Check your local college or university for a technical writing certificate program. Look at the faculty of the program to confirm you are being taught by professionals in the field or working content writers who are familiar with the demands of the writing industry. Certificate programs can be beneficial for writers who are new to content writing or technical writing.[6]
When tax season rolls around and people are Googling answers to their tax preparation questions, they stumble upon your blog posts, and realize you offer tax preparation services. Some of them keep doing their own tax preparation, but perhaps keep you in mind for next year; others throw their hands up in the air, decide to rid themselves of tax preparation headaches for good, and hire you -- because you're clearly way more qualified to do this than they are.
Very interesting stuff. More than anything, what this tells me is that we need to measure and track our marketing efforts. A/B testing, with different headlines and calls to action, is critical. There is no reason that we can’t hold ourselves accountable to our marketing efforts. There are tools that offer visibility and insight so that, like the researchers you cite, we can also make strategic determinations about what works best.
With a marketing team size of around 18, your content marketing team will be staffed with all the same roles -- bloggers, long-form content creators, SEO specialists, designers -- just multiplied. Aim to have three bloggers on staff, and two employees for each of the other roles. It's wise to have one of those bloggers have expertise in editing, too, so there's someone dedicated to maintaining content quality as output increases.

Content writers might enroll in electronic writing certificate programs. These programs are available at the undergraduate and graduate levels and offer courses in such topics as Web design, blogging, wikis, electronic rhetoric, and technical writing. In many cases, employers are more considered about writing and grammar skills than with education. Many employers require a writing test to be completed by applicants.
Notice how the second sentence is somehow less exciting (even though it contains a killer lion?) That;s because the active voice emphasizes the action with “the lion attacked.” In the passive voice, the village is the subject. The agent (the lion that performed the action) is only mentioned afterwards using the prepositional phrase “by the lion.” It’s almost an afterthought.
Not always. The language and tone of your copy should speak directly to the people who are likely to see it. For example, if you're writing copy for teenagers, your copy should be quite different from copy targeted at senior citizens. Consider McDonald's, which goes so far as to change references to its brand name depending on the audience. Turn on MTV and you're sure to see a McDonald's commercial referencing the fast food chain as "Mickey D's". It's also important to omit jargon unless your copy is intended for an audience that will understand and expect it. For example, a business-to-business ad might be an appropriate place for jargon. Again, it always depends on the target audience that you ultimately want to respond to your marketing message.
I loved the tips you shared in this article, Gregory. A lot of them I probably knew and I do utilize them in my everyday work, but I do it perhaps … a bit randomly. This article paints a clear, concise picture of what’s really important if you want to convice someone to do something via a compelling copy. I also realize that most of the stuff listed here works well when combined. For example, a story is a way to invoke memories, but crafting a good story probably requires verbs rather than adjectives, etc…
With enough discipline, solid web content writing skills are within anyone’s reach. Having excellent copy on your website is one of the easiest ways to grab the attention of new visitors (and keep them coming back for more — or better yet, sharing your links). Want more content creation tips and tricks? Check out our Web Content Writing 101 post, or shoot us an e-mail with your questions and we’ll get back to you.
Red Bull, which sells a high-energy beverage, has published YouTube videos, hosted experiences, and sponsored events around extreme sports and activities like mountain biking, BMX, motocross, snowboarding, skateboarding, cliff-diving, freestyle motocross, and Formula 1 racing. Red Bull Media House is a unit of Red Bull that "produces full-length feature films for cinema and downstream channels (DVD, VOD, TV)."[17] The Red Bulletin is an international monthly magazine Red Bull publishes with a focus on men's sports, culture, and lifestyle.
Podcasts. Michael Hyatt, author of the best-selling book Platform: Get Noticed in a Noisy World, practices what he preaches. His “This is Your Life” podcast is downloaded 250,000 times each month. As Hyatt elaborates on his blog post 4 Reasons You Should Consider Launching Your Own Podcast, “A podcast gives you visibility in a completely different world—primarily iTunes. I have had scores of new people say they had never heard of me until they stumbled onto me in iTunes.” Hyatt gives valuable information and advice in his podcast--all for free. But that podcast leads to more sales of his books, signups for his courses, and requests for him as a speaker.
Businesses focused on increasing sales through content marketing should look at traditional e-commerce metrics including click-through-rate from a product-page to check-out and completion rates at the check-out. Altogether, these form a conversion funnel. Moreover, to better understand customers' buying habits, they should look at other engagement metrics like time spent per page, number of product-page visits per user, and re-engagement.
Use a newspaper article from a local publication or an online publication and break it down based on the upside triangle structure of a typical newspaper article. Does the article conform to the traditional structure or does it use a different structure or form? Does the writer seem credible and believable? Does the article use reputable sources and quotes to support any arguments in the article?
Before you even start to write content, you need to know what you’re writing about — and you can kill two birds with one stone if you combine search engine optimization with your editorial calendar planning. New York Times Bestselling author and top marketer Neil Patel calls keyword research “the most important part of digital marketing” and “how we keep our ears to the ground,” and for good reason.
You run an accounting firm that specializes in tax preparation, and business was lagging this year. You want to do better next year, so you start a blog on your website and publish posts about some of the common tax-related issues your target customer faces. You write a few posts a week, and eventually those blog posts start to rank in Google and other search engines.
Marketing copywriters interact with clients to learn about the product or service being sold and how each client wants it presented to the public. Marketing copywriters discuss what kind of marketing plan the client has designed and which vehicles the client will use to present the product, such as radio or television commercials, newspaper or magazine ads, or direct mail marketing.
Exceptionally well researched and factual write up. This is true quality and value for all on the internet. Frankly, all of us need as much “back up” and study as possible to do our job – creating true value for our customers. Imagine the energy of writing truly original and compelling copy. I don’t intend to sell you anything. This process saves time in producing good copy the first time. It saves trouble in doing it right the first time. We all reach our objective of transferring true value to our clients. All for the very small price in time and effort to study and replicate these principles. Imagine doing it wrong – it really takes less time to just slap something down and move on doesn’t it? This is for you, it is free once you learn it, because you want to make the sale. This will capture the clients instantly with a new product or concept for their trouble. Imagine the excitement of finally becoming persuasive and capable of delivering on your promises. What do you think I will do next? Just like a professor in front of an adoring student, understanding the value of these principals will deliver time and again. Thanks for your grand post!

Consider a technical writing certificate. Technical writing is a type of content writing that focuses on communicating technical material through manuals, reports, and online documents. This could be a how to guide, a safety manual for a worksite, or a document on a process or procedure. There is a growing demand for technical writers who can explain complex procedures to the average reader.


I like #1, “Make em’ feel something” because of what it DIDN’T say. People like to think they’re so sophisticated and rational; “Just the facts, ma’am.” Because, armed with the facts, they will make the perfect decision. “I don’t want to be sold to, just tell me what you do and I’ll make up my own mind.” HAHAHA. The fact is, they don’t. They don’t decide AT ALL. They move on to the next shiny object, procrastinate, and don’t do anything, don’t buy anything. “Make em’ feel something” and you can move them to take ACTION.
Great post. I loved all of your points but particularly number 2 on “beware of selling savings.” People really do value other things such as time unless you are selling a commodity like laundry detergent. And even then if you could improve someone’s experience of detergent by making it smell nicer or if it can make your clothes feel nicer that’s what you’d want to emphasize.
While successful content writers seem to have an enviable life -- they work from home, make their own schedules and work as much or as little as they please -- the vast majority have a hard time making a living of it. They lack the skills necessary to succeed. Because no matter how talented they are, writing skill is simply not enough. So, if you want to become successful as a content writer, you need a full toolkit of marketable skills.
Email lists are marketer's most treasured assets -- and they're a smart way to drive traffic, conversions, and re-conversions on your content. Invest in growing your blog email subscription list for an incredibly valuable distribution arm alongside your sales lists. You can do this, for example, via lead flows that politely ask readers if they'd like to subscribe as they're reading through certain articles on your website.
Consider a technical writing certificate. Technical writing is a type of content writing that focuses on communicating technical material through manuals, reports, and online documents. This could be a how to guide, a safety manual for a worksite, or a document on a process or procedure. There is a growing demand for technical writers who can explain complex procedures to the average reader.
"The best way to help your sales team is to build brand awareness and create content that generates a lot of leads over time. An increase of twice as many leads means twice as many quality leads -- as long as you have software that lets you filter those incoming leads efficiently. That's how you build a successful sales and marketing machine," explains Mike Volpe.
Exceptionally well researched and factual write up. This is true quality and value for all on the internet. Frankly, all of us need as much “back up” and study as possible to do our job – creating true value for our customers. Imagine the energy of writing truly original and compelling copy. I don’t intend to sell you anything. This process saves time in producing good copy the first time. It saves trouble in doing it right the first time. We all reach our objective of transferring true value to our clients. All for the very small price in time and effort to study and replicate these principles. Imagine doing it wrong – it really takes less time to just slap something down and move on doesn’t it? This is for you, it is free once you learn it, because you want to make the sale. This will capture the clients instantly with a new product or concept for their trouble. Imagine the excitement of finally becoming persuasive and capable of delivering on your promises. What do you think I will do next? Just like a professor in front of an adoring student, understanding the value of these principals will deliver time and again. Thanks for your grand post!

Check your local college or university for a technical writing certificate program. Look at the faculty of the program to confirm you are being taught by professionals in the field or working content writers who are familiar with the demands of the writing industry. Certificate programs can be beneficial for writers who are new to content writing or technical writing.[6]
If you’ve ever slogged your way through reading a piece of marketing and only finished reading because you had to, then you’ve experienced bad content marketing. When I speak to companies about content marketing I tell them that content is good if they genuinely want to read it. Content is great if they’re willing to pay to read it. If you want to see great examples of content, just look at what you’ve paid to read, watch, or listen to lately. If you watched The Lego Movie this year, you saw one of the greatest examples of content marketing to date. Oh, you thought they made that movie in order to sell movie tickets? Think again. That was a 100 minute toy commercial, and rather than using a DVR to skip it you paid good money to watch it. Is it any coincidence that Lego recently leapfrogged Mattel, the creators of Barbie, to become the largest toy company in the world? You may not have the budget to make a feature film to promote your company, but you can still give potential customers valuable information.
Okay, Let me just admit, how fascinated I was by your post. When I gave it a read, I thought I knew most of the things, most of us do but how many of us actually follow it through? No one I guess. I was not surprised or shocked by any of the research because in my heart I knew most of them. But which taught me the most, i would say using verbs over adjectives as we know its impact but still use fancied adjectives to make something look better when in reality it does not.
While it's true Google can do a lot of the distribution work for you, it hinges on making smart decisions with your content strategy. In other words, Google might distribute the content you create, but it might distribute it onto page 32. Your job is to make sure as much content as possible appears as high up on page one as possible. This means your writers should be working closely with your SEO specialist to determine what keywords to go after -- ideally a combination of long tail terms and head terms, at an appropriate level of competitiveness given your domain authority and how aggressively you can go after the terms. Of course, that content should also be optimized for on-page SEO to improve its chances of ranking highly. 
You write a blog post about your infographic generator, and included a link to the tool in the post so people can try it for themselves. Let's say the visitor-to-lead conversion rate is the same on this blog post as it was in your PPC campaign -- 2%. That means if 100 people read that blog post in your first month, you'd get two leads from it. But your work is done now. And over time, that one blog post you wrote years ago will continue to generate leads over, and over, and over, every single month. And not just that blog post -- every blog post you write will do the same.
Your social media manager should also invest in growing your presence on social networks so that the content you share reaches an ever-growing audience. Consider the amplification of a piece of content shared on a Facebook page with 100,000 fans, versus 1,000 fans. The fans' networks work to help your content spread -- so the larger their networks, the better your content's distribution. 
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