As a good marketer, you know by now that not all content marketing tactics are effective.
Take that a step further…
Did you know that some very specific so-called content marketing techniques can flip the switch for your audience – turning them off instead of flipping them onto you and your brand?
You could be driving away customers without knowing it.
[insert audible groans for added effect]
Things like content fatigue, selling too much, and focusing on you versus the buyer are all problems.
The good news?
If you’re guilty of these sins, you can nip them in the bud.
And if you do that, you’ll see more interest in your content and fewer crickets chirping. That equals more ROI, which is always what we’re striving for at the end of the day.
However, the problem with content marketing mistakes? They’re too easy to make. So, how do you avoid them? What should you do instead? Stick with me and I’ll share it all.
What Not to Do In Your Content Marketing: Avoid These 4 Rookie Mistakes & Keep Your Audience Interested
These mistakes are notorious for making readers’ eyes glaze over. They’ll not only get bored – they may even get irritated with you.
If you want to engage your audience and make them trust you, do not, under any circumstances, commit these four errors.
1. Selling, Selling, Selling
Of course you want to pad your bottom line. Your business is your living – if you’re not making money, you don’t have a business at all.
The problems start popping up when you forget the main definition of content marketing. It’s customer-oriented, not sales-oriented.
The reason content marketing works in the first place is that we focus on providing value to the audience. It means the content is natural and useful. The sales come as a result of the relationships you build and the authority you establish, not the other way around.
If you try to sell first and foremost, your audience will see right through it.
Nobody trusts a salesman, and trust is the number one thing you’re trying to build with content.
Don’t be like this guy.
Bottom line: If you focus on selling first, you’re not engaging in the prescribed, proven content marketing formula. As such, you won’t see the returns or stable, long-term success.
2. Being Self-Focused vs. Customer-Focused
It’s great to hone your business goals and measure your success, but it’s not-so-great to foster the same self-interest in your content.
Content that caters to your interests as a business owner will more than likely fail to hit the bullseye for your audience.
Why? Think about it: Your audience has wants and needs that differ from yours.
That’s why they’re your audience, not your competitors or peers. They’re in their own class. Treat them as such when you’re offering content.
You need to write for them. Don’t do the opposite – don’t write what interests you and try to find an audience as an afterthought. Your customers need to be in your mind from the very beginning.
Or, as Forbes puts it, “The right content for the wrong person might as well be the wrong content.”
3. Believing That More Is More
Maybe you know how to write for your audience. Maybe you understand them to some degree. Despite this, you may be committing another content sin: Inundating your readers with content.
This scenario usually looks the same. You think more content equals more exposure. You believe if you post tons of content, you’ll hook more people through the various lures you’re tossing into the Google waters. You think you’ll build your authority more quickly and attain your goals faster.
No. Nope. Not a chance.
OptinMonster says that a flood of content will work initially, but not over time. You’ll get some traffic, but only at first. When people read your mediocre posts and see that you have hordes of them, you just won’t resonate. They’ll leave your site, and they won’t return.
Instead, it’s better to have regular, quality posts. Keep your blog updated, but don’t overdo it. A small, but steadily, growing cache of superb content is far better than an encyclopedia of average or below-average posts.
Plus, if you’re posting three or four times a day and bombarding people’s feeds, they’ll just get annoyed.
Annoying people is the last thing you want to do. Period.
4. Going Overboard with SEO
There’s something else that can annoy, frustrate, and turn off your readers.
It’s bad SEO.
What does bad SEO look like? You can spot it from a mile away. It reads terribly, like a machine wrote your post and not a human. It’s spammy and underhanded. You’re trying to get ahead the wrong way, and it’s obvious.
The two main culprits here are keyword stuffing and link stuffing.
Keyword stuffing happens when you jam in as many keywords as possible in your copy, thinking you’ll boost your ranking. Instead, you’re creating content that’s a headache to read and isn’t useful at all.
Here’s an example of keyword stuffing using the term “dog food”:
Always buy dog food made from high-quality ingredients. Dog food can be more expensive if you buy dog food that’s pricier, but your dog will be healthier with better dog food.
Link stuffing is similarly spammy and unnatural-looking. This is where you link to as many different websites as possible to build your clout. The problem is, it’s transparent what you’re trying to do, and it looks strange. Example:
Be Real, Authentic, Trustworthy, and Audience-Focused in Your Content Marketing
Want to avoid all these mistakes? Want an easy solution?
Focus on your audience.
Focus on authenticity.
Genuinely desire a relationship with your readers and your customers. Build that relationship.
This is how you appeal to the masses and let content marketing work for you, not against you.
[/cue epic end music & happy crowd cheers]
Need great content to fill your content marketing? At Express Writers, we create content that builds trust and engagement, positioning you for success. Get your content from a team that cares.
Social media is the popular kid on today’s marketing block.
For your business, it’s one of the most integral tools at your disposal.
Social media helps get you noticed – and stand out, if you’re creative enough to do your own thing, and mix in a little bit of social media platform knowledge on top of it.
It’s useful for promotion, engagement, and building a following.
The one key benefit social media does better than any other tool, for a business?
It humanizes your brand. It puts a face and a voice to a name. It makes you approachable, relatable, and trustworthy.
However, this is only possible if you’re using social media the right way.
Let’s talk social media & a nutshell guide on boosting your business for more ROI, customers, and action from your time there.
A Nutshell Guide to Boosting Your Social Media Presence for More Business & Return
If you want your business to have a voice and a presence, you’ve got to jump into social media and get going. Here’s how.
You’re a human being, and your audience wants to see evidence of that. If you don’t personally engage, you’re not providing that evidence.
Of course, you can’t engage without being approachable and friendly. Don’t keep yourself at a distance from your followers. Be real and be human!
This ties in nicely with my next tip…
2. Get Your Hands Dirty
To engage and be human, you have to get in there.
In short: do some work to build that relationship.
Get your hands dirty.
Start conversations yourself. Ask your followers questions, comment on others’ posts, and follow up personally.
A great example of this in action is the Twitter chat we host weekly, Tuesdays at 10 a.m. CST. It’s called #ContentWritingChat and it’s a fantastic way to talk to people about a topic we’re passionate about. Rachel, our Content Specialist/Social Media Manager, even writes weekly recaps on our site about the live chat hour.
It’s a favorite method of mine to nurture a lively, active community around a single social media event. Anybody can join in and give their opinions, advice, or insight.
To get conversations going, start your own Twitter chats surrounding a relevant topic. Engage industry voices as well as customers. The interaction that comes out of it will surprise and delight you.
Tag people in your posts – Tagging people in your posts is a good way to respond to their content and keep the conversation going. On Twitter, this is how you stay engaged.
Don’t forget to log in, yourself – Don’t let a “tool” be YOU. Don’t fall back on your scheduled posts via software, and let that be it. Remember to manually log in to your accounts, check your notifications, and respond to people.
Comment – Respond to people through comments, and start conversations through engaging with comments.
[clickToTweet tweet=”Get more customers + boost your business on social media with these tips from @ExpWriters!” quote=”Get more customers + boost your business on social media with these tips from @ExpWriters!”]
3. Set Goals for Interactions
If you find yourself forgetting to log-in or neglecting your business accounts for social media, start setting goals.
For instance, you might create a simple objective to have at least five interactions on social media each day of the work week. This forces you to pay attention to how you’re engaging and how much. You’ll understand where you need to improve and what you need to do it.
As you get better and more consistent about engaging, you can up your ante. Make your goals harder and keep track of your progress. Pretty soon, you won’t need goals to stay active and interactive on social.
4. Start Talking
It can feel intimidating to jump into social media and put yourself out there. This is especially true if you’re introverted or haven’t done much interacting online.
Don’t worry, though – you just need a place to begin.
To start engaging, you have to start talking. Here are some ideas:
Jump in on Trending Topics
If you want to get in on a larger conversation, post about trends and use hashtags. More importantly, tie together the trends with topics in your industry.
Take a look at how Denny’s used the Kentucky Derby to post and poke a little fun at the trending event at the same time. Plus, they reinforced their main draw: They have really good breakfast and really good pancakes.
Within the seated sections of Churchill Downs, the upper-crust don hats of elegance & style, a millinery of all shapes, tastes, and sizes. pic.twitter.com/pfkTV0MEJU
Along with casual events like Twitter chats, you can also host and celebrate any other event or holiday you like.
For instance, celebrate your business anniversary with a themed post and a coupon code for your online store. Or, honor a noted figure relevant to your industry with a post.
Out of Print did something like this in celebration of Cormac McCarthy’s birthday. They didn’t use the opportunity to self-promote. Instead, they created a graphic quote that appeals to their book-loving audience. It’s an interesting one that invites conversation. Plus, it’s totally shareable:
For the Best Social Media Conversations, Don’t Overthink It – Just Genuinely Be Yourself, & Be Present
All these social media tactics have one thing in common…
They’re fun.
If you’re not having fun chatting, sharing, and conversing on social media, you’re missing the point.
The point is to build relationships and enjoy interactions.
Be yourself – and be present!
If you don’t interact with a healthy bit of this friendliness and lighthearted attitude, it’s going to be harder for you to build trust. This means you won’t be using social media to its full potential, and that’s a shame.
And, if you don’t show up consistently, you won’t get anything real from it – just like in a real relationship.
In short, don’t overthink social media. If you go at it with the intention of enjoying the interactive elements, you’ll pull your audience in naturally. This means lots of interesting conversations, engagement, and time well spent for your business.
If you need a new playbook for your social media game, Express Writers can help. Check out our social media services that can lay the foundation for better engagement.
As the end of July rolls around and the last quarter of 2017 begins (can you believe it already?), we have some exciting new improvements to share that have been in the works internally at Express Writers.
Ready? Let’s delve in!
Why You Can Trust Us to Constantly Improve our Standards and Work Harder than Any Content Services Provider
A word before we get into the details of our July changes and improvements…
Everything you see here—from our website to the last offering in the Content Services area—is maintained by a tight-knit group of people that work hard and, together as one, share a great passion for this industry of content writing and marketing. We don’t have outside funding. We’re bootstrapped: we love what we do, and that motivates us to work hard at it.
I’ve done homework and ordered from many other content providers myself, and I can tell you that it is genuinely rare in this industry when a team of people come together like we do to work this hard to service our clients. Down to our sales manager, project manager, myself as the CEO and my husband as the CTO—we work hard, day in and day out, to change the common reputation in this industry of content creation providers and sell the best content service (in service and written content quality).
For example:
– Throughout the last week of July, we spent approximately 30 hours to find and hire eight solid new writers in unique expertise areas. We went through more than 50 interviews and 200+ applicants to find these eight!
– For one given day, our Skype thread looks a lot like this:
Our editing chat is even more lively – the editors help each other out consistently:
Constant updates, constant communication, and quick fixes for any issues. We’re able to do big things because of how much we communicate with each other.
I just want to give my team props for how hard we all work. We don’t cut corners. And you can expect this of us, every single time you order a content service from us. You’re ordering from a company that believes in hard work, and your sale directly correlates to the income that provides for our families.
With that said…
Now, let’s get into the changes for this month!
July Changes: New Management, Writing & Editing Team Additions
Marc Benioff, the CEO of Salesforce.com and frequently named the “SaaS Father,” said this about hiring:
I believe in this statement, 100%.
That’s why I’m choosing to put more time into finding the right people, more than I ever have.
This month, we added twelve new people to the team in total:
A new content director, Jeremy Kohlenburg
Three new editors: Susan, Christina, Jessica
Eight new writers, in various industry expertise areas and full/part time availability schedules
Jeremy is replacing Katria, our former Content Manager, who quit in July. Jeremy is a perfect fit for the role of Content Director, bringing a great deal of freelance copywriting and blended leadership experience into this position in our team. Not only is he taking over content management, but he has a phone extension and is directly available to our clients, should they need to reach him for any concerns about their writers, revisions, our process, etc.
I’ll let Jeremy share what he brings to the team. In Jeremy’s words:
From our Content Director, Jeremy:
I’m excited to join the Express Writers’ team as the Content Director.
In this role, I will work directly with you, the client, to ensure that your content matches your exact specifications and exceeds your standards. I will be available to discuss your needs via email and phone, and I will take personal responsibility for the quality of every product I deliver to you. Behind the scenes, I will develop and lead the writing staff, closely with Julia, our CEO, and the editing team. I will hold our writers accountable to the highest professional standards, and work closely with them so you can get better products with faster turnaround times at the same competitive rates.
My commitment to customer service and performance is based on years of experience as a copywriter and communications manager. I have led marketing campaigns for business leaders that enhanced public awareness, increased customer engagement, and boosted sales. I believe that the key to my success is open, honest, and transparent communication. This means that I never make excuses, withhold information, or avoid opportunities to talk. I expect the same of everyone who works with me. This results in more productive conversations, higher professional standards, and superior content.
I am dedicated to bringing this philosophy to my new role as Express Writers’ Content Director. Please email me with your questions, thoughts, and ideas about how I can help Express Writers better meet your needs. I look forward to hearing from you, building our relationship, and making your experience with Express Writers extraordinary.
Our new editors and writers join the team in various supportive needs.
Our full editing staff ensures that content gets through the queue without any delays, on or before our deadline turnaround times: and our new writers are staffed to support all the expert areas we offer in our Content Services section.
One more proactive change for our clients and team: our deadline turnarounds on the Policy page have been improved, clarified, and reconstructed to focus on what we can handle with our new, extended staff. Check our new turnaround times out on our policy page.
Improved Editing Process
For years, we’ve offered two levels at Express Writers to support our clients needs and budgets: and to match a level that was in need but not offered, I created a third level, authority content, last year (after training our best writers on it).
Now, we’ve reinvented our editing process with brand new, rewritten and updated guidelines: new editing control queues in our teamroom, and two levels of editing:
Each have their own specific rule guides. All authority and expert content goes through our upper level of editing, where we do all the average checks (typos, grammar, flow) and we take an indepth look at link quality, facts, and expert/high-quality wording and flow being used. We have different editors assigned to these two different levels.
This ensures two things: higher quality on the expert and authority levels with a dedicated quality review process, and faster turnaround times (more editors, dedicated editing).
New Agency Client Perks & Benefits
Here at Express Writers, we have so much to offer agencies as a content team structured to handle quality and volume. We work hard to save our agency clients time and money with key benefits that include complementary project management, white labeling our content deliverables, services for every need, fast turnarounds, and a diverse team. Hannah, our Project Manager/Agency Specialist, says:
If you own or work for a digital marketing agency, I’m sure that you’re well aware of how time consuming writing copy is. The problem is that the copy you provide your clients is also critical to how successful their website is. By outsourcing some (or ALL) of your content to us, we save you enough time that you’ll actually be able to take on more clients at once. We know SEO and will make sure that the stunning website that you’ve built for your client has the content that will make sure people see it! We’ll leave the digital marketing to you, so leave the content to us!
Have you been looking for fresh voices to add to your feed?
Or, maybe you need some industry practical advice from people who have been there, done that, in the wonderful world of online marketing?
I’ve got just the list for you!
From beginner-level advice to the most advanced industry tips and tricks, these bloggers run the gamut from copywriters to social media marketers to industry influencers. Each one of them will give your brain something to chew on no matter where you’re at, or what you do, in content marketing and social media. You’re going to want to follow them on Twitter and read their blogs, or listen to their podcasts.
Let’s dive in!
35 Popular Bloggers in Content Marketing to Watch: Get Inspired By These Experts
This list is is no particular order.
1. Steve Rayson & the BuzzSumo Team
Here’s the thing: I’ve seen many bloggers grow stagnant through time, but that is not true of the BuzzSumo team. I have rarely found a more epic staff of bloggers than BuzzSumo. Steve Rayson, co-founder, “broke the interwebs” with this post: We Analyzed 100 Million Headlines. Here’s What We Learned (New Research).
BuzzSumo’s friendly Sumo mascot. Another way they stand out is by custom artwork with every published blog, depicting this guy in action.
One thing that makes them stand out is the amount of data-based, statistical research they do in the industry of content marketing. It helps all of us know what not to do – and what to do.
BuzzSumo’s blog is a blog to watch, follow, absorb and read – weekly.
2. The Smart Blogger Team
If you need blogging and writing advice, Smart Blogger should be your first stop.
Founded by Jon Morrow and headed up by Glen Long, the Managing Editor, the blog features a rotation of authors and engaging topics. Here’s a sampling: “Writer’s Block: 27 Ways to Crush It Forever,” “20 Rules for Writing So Crystal Clear Even Your Dumbest Relative Will Understand,” and “How to Be Unforgettable.”
3. Seth Godin
If you want a unique approach to marketing, turn to Seth Godin.
One of the first bloggers that made it, and currently one of the most popular bloggers in the world, Seth is an industry thought leader, popular blogger, and best-selling author. He has an amazing record because of committing to one blog a day – some of them famously 1-2 sentences long. (His works include The Dip and All Marketers Are Liars.)
Seth’s blog is a compendium of fresh, out-of-the-box thinking about problems in marketing. His words will get your gears turning and your mind humming.
4. Copyblogger
Another authority on copywriting and content marketing is Copyblogger.
Brian Clark, the founder, is a pioneer when it comes to blogging. The proof is in the pudding for these guys. They built their company from the ground-up using the techniques they teach. And, teach they do – they offer a free library of training material on top of fresh, informative blog posts.
[bctt tweet=”Looking for great #ContentMarketing and #SocialMedia blogs to read? Check out this round-up!” username=”ExpWriters”]
5. Sujan Patel
If you want to learn how to create effective, engaging content that works, Sujan Patel is your guy. He’s a top internet marketer, has founded multiple startups, and he blogs at major sites like Forbes, Entrepreneur, Inc., and HubSpot. He co-founded Web Profits, a growth marketing agency, and speaks at hundreds of national and international marketing events. This guy is an expert with 13 years in the biz, and the mind of a hustler as well as content marketer. As a result, he’s one to listen to and learn from.
He’s a star of internet marketing, and has the chops to prove it. He’s also a speaker and educator who enlightens the world about social media marketing.
If you want to understand how to make the customer experience in content a stand-out, read the Convince and Convert blog. Led by Jess Ostroff and internet pioneer Jay Baer, C&C accurately refers to themselves as a group of expert “counselors” who can guide you to content greatness. Content Marketing Institute even crowned them the #1 content marketing blog.
8. Jeff Goins
If you want to be a better writer in general, Jeff Goins is your guide.
He provides insights and advice from the writing life, including how to balance writing as creative work and as a job. He should know – he’s the author of five books, some of them best-sellers, and has a lot of gold nuggets for better writing and better copy.
9. Joe Pulizzi & Content Marketing Institute
Joe Pulizzi is a huge pioneer in this amazing industry. He founded Content Marketing Institute (which was acquired by UBM in 2016) in 2007, and more or less started the widespread use of the term “content marketing”. You can read his column on CMI. The entire CMI team is awesome. They hold a Twitter chat, #CMWorld, at 11 AM CST on Tuesdays. A unique trademark they use is a widespread brand usage (down to the suits Joe wears on stage to speak) of the color orange.
10. Jeff Bullas
Another big name in digital content marketing is Jeff Bullas – his success comes mostly because of how long-term and committed Jeff stayed at producing high-quality content. He started his site back in 2008 with a $10 investment, and today, he ranks as a top global influencer in the industry. His blog covers a whole spectrum of topics. Read about copywriting, business management, content marketing, social media marketing tips, and more. He’s a voice you should listen to – Forbes named him one of the “Top 20 Influencers of CMOs” in 2017.
11. CoSchedule
Content marketing requires extensive planning, and nobody knows that better than CoSchedule. Their blog, along with their platform, focuses on this piece of the puzzle. It provides timely, useful tips to help organize and plan your marketing strategies.
12. Madalyn Sklar
Madalyn Sklar is one of the most active, engaging influencers on this list of power bloggers and influencers, ranked as the #1 social media influencer in Houston year after year. Her constant interaction with everyone that comes her way impresses me – I’ve personally seen her interact with nearly every Facebook comment, tweet, and email I’ve sent her way. I don’t know how she does it all!
If “engagement” is a key to success on social media (and I believe that it is), Madalyn is one of the best practitioners.
Madalyn blogs, hosts a podcast and Twitter chat with the same name, #TwitterSmarter, speaks, and teaches Twitter and social media strategies on her site. Catch her Twitter chat every Thursday at 1 PM EST, and hop on to her page on Facebook afterwards for an engaging live session she does with her Twitter guest host experts.
Noah Kagan is the founder of two multi-million dollar businesses, avid long-form content creator (read: he creates some truly epic, comprehensive stuff), author, and blogger at OKDork. He’s an all-around internet, content, and sales marketing guru. Read his awesome content at OKDork.com.
14. Valeria Maltoni & Conversation Agent
Valeria Maltoni is a business strategist and in-demand thinker in the industry. She’s worked with everyone from Fast Company Magazine to Forbes and Business Week. Her blog, Conversation Agent, focuses on how to bust out of same-old, same-old thinking. That allows you to move into innovation for your brand strategy.
15. David Armano & Logic + Emotion
A respected digital marketer, David Armano focuses on marketing strategies that are “intensely social” and creative. His blog, Logic + Emotion, regularly features topics such as defining your brand’s values, how to remain relevant, and social media trends like armchair activism.
16. Marc Meyer & Direct Marketing Observations
A digital and social media strategist, Marc Meyer serves up opinions and slices of the digital marketing scene on his blog, Direct Marketing Observations. This is the place to read discussions on what it takes to be interesting in a fast-paced, digital world, learn about the morphing intersection between pro sports and social media, and even take a Proust questionnaire.
17. Branding Strategy Insider
If you want to learn simple ways to take your branding to new heights, try Branding Strategy Insider. Along with tips, you’ll also see examples of successful brand storytelling, explorations of top companies’ brand weaknesses, and more fascinating insights.
18. Vertical Leap
Vertical Leap specializes in search marketing, but their blog covers so much more. Along with SEO how-tos and tips, they dig into analytics, marketing automation, big data, PPC ads, and more.
19. Darren Rowse & ProBlogger
Want to learn to be a better, more popular blogger? Start at ProBlogger, founded by Darren Rowse. You’ll learn how to pitch guest posts, how to increase traffic to your blog, and how to create Facebook groups to augment your platform, for starters. There’s a host of actionable tips and useful information here for the newbie or the expert.
20. Ann Handley & Marketing Profs
Marketing Profs is a knowledge headquarters for marketers of all stripes, founded by content marketing guru, author and speaker Ann Handley.
Their “library,” in particular, doesn’t focus on one aspect of the industry, but rather goes for the whole hog. You’ll find articles on every topic under the sun. It’s a wonderful source of information and a go-to guide for practical advice.
21. Michael Brenner & Marketing Insider
Whether you’re interested in content marketing, social media marketing, or strategy, Michael Brenner of Marketing Insider has it covered. He regularly addresses trends and his take on them, including what to do (and what not to do) if you want to get somewhere with your business. He should know – he’s a well-known keynote speaker, author, and influencer in marketing.
22. Social Media Explorer
Stay on top of the social media marketing world with Social Media Explorer. The blog is on the cutting-edge of trends in the social networking world that you can leverage for the most growth potential. A smattering of sample topics includes “Is Twitter Doomed?,” “6 Ways to Harness the Power of Instagram Stories,” and “5 Stupid Myths About B2B Social Selling.”
23. TopRank Blog
Want marketing lessons, news, trends, and tips? TopRank Blog is a respected source for all four. In particular, their exploration of trending strategies and the state of the industry will help you keep humming on all four cylinders in this competitive content marketing world.
24. Adam Connell & Blogging Wizard
Another indispensable read for blogging and writing, Blogging Wizard will help with whatever ails you. Created by expert marketer and blogger Adam Connell, there are lots of tools, guides, tips, and WordPress hacks to make the most of your writing and the way you get it done.
25. Social Media Examiner
If you want to learn the best ways to use social media for marketing, Social Media Examiner is the right reading material. All their articles have useful information and tips for boosting your prowess and presence on social.
26. DreamGrow Blog
For the beginner dipping their toe into the industry pool, reading up on the DreamGrow Blog is a good place to start. You’ll learn about Facebook ad campaigns, how to measure your ROI, and why some infographics get mega-shares and other sink into internet oblivion – plus more.
27. Conversion Sciences Blog
If you want more conversions, you need to read the Conversion Sciences Blog. Here you’ll find every facet of this huge content marketing topic broken down. From testing your conversion strategies to analyzing the data and making your pitches more persuasive, it’s all at your fingertips.
28. Neil Patel & Quick Sprout
A well-known and well-regarded name in content marketing is Neil Patel, though “well-regarded” might be an understatement. Along with co-founding KISSmetrics and Crazy Egg, he runs Quick Sprout and shares his vast marketing and entrepreneurial knowledge in the form of extensive, practical guides. He’s one of the greats in the content marketing industry.
29. HubSpot Blog
If you want a complete guide to inbound marketing, noted authority HubSpot has it. Their blog posts cover the gamut – from video marketing to blogging and branding, from public relations to mobile marketing. They don’t leave anything out.
30. Drew McLellan – Drew’s Marketing Minute
Drew McLellan is a well-regarded marketing guru. He’s appeared everywhere, including Entrepreneur, Business Week, the New York Times, and Fortune. On his blog, Drew’s Marketing Minute, he lends his wisdom and experience to a range of marketing topics, questions, and issues.
30. Chris Brogan
Chris Brogan is the CEO of Owner Media Group, a New York Times bestselling author, and a marketing expert. He’s an amazing influencer, speaker, teacher, and all-around authority. On his blog, he shares his expertise to help you build your own brand of success and growth.
31. The Content Strategist (Contently)
Brought to you by Contently, The Content Strategist is all about upping your content game. The blog focuses on how to improve your strategy and leverage your content so it makes a maximum impact. It’s a great resource for anyone who wants to stay on the cutting-edge.
32. Jesse Wisnewski – The Copybot
Jesse Wisnewski of The Copybot shares knowledge, tips, and writing know-how. He describes what he shares in his writing as “lessons forged through hard-fought battles in the trenches of life and business.” That sounds pretty heavy, but his posts are just what he promises. This is essential writing advice. It touches on work life, content marketing, and how they all get mixed together.
[clickToTweet tweet=”Looking for some new #blogs to read? Check out this round-up of 35 amazing blogs via @ExpWriters!” quote=”Looking for some new #blogs to read? Check out this round-up of 35 amazing blogs via @ExpWriters!”]
33. Econsultancy
Want updates and news on what’s happening in the marketing industry? Want to know how to approach changing consumer trends and new technology? You can find it on Econsultancy. Along with all that, they also feature spotlights on companies doing it right (think small businesses and start-ups). Plus, they do features on smart moves and missteps from the big guns (think Adidas, Amazon, and Facebook).
34. Influential Marketing Blog
If you want to stay on top of companies and brands who are innovating with their marketing strategy, follow Rohit Bhargava’s Influential Marketing Blog. He explores how companies like Amabrush (makers of a futuristic, automated toothbrush), Fender, KFC, and more are reaching the masses. He’s got the chops – he also teaches marketing classes at Georgetown University and has written five best-selling books on business.
35. Joanna Wiebe & Copyhackers
Joanna Wiebe is the co-founder of Copyhackers and a pioneer for conversion copywriting. In particular, she focuses on conversion copywriting and its power and potential. She’s 100% self-taught in the industry, so she comes from a grounded place that’s incredibly relatable. Read her posts and you’ll see they are witty, sharp, and insightful.
I had her on the Write Podcast for a fun, enlightening episode last year. Listen in here.
Add These Popular Bloggers to Your Daily Digest
In case you didn’t notice, there’s one thing all these high-profile blogs and popular bloggers have in common.
What is it?
Beyond providing timely information and guidance, they each have unique points of view. They each approach the marketing world from a different angle. They offer perspectives that are entirely their own.
So, maybe you find yourself in need of strategies or a fresh idea. Perhaps you need new insight, practical guidance, or some inspiration. If so, turn to the wealth of people sharing on the web. All these thought leaders, authorities, experts, influencers, go-getters, and gurus have something to offer.
You’re never alone in your endeavors. That’s a comforting thought when you’re hunched over your computer at 3 a.m., or stuck in meetings well past quitting time.
So, grab as much information and enlightenment as you can. As for what you do with it – that’s up to you! The world is your oyster. 😉
If your content needs that extra push, too, we’ve got you covered. Check out our content creation solutions, customized to your brand and content need.
Bad writing in business copy is obnoxiously easy to find.
Most people simply don’t have the training or the experience to write well-tuned, well-read phrases.
I’m not just talking about proper grammar or spelling.
I’m talking about clear, concise sentences that are a breeze to read. For those kinds of sentences, you need a Writer with a capital “W.”
(I see it all the time – on average, we interview 500 candidates per month to hire about five. That’s 1%, which is brutal. But there’s good reason. Lots of candidates think they can write. Unfortunately, thinking and doing are two different things. Our standards are quite high.)
The problem?
Most of you out there aren’t hiring Writers. You’re hiring “writers.”
And it’s costing you money.
Let’s explore just how much. Ready? You may need to sit down for some of this, especially if you’re a business owner.
What Does Bad Writing Really Cost?
According to the New York Times, a study confirmed that one-third of employees were poor writers.
That’s not the half of it, though. Businesses spent as much as $3.1 billion on “remedial training” in order to fix the problem. The clincher? This was for current employees, not new hires.
A snippet of the original study findings and discussion via CollegeBoard
Unsurprisingly, content marketing takes a big hit from poor writing, too. Poor writers can cost you trust with your readership. That means your readership will shrink, and so will your ROI.
Your audience expects you to be knowledgeable in your industry – an authority. But, how can you come off that way if your content is riddled with mistakes? You can’t provide useful information if the words are convoluted, the ideas are unclear, or the composition is distracting you from the thoughts being presented.
Nobody wants to waste their time on poor content like that. So, why aren’t you spending the money and making the investment for better writers and better content?
If you’re trying to write it yourself, and you’re not a Writer, it’s probably “just good enough.”
Why is “just good enough” okay, though?
As it turns out, this poor level you’re accepting can be incredibly costly in ways you never imagined.
[bctt tweet=”What is bad writing costing your brand? ? @JuliaEMcCoy tells all in this post ?” username=”ExpWriters”]
Terrible Typo Mistakes That Cost Companies and the Government Big Money
If you’re lax about typos, you better think twice. Sometimes a comma is all it takes to put you at a disadvantage – an expensive disadvantage.
The Case of the Extra Comma
Case in point: In 1872, as a direct result of a comma inserted incorrectly in the text of a tariff law, Americans had to pay an extra $2 million in taxes. Today, that equals over $38 million.
The law stipulated items that could be imported into the U.S. tax-free. The comma, placed erroneously between the words “fruit” and “plants,” handed fruit importers a loophole on a platter. (“Fruit plants,” meanwhile, referred to seeds and plants used for cultivation, and were supposed to be the tax-free goods.)
If you need a modern example, look to the internet, naturally.
Google supposedly earns almost $500 million every year from typos. Why?
People tend to incorrectly type website names in their search bars. But, instead of landing on an error page, they’re taken to a “typosquatter” site, which crafty people purchase for just such a purpose. These sites are loaded with Google ads. The confused web browser clicks, and the rest is in the bank.
Marketing for Dummies
For a marketing example of a costly typo, listen to what this car dealership did:
In order to invigorate poor sales, a New Mexico dealership decided to mail tens of thousands of promotional scratch tickets. Only one would contain a prize for $1000. However, the marketing company that printed the tickets made a huge error – every single one gave away the money.
In short, the car dealership would have owed $50 million to 50,000 jazzed recipients. Of course, they couldn’t pay up, so they recompensed and gave everybody $5 Walmart gift cards, instead. Though they avoided the initial damage, they still faced a loss of $250,000.
If even the smallest errors can end up being so costly, what does that mean for your company and the subpar writing you’re accepting?
You’ll have to add it up for yourself, but I’ll wager it’s much more than you ever realized. Bad writing and poor proofreading can accumulate in cost quickly.
3 Tips to Avoid Costly Writing Errors in Your Online Presence
Follow these tips to make sure you never let an expensive typo happen that will bring down your business.
1. Get an Expert Editor
If your industry is specialized, you need an expert editor who knows your platform to proofread your content. This person will have the necessary knowledge to spot errors. In particular, somebody with know-how will be able to catch the most dreaded typo of them all: the incorrect fact typo.
This happens when you’re presenting information as an authority and some of your facts are flat-out wrong. For writers unfamiliar with your industry, this is an easy sin to commit. Instead of expertise, they’ll be relying on information and facts gleaned from questionable sources.
An industry expert will have inherent knowledge due to their training, experience, and background. This type of editor can save you from costly mistakes. This includes ones that can mean losing customers, credibility, and authority.
2. Get Multiple Checkpoints
Your written content needs to pass under a few sets of eyes if you really want to avoid mistakes. Everyone reads differently, so each unique perspective will act as a filter to weed out every type of error. Whether you’re on the look-out for spelling errors, factual errors, or grammar mistakes, having more than one person looking things over will help.
This, too, is one more reason why you shouldn’t write and edit all on your own. You’ll get trapped in that box where you’re too close to the content to see the errors. You’ll miss both big and little mistakes if you do it all alone.
You know what’s easier than multiple editors, though? I have three words for you…
3. Hire Better Writers
If you want better, error-free content, you need to hire better writers. And, yes, I mean Writers with a capital “W.”
Good writers will produce good content from the beginning. This is work that will require minimal edits and minimal fuss. A good writer will additionally achieve the right tone and authoritative voice you need. That seamless flow will make your entire online presence match up seamlessly.
If you have an amateur attempting this, you’re not going to end up with anything worthy of your investment. If you’re still writing everything yourself and you don’t have the background to do it – well, why?
Why are you putting yourself through that stress? It’s hard enough for someone who calls writing their profession to craft exceptional content day in and day out. So why are you, an amateur, even attempting it?
There are so many losses from not ponying up and hiring the right people for the job. It goes beyond money in the bank and ROI.
Poor content with errors, bad writing, and mistakes may make readers take a step back. They’ll question your clout. They’ll give you side-eyes and quickly, discreetly click the “X” at the top right corner of their screen.
Chances are, you don’t want to gamble with your writing. You’d rather put your faith in a good writer who can make you shine and soar, not stumble and fall.
Now you know what bad writing and mistakes can cost you. It may not be as dramatic as a loss worth millions of dollars. But, you won’t know the specific numbers until you turn around and hire somebody good to write for you.
When the ROI starts rolling in, then you can calculate what you missed out on before.
Here’s the period at the end of the sentence: When you invest in good writing, you’re investing in the most basic levels of communication for your business.
You’re building a solid foundation, one that will support all your other online marketing endeavors.
Isn’t that investment worth the returns?
If you’re ready to level-up your business’s writing and content, you’re in the “write” place. Express Writers has expert and authority-level writers who can just plain Write, with a capital “W.”
