By: Sinclaire Johnson
Entrepreneurship and Innovation kicked off our ENI Live series for the spring 2018 semester with a workshop that outlined ways entrepreneurs are marketing their businesses and gave students a crash course in content marketing. This ENI Live was lead by Obinna Morton, an entrepreneur who focuses on copywriting, journalism, and content-marketing for several well-known organizations and publications.
Morton started the session by explaining why businesses need content – words to describe and represent what the business does. Today it’s called “content.” She explained that content has the ability to establish your business’s voice, showcase your authority, and bolster an image of professionalism. “Content can frame your business into whatever you want it to be,” said Morton.
After explaining how content can work for businesses, Morton described the different types of content that entrepreneurs can utilize for the growth of their business. The first category was web copy, which is the content featured on a website. Morton recommends adding visual variety to the text through colors, fonts, and weights, as wells as adding images. According to Morton, “content with pictures receive 94% more page views.”
Other types of content Morton touched on included blogging, press releases, infographics, and newsletters. She advised that throughout any content you release, make sure that you are showcasing your business voice and using tactics that will intrigue and captivate your audience.
Closing out the event, Morton talked about repurposing content that students and entrepreneurs may already have. “There’s no point in wasting good content,” said Morton. She suggested using old blog content for newsletters and social media posts while saving your web copy for personal branding items such as business cards and boilerplates for press releases.
Missed our first ENI Live of the semester? No worries, ENI plans events throughout the semester that are intended to educate students, faculty, staff, and other university affiliates on topics relating to entrepreneurship and innovation. For more information about our upcoming events, head over to our events calendar!