Robert Gibb is a content marketer by day, film and Groupon junkie by night. He lives to help great businesses thrive and to educate and entertain people with extraordinary content. He recently moved to Los Angeles from Pittsburgh and works as a content marketer at MaxCDN.
Beliefs as a Content Marketer
Every piece of content I write will mean something to my audience.
You’ve probably read hundreds of articles online, but only a few have impacted you greatly.
Every time I’m tasked with creating a piece of content, I push myself to make the content impactful and memorable.
In reality, some people are going to read what I write and forget about it. But I don’t think about that – at all. This reality only motivates me more to make what I write easily digestible, educational, and exciting – to the point where everyone who reads it is inspired by it.
Web copy should be informative and creative, never exaggerated.
You can’t force people to make a decision.
If you try to, you’ll find them making a decision alright: leaving your website and refusing your offer.
What good copy does is inform people of product benefits and opportunity. It skips the sales talk and gets down to brass tacks. It tells people what the offer is and how it can solve their problems.
It does all this in a way that’s smooth and catchy, not wordy and boring.
The best should be recognized as the best.
If a product or service is great, it should be recognized as such.
Despite competition and company size, the cream of the crop should always rise to the top – of wish lists, shortlists, search engines, and more.
This is perhaps my most romantic believe. It’s also what pushes me to write the best copy and content and create the leanest, meanest content marketing strategies. For instance, if a company has a better smartphone than Apple, I’m going to flex my web writing and marketing muscles until they tear and people know about that smartphone.
I’m going to tear a hole through popular perception and expose what’s better.
Proof My Beliefs Empower A Solid Approach
Robert is great to work with and I’d recommend him – both for his skills as well as his personality – to anyone looking for help getting the copywriting on their website fine-tuned.
Joseph Ranseth, Vine Multimedia
Robert is awesome! In fact, he is so awesome I am almost tempted to tell you he sucks so I can keep him all to myself. The report he wrote for me was impressive.
Kelly O’Neil, Marketing to Millionaires
Robert was, by far, my favorite content writer at WebiMax. Robert’s writing consistently impressed me and regularly satisfied the high expectations of our clients. I always found his writing immensely creative; and marveled over his extraordinary talent for finding unique ways to spin even the most boring topic. Robert is one of those rare writers who not only has an exceptional command of the English language and natural creativity, but also great research skills. His understanding of and strength in SEO copywriting made working with him a breeze. I cannot recommend Robert as a writer more.
Marilyn Moran, WebiMax
Robert is an exceptional writer. Not only are his technical skills stellar, he was proactive in coming up with great ideas on his own. He always took care to keep us in the loop on his progress, and his work was timely and sharp.
Terri Phillips, Full Creative
Rob was excellent to work with, and he helped us to produce excellent content and internal documentation for our content management processes that will provide value to us for a long time to come.
Scott Valdez, Virtual Dating Assistants
Rob helped us increase organic traffic to our website by 31% in just a few months. He improved on-page SEO and started a modest, yet smart content marketing strategy that brought in new, relevant traffic. I’d be very interested to see what he could do with even a small marketing budget for a larger company. Drinks on me when you come to San Diego, friend!
John Shammas, iSquad Repair
An Elaboration on My Beliefs as a Content Marketer
When It Means Something, It Works.
At the beginning of this page, I told you that I believe every piece of content I write will mean something to my audience.
What this means is that I go to great lengths to make sure the content I create is highly informational, digestible, and valuable.
Where other content creators would just churn out content because it’s on a publishing calendar (created by an outside consultant), I put quality before quantity. Not just because I believe the Internet is already polluted with uninspired junk, but because I believe that people need what I produce to learn more about a topic and more easily solve their problems.
This approach to content creation results in more social shares and word-of-mouth shares of digital content. It also inspires readers to return to your website for more useful information. And when readers return, that means they trust you.
It also means they buy from you, refer you, and help you become the business you want to be.
As Brian Clark of Copyblogger says, it’s about media, not marketing. Which means that when you give someone a useful piece of media (article, whitepaper, blueprint, video series, etc.), they will follow you first.
The ROI of producing and distributing valuable content that means something is monumental.
Why do you think the term “content marketing” got so big? Businesses discovered that giving away free content garnered trust, and trust garnered leads upon leads, sales upon sales.
Things That Aren’t “Sold,” Sell.
As previously mentioned, I believe that web copy should be convincing and creative, but never over-exaggerated. Offers also shouldn’t be pushed right away.
First you must present a promise that you’ll live up to; paint a picture of a less problematic life that’s realistic and attainable with the help of your offer; present proof that your offer has helped others before; and finally push your readers to take action (because everyone needs a little push).
This is a proven approach known as the 4 P’s of effective copywriting.
I combine this with what my digital mentor, Brian Clark, simply calls “educating.”
If you can educate your audience about things related to their problems and desires while informing them about your product or service – well, that translates to impact and sales. Impact someone and change the way they think and you’ll have their business forever.
Quite simply, an educate-don’t-sell approach translates to more immediate sales AND more sales down the road. This is because people don’t trust businesses that pitch them. They trust businesses that offer them real value in a non-gimmicky, non-commercial way.
See the similarities between content marketing and copywriting that informs and doesn’t just sell?
Imagine the power of a digital marketing strategy that combines the two together.
Your Ingenious Offer Inspires My Ingenuity
When I’m working for a business that isn’t just copying an existing offer by a competitor, I pour my heart into my work.
In other words, if your company aims to be the best by offering the best value to your customers, I recognize this and produce my best work. This is work driven by my passion (for a better, easier, less problematic world filled with better businesses) and complemented by my skills.
I believe that the best should be recognized as the best, and with my passion and unique skill set, I pour everything I have into projects to achieve that recognition.
Looking for another drone? Count me out.
Looking for someone who strives to see beyond and find the intangible ingredient that all great projects and campaigns contain.
Count me in.