to click on your link in the first place. One of the first steps to writing a good article is hooking a prospect with an intriguing title that pops—one that promises valuable information they want to learn right now.
  • content marketing programSpark curiosity: Of course, then you have to give them the information they’re expecting—deliver on that promise—or they will (rightly so) click away to a competitor. It’s that quick and that simple. Give prospects and customers what they want, keep them curious and wanting more, and they will stick with you and keep coming back. Not sure what to write about? Try “top tips” articles like mistakes to avoid, industry trends, useful strategies, and how-to-buy information.
  • Fire-up your fans: Great content is shareable. If your readers have been curious enough to click on your article’s title and then were captivated by the content, there’s a good chance they’ll share it with their social networks. If you’ve created superb content, you may be shocked by the results. The exponential effect of “fans” sharing your article simply can’t be underestimated.

And remember: Content marketing is a marathon, not a sprint. Even if prospects aren’t ready to buy now, they can subscribe to your blog and come back regularly for more tips to help their business and, when they are ready to buy, they’ll likely buy from you.

If you want to explode your content marketing program but you’re not sure where to start—or what makes the most sense for your business—just give me a call at 310.792.8888 or email to setup your free consultation. Visit for more information.

Stop Whining About Lead Generation (It Doesn’t Have to Be So Hard)

lead generation
The other day I was speaking with a colleague who was complaining about lead generation. He was lamenting about how much time he spends chasing new business compared to the time he has to work on client projects.

I could feel his pain. Lead generation isn’t my favorite part of running a business either. I started asking around and heard the exasperated refrain of “Ugh – who has the time?” from many other business owners as well. In fact, it started to sound like whining.

Focus On Your Strengths

Business owners are happier and more successful when they spend their time doing what they’re best at—focusing on their core business and providing great service for their customers. Their secret? They understand the importance of delegating and they spend their marketing budgets on lead generation strategies that actually work.

Sounds simple, right? It is, but it also means giving up some control—which can be scary at first. Simple or scary, the vast majority of business owners who delegate their lead generation to an expert reap the benefits of—you guessed it—more and better prospects coming to them.

Improve Your Lead Generation

Content marketing is changing the game of lead generation. Costly, less effective outbound methods are (mercifully) being abandoned in favor of the proven benefits of content marketing.

In fact, research compiled by Kapost in partnership with Eloqua shows that online display ads have a click-through-rate of less than one-tenth of one percent. In stark contrast, per dollar, content marketing produces three times more leads.

The hard data and business testimonials supporting the performance of content marketing are seemingly endless (if you want more stats, just ask). More and more businesses are cashing in on the benefits of content marketing by providing their customers with valuable information they want and are looking for.

Benefits of Content Marketing Programs

Advantages of content marketing for businesses include:

  • Building their brand and reputation as industry experts
  • Driving more qualified prospects to their websites
  • Improving their visibility in search results
  • Creating positive engagement with customers
  • Building trust and shortening the sales cycle

More and more business owners rely on the expertise of content marketing specialists to run their content marketing program. Why? They save precious time and reduce marketing costs, and they don’t have to worry about doing the work themselves—all while generating more and better leads.

Content marketing simplifies the entire lead generation process and makes prospecting a more engaging, effective, and enjoyable process. That means no more wasted time, money, and energy. And no more whining.

Want to start a content marketing program for your business? Visit or call 310.792.8888 to learn more.

5 Tips for Using Content Marketing to Attract Customers

content marketing strategy
Most business owners understand the importance of regularly updating their blog with fresh and relevant content. It’s simply the most effective and affordable way to attract customers online. But there’s a big difference between knowing what to do and how to do it.

Let’s take a closer look at the “how” with the five-step process for creating a content marketing strategy that leverages your blog:

#1 – Know Your Target Audience

Before you begin creating content, you need to know who you’re writing for and what they’re interested in learning. Figure out where your target audience hangs out and go there regularly to see what they’re talking about. You can start this process by doing Google searches on the types of products and services you offer, which will lead you to relevant industry blogs and articles. Joining LinkedIn groups and participating in conversations is another excellent way to see what’s going on, as is setting up Google alerts on keywords related to your business.

#2 – Develop Your Plan

Once you know your target audience you can plan out the ways in which you’re going to create your own unique content to connect with them. Use the research you performed in step one to develop an editorial calendar with your article topics for each month. This will enable you to more easily manage the content creation process.

#3 – Write Your Content

Now that you know your target audience and have your editorial calendar completed, it’s time to write your articles. Generally speaking, you want to write articles that are about 500 words to show the search engines you’ve created a substantial piece of content. Make your articles easy for readers to scan by using subheads and bullet points.

It may sound obvious, but remember that editing is an important part of the writing process. The last thing you want to do is publish a poorly written article with grammatical and spelling mistakes. That will send your target audience to a competitor right away and will damage your brand and reputation.

#4 – Optimize Your Content

Your articles aren’t going to be very effective if nobody can find them, so you’ll want to optimize them for at least one primary keyword phrase. Link these keywords to other content on your website, such as your products and services pages, to encourage readers to explore more of your website.

#5 – Promote Your Content

There are many ways to start promoting your content. Once you’ve posted the article on your blog, you want to leverage social media to distribute it. Share it across all of your social media platforms that are relevant to your target audience, such as your status updates on LinkedIn, Facebook, and Twitter. Start a conversation on the article topic in your LinkedIn groups. You also want to make sure each blog post includes social sharing buttons so that people who read and like your content can share it on their social networks as well.

One More Thing . . .

An often overlooked but critical consideration is allocating resources–both people and financial. Effectively managing the entire content marketing process can’t be done when employees or business owners have spare time (a difficult thing to come by when you’re running a business). Plan for success by dedicating an experienced in-house resource or look into outsourcing this role to a professional.

That’s it! Now you know the “how” of implementing a content marketing strategy for your business. If you have any questions before you get started, don’t hesitate to contact us at 310.792.8888 or visit

How to Get Faster Results With Your Content Marketing Program

content marketing program
Successful content marketing doesn’t just happen—it takes a collaborative effort to ensure proper planning and execution from start to finish. Let’s take a closer look at three reasons why a content marketing program gets stuck.

1. Not Planning Ahead

Content creation can’t begin until we know what we want to write about. Planning ahead by creating an editorial calendar with article topics is extremely important. Brainstorm and decide on topics at least one month ahead of time. If you don’t know what you want to write about, your copywriter can help by doing research on popular topics related to your industry, products, and services.

2. Not Having a Single Point-of-Contact

Involving too many people can quickly stall a content marketing program in its tracks. When working with an outside copywriter, it’s important to have a single point-of-contact who leads the company’s content marketing efforts. This person should have the authority to assign topics, make edits, and approve articles for distribution.

3. Slowing Down the Review Process

A streamlined review process ensures that articles don’t end up sitting in an inbox or waiting for multiple people to review articles and provide feedback. It’s best to not have more than two people involved in making revisions to articles.

In addition to article topics, the editorial calendar should include a timeframe for each article to be completed. For example, the copywriter has to have the first draft written within three days of assignment, the company’s marketing coordinator is required to turnaround feedback and revisions within two days, and then the writer must have the final version completed in one day.

The faster the article is written, approved, and finalized, the faster it can be posted on the company’s blog and then published elsewhere online to maximize its effectiveness.

Setup your content marketing program for success by working with a professional copywriter who can help ensure your content connects with your target audience.

Learn more about content marketing and writing articles for your business by calling Novo Writing at 310.792.8888 or emailing Visit for more information.

3 Copywriting Tips I Learned From My Mom

copywriting tipsWith Mother’s Day just around the corner, I realized my mom inadvertently helped me learn some important things about writing for business. I hope these copywriting tips will help you as you write articles, blog posts, and other content for your prospects and customers.

1. Get Attention

Believe it or not, I wasn’t always a good kid. I knew how to get my mom’s attention to at least try to get what I wanted. Do the same with your prospects. Get their attention with eye-grabbing headlines for articles and compelling subject lines for emails. You’ll get more potential customers to pay attention and want to learn more about what you have to offer.

2. Tell Stories

Everybody loves stories. As a kid, I couldn’t get enough of them. My mom was a creative person, so instead of just reading me stories, she would make them up herself. And I hung on every word.

Stories connect with people. We remember them and they influence our behavior. They don’t have to be long; they just have to make your point in a memorable way. As a matter of fact, this blog post is a story. I’m telling you a tiny bit about my childhood so you’ll remember a few copywriting tips. Tell your readers a story, such as giving them an example of your product in action. It will help do the “selling” for you.

3. Tell Your Readers What To Do

Like any kid, I needed help learning the right way to go about doing things. I needed some direction.

So, in addition to giving your prospects an example or reason to buy your product or service, you also need to tell them what to do. Whether it’s to sign-up for your newsletter, download your free report, call for more information, or buy your product on your website, tell your prospects what you want them to do next.

After all, you don’t want to hook them with your headline, tell a story about how your product works, and then leave them wondering how to go about getting what they want. Create a strong call to action to point them in the right direction.  

Want More Copywriting Tips?

These are a few tips I learned from my mom, but there are many more copywriting tips that can help you create great content that attracts more customers. Learn more about creating quality content, or see why and how Novo Writing can do it for your business by calling 310.792.8888 or visiting

Is Your Content Marketing Strategy Working For Your Business?

content marketing strategy
The insane amount of competition online today means that just having a website isn’t enough if you want to generate leads. You may have the best website in your industry, but if nobody sees it—especially your target audience—you spent a lot of money to create the world’s greatest hiding place.

In the good old days of the adolescent Internet, simply creating a website with a well-built back-end architecture would be a solid strategy for attracting large amount of traffic. Competition was relatively low and demand was high. Today, demand is higher than ever, but so is the competition.

Getting ahead requires a content marketing strategy. Write, optimize, and publish high-quality articles on your blog—at least once a week—and share each blog post with your social networks. Your content will be regularly indexed by the search engines and your website will build authority.

If you do it right, your quality content will do the work of attracting prospects to your website for you—again and again and again. Your articles will be picked-up and published by other websites, exponentially increasing the number of eyeballs on your great content that links back to your website.

This content marketing strategy will continually improve your reputation and brand, drive more qualified leads to your website, and increase your rankings in search results. Then, do yourself a favor and repurpose your articles as newsletters to send to your mailing list. You save the time and money of creating another marketing piece while still reaping the benefits of your previously published content.

Of course, none of this means you should put-off building a well optimized website. That’s essential, too, because you want the prospects you drive to your site to be engaged and want to contact you to learn more about your products/services.

Learn more about creating and implementing a content marketing strategy by calling 310.792.8888 or visiting