To explain how content marketing works, we first have to agree on a definition. Unfortunately, I might've sent myself on a fool's errand -- I went through dozens of different iterations of a content marketing definition (including the somewhat flippant "content marketing is using content for marketing") and found none of them totally satisfactory. But I hate to let perfection get in the way of progress, so let's just get something down on paper so we have a basis for discussion:

“Is it just us, or do some people talk about gay dating like it’s an elaborate magic trick? Even unexperienced gay or queer persons may approach the idea of dating with the kind of abject fear one feels when opening the instructions for a new piece of IKEA furniture. ‘Am I doing this right?’ they may ask themselves, months, years and even decades into their dating careers.”
Just ran into this blog post via LinkedIn and I’m soo glad I did! I mostly do social media and digital communications but I find that a lot of the that has to do with the ability to write in a way that gets people excited and willing to try a new product or share something with a brand. For that reason, I’ve been trying to learn as much as possible about copywriting. These tips are excellent! Some of these I’ve used frequently but verbs over adjectives is a new one for me. Thanks so much for sharing these!! 🙂
hi Gregory, the way you have highlighted the use of “you” made me surprised for so far i was told use of “we” and “Our” were to increase the chances of a reader believing the statement, more often than when said “you”. For instance, “You always had such problems” is not always appealing to a reader, but “we always had such problems” was better trusted. Because by using “we” we get to become a part of the reading(clients) people. 

The reason is that each form of writing has its own style. News is delivered AP style, in short, informational paragraphs with the meat of the story at the top. Blogging is personable, friendly and often opinionated. Ad copy is short and persuasive. White papers are long; they describe a problem and provide the solution. But, regardless, each and every category is content, and each style writers master makes them more valuable and in demand.

He is the co-founder of NP Digital and Subscribers. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.


Thanks for the great tips, Gregory. I’m going to share a link to this blog with my readers because it’s so informative. Okay, with 2 tips out of the way I’ll relax and get to my point. Recently, a magazine publisher shouted (Australian for “bought”) me a dinner. Over the course of the meal, I mentioned how skeptical I was about claims that copywriting can pay big money. She told me categorically it can and recommended a course to me. The name of the course rang a bell with me, but I couldn’t place it. When I returned home, I looked it up and remembered how I’d been turned off before by its heavy hitting hype. Reading it anew, I had more faith in its claims because she had been so sincere and had nothing personally to gain from recommending the course. I’m still a little skeptical, though, because the copywriting that promoted the copywriting course was so ineffective with me. Then again, maybe my ingrained skepticism is not typical of most readers and I could possibly learn from those who have studied copywriting scientifically and know what works for the majority of readers. Thoughts?
Still on the subject of targeting, it’s best practice to have a single goal – the one thing you want to achieve – for each email. This will help you focus your marketing copy, which we’ll talk about more in the next tip. Remember, if you have multiple goals you don’t really have a goal, so when planning your emails focus on the key action you want readers to take and build your email copy around that.
hi Gregory, the way you have highlighted the use of “you” made me surprised for so far i was told use of “we” and “Our” were to increase the chances of a reader believing the statement, more often than when said “you”. For instance, “You always had such problems” is not always appealing to a reader, but “we always had such problems” was better trusted. Because by using “we” we get to become a part of the reading(clients) people.
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