Copywriting – Page 4 – Express Writers

How to Grow Your Inbound Traffic by Writing Evergreen Blog Posts

January 5, 2021October 22, 2019 by Adam Oakley

This post was updated October 2019. Picture this – summer is here, and your calendar is full of pool parties, barbecues, picnics, and whatnots. You’ve been waiting for this moment for what seems like ages. ☀ There’s only one small problem. You want to look great in your bikini, but it’s been cold out there for the past few months, so maybe you’ve stayed in and eaten one, two, or twenty more pizzas than you should’ve (no judgment, we’ve all been there!). At this point in the game, you don’t have a lot of options. You can go on an aggressive diet, use a body wrap or two, or skip a few meals. There are a lot of ways to get fast results, but the thing is, you shouldn’t be focusing on quick fixes. What you want is a sustainable approach that can get you the best results possible, and the same goes for blogging. For a long time, my approach to blogging was all about putting out as much content as possible. That’s not necessarily a bad idea since there’s a correlation between high publishing rates and increases in traffic. The problem is, quick-fire content isn’t a sustainable strategy, much like any diet that promises dramatic results in a matter of days. If you want to grow your traffic and maintain it, you need powerful, evergreen content that’s going to keep your website in the best shape of its life for years and years to come. 4 Types of Evergreen Blog Content 1. List-based articles 2. How-tos and tutorials 3. Frequently asked questions (FAQs) 4. History-based posts That’s a quick cheat sheet if you need help coming up with evergreen blog post ideas. If you stick to those types of content, you’re on the right path. However, you may need a little help coming up with ideas, so keep reading! [bctt tweet=”If you just fire out short trending posts that will be irrelevant tomorrow, you’ll have a hard time getting results. Better grow your traffic with evergreen blog posts. @JuliaEMcCoy shares what you should start posting now. ” username=”ExpWriters”] 2 Types of Blog Content: Evergreen Posts vs. Trending Topics We can break down most of the content you’ll run across in blogs into two categories: Posts that have to do with current trends Evergreen content Both types of blog posts have the potential to bring a lot of traffic to your website. However, content that focuses on trending topics has an expiration date. The best way to put that into perspective is to take a look at Google’s most popular searches for the past years. Here are some of the shiny things that caught our collective attention in 2017: Source: Google Now compare that to 2018 and you’ll see there’s little overlap: Source: Google The trends themselves change, but certain topics never go out of style. For example, those two breakdowns tell us that as a society, we care a little bit too much about sports and celebrities. Spotting those types of big-picture trends is important because it enables you to come up with blog post ideas that tap into more lasting concerns. I’m talking about the type of content that your readers care about now, and they’ll still care about in five years. Chances are if you’ve been blogging for a while, you’ve already written some evergreen posts without even noticing it. The best way to spot them is to take a look at your website’s analytics. Usually, there’s a spike of interest around new content. It brings in some traffic, and then that flow of traffic turns into a trickle. Evergreen blog posts, on the other hand, tend to bring in a steady amount of traffic over time. Source: Google Analytics Blogging about current trends may give you a great ROI in the short term. However, evergreen content is the equivalent of that healthy lifestyle that will see you get to the pool party with the same six-pack you’ve been sporting all year. Keep in mind, though – just because you follow a healthy diet, doesn’t mean there isn’t room for burgers and pizza somewhere in there and the same goes for blogging. It’s very difficult to build an entire blog around evergreen content only because it tends to require a ton of work. Ideally, you’ll have a healthy mix of blog posts that target current trends and evergreen articles. That way, you’ll maximize your traffic growth, and you’ll be able to maintain it ✔️ 4 Types of Content That Make for Great Evergreen Blog Posts As a rule of thumb, evergreen content is in-depth, and it has built-in longevity. Let’s break down the five types of blog content that fit those criteria. 1. List-Based Articles The web is obsessed with list-based articles. If you do a random Google search right now, I’m willing to bet that most of the articles that come up are based on lists. The logic here is simple. List-based articles enable you to judge an article’s worth at a glance. Know what’s better than learning 5 ways to tie your shoelaces? Learning a cool 15. Can’t argue with that logic. When it comes to evergreen content, you want lists that aren’t tied to specific products or events since those can change over time. Instead, go back to the basics and focus on everlasting advice. Articles like “6 Super Simple Tips for Writing Clear Sentences” will never go out of style. 2. How-Tos and Tutorials The internet is amazing for a lot of reasons. Not only is it the best source for cat-based humor, but you can find guides on how to do anything. Let’s say, for example, you want to learn how to change a tire. It doesn’t matter if no one ever taught you – you can look it up online, read a quick tutorial, and you’re in business. Notice how lists are also incredibly popular when it comes to tutorials. If you can find a topic that you can … Read more

Your Guide to Home Office Optimization: 10 Tips and Tricks from a Work-at-Home Content Manager

January 1, 2021October 8, 2019 by Korilynn V.

This is a guest post from our content manager, Korilynn. Facts: An efficient workspace is more than just moving some papers and keeping your desk tidy. In my role as a Content Manager for Express Writers, I juggle multiple tasks, manage a busy team of writers and editors, and entertain a three-year-old who is at home with me every day too. There’s no way I could pull off my daily to-do list without implementing a few home office optimization techniques. I am an organizational freak of sorts. Papers have a place, my desk cannot have a speck of dust, or it will annoy me until I whip out the Pledge and remove it. I also have a checklist for just about anything and everything. By staying so organized, I’m more efficient and productive at work, and I still get to enjoy the number one benefit of working from home: flexibility. When you’re not glued to your computer working tirelessly to meet deadlines that are around the corner, life is so much easier. You don’t have to be OCD organized either. In my blog, I’m sharing my best tips with you so you can learn how to implement some home office optimization to maximize your productivity — and have more successful, much-needed “you” time. 10 Home Office Optimization Tricks to Implement for Maximum Efficiency Home office optimization starts with your desk. Your home desk setup is critical because this is your productivity hub. Once you sit down here, you are in “work” mode. Even if you don’t have a dedicated office, you can optimize using my tips for the best productivity setup regardless of where you are in the home. I bought a large executive home office desk to fit my three monitors, but also have room for writing notes, paperwork off to the side, and everything else I need. I even have hidden sliders off to the side that I can pull out for those days my desk space isn’t enough (or if I need to place my Pumpkin Spice Latte somewhere safe). Aside from buying a desk, you need to know how to design an office that focuses on how you work best. What works for me might not work for another, but you can use my home office ideas as a jumping-off point for your workspace. To get started, consider these essentials for your perfect home office, and see what works for your style and budget. [bctt tweet=”Working at home is great. But sometimes, juggling those career and family-related tasks can get you crazy. Stay productive with these 10 home office optimization tips from our content manager, Korilynn! ” username=”ExpWriters”] Tip #1: Get a Great Computer (My PC, aka The Blue Beast) My PC was custom-built, because most ready-to-buy PCs do not meet my needs, plus I wanted the ability to run three monitors without my computer ever having an issue. It is quite a monster – almost as tall as my desk. However, it runs quietly, and all three of my monitors works flawlessly on it. It has a bright blue light effect, which glows and at night looks like a big blue orb in my office; hence the name. I don’t dare lift it after we installed it either – takes two people to lift and move it. I currently run: Intel Core i7 Extreme 32GB of RAM Windows 10 64-Bit Corsair Hydro Series Liquid Cooling Nvidia GeForce RTX 2080Ti There’s plenty more in there making the Blue Beast run, but those are the primary components. Do you have to go as crazy with your system? No, but I recommend more than one monitor. With three, I can lay out my work without having to manage multiple windows or tabs in Chrome, and I have seen a drastic improvement going from a single monitor to three. Before I had three monitors, I had two. I initially swapped to two monitors after reading a study that adding a second monitory could increase productivity by 20 to 30 percent. While skeptical at first, once I added the second monitor, I was hooked – and I dare say my productivity spiked higher than 30 percent. Tip #2: Try a Mechanical Keyboard: The Only Real Way to Type When it comes to keyboards, I love mechanical ones. Not only are they easy to work on, but the sound is quite soothing. They have so many cute options today – including ones that mimic typewriters. I love to buy those, as I am obsessed with typewriters and their sound. Even better, mechanical keyboards last way longer than rubber keyboards. If a key stops working, buy a new switch, replace, and off you go. Most keyboards come with a few extra switches too. I recently swapped to the Cherry MX Silent from Corsair because my old mechanicals was too loud for early morning work sessions – didn’t want to wake everyone in the house as I crazily typed away. Source: Corsair With mechanicals, you almost feel as though you are working harder when your keyboard is clicking away like crazy. Sure, it annoys everyone around, but it gets you in the zone — so don’t mind anyone who tells you otherwise. Just show them your checklist when everything is marked “done.” ✅ Tip #3: Consider a Treadmill Desk for a Change of Pace (Literally) It is hard to sit at your desk all day, and it isn’t healthy either. Harvard Medical School mentions sitting for too many hours can increase your risk of diabetes, obesity, metabolic syndrome, cardiovascular disease, and even deep-vein thrombosis. I use a treadmill desk about once every other day. Don’t buy an actual treadmill desk. What I did was purchase a regular treadmill (so I can enjoy all the great features) and created a makeshift board across it that holds my laptop when I want to get in some steps while typing. Not only does it keep me healthy but makes sure I annihilate anyone I’m competing … Read more

How I Got Started Freelance Writing Online: A Day in the Life of a Content Writer

December 31, 2020August 6, 2019 by Cassie B.

Freelance writing online—a part-time gig to fill your spare time, a common misconception that many have. Sure, writing online can be a fun hobby for some; however, for others, it’s a passion that fuels a fire that some simply don’t understand. Content writing is oftentimes a thankless job—in some cases, you work hours on end researching and toiling over a keyboard creating an outstanding piece of content that doesn’t even garner you a byline. So why bother doing it? Here’s my answer: because it’s my passion. I’ve been a writer my entire life—I kid you not. Before I could even write, I was telling wild stories that my family would write for me so I could have a copy to show off to my friends, family, and maybe my own children someday. That passion turned into a love of reading and a love of creation, one that spurred my love of education. An odd combination, sure, but it all comes together, I promise! I knew college was my dream in elementary school, but when the time came, choosing what road I was going to take and what I was going to do with the rest of my life… Talk about an impossible task! Freelance Writing Online: From Dream to Present & Future What started as a love of education and wanting to educate other’s, quickly fizzled out as soon as the job market told me that becoming an educator wasn’t ideal. Teachers were getting laid off left and right, so why bother wasting my time and tuition money in a dead-end dream? Okay, so it was time to choose a fallback option. I loved to read and create, so English was an obvious choice, but what kind of job could I get as an English major… Besides teaching English? Enter in Dr. Terri Fredrick, and there began my journey in professional and technical writing. This was a professor who encouraged us to look at every option available, including freelance writing online. She taught us every lesson in the book: How to spot scams How to research clients How to cold-pitch ideas To not count yourself short However, the lesson that stuck with me the most was to do what you love. Upon graduating in 2013, this English major with her background in professional and technical writing knew that she wanted to write, but oddly enough, there weren’t all that many positions open for in-office writers. So, despite my family’s objections, I headed online, hit up ProBlogger.com, and landed my first writing position for a journalistic style website. [bctt tweet=”How do writers land a work-from-home online job? And what does their day-to-day writing from home look like? Cassie Boss, Express Writers’ expert writer, shares her story and tips.” username=”ExpWriters”] Interested in working from home and writing? We’re always interviewing for additional writers. Send in your resume or samples here! Freelance Writing Online: Part-Time Gig or Full-Time Job? The overall job outlook for writers and authors is projected to grow 8% between 2016 and 2026, according to the Bureau of Labor Statistics, and with traditional publishing declining due to the uprising of online publication, the demand for online freelance writers is expected to grow. Source: Bureau of Labor Statistics [bctt tweet=”The overall job outlook for writers and authors is projected to grow 8% between 2016 and 2026, according to the Bureau of Labor Statistics. Still not sure if freelance online writing is for you? Read our expert writer’s advice!” username=”ExpWriters”] What does that mean for anyone looking to start freelance writing online? Is this a position for part-timers looking to fill in some downtime? Alternatively, are there real possibilities to go full-time and make a living? It all comes down to your intentions and personal preferences. For those looking to make a hobby of it, there are plenty of opportunities, both paid and unpaid; however, for those looking to make a career of it, I have some advice: Prepare to get dirty and fight for your position. Becoming a full-time freelance content writer takes a lot of time, patience, dedication, and yes, maybe a few tears along the way. Just like any other dream, you must be willing to work for it. When I first started my journey into freelance writing online, I figured my degree would be enough to land me quality work, but just like with any other position, I had to prove that I could tough it out. This meant researching and writing on topics that I didn’t love, working long hours and when I finally had the opportunity to take on freelance editing, it meant working overnight shifts, effectively putting my social life on hold. What made it even harder, personally, was the fact that my circle didn’t believe that freelance writing was a “real job,” simply because I worked from home. To most, a “real job” consists of putting on business casual clothing, driving into the office and working 9-5. A “real job” wasn’t working in your home office at varying times researching and writing on topics varying from healthy keto recipes to Kim Kardashian’s latest relationship dramas. While it wasn’t a traditional reality, it was my reality, and I loved it. Not only was I writing, but I was continuing my love of education because I had to continuously research topics for client pieces, and I knew I would be educating others once they read the content I was creating. I was living my dream…. I am living my dream. Becoming a Full-Time Online Freelance Writer I could go on to tell you that to become a full-time freelance writer online you must create a website, pitch your ideas and network, but I’m not going to. There are enough blogs and how-to articles out there that do just that. That said, here are my tips on how to become a full-time online content writer. 1. Put Yourself Out There By putting yourself out there, I mean get comfortable with being uncomfortable. If I’ve learned anything … Read more

How to Improve and Transform Your Writing Skills and Create Powerful, Zero-Fluff Content

March 24, 2022June 25, 2019 by Adam Oakley

What separates good writing from great writing? You’ve got the fundamentals down and then some. Your grammar is flawless. Your flow is impeccable. Your source formatting is perfect. Those are all fantastic qualities – but they aren’t all you need to produce outstanding content. For that, you need something more, or, in some cases, something less. The key to creating top-notch content your clients and readers will love is to lose the fluff. Replace your empty phrases with power words. Cut out the filler, and make room for more actionable, insightful language. Trust me, it works. Power words and stronger language tap into our emotions. Harvard research has proven that emotions are a bigger driving factor in our decisions than logical calculations. A style of writing like this doesn’t just come to us. It takes research, practice, and dedication. Today we’ll discuss steps on how to improve your writing skills and transform your content. 6 Steps on How to Improve Your Writing Skills 1. Understand the Basics of Good Writing and Why They Matter 2. Take a Closer Look at Your Language 3. Cut and Cull Filler, Fluff, and Fallback Words 4. Use These Exercises to Build Better Habits 5. Proofread with Power Words in Mind 6. Final Checks: See How Your Work Measures Up [bctt tweet=”The key to creating top-notch content your clients and readers will love is to lose the fluff. Learn transformative #writing skills in this post by @JuliaEMcCoy ” username=”ExpWriters”] Starting Out: Make Sure You Have the Fundamentals Down I did mention that good grammar, flow, and citing practices are fundamental to good writing. So before you set out to empower your content with stronger words, make sure you’ve got all the basics taken care of. This isn’t to say you won’t ever make a typo or fail to link to a source properly – everyone does it. Yet, we need a solid base to work off of. Think of the blog you’re creating like a house you’re building. Even if you paint and clean the exterior, it won’t cover up for using old materials. Consider it like a piece of music. You can have the best mastering toolkit out there – but a poor mix can only be polished so much. If you’re wondering how to improve your writing skills and grammar, I recommend a tool like Grammarly. It’s a free add-on for Chrome that’s helped millions of people improve their grammar, and even find better word choices. I also wrote a book for online content writing beginners back in 2016, the book I wished I’d had when I started out, called So You Think You Can Write? The Definitive Guide to Successful Online Writing. Check it out on Amazon. For sourcing your work correctly and getting better flow, there’s nothing better than analyzing the experts. I love Jon Morrow from SmartBlogger, and Henneke at Enchanting Marketing. Stay original, but draw inspiration from the content you want to emulate. Now onto the main part of our guide – how can you take a piece with perfect grammar and great fundamentals and make it even better? [bctt tweet=”If you’re wondering how to improve your writing skills and grammar, I recommend a tool like Grammarly. – @JuliaEMcCoy” username=”ExpWriters”] Examine Your Vocabulary and Pick Power Words Great writing isn’t just about saying something – it’s how you say it that is important. Take the following example – examine the difference between the first and second image. Images from OptinMonster Those power words trigger something in our psychology. Think about how bad it would feel to miss out on something – or how good it would feel to get a freebie. Power words can activate positive or negative responses. In either case, they drive some type of reaction. They can take the same message and magnify it, enriching the copy and facilitating a better connection with the reader. I get this question all the time. How do you know what constitutes a power word? Admittedly, some subjectivity is in play. If you want to get a quick start on empowering your vernacular, check out this resource from my agency containing 120 amazing power words – plus 10 calls-to-action you can use for more results. The importance of writing skills for content creators doesn’t just mean the ability to crank out thousands of words per day or follow client instructions. It means being able to go above and beyond with language that commands reactions. Here are some tips for choosing power words: Be Unique and Ultra-Specific: The more your words stand out, the better. If you can choose a word that describes what you’re talking about in more detail, do it. Remember, being as specific and precise as possible strengthens the overall message of your writing. Express Urgency and Describe Degrees: As shown in our last example, power words can reinforce the time-sensitivity of a message. You should also look to reinforce the degrees of what you’re talking about. If something is better than good, or worse than bad, pick a word that expresses it. Always Stay Relevant and Useful: Remember, we aren’t beefing up our vocabulary just for the sake of it. Don’t use elaborate words just to be using them. Make sure your choices reflect the content you’re writing and the mood you’re trying to create. Otherwise, you’re being wordy for the sake of it, which could count as fluff – but more on that later. Image from Pinterest [bctt tweet=”‘Choosing power words tips: Be unique, specific, express urgency, and stay relevant’ – @JuliaEMcCoy on improving writing skills” username=”ExpWriters”] Mood is another thing to keep in mind. There are different power words to use depending on what emotion or vibe you’re trying to cultivate. Creating a step-by-step guide? Give your readers amazing advice to help them command results and see incredible changes. You can do this for the entire spectrum of emotions and human urges. Fear, excitement, lust, bravery, and more. Even with a general idea of power words, you … Read more

57 Timeless Pieces of Copywriting Advice: Secrets to Improve Your Writing Skills

June 19, 2024May 7, 2019 by Adam Oakley

The history of marketing dates back to the early century as ancient art. Barkers were hired in the Babylonian seaports by merchants to announce the arrival of spices, wine and fabrics. In Greece, Greeks hung “Lost” posters in an effort to find and reunite with jewelry, children, or even slaves. In Pompeii, billboards were extensively painted as signs that were used to announce carnivals, plays, and races. These early realms of marketing drew on tactics, tools and strategies that you still use today, as a marketer to promote your products and services or brand. You might be asking, “But Julia, why does this matter?” Source: GIPHY Besides being fascinated with all the stories that you never imagined could’ve happened years ago, knowing history can affect how you work today — especially in copywriting. You’ll even get to know what type of content has moved societies, and why some content trends remained effective until today. Marketing history can help you learn: How you shouldn’t organize a campaign How you can comprehend and guide the constant human psychology Forgotten fundamentals of marketing Unusual copywriter strategies that work How to save time and money by testing the right decisions New publicity insights that you never imagined could be possible Straightforward strategic thoughts of verified advertising directors Lastly, knowing about the history of marketing and good copywriting can introduce you to a few of the best copywriting experts of all time. Wouldn’t it be nice to know timeless copywriting advice from the classics? Today’s post is dedicated to your ongoing inspiration as a writer. As a writer, I know more than anyone it can be hard to get the muse to strike. Browsing through a few quotes from some of the greats in our industry can help re-ignite that love of writing inside your soul. Let’s dive in! [bctt tweet=”Looking for a picker-upper to boost your copywriting skills? @JuliaEMcCoy shares the top 57 timeless pieces of advice from some of our favorite classic #copywriting pros.” username=”ExpWriters”] Top 57 Timeless Pieces of Copywriting Advice: Secrets to Improve Your Writing Skills Here are the best 57 copywriters of all time and their best ideas. Although some are passed away and others alive, their ideas are timeless and very inspirational. While you will be familiar with some names, others will be totally new to you. However, what matters is how you can apply their timeless advice and ideas into your copywriting career today. Note that these experts have been sourced from various disciplines because our most memorable advice as copywriters can sometimes come from other unrelated fields. The advice or quotes do not just govern our writing, but also relationships with ourselves and others. We gain the insight to not just sell products and services, but also use the power we have to transform people’s lives. Here are the best 57 copywriting experts of all time and their best ideas to give you insights into writing to engage and succeed. Learn and enjoy! 1. “Be vivid. Tell a story. Don’t be bland.” – Seth Godin This copywriting tip is absolutely timeless because of how much it inspires us all (as online creators) to be original. That’s about as foundational as you can get with writing advice. Giving your own insights, unique thoughts, additional expertise, and new perspectives on something will give you that edge you need to stand out in today’s sea of content. Seth Godin’s timeless advice is all about writing copy without fluff, which in his words he calls “weasel words.” They do not add any value or flesh to your story, but makes it bland and dull. [bctt tweet=”Be vivid. Tell a story. Don’t be bland. @ThisIsSethsBlog Be inspired by Seth and 56 other #copywriters ” username=”ExpWriters”] 2. “Swap places with your readers.” – Ann Handley According to Ann, in her book “Everybody Writes,” you need to swap places with your readers to get a feeling of what goes through their minds while reading your copy. Is your point clearly brought out throughout your copy? Is your tone honest? Have you been hooked into the content despite it being of no interest to you? Did you enjoy reading it? If you answer yes to all the above questions, then your copy is ready for the reader, otherwise, revise it. Create a lasting impression in your readers’ minds by writing interesting, factual and memorable content. [bctt tweet=”Swap places with your readers. – @annhandley This & 56 other bits of wisdom from top #copywriters in our blog” username=”ExpWriters”] 3. “Where a web page is the terrain, the copywriter’s the tour guide, instructor, concierge, maître d’, and of course, sales clerk. If the copy can’t seal the deal, it must offer something compelling to start some sort of relationship.” – Barry Feldman Write compelling content that is good enough to lock in your prospects. Even if they don’t buy now, they can buy in the future. Feldman recommends writing engaging content that converts: here are the copywriting strategies that work to retain your prospects. 4. “Copywriting with passion, creating a shared, emotional experience of desire, delight, excitement, and awe, is the primary challenge all copywriters face.” – Aaron Orendorff Just like any other profession, it takes passion for you to succeed in your field. Passionate copywriting can help you create exciting, delightful and compelling copy that will leave your readers wanting more. 5. “Begin your bullets with dynamic action words, and keep them brief and punchy.” – Casey Demchak Add powerful bullets in your copy, beginning them using action words while keeping them sharp and short. Bullets are always a must in our Write Blog posts to make every long-form content easier to read. Source: Express Writers 6. “Decide the effect you want to produce in your reader.” – Robert Collier Whether you are a direct mail or self-help copywriter, Robert Collier is a name that should ring a bell. He was prominent in the copywriting field and lived between 1885 and 1950. Collier is best known for his book, … Read more

5 Top Grammatical Errors to Avoid At All Costs in Your Marketing

June 19, 2024July 24, 2018 by Adam Oakley

In the grammar world, there are mistakes, and then there are MISTAKES. You know what I’m talking about: The little errors are evidence you’re human… … While the BIG errors will cost you time, money, customers, etc., if they appear in your marketing. Usually, we can let the small ones slide. It would actually lead to more wasted time if we gave them our attention. Meanwhile, the Big Ones can hurt us, so avoiding them IS worth our time. This is exemplified in the 10% vs. 10x rule (which I discussed with CoSchedule’s CEO in an episode of The Write Podcast). The stuff that’s worth your precious resources is going to 10x your business growth. The remainder may or may not help you grow. These types of actions offer 10% growth, at best. Instead of leaping to the next level, you’ll inch your way there along the 10% path. Framing your marketing this way will help you decide where to invest your time. Take, for example, a small error like a typo in an email sent to your subscribers. Will it matter in the long-run? Do you need to rush to fix it and send out an apology? Not so fast! As Grammar-Nazi-snobbish as I am, it’s probably not hurting your sales that you accidentally spelled content “contant” in paragraph two. Although good gosh, it rubs me so wrong to see that in typing. But what about the big, glaring errors? What if you have a major typo on your hands? Those could erode your reputation as a credible source of information. I still remember the day Joe Pulizzi called me out about a stat we published in an infographic. The number was off by a million. 🙁 Now that was a typo, and to be called out by Pulizzi was so crazy for me! I quickly acknowledged it, and my team and I fixed the statistic and republished same-day. So, the ones that could really put a dent in your rep are the ones we want to talk about today. The “10x” mistakes. Read today’s blog to stay accurate, free of errors, and continue to establish yourself as a trustworthy authority online. [bctt tweet=”Let’s talk about 10x typos – the ones you never want to make online (versus the ones no one cares about). @JuliaEMcCoy” username=”ExpWriters”] 5 Easily-Missed Grammar and Spelling Errors That Hurt Your Content Marketing (And What to Do About Them) These errors are easy to miss if you don’t know the grammar rules that govern them. However, once you have the rules down, you’re not likely to make these mistakes ever again. 1. Misusing “There’s” and “Here’s” Here’s a question not many people ask themselves while writing: “Are my subjects and verbs in agreement?” The answer can make a big difference to the clarity of your sentences. Subject-verb disagreement looks like this: “Here’s lots of tricks to make your life better.” The subject of the sentence, “lots of tricks,” is plural (there is more than one trick). The problem? The verb, “here’s” (a contraction of “here is”), doesn’t match up. It’s singular. Instead, we need the plural form of the verb so everything matches up, i.e., “Here are lots of tricks to make your life better.” For an example of subject-verb agreement (what we want), let’s return to the first sentence in this section: “Here’s a question not many people ask themselves while writing.” Subject of the sentence: “a question” (singular – it’s one question) Verb: “Here’s” (singular – “here is”) Expletive Constructions If the above is too confusing to remember, it’s actually better to avoid these kinds of sentences in your writing. That’s because phrases like “here is,” “there is,” “here are,” and “there are” are all examples of expletive constructions. According to Grammar Revolution, “In the world of grammar, expletives aren’t swear words. They are words that serve a function but don’t have any meaning.” For instance, the word “there” is unnecessary in the expletive construction “there is”: You can often write sentences without using expletive constructions – they won’t lose their meaning. (Screenshot via Grammar Revolution) Why it matters: If your subjects and verbs don’t agree, or if you use too many expletive constructions, your writing will be less clear. Your sentences will sound ungainly and a little strange, even if the person reading it isn’t aware of the grammar rule you broke. [bctt tweet=”Avoid expletive constructions in your online content. No, they’re not swear words: they’re words without a meaning. @JuliaEMcCoy” username=”ExpWriters”] 2. Using the Wrong Word in the Right Place Consider these sentences: “Content marketing is better for building trust then traditional marketing.” “I don’t want to loose my favorite pen.” “The affect the movie had on me was incredible.” “Their at the bookstore looking at science fiction.” Clearly, the writer has the right intentions. If you read these out loud, they sound correct. The problem: They used the wrong words in the right places. This is a common error. The English language has a long list of words that sound exactly the same, but have different meanings/functions in a sentence. They’re called homophones: Then/than Here/hear Loose/lose Affect/effect They’re/their/there Your/you’re A. Then vs. Than The sentence: “Content marketing is better for building trust then traditional marketing.” Why it’s wrong: “Then” connotes a period in time. What to use, instead: “Than” is used for comparing two things, like content marketing and traditional marketing in the sentence above. The Grammar Police on Twitter had to explain this to Nike, sadly: It would be better if @NikeSupport had posted “you have more [than] one” instead. ‘Then’ doesn’t compare; ‘than’ does. — Grammar Police (@_grammar_) June 6, 2015 B. Loose vs. Lose The sentence: “I don’t want to loose my favorite pen.” Why it’s wrong: “Loose” means the opposite of tight. (Memory trick: The two o’s make the word look long and loose.) What to use, instead: “Lose” means to misplace something, be deprived of something, or to fail at a contest or game. (To spell “lose,” you … Read more

How the Right Content Creator Can Completely Redefine Your Brand

June 19, 2024May 2, 2018 by Adam Oakley

Thinking about hiring a content creator for your business? Just do it. You’ve probably heard that line a few thousand times before. The magic of Nike’s signature call-to-action wasn’t built by accident. The content creators, writers and marketers behind the campaign crafted a line that would make the brand feel more inclusive. It speaks to everyone, not just athletes, by urging them to follow their aspirations. Plus, it’s catchy as heck. Would you want the same thing for your brand? A lot of your success and reach online comes down to finding the right content creator. This is a necessary step when it comes to building your brand. 91% of B2B marketers agree. Adding an expert content creator and writer to your creative team will save you time, money and shape your brand’s identity. So what are you waiting for? Just do it. Let’s talk more about the role of a content creator in business, why a content creator benefits you, and a brief history behind today’s modern content creator. What is a Content Creator? You may already be familiar of the job of content writing and content creation without ever having come across the terms. Unlike some of it’s comrades that disguise themselves in tricky acronyms – LBO, BT, BI, SQL, GN – content writing and creation is exactly what it sounds like. (By the way, at least one of those acronyms doesn’t exist, see if you can find it!) Content writers create content to garner interest in your brand. Blogs, web pages, ad copy, social media posts, ebooks, how-to guides, videos, this very paragraph you’re reading – it’s all the work of highly skilled content creators. The main difference between anyone simply making a WordPress site, creating a post and jotting down their feelings and a content writer is the hidden technicality of this type of writing. As you read this blog you’re coming across keywords, links and other techniques that content writers weave in to the content to optimize it for the web. Can you tell? I hope not. Content creators are ninjas of the written word. They adhere to the rules of SEO by sneaking them in without interrupting the natural flow of the content. No matter what, the ever-changing algorithms of optimizing online content will always fall behind the number one rule. The one rule to rule them all: creating high-quality content. Why You Need a Content Creator Unless you plan on heading up your company by day and transforming into a content writing ninja by night, the best solution is to hire an expert content writer. Fulfilling a detailed content strategy shouldn’t be another box to check on your daily to-do list. Gaining the full benefits of content writing requires 100% attention. You want someone passionate about growing your brand who can bring fresh eyes and follow through on your content strategy. Not convinced? Let us show you why you need to hire a content creator: 1. It’s Cost Effective How often do you come across ways to both grow your business and save money? Outsourcing content creation to a freelance writer or agency will save you the time and cost of training them. In fact, the highest percentage of outsourced content marketing is content creation. Content creators charge a multitude of prices, so the best strategy before hiring is to know what you want and how much you’re willing to pay. Remember that quality is key to successful online content. You may be able to get a cheap deal on Fiverr, but quality content isn’t something you bargain for. We break down our pricing into three quality levels to cover a range of content needs. 2. It Will Save You Time Content writing is more complex than churning out a few blogs when you feel like it. It takes time to produce high quality content because it’s more than just writing. This type of content creation is a mix of research, editing, proofreading and formatting to craft high-ranking and high-traffic content relevant to your brand. It’s okay that you don’t have time to memorize the latest SEO trends for 2018. This responsibility will be taken on by your content writer. 3. Fresh Content Will Keep Your Brand Relevant Bringing in a content writer to be the voice of your brand will give your audience a whole new perspective. Content creators are like students taking a course on what your company is. They will learn the ins and outs of your brand identity and turn it into a conversational piece to relay to your clientele. Consistent content will also keep your online presence up to date. Posting fresh content across all platforms will help you rank higher in search engines. Are you convinced yet? Before you hire a content creator it’s important to have a clear understanding of what you want. Set your goals so that you can communicate them: How do you want to sell your brand? What type of content do you need? What is your budget? Do you want someone in-house or outsourced? Answering these questions will point you in the right direction. How Did We Get Here? The History of Content Creators Content writing wasn’t born out of thin air. It comes from a long ancestry of using messages to communicate. Finding a connection between a blog centered on Apple’s new iPhone robot and Egyptian hieroglyphics may seem like a stretch, but just hear me out. From the prehistoric era to today, writing has been one of the top modes of disseminating information. Perhaps we’ve traded out wooden tablets for Android tablets since then, but at its core, the goals of writing have always remained. Where Today’s Content Writing Originated: Going Back to Mesopotamian Cuneiform in 8,000 B.C. The essence of all writing is described as a “system of graphic marks representing the units of a specific language.” The first recorded writing system was the Mesopotamian cuneiform, which evolved into four phases from 8000 to 1500 BC: Clay tokens: stood for … Read more

How to Sell Your Products & Services Online with Targeted Copy Using the PASOP Formula

June 19, 2024May 1, 2018 by Adam Oakley

Ever wanted to set up a sales email sequence or campaign, but had no idea where to start with the copy? Well, I have some good news. Copywriting formulas exist for these exact scenarios. In other words, you don’t have to start from square one or reinvent the wheel. Think of copywriting formulas as blueprints. They give you the plans to build an incredibly persuasive argument for customer action. You just need to fill in the blanks and personalize the blueprint so your resulting email campaign or sequence is targeted and personal for your audience. As you know, when your writing is both of these things (targeted and personal), you’ll be more successful in your endeavors – meaning you’ll get more opens, more clicks, more sign-ups, more conversions, or more sales. That’s why I’m here today to talk about a really great formula/blueprint that gets serious results, especially for email copywriting and drip campaigns. This particularly compelling copywriting blueprint is the PASOP formula: Problem, Agitation, Solution, Outcome, Problem. Let’s talk more about it, and how to use it in your sales-focused copy. Ready? What Is the PASOP Formula? A Nitty-Gritty Definition With any copywriting formula, you use the provided blueprint to structure your argument. (The goal of any type of copywriting is to spur the reader to action, so every sentence you write contributes to your argument in some way.) With PASOP, the argument is structured like this: Problem Agitation Solution Outcome Problem Let’s talk about how each element ties together and leads to customer action – whether that means a purchase, a sign-up, or simply clicking a link to a landing page. 1. Problem With this formula, your argument begins with presenting a problem the reader has. You can state the problem simply, or you can go into more detail. 2. Agitation After you state the problem, it’s time to stir the pot. This is the “agitation” part. How do you do it? You swim around in the problem. You get into the reader’s head and tell them how they must be feeling about it. You empathize. Ultimately, you want to make them nod along and think, “Yes, this is how I feel. This is my problem.” Or, in internet-speak, you make them think, “THIS.” It just means you emphasize the pain the problem causes. You dig in a little. You make the problem twinge for the reader. You make them wince. The point of agitation is to suddenly make the reader’s problem much more immediate and urgent. They don’t want the pain, and they don’t just want a solution. They need it. 3. Solution After agitation, it’s time to give your reader some relief. It’s time to show them there’s a way out, a way to make the pain end. This is your unique solution to the problem, something only you can provide. This part should make your reader go, “Ahhhhh. Sweet relief.” (Or something similar if they’re not the dramatic type.) Note: PAS is a much more common formula than PASOP. The former is the original, the latter is a variation. Here’s a PAS example on its own, in action, via Copywrite Matters: 4. Outcome What are the eventual outcomes for the reader if they use your solution? Tell them to sweeten the deal. Including the “Outcome” part goes a step beyond PAS. In many cases, this is just extra proof that the solution is awesome and works. For example, a testimonial is a great way to show a positive outcome in action. You can also use data that proves the solution works. 5. Problem Here’s where things get interesting. After you show your solution and the possible outcomes for the reader, you loop back to another problem. This problem may or may not be related to the first one you presented at the outset of your argument. It just should be relevant to your reader. And then, you stop there. You leave that final problem lingering in the reader’s mind – a literal cliffhanger, which sets them up to anticipate your next email/message, where you’ll repeat PASOP and give them a solution. This is the main reason PASOP works so well for email sequences and drip campaigns. It naturally meshes with the delayed messaging format. It keeps your audience wanting more, because you leave a question dangling that begs an answer. Your readers should look like this when you get to the second “P” in PASOP and dangle that cliffhanger: When & Where to Use the PASOP Formula in Your Copywriting PASOP is persuasive, all right. But where should you use it in your copy to nab more customer action – more sales, more conversions? Turns out, there are places where this formula naturally works very, very well. 1. Email Drip Sequences and Campaigns Set Up as Auto-Responders Above all, PASOP is perfectly suited for email drip campaigns. Many marketers and writers approach drip campaigns and sequences with shudders, but implementing the PASOP formula for these tasks can make them ridiculously easy to write. An email drip sequence begins when someone opts into a lead magnet (i.e. by entering their email address/information into a form on a landing page) or performing some other action that warrants a response from you (making a purchase, abandoning a shopping cart, visiting a page more than once, signing up for your newsletter, etc.). Once they do this, a pre-written sequence is triggered and hits their inbox. One email is sent at a time over a set period of days. Here’s an example of one of my sequences in ConvertKit. This sequence is triggered to invite people to my masterclass and allow them to get to know me, after they sign up for my free lead magnet on content strategy skillsets. Each email is written strategically so it pulls the user/customer/reader further into the fold. If your end goal is to get the reader to make a purchase, the sequence of emails sent over a span of days helps warm them up to get them closer to that action. When you … Read more

Your AP Online Content Primer (Essay Writing Styles You Learned In School Vs. What Real Online Content Is)

June 19, 2024April 10, 2018 by Adam Oakley

“So what should I know about online content versus what I learned in college? Do I have to unlearn AP English?” I’ve heard that question from new writers more times than I can count. Unlearning something doesn’t seem like the best way to approach a new writing position… or is it? Even though you might know how to write, do you know how to write for the online reader? It’s waaaay different than what you learned in school. AP classes may have gotten you college credit, but they do not hold nearly the same weight for online content. When starting out as a freelance copywriter, producing engaging online content is not so much about “unlearning” what you’ve been taught. It’s about building on foundational skills you’ve already acquired. But… We’re going to get real for a bit. It is, in fact, about breaking the rules a little. Exhibit A: NONE of these rules apply to online writing. (Rule #1: throw it OUT. In fact, you should always use first-person pronouns. So, pretty much do the opposite of English Composition 1 up there.) Now, don’t get me wrong. I love great literature, the classics, and English classes. And, I think a fundamental love for English is fairly crucial for online writers. I was a straight-A student who absolutely loved her English professors in college… and they loved me, too (one actually told me I’d written the best essay on Shakespeare’s Hamlet he’d ever read). But, here’s the fact. School-taught English essay-writing skills are NOT anywhere close to online content writing skills. While AP Language and Literature courses pave the way for synthesizing sources and developing arguments, online content should be thought of as a new class. Maybe one that some schools will end up offering in the future. Well, I want to make it simple. Over the last several weeks I’ve compiled the below guide, just for this specific pain point: figuring out college English rules vs. online content rules. Let’s call today’s blog: your AP online content guide. AP English vs. Real Online Copy: A Look at Why Online Content Matters Today Print is dead. I never liked that phrase. I don’t think it is true. Even Amazon agrees. Their first-ever bookstore went live 10 miles from my house this March. What is true, is that digital content has become a viable option for anyone consuming media. It’s the go-to for a culture demanding immediate answers. However, it goes beyond the scope of reading your news online. Almost everything has been digitized to surpass the lifespan of your average piece of paper. Plus, it’s just more convenient. In the last ten years, the paperless campaign has grown extensively. In addition to being a cost effective and environmentally friendly option, it’s honestly just easier for people. Why get my electric bill sent to me in the mail when I can view it online? Not surprisingly, schools have opted for the digital option as well. In a few years from now, the stereotypical student hauling a 20 lb backpack could completely disappear from college campuses. This may be the case sooner in California, where a law was passed to make all textbooks available electronically by 2020. When it comes to our education system, research compiled by Business Insider found that the majority of students prefer digital texts, even though they cannot always retain the information as well. Perhaps it’s the gentle blue light of the screen that calls to people from all demographics. When comparing print and digital readers, the American Press Institute, found that those favoring digital sources were more likely to admit that they value the quality of the content. Print and digital readers also interact with the content in different ways. Making content available online paves the way for readers to build a relationship with a company because following, liking and subscribing are only one click away. Now more than ever, readers value digital media. This makes the call for an AP Online Content course all the more relevant for beginning freelance copywriters. A Look at How We Consume Media in the Modern World Now that we can comprehend just how many people get their daily dose of all things text from online, we must understand how they absorb content. Phone and computer screens are an entirely different experience than flipping pages in a book. I don’t remember ads popping up for tissues as I read through the final chapters of Where the Red Fern Grows. Although honestly, that would have been very useful. Our screens are filled with distractions that draw a reader’s attention away from the content and onto something more distracting. I’m losing you. Does this GIF help? Online content writers have taken on the difficult task of asking people to stay on a page for an infinitely longer amount of time than the average GIF does. It’s a careful balancing act between being informative and engaging. Writers should include references to pop culture – and blogs often do. However, just by mentioning the new season of Westworld, I may quickly send viewers away to anxiously Google the trailer. Please come back. More often than not, readers are scrolling through written content so that they only absorb what stands out to them. Unlike AP classes, the content is not carefully analyzed and graded. The sole purpose for online content is to engage readers and speak to them. Okay, so by now you’re probably ready for the meat of our guide. That would be the biggest, tangible reasons (with screenshot proof) of why/how online content differs from the English-writing styles you learned in college. …Hold your horses. Before we get there, I need to make a very important point. A VERY important one. Although Online Content is More “Readable” Than College Essay Writing, Online Content is NOT More “Sloppy” Many, many (x that “many” by 100,000) new writers think that dropping the essay style means dropping a lack of writing finesse altogether. Dear God. This GIF of Dwight sums up how I feel about this, pretty well. … Read more

Your Essential Guide to Finding an Awesome Marketing Content Writer

June 19, 2024March 21, 2018 by Adam Oakley

Did you know? In today’s content marketing, 47% of all content creation is outsourced. This number has increased, year after year, but it’s never been as high as this year. It’s common now to have 99% of your brand content completely written by someone else. After all, we have to run our businesses, right? (Write?) Now that we’ve cleared up that you share a commonality with every other marketer, outsourcing to a marketing content writer, let’s talk about how to find that writer. THAT’S the big question. No matter what you’re selling, the most important thing is how you get your message across. Read on to learn more about why & how to hire your next best business rockstar: a great marketing content writer. Why Hire a Marketing Content Writer? Real talk for a second. Today, in our online world, you can’t just write your message in any old way. For example: “Come and get it! This is what you want! We have what you need!” Ugh. That doesn’t work anymore. If the copy isn’t well-written, none of the phrases you send your customers tell them anything about the product you’re selling. Come and get what? I bet if your potential customers were to keep reading, the content wouldn’t wow them with any real explanation. That is where a marketing content writer steps in. The goal of content writing should always be to promote interest in a brand or specific products. The best type of content marketing does not lay all the cards out on the table. These covert creative writers integrate SEO techniques while also producing high quality content that can organically stay on message. The content has the perfect mix of education, entertainment and product placement. You might dabble in writing yourself, but this is an entirely different ball game. Think of all of the written content that you incorporate into your business: blog posts, newsletters, social media posts, ad copy, email campaigns, holiday cards. If you’re running your own business, it’s nearly impossible to take care of everything alone. If you haven’t already considered content marketing, you’re in the minority. As of 2018, 91% of B2B organizations utilize content marketing strategies. Writing is no walk in the park, especially when it coincides with marketing. Marketing content writers have to think about even more than producing well written content. One major component of this type of online marketing is optimizing content for search engines. Writers have to integrate keywords, links, meta descriptions and headers into their content seamlessly. This requires an incredible amount of research and skill. Writers also have to edit, proofread, publish and distribute the content so that it reaches the widest audience. This all has to be done while keeping the content easy to read, relatable and engaging. Is this something you have time for? I’m guessing your answer is a swift no. In short, the best decision for every business is to hire an expert marketing content writer. 5 Steps To Help You Find a Quality Marketing Content Writer If you’ve ever searched the depths of Craigslist, Facebook or LinkedIn, you can easily see that writers are plentiful. The problem is that not all of these writers may be perfect for your business. In fact, not all of these writers may even be able to write. Anyone can call themselves a writer – the trick is finding one that can actually write. Also, for you as the client, hiring a content writer is a process. You need to have a strategy and expectations before you start. For example, you should know the answers to: How do you want to position and sell your brand online? What type of content do you need in order to match your content marketing goals? These are questions you need to ask yourself before hiring anyone. Beyond the specifics of marketing your brand, you also have to figure out what type of person you want to work with. Do you need someone to be constantly on call or can they work on their own schedule? Are they able to meet deadlines? If you’re hiring a writer to work remotely, you’ll need someone who can effectively communicate. Remember that marketing content writers are more than just writers. Yes, writing is their main job but they are also strategists. They need to be familiar with SEO and marketing just as much as they need to write high quality content. Take time with the hiring process. Utilize these tips to help you find the perfect writer. 1. Set Clear Expectations The right writer will be able to help you create a strategy for your content, but you also need to consider this on your own. Do you want someone who can edit themselves? How many blog posts do you need? Are you looking for more than web content? Setting expectations ahead of time will give applicants a sense of the workload and help you organize your tasks. 2. Include Requirements in Your Job Posting Have you ever read a job posting that asks you to include your favorite band in your email response? These potential employers aren’t just messing around. By asking a random question or including specific instructions, they are ensuring that applicants pay attention and read thoroughly. When hiring a writer, you always want to ask for at least three writing samples, a resume and a link to their portfolio or published work. You can take it to the next level by requiring a specific email subject line or another detailed instruction at the end of the post. 3. Test Your Applicants You can choose to include a paid or unpaid test to ensure you can work with potential applicants. One effective test strategy is asking for a new example of a blog post that incorporates a specific keyword. You can also make this relatable to your company. Many content writing jobs ask for this, like this one from Texas Monthly posted on Craigslist: We have a very specific writer … Read more