Years ago, before we became a full-service digital marketing agency, we were essentially just another website development company in Orange County. Back then we considered it standard procedure that our clients BYOC…Bring Your Own Copy (I just made that up).
We had just finished preparing the framework for a website; graphics layout samples for the homepage and the internal pages. We sent it over to the client for review and he said;
“Words… every website I’ve ever seen has words on it. Where are my words!?”
Hmmm, you know, maybe he has a point. We never discussed who was to produce the copy. It was the early days of the Internet and we just assumed that he knew it was his business, and that he would have to give us the content he wanted on his site.
Well that was a loooong time ago, before “Content is King” became the mantra in the digital marketing age. Now it’s all about content, and everyone plays a role. Which means you have to decide who plays what role BEFOR you embark on that website project or inbound marketing campaign.
[This is an expanded excerpt from the eBook “The Digital Marketing Smell Test”. You’re welcome to download your own copy here.]
Well that’s convenient, just find a competitor from another state with a great message and copy and paste! Only a couple of problems with that; first…it’s steeling and there may be copyright related issues. Second; Search engines have no use for duplicate copy. Chances are that if you are “borrowing” this copy from another website, you found them through searching. That means that copy has already been indexed by the search engines, and you won’t get any credit for it.
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