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THREAD: As an editor, I’ve met many content marketers that are looking to elevate their craft. But it’s difficult to find advanced content writing guides that give you specific examples of how to elevate your craft (with before & after side by sides). So I wrote one...
Tip #1
Too many content marketers make a point and then leave their readers hanging (i.e. they don’t follow through with meaningful examples to back up their statements).
Yes, many people skim blog posts. Still, even if your reader is lazy or in a rush, you shouldn’t be.
Too many content marketers make a point and then leave their readers hanging (i.e. they don’t follow through with meaningful examples to back up their statements).
Yes, many people skim blog posts. Still, even if your reader is lazy or in a rush, you shouldn’t be.
So, always explain the “why” behind the “what” to remove guesswork and add value.
For example, if you write a sentence like, “X is especially true because of Y”, you need to explain why Y matters.
Case in point
https://abs.twimg.com/emoji/v2/... draggable="false" alt="👇" title="Rückhand Zeigefinger nach unten" aria-label="Emoji: Rückhand Zeigefinger nach unten">
For example, if you write a sentence like, “X is especially true because of Y”, you need to explain why Y matters.
Case in point
Before: “It& #39;s clear that the user experience [insert app name] facilitates is hugely valuable, particularly in a mid-pandemic world."
Ok, but why?
Ok, but why?
After: “It& #39;s clear that the user experience [insert app] facilitates is hugely valuable, particularly in a mid-pandemic world where people have extra time, a desire to learn something new, and an impulse to connect with others in this unparalleled time of isolation."
The outcome https://abs.twimg.com/emoji/v2/... draggable="false" alt="💡" title="Elektrische Glühbirne" aria-label="Emoji: Elektrische Glühbirne">
Most people can relate to feeling isolated and yearning to connect and learn new things during this pandemic. So now, you’ve not only explained why, but you’ve connected with your audience on that crucial emotional level.
Most people can relate to feeling isolated and yearning to connect and learn new things during this pandemic. So now, you’ve not only explained why, but you’ve connected with your audience on that crucial emotional level.
Tip #2
Use active not passive voice to empower your reader to take action. Feels like a basic, but I see advanced content writers oscillate between active and passive all the time.
But active voice wins the day. Why? Because it puts the power in the reader& #39;s hands.
Example:
Use active not passive voice to empower your reader to take action. Feels like a basic, but I see advanced content writers oscillate between active and passive all the time.
But active voice wins the day. Why? Because it puts the power in the reader& #39;s hands.
Example:
Passive voice: “To truly optimize the time of your sales team, utilizing a data-driven marketing automation approach is key.”
Active voice: “To truly optimize your sales team’s time, it’s key to utilize a data-driven marketing automation approach.”
Active voice: “To truly optimize your sales team’s time, it’s key to utilize a data-driven marketing automation approach.”
The outcome https://abs.twimg.com/emoji/v2/... draggable="false" alt="💡" title="Elektrische Glühbirne" aria-label="Emoji: Elektrische Glühbirne">
It’s cleaner, easier to read, and tells the target audience (in this case, sales managers) exactly what to do (i.e. learn from data and automate repeatable tasks).
It’s cleaner, easier to read, and tells the target audience (in this case, sales managers) exactly what to do (i.e. learn from data and automate repeatable tasks).
Tip #3
Trim the fat to get to the point. Again, feels like a basic. But as an editor, trimming the fat takes up tons of my time.
Example:
Before: “To start making a plan, sit down and ask yourself the following questions:”
After: “To formulate a plan, ask yourself:”
Trim the fat to get to the point. Again, feels like a basic. But as an editor, trimming the fat takes up tons of my time.
Example:
Before: “To start making a plan, sit down and ask yourself the following questions:”
After: “To formulate a plan, ask yourself:”
Another example:
Before: “Affiliate marketing is often paid out by getting a free product or service.”
After: “Affiliate marketing is often paid via product or service payouts.”
Before: “Affiliate marketing is often paid out by getting a free product or service.”
After: “Affiliate marketing is often paid via product or service payouts.”
The outcome https://abs.twimg.com/emoji/v2/... draggable="false" alt="💡" title="Elektrische Glühbirne" aria-label="Emoji: Elektrische Glühbirne">
The reader gets the same point, faster. Cutting superfluous words is not about cutting value. Quite the opposite. It creates more value because it’s easier to understand.
The reader gets the same point, faster. Cutting superfluous words is not about cutting value. Quite the opposite. It creates more value because it’s easier to understand.
Tip #4
Avoid redundancy to preempt boredom and cultivate your character.
When I think of redundancy, I think of it in two buckets:
https://abs.twimg.com/emoji/v2/... draggable="false" alt="💤" title="Schlafsymbol" aria-label="Emoji: Schlafsymbol"> Repeated words or phrases that are overused and thus redundant
https://abs.twimg.com/emoji/v2/... draggable="false" alt="♻️" title="Universelles Recycling-Symbol" aria-label="Emoji: Universelles Recycling-Symbol"> Repeated ideas that are unnecessary because you’ve already made your point
Avoid redundancy to preempt boredom and cultivate your character.
When I think of redundancy, I think of it in two buckets:
Example of repeated phrases:
Before: “The roles begin to diverge once you take technical skills into account. Sales engineers have technical skills that allow them to identify patterns that someone without technical expertise may miss.”
Technical skills/expertise = overused
Before: “The roles begin to diverge once you take technical skills into account. Sales engineers have technical skills that allow them to identify patterns that someone without technical expertise may miss.”
Technical skills/expertise = overused
After: “The roles begin to diverge once you take technical skills into account. Sales engineers have the industry expertise to identify patterns that an untrained eye may miss.”
The outcomehttps://abs.twimg.com/emoji/v2/... draggable="false" alt="💡" title="Elektrische Glühbirne" aria-label="Emoji: Elektrische Glühbirne">
That’s a lot easier to get through + variety preempts boredom.
The outcome
That’s a lot easier to get through + variety preempts boredom.
To see more examples, tips, tricks, & techniques, read the full post here: https://www.grizzle.io/blog/advanced-content-marketing-principles">https://www.grizzle.io/blog/adva...
