What you will find in this article:
Who is Riccardo Esposito and What Does He Do in Web Marketing?
Riccardo Esposito's Beginning of Web Writing Career
Fundamental Web Marketing Lessons With Riccardo Esposito
Differences between Traditional and Web Writing with Riccardo Esposito
Key Elements of Content Marketing According to Riccardo Esposito
SEO and Creativity in Writing with Riccardo Esposito
Web Content Trends and Opinions by Riccardo Esposito
Current State of Blogging According to Riccardo Esposito
My Social Web: Riccardo Esposito's Point of Reference
Customer Feedback Management by Riccardo Esposito
Web Writing Innovations and Techniques by Riccardo Esposito
Advice for Aspiring Web Writers from Riccardo Esposito
Thanks
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There are some interesting points in common between me and Riccardo Esposito.
Riccardo Esposito is a professional web writer, blogger, copywriter, and online marketing expert. Author of two cult books in the sector ( Fare blogging and Etno Blogging both published by Flaccovio). He has distinguished himself in the world of freelancing since 2012, when he started his business as a freelancer.
He completed his studies in Communication Sciences in Rome, and gained work experience in press agencies and web agencies, before starting his freelance career. Riccardo has a strong academic background, with a specialization in sociological research and analysis of the Cultural Industry, and has collaborated in international anthropological research, including study trips to Mato Grosso and Japan.
In addition to web writing and blogging, Riccardo dedicates himself to copywriting and training in the field of SEO and social media marketing. He holds courses for aspiring bloggers and web writers, participates as a speaker in numerous marketing and communication events, has written various e-books and books on the topic of blogging and online communication, helping to educate and inspire a new generation of digital writers.
So what are the points I have in common with him? Simple! In addition to the passion for writing and reading authors like Kerouac, he is also happily married and the father of a little girl.
I'll let you discover the rest in this interesting interview.
Who is Riccardo Esposito and What Does He Do in Web Marketing?
First obligatory question for those few readers who don't know you yet: can you explain who you are, what you do and what your job consists of?
Hi, I'm Riccardo Esposito and I'm a copywriter.
Since 2009 I have been working in online writing and I worked first in a web agency and then as a freelancer in this sector. I have gained experience in the world of training, I have been a speaker at national events to talk about blogging and copywriting, I have participated and still participate in online training courses.
Oh, I have my own website: My Social Web . I work with marketing companies like Serverplan and Ingigni and I keep my web space up to date.
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Riccardo Esposito's Beginning of Web Writing Career
I'm sure you've said this somewhere on the web, but how did you start turning what you do into a job? Did you always believe that this would be your job?
Let's say that since I chose the faculty – Communication Sciences – my idea was to reach people with a clear message.
During my university years I worked as a press officer and gained experience as a lecturer in courses such as Anthropology and Computer-Mediated Communication.
An HTML course with Marco Calvo (LiberLiber) opened the way for me.
Fundamental Web Marketing Lessons With Riccardo Esposito
What was the most important lesson you learned while working in web marketing? The one that comes to mind when you think “hey, every newbie should know this”?
How many I could tell you. Maybe one: you're running a marathon, you don't have to do the hundred meters.
I have seen so many people pass before my eyes that you have no idea, there are those who started with me and still follow this path today but many have disappeared, have changed sectors, have started in one way and now do something else.
Of course, everything is allowed, but I believe there is a great need for specialization. Those who did everything today do nothing, those who specialized in a niche disappeared together with the technology buy phone number list that dragged the profession (see Google Plus). You have to be ready for change but also have perseverance.
Differences between Traditional and Web Writing with Riccardo Esposito
Having gained experience in both press agencies and web agencies, what are the main differences you find in writing for the web compared to traditional print?
Online writing certainly requires more attention than readability. Then there is the issue of hypertextuality that requires you to also think about what you can achieve (or invite others to achieve) with the content.
You need to be even more concise than in printed paper, also because today the newspaper article has changed its use. The paper is in-depth analysis, not rapid updating. There is no longer any need to respect the maximum synthesis on the classic newspaper article.
Then clearly there is the issue of SEO copywriting which requires more attention than writing on the web .
Key Elements of Content Marketing According to Riccardo Esposito
Let's talk about content marketing effectiveness. In your opinion, what are the key elements that make content not only readable but effective in leading readers to continue the conversion path?
We need to remove what is not needed and speak to the public with our hearts in our hands.
This is true for articles but also for landing pages. The copywriter knows that he must use a persuasive writing scheme in which – for example – he attracts attention with a headline, arouses interest, stimulates desire and pushes towards action.
As the classic AIDA process suggests. But it really works if you put passion into it, if you enter the role of a potential buyer and start thinking about what you actually lack, what you need, what is the point that scares you. Today without empathy with your target audience you cannot proceed.
