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Interview with:

Sarah Mitchell [globalcopywrite] 


MARKETING
Up till now, what has been your professional career path?
I spent 20 years in technology as a software developer then in software sales. After I left IT, I started a freelance writing career. I'm the owner of Global Copywriting which I started in 2008 as a full-time commercial marketing business.
Please list web addresses where one can see something about you.
http://www.globalcopywriting.com http://www.contentmarketinginstitute.com/author/sarah-mitchell/ http://socialmediatoday.com/users/globalcopywrite http://www.globalcopywriting.com/blog/
What is your stance as a marketing professional? What are you good at? What differentiates you from others?
As a writer, my position is all about content. I develop original content for businesses to use in their marketing. I think it's important the money spent on marketing goes towards building assets for the company. I'm writing and speaking a lot lately about asset based marketing.
A marketing strategy begins with an idea. How are yours born?
The idea for asset based marketing came after working on a lot of projects with different designers. I started to realize that my content worked better when it was part of a good design. As a stand-alone product, content is just not as effective as the same product in an attractive package. I write about it here: http://www.globalcopywriting.com/why-design-matters-in-asset-based-marketing/
In which market, products or services, are you currently working?
I'm doing a lot of website copy right now. It's a strategic product for business and it anchors a lot of other content like white papers, case studies, newsletters and blogs. I'm also doing a fair amount of social media activity for clients.
Did this product exist ten years ago? And the brand?
Website copy was around 10 years ago but I can't say it was a marketing product. It certainly is now. White papers and case studies are as old as the hills but are still around because they're so effective. Social Media, of course, is the new kid on the block. Business is still grappling with how best to utilize it.
BLOGGING
What is your blog address? What subjects do you deal with?
http://www.globalcopywriting.com I write about marketing: asset based marketing, content marketing, B2B marketing, social media and SEO.
What was it that made you create your blog? On what date did you start it?
Interestingly, I started my blog after being pressured by my web designer. He insisted I needed a blog for SEO. My first post was written with trepidation on 4 May 2009 and titled, Entering the Land of Blog. http://www.globalcopywriting.com/entering-the-land-of-blog/
What blogging system have you adopted and why?
I use the blogging module on my CMS from SilverStripe. I keep it on my website because it's so good for SEO. I blogged about that in this post: http://www.globalcopywriting.com/blog-logistics-a-key-insight-for-your-content-marketing-strategy/
How many visits a day do you get? What type of comments do you receive?
My traffic depends on the traffic. I only post about two days a weeks. I average about 40 visits a day but the days I post receive about 100 visits. Of course, if my post gets picked up and published somewhere else, the numbers skyrocket.
How has 'having a blog' contributed to your life?
The biggest contribution the blog has made to my life is in sleep reduction! I'm blogging for business and consider it a normal part of my job just like sending invoices or answering emails. I don't consider blogging a life-changing activity but it has increased my business dramatically.
Have you created relationships with other bloggers or readers of your blog?
Absolutely! It's been fantastic for generating leads for my business. Many of my current clients read something on my blog before they contacted me.
How often do you post? Does regular posting of your blog require a lot of effort on your part?
I post twice a week. It does require a lot of effort since I already have a full workload with my business. It's a really effective marketing tool so I persevere. I'm often writing my posts late into the night.
Does blogging bring in income for you? Can one make a living from posting?
My blog doesn't produce any direct income. I've resisted monetizing it because I don't want anyone to think my opinion is influenced by advertisers. It does generate leads for me which turn out to be well qualified.
How do you promote your blog?
I've written about this, too. It changes all the time but my main ways to promote my blog are with Twitter, Facebook, LinkedIn, a MailChimp email delivery to subscribers, the signature line in my email, and BizSugar.
How would you define your readers? Have you got a faithful audience?
I've got a few hardcore readers and lots of faithful readers who promote a post when they see it. My blog subscription list is growing every month and I rarely get an unsubscribe. It's an organic process but I see continual growth in readership.
Are there any blogs you follow daily or regularly?
I never miss the blog at the Content Marketing Institute http://www.contentmarketinginstitute.com. I also like: Susan Oakes blog at M4BMarketing http://www.m4bmarketing.com/ Paul Hassing blog at Small Business Owner http://mybrc.myobnet.com/ Joe Pulizzi blog at Junta42 http://blog.junta42.com/ Savvy B2B Marketing blog http://www.savvyb2bmarketing.com/blog Social Media Today blog http://www.socialmediatoday.com/ I read a lot more blogs but usually pick up individual posts triggered by Twitter, Facebook or Google Alerts.
Have you ever received gifts for blogging about your opinion of products or services? What do you think of bloggers who do that?
I don't do it because I don't want anyone to think my opinion is influenced. I'm not a fan of the practice. I do think bloggers have a responsibility to be transparent about gifts they receive.
How do you see your blog evolving in the future?
I'm working more on defining a category - asset based marketing. My posts still have a lot of practical advice but my plan, for now, is to write one post a week to advance my theory that content and design go hand-in-hand.
What advice would you give to someone who wishes to begin a blog?
Practice writing a blog for a month before you publish anything. You'll find out if you can maintain your publishing schedule and what you need to do to fit blogging into your life. At the end, you'll have posts ready to go which is always handy. My other advice is for business owners. Make sure your blog resides on your website. It's the best thing you can do for SEO.
 

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[globalcopywrite]
Sarah Mitchell
Fremantle, Western Australia, Australia


[globalcopywrite] Sarah Mitchell
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