Author Archives : JC Hewitt


About JC Hewitt

JC Hewitt is an independent copywriter and marketing consultant based in New York City. He loves innovative companies of all sizes.


Interest vs. Intent: Google’s Keyword Tool 5

A Google AdWords introduction by way of the Google Keyword Tool: how to understand the difference between interest and intent in keyword research. Intent and interest are two different aspects of available keyword data that are too often hastily grouped into one pot without adequate distinction. JC Hewitt explains…


Minecraft’s Winning Social Strategy 8

Tweet
I’ve got some quick questions for loyal Marcana readers.
Which popular independent video game focused on mining and building sold over 500,000 copies?
What was the size of its budget for marketing and advertising?
The answer to the first question is Minecraft. The answer to the second is $0.
By any measure, Minecraft – a simple, independent game mostly […]


Understanding Game Mechanic Marketing 5

Tweet
The explosive growth of Zynga – the makers of Farmville, a popular Facebook game – and of casual games on the iPhone and other platforms – has brought with it more interest in using game-like mechanics to attract customers.
Famously, Zynga asks its players to invite their friends on Facebook in order to enhance their gameplay […]


How to Write Fluently for the Web 3

Tweet
It’s time to abandon the press release.
Reporters rarely have time to read them, receive a tremendous number of them in their inbox every day, and your competition uses the same strategy to win attention. The traditional media is also becoming increasingly irrelevant for amplifying your message thanks to the spread of alternative channels.
What replaces it?
Writing […]


Four Guidelines for Posting Frequency 5

Tweet
There is no single answer to the question of how often you should post to your blog. Whether it’s a large corporation, a mid-sized one, a startup, or a solo operation, it depends on the nature of the content, the expectations of your community, and what you’re writing about.
If you post too much dense content, […]


Making Sense of Customer Feedback 15

Tweet
The sheer noise of customer feedback through social media can intimidate even corporate titans.
How much of that is valuable information, and how much is the work of a crew of hardcore complainers? What of it, if any, is actionable? It’s easy to make the error that social media is primarily for broadcasting your corporate communications. […]


Going Native 4

Tweet
The web has a complex human geography. While many people may hang out on the same website – like Facebook – they don’t necessarily all take part in the same social groups. They won’t even necessarily use the same names or identities in each social context.
When you’re conducting customer research or trying to drive new […]


The Revenge of the Writers 3

Tweet
In the latter half of the 20th century, radio and television defined the culture. Books, magazines, and newspapers steadily declined in cultural importance relative to these new forms of media.
A funny thing has happened to habits of media consumption. The companies with the fastest growth in advertising revenue – Google and Facebook – rely on […]