writing clear sentences
Julia McCoy

6 Super Simple Tips for Writing Clear Sentences

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In content, there’s not much worse than bad writing.

Bad writing can turn a great idea into muddled gibberish.

Bad writing can make you sound silly or unintelligent – even if you’re a smart cookie.

Bad writing is easy to spot but notoriously difficult to fix if you don’t know what you’re doing.

As it turns out, writing clear sentences is both an art and a science.

When you get it right, your content sings.

On the flip side, when you get it wrong, you end up complicating simple ideas. You lead your readers down confusing paths and lose your overall impact.

What’s a writer to do?

Learn how to write clear sentences. Learn how to cut the fat from your writing to improve clarity, but keep your unique voice intact. Today, we’re sharing our best tips to help you do it. Ready to tighten up your writing?

Clear writing is key to effective copy that speaks to your readers in your #contentmarketing. @JuliaEMcCoy shares 6 simple tips to writing clearer sentences that you can implement right away. Click To Tweet

guide on writing clear sentences

Your Guide to Writing Clear Sentences: Our 6 Top Tips

1. Beware Meaningless Filler Words

If you’re not paying attention, meaningless filler words can sneak into your writing. Like so:

If you’re not paying attention, there are meaningless filler words that can sneak into your writing.

These bloat your sentences with useless gunk. The most common perpetrators include the phrases you see in bold above, plus their variations:

“It” or “there” + “be” verbs:

  • There are
  • There is
  • There were
  • It is
  • It was

Relative clauses:

  • That
  • Which
  • Who

Generally, most sentences can live without “it” or “there” + a “be” verb (is, are, was, were) followed by a noun and a relative clause (that, which, who). These types of phrases are called expletive constructions.

In other words, they have no meaning. They don’t help your sentences. Get rid of them!

Another example:

It was my favorite time of year because of that crisp weather and falling leaves.

Slash those filler words, and you get a sentence that’s much more concise and to the point:

My favorite time of year has crisp weather and falling leaves.

Once you’re cognizant of filler words, you’ll start catching yourself using them. Pretty soon, your reflex will be to nix them altogether. You’ll be writing clear sentences unconsciously rather than cluttering them up.

2. Self-Edit & Bring in an Outside Editor

The best ways to catch and eliminate those filler words from point #1? Self-edit AND bring in an outside editor to check your work.

Why both?

Because ruthless, constant editing is one of the best methods to clarify and simplify your writing. Multiple editing passes help distill your thoughts and ideas down to their clearest forms.

This is also a top tip from one of my copywriting heroes, Henneke Duistermaat.

In my interview with her for The Write Podcast, she mentions paying attention to the corrections your editor makes. Listen to their feedback! That way, you’ll learn as you move forward and avoid committing those errors again.

You’ll be writing clearer sentences in no time.

henneke duistermaat on improving your copywriting skills

Tune into this episode for more writing tips from Henneke!

3. Write Shorter to Write Clearer

Do your sentences tend to go on… and on… and on?

To write clear sentences, write shorter. Slash your sentences in half. Insert periods instead of commas.

write shorter sentences

Take this example from a fashion blog:

I’ve been wearing a lot of old favorites and remixing closet classics this season, but if there’s one thing I can’t resist buying every autumn it’s a cozy knit!

It’s unnecessarily long. The main idea gets lost along the way (she can’t resist a cozy knit). If we shorten this up, we can make it clearer and more impactful.

For instance, we can start by splitting the sentence in two. All we have to do is look for the comma and add a period, instead:

I’ve been wearing a lot of old favorites and remixing closet classics this season. But, if there’s one thing I can’t resist buying every autumn, it’s a cozy knit!

Better. Now we can omit filler words and cut this down even more:

I’ve been wearing lots of old favorites and remixing closet classics this season. But, every autumn, I can’t resist buying a cozy knit!

The shorter sentences help us follow this train of thought better. The whole thing is clearer and less meandering, so we get to the point quicker. (This helps hold your readers’ interest!)

Shorter sentences help readers follow your train of thought better. This and more #copywriting tips in this new blog post by @JuliaEMcCoy. Click To Tweet

Speaking of the main point, that’s another great tip to remember:

4. Don’t Bury the Lede (The Main Subject of Your Sentences)

In journalism-speak, the “lede” is the main subject of your writing. (Copy editors and journalists started spelling it “lede” to help distinguish it from the “lead” in typesetting.)

don't bury the lede

When you “bury the lede,” you unintentionally hide the main point of your writing.

Not good. Why?

Because clear sentences begin with the main subject.

This is a good example of burying the lede from The MLA Style Center:

example of burying the lede

“Known for her unmatched skills as a hostess – after all, she had been a debutante who became a socialite whose husband sat on the boards of half a dozen of the city’s most prestigious cultural organizations – Mary felt right at home discussing her plan for the summer fund-raising luncheon with the museum director.”

The subject of this uber-long sentence is Mary. Where is Mary? We can’t find her in the sentence until 209 characters have gone by.

She’s buried.

Another good example of burying the lede in a sentence: using the passive voice.

For instance:

Her plan for the summer fundraising luncheon was discussed by Mary and the museum director.

Passive voice buries the subject of the sentence at the end. We have no idea who is discussing the plan for summer fundraising until the very last words.

Instead, we should put the subject at the beginning:

Mary and the museum director discussed her plan for the summer fundraising luncheon.

That way, our readers won’t have to play detective to figure out who (or what) we’re talking about. This is a major key to writing clear sentences.

5. Avoid Redundancies to Improve Sentence Clarity

Redundancy can be a clear sentence killer.

It happens when you add different words with the same meaning to a sentence, or repeat words or phrases unnecessarily.

redundancy example

The above example of redundancy is obvious. However, it can be subtle, too:

  • We’re planning to meet at 12 o’clock midnight.
  • Don’t revert back to your old ways.
  • She will briefly summarize the report.

All of the above sentences are short, but they can be clarified by removing the redundancies.

  • We’re planning to meet at midnight. (12 o’clock and midnight both refer to 12:00 a.m.)
  • Don’t revert to your old ways. (“Revert” means to return or go back to a previous state.)
  • She will summarize the report. (A summary is brief by definition.)

This chart from the Speak Good English group on Facebook is a great resource to help you avoid common redundancies:

helpful chart on avoiding redundancies in content writing

Do your readers have to play detective to figure out who (or what) you’re talking about? @JuliaEMcCoy shares #copywriting tips for clearer, crisper writing in this new blog post. Click To Tweet

6. Use Writing Tools to Hone Your Craft

Final tip: Don’t forget to use all the writing tools at your disposal. There are plenty of great ones out there that can help you craft clearer sentences.

  • I regularly recommend Hemingway Editor because it focuses on simplifying your writing, Hemingway-style.

the hemingway app

  • To check out the readability score of your writing, plug it into Readable.io. It tells you what education level a person needs to be able to understand your work. The lower the grade level score, the easier it is to read.

the readable app on a tablet

  • Adding the Grammarly plug-in to your word processor or browser is a good way to catch usage errors while you self-edit.

grammarly for self-editing

Writing Clear Sentences: It’s in the Bag

The key to writing clear sentences is recognizing when your grammar gets sloppy. It’s knowing what filler words look like and how passive voice sounds.

The best way to learn all of these concepts is to edit, edit, edit.

Self-edit all your writing. Then, hand your writing over to a trusted editor. Listen carefully to their feedback and add it to your writing toolbox.

If you’re still struggling, enlist high-quality editing and grammar tools. They’ll help whittle down your writing further.

Don’t worry: You CAN and WILL improve. It just takes practice! ✍️

grammatical errors
Julia McCoy

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

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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?

michael-scott-no

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.

Let's talk about 10x typos - the ones you never want to make online (versus the ones no one cares about). @JuliaEMcCoy Click To Tweet

grammatical errors

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?”

hmm

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”:

grammar-revolution_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.

Avoid expletive constructions in your online content. No, they're not swear words: they're words without a meaning. @JuliaEMcCoy Click To Tweet

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:

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 lose an o.)

C. Affect vs. Effect

The sentence: “The affect the movie had on me was incredible.”

Why it’s wrong:

  • “Affect” is a verb used to describe a change that’s happening (usually, not always).

What to use, instead:

  • “Effect” is usually a noun that describes the result of the change. (Remember, to talk about “the effect” of something, you need two e’s, as in “the e” Also: The movie can affect you as you’re watching it, but the effect it has on you happens later.)

confusing-words-affect-effect

Image via Writing Explain

D. Their vs. They’re vs. There

The sentence: “Their at the bookstore looking at science fiction.”

Why it’s wrong:

  • “Their” is a possessive pronoun meant to show belonging to a group of two or more people.

What to use, instead:

  • “They’re” is a contraction of the phrase “they are.” To determine when you need it, sound it out in place of whatever “their/they’re/there” you’re considering.

Additionally:

  • “There” refers to a place or moment in time.

Why it matters: When you use the wrong words in your sentences or mix up homophones, you look like you don’t know what you’re doing on a very basic level. If you can’t even write a simple sentence correctly, what could that say about your work in general – especially if your work involves writing for a living?

Avoid using the wrong word in the right place. This online #content common error could present you (the author) as sloppy. @JuliaEMcCoy Click To Tweet

3. Misuse of Apostrophes (Mixing Up Plurals and Possessives)

What’s wrong with the following picture?

oldnavy_letsgo

Image via Gawker

“Lets” is not a word.

What’s missing here is the apostrophe. Without it, we can’t form the contraction for “let us” – “let’s.”

What other times should you use apostrophes?

  • When you’re noting belonging or possession, i.e., “Dan’s car,” “The kids’ lunch,” or “Sally’s horse”.
  • When you’re using a contraction, i.e., “You shouldn’t do that,” “I don’t care,” or “Let’s see what we can do.”
  • Don’t add apostrophes everywhere like you’re Oprah (“You get an apostrophe! You get an apostrophe!”).

sports-bar

Is the owner of this bar named “Sport”?

Image via HubSpot

Why it matters: Inconsistencies in punctuation look unprofessional. They also make your content writing look rushed, like you couldn’t be bothered to stop long enough to put your apostrophes in the right places.

Don't misuse apostrophes in your online content. They make you look rushed and unprofessional. @JuliaEMcCoy Click To Tweet

4. Blatant, BAD Misspellings

Did you know that the human brain can read words that begin and end with the correct letters, even if the middle is jumbled up?

live-science-jumbled-letters

Despite this fact, there’s no excuse for really obvious spelling errors.

None.

A photo of the White House taken with an

(Especially if you’re a presidential candidate. *facepalm*)

Image via Impact

Every single word processor out there has spellcheck. Why aren’t you using it??

Why it matters: Point blank: Blatant, glaring spelling errors that jump off the page make you (and your team) look lazy.

Don't make blatant spelling errors in your online #content. The typos that jump off the page make you (and your team) look lazy. @JuliaEMcCoy Click To Tweet

5. Using “In Regards To”

This one, unfortunately, is a common phrase you’ll hear too many smart people repeat.

Lots of people say it/write it when they want to introduce a new topic without yanking the rug from under their audience’s feet.

Often, you’ll see “in regards to” used to help smooth the way.

First of all, it’s incorrect. The proper way to put it is “in regard to.” It means “in reference to.”

Second of all, “regards” are your best wishes, greetings, or compliments to someone else. In the olden-days of letter-writing, you would put “with regards to ___” or “give my regards to ___” at the end of a note when you wanted to send your love or affection to someone other than the recipient.

regards-dictionary

Third of all, “in regard to” doesn’t mean much. It’s just a wordier way of saying “concerning,” “regarding,” or “about.”

Stuffing your content with clunky phrases like this weighs it down, making it harder to read.

Instead of quibbling over whether there’s an s at the end of “regard,” try to omit this phrase from your writing. Look for a more concise alternative, instead.

Why it matters: “In regards to” is not only clunky and incorrect, it’s also overly formal. Sprinkling this phrase liberally in your writing is a quick way to sound pompous and silly while alienating your audience.

Click To Tweet

Wrangle Your Spelling/Grammar and Keep Your Content Marketing Rep Intact

As marketers, it’s our job to be the best communicators to connect with our audiences.

If you commit any of the above grammar goof-ups, your reputation, authority, and marketing ROI will be on the line.

Don’t let one mistake topple what you’ve built. Be vigilant about good grammar and spelling to make your communication as clear and effective as possible.

It should build your authority, not tear it down.

 

 

content creator
Julia McCoy

How the Right Content Creator Can Completely Redefine Your Brand

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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.

B2B Using CM

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.content creator blog

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 symbols of a code to categorize and track the amount of items you had. Clay was formed into geometric shapes to mirror the goods they were representing.
  • Pictographs: signs and impressions that represented numbers and specific items. These symbols replaced physical tokens.
  • Logographs: or symbols that represented phonetic sounds. For the first time, writing was no longer tied to counting or tracking objects. People wrote names and titles.
  • The Alphabet: signs that stood for one particular sound that the voice made. This made room for combining multiple signs to represent a whole new word. From the first alphabet came many more renditions, each originating from a particular region.

With each new written form of communication, came the intrigue in spreading that information to a wider audience.

By the time 1450 rolled around, Johannes Gutenberg’s printing press brought forth a revolution. There was an enormous demand for sharing and preserving ideas in print.

In the 1970s, the first renditions of the internet were introduced and the written word was launched into cyberspace.

We’ve been disseminating information from pixels on a screen ever since.

Today: The Shift for Content Creators and Businesses

The power of words is undeniable.

From Shakespeare to hashtags, it’s all about condensing down your identity into a series of signs and symbols.

You can persuade, influence, communicate and create an impact without ever making a sound.

Imagine the impact you can make writing to the four billion people using the internet worldwide?

Well, that made your ears perk up.

The demand for creative content has always been a major part of business strategy. Whether it’s print ads, press releases or commercials, companies have found ways to speak directly to their audience.

Then came Facebook, Twitter, Instagram and YouTube.

With over 3 billion active users, social media has become the language of the people. It didn’t take long for companies to realize that they needed to jump on board to become a part of the conversation.

But it’s more than just showing up.

Having a Facebook account or generic landing page is not enough to sell your brand. The audience on the web today researches services and products they want to support. They buy from brands they want to be associated with.

Customers are looking for a full fledged relationship with your brand, not a one night stand.

To build that relationship, you need to speak to their needs. The best way to do that is through carefully crafted content.

Content writers can turn generic blogs into love letters.

It’s not a skill to be overlooked. Content writing was named one of the top freelancing skills for 2018, with the median salary of over $40,000 a year.

Creating Great Content: It’s More than a Blog

Even if you spend only a few minutes scrolling through articles, chances are that you soak in some of the information.

With the unique ability to speak directly to their targeted audience, content writers are able to recognize what is important to the reader.

The impact of their words reaches far beyond the time you spend actually reading or viewing their content, even if you don’t recognize it.

Remember, we’re ninjas.

The best content creators find what’s at the core of the product they are selling, and emphasize that. Dos Equis was never associated with the most interesting anything until their manly mascot came around.

Putting creativity at the forefront of your content strategy is a way to reach consumers without overselling your brand.

One content creator, Nanette Burstein, and her team turned the negative connotation of “like a girl” on it’s head in the Always marketing campaign. The #LikeAGirl movement urged girls and women of all ages to aspire to reach bigger goals and celebrated their accomplishments. The content Nanette created associated Always with female empowerment while also selling more feminine products.

Metro Trains had a very simple message for passengers: don’t mess around on trains. Instead of posting signage and warnings, their creative team designed a video depicting “Dumb Ways to Die” with a catchy jingle and cute characters to match. The result? Over 165 million views on YouTube and counting.

I think they got their message across.

Content creation does not have to be directly associated with the products you’re selling. It’s about creating content that’s appealing to your target audience while also sharing your message.

Creating valuable content transcends your products. At the end of the day, you’re building a relationship between your audience and your brand.

Content Creators that Care: Building My Team to Support a Growing Industry

Though my brand, Express Writers, absolutely does offer high-quality content services, I also grow it as a means of supporting a community interested in online content.

Have you read our ultimate guide on What is a Content Strategist, yet?  Check it out here! You can read it online or download and save for later.

Beyond the products we sell, we offer resources to businesses, freelancers and anyone wanting to learn about content marketing.

I started the Write Blog, Write Podcast and #ContentWritingChat as a way to continue the conversation about what’s important in the writing world to everyone, not just our customers.

I’ve even built an online content marketing and strategy course to help everyone learn the skills to be successful in the content realm.

You, too, can become a member of the content creator ninja society.

There’s no need to keep these skills secret. Content creation is not about competition. The purpose of writing has and always will be to share and preserve valuable content.

Maybe your creative content team will come up with the next gem worthy to have a seat next to Coca Cola’s “Share a Coke,” or Wendy’s “Where’s the Beef?”

The possibilities are endless when it comes to building content around your brand.

So don’t take Volkswagen’s “Think Small” advice, no matter how well it worked for them.

It’s your content.

Think big.

pasop formula
Julia McCoy

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

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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

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

pasop formula graphic

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.

convertkit sequence

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 use PASOP in these sequences, you’ll nail that persuasive tone and potentially inspire more action from your readers.

Done right, email drip campaigns can sell products completely hands-off!

Here’s how PASOP usually breaks down in an email sequence:

Email 1

  • P – Present a problem (problem #1) relevant to your readers.
  • A – Agitate the reader so they feel some emotion about the problem. Make the problem sting a little.
  • S – Present the solution to problem #1 (which is not necessarily what you’re selling).
  • O – Show a positive outcome from using the solution. Provide data or testimony that proves its worth.
  • P – Bring up another problem (we’ll call it “problem #2”), one you leave open-ended. This is the cliffhanger dangling at the end of email 1 that builds anticipation for email 2, where you’ll provide the solution to problem #2.

Email 2

  • P – Begin by presenting problem #2 from the end of the last email.
  • A – Agitate the problem and stir the pot.
  • S – Present the solution to problem #2.
  • O – What are positive outcomes of that solution?
  • P – Bring up another problem at the end of email 2 – we’ll call it problem #3. Leave it unanswered, and maybe hint that the solution is coming in email 3.

Email 3

  • P – Present problem #3 to the reader.
  • A – Agitate the problem. Make the reader feel emotions about it.
  • S – Present your solution, which is what you have been building up to this whole time. This is where you link to a sales page or landing page and really sell it.

As you can see, each consecutive cliffhanger builds up anticipation for email 3, which provides the final solution. This not only helps you sell more, it helps you get more opens for your next emails in the sequence.

Joanna Wiebe of Copy Hackers is a noted promoter of this method, especially for emails. In fact, in this Inc. interview, she described it as her favorite copywriting formula:

2. Blogs and Landing Pages

While it’s perfect for email sequences, PASOP could also be employed as a blog or landing page outline with equally great results… especially if your content needs to have a strong call-to-action.

If you do use it in this fashion, divide your blog or landing page topic into three “acts” or related problems. Use PASOP to lead the reader through the story, one problem at a time.

The formula will keep them reading through your entire post. Then, when they reach that final solution at the very end, they will be fully warmed-up to respond to your CTA.

3. Promotional Tweets

How about tweeting with PASOP in mind if you’re doing a little promoting?

The great thing about using the formula here is it ensures you’re providing value right off the bat. You’re not making the reader jump through hoops – you’re stating the problem and giving them a solution and outcomes immediately.

This helps hook readers and keeps them interested in what you’re saying as you lead them through an entire sequence of tweets. Ultimately, these could culminate with a call-to-action and a link to whatever you’re promoting (your final “solution”).

4. Webinars and Presentations

Want to keep people hanging on your every word during your next presentation or webinar?

Yep – Just say “PASOP.”

Present a problem with major relevance for your audience, evoke emotions by stirring the pot, entice them to stay in their seats by providing immediate value + a solution, then rinse and repeat.

Just remember to keep your ending problems in each PASOP sequence open-ended for a short amount of time to build suspense, then close that open loop.

PASOP Examples in Action: Awesome, Persuasive Emails, Conversion-Friendly Landing Pages, and More

This formula can get a bit confusing if you only talk about it. Let’s look at it in action to see how it works.

1. CoSchedule – One-and-Done Riff on PASOP

Here’s a riff on the PASOP formula in an email from CoSchedule. They send this one after you sign up for their free Headline Analyzer:

As you can see, it doesn’t quite follow the formula to a tee, but it uses the basic structure to great effect – and in very few words!

If you find CoSchedule through their popular Headline Analyzer tool, they use this email to introduce you to their blog. Smart stuff.

2. Copy School – A Landing Page Take on the Formula

Here’s another example of PASOP in action on the landing page for Copy School by Copy Hackers.

It starts out by identifying a problem you, the reader, probably have. Then they push on that problem and make it hurt just a little (that “voice in your head” telling you you’ll fail):

Next, they present the solution and outcomes: signing up for Copy School plus what you’ll get out of it.

No more “guesswork,” better performance, and a “clear understanding of what makes a message succeed or fail” – those are the outcomes, as well as “functional mastery over email and web copywriting”:

There’s no additional problem presented, here, because PASO is convincing enough on its own.

This example is an excellent demonstration of how to use the formula in a way that suits your needs – meaning, you don’t have to follow it to the letter. You can make it your own, leave out parts, and play with it.

Of course, if you don’t feel comfortable enough with your copywriting yet to do that, you can absolutely follow PASOP as a rigid outline and still get great results. That’s the beauty of using a formula!

3. The Sales Funnel Architect – Nailing the Cliffhanger

Here’s an example of the final “Problem” portion of PASOP (that last “P” in the acronym) from The Sales Funnel Architect:

The email ends with a problem (not fully understanding the sales funnel can lead to gigantic mistakes in your marketing campaigns), and it doesn’t provide additional information. The problem is just laid out there…

And that’s it. You have to wait for the next email to get the solution (in this case, the additional information you need to fully understand sales funnels).

Compelling, right?

That’s the point.

Be More Persuasive and Sell More with PASOP

You don’t need to come up with inventive, ground-breaking copy every time you want to sell something.

If all writers tried to do that, our brains would be mush. No one has that much creativity.

Instead, rely on what already works, on what’s tried-and-tested. A copywriting formula provides a structure to follow, giving you legs to stand on.

All you have to do is fill in the blanks.

Then – boom. Persuasive copy. More clicks. More conversions. More sales.

Sound good?

Of course it does. However, you might not be totally confident in your copywriting skills. (Or maybe you’re not a copywriter at all!)

If that’s you, Express Writers can step in. Let us write compelling email sequences for you, ones that work. Check out our email copy packages, and let’s do this.

online content primer
Julia McCoy

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

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“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:

lets break the rules English

Courtesy ivcc.edu

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 online content primer

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.

amazon bookstore launches

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.

Print-and-digital-engagement-graph

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.

No.

(X that by 1,000,000.)

In fact, I’ve talked to the chief editor of SmartBlogger, who helps create convincing “hooks” that are a big factor to their site earning 100+ new subscribers per day. 

Do you know how long he’ll spend editing this “hook” – a little matter of 100 words or less, the first words in the blog?

45 minutes or more. That’s after it’s been written, folks.

So, fine-tuning online copy into something beautiful – living, readable, NON-stuffy-college-AP is a work of real art.

And time.

Effort.

Now that we’ve cleared that up, let’s continue into the real differentiation points.

How and Why Online Content Differs from AP English: 3 Big Differentiation Points

Now it’s time for a little show and tell.

1. Online Writing Has a More Conversational Content Structure

Consider the structure of online marketing expert Neil Patel’s blog when compared to an AP Language response that scored an 8, just one point away from perfection.

That’s not fair, you say.

Of course we acknowledge that a professional blog and AP essay are like comparing emails and Snapchat messages but here, the writer’s objective is the same: to persuade.

For English essays, you may have been taught to write in the most logical order. The structure of your paper could read something like A is true because B, C and D. In contrast, bloggers pick their letters from a Scrabble bag and find their own way to prove the same point.

In school, many of us are taught that a new paragraph distinguishes the start of a new topic. The same goes with most AP tests. The structure is rigid and formulaic.

New paragraph, topic sentence, supporting ideas, repeat. The format continues until the time runs out.

This static structure is perfect for graders and students alike. Follow the formula, and you will at least score a mediocre grade until you embellish it.

For online content, keeping a tight knit structure is a sure-fire way to get readers off your page.

Compare the same blog as pictured above to a page pulled from the novel, The Strange Case of Dr. Jekyll and Mr. Hyde, and the difference in structure is clear.

jekyll and hyde vs online content

Scrolling down a page and turning a page are not the same experience. For online content, readers eyes are locked on the screen.

Blogs have to be structured differently because of the way viewers interact with them. This means altering the length of your sentences and varying your word choice. The overall structure is more of a conversation with the reader.

Just look at how many paragraphs from the book start with the same word:

“He sprang,” “He turned,” “He thanked.”

A mere glance over at Patel’s blog shows a vital difference in structuring online content.

In online content, it’s all about readability. In other words, a differentiated variation and pace in each sentence.

Blogs must engage with the audience as if they’re individual participants. Though there is a basic structure, there is no hard fast rule of how many topic sentences you must incorporate.

The importance lies in the rhythm of your writing.

In this case, paragraphs do not always need to distinguish a change in topic. They should instead follow the flow of your thoughts. Just like writers take a natural pause when typing out their ideas, readers too need a mental break to digest the information.

Another reason why the generally accepted paragraph structure just doesn’t fly for online content is that we have other tools in our belt.

Nothing screams “I’m moving on to my next point!” louder than a heading.

Variation is key when it comes to constructing a stellar online paragraph. Keeping that in mind, here are a few rules to follow:

  • Incorporate both short and long sentences and paragraphs to break the monotony. If you’re going to make a few points all in one block of text, follow it up with a short sentence. See. It’s effective.
  • For online content, the average paragraph should be between two and four sentences. Include one sentence paragraphs in between to emphasize a point.
  • Avoid beating a topic to death. Unlike an AP exam, you don’t have to repeatedly prove your extensive knowledge to the audience. When it’s done, move on.

2. Online Writing is Shaped by Your Style

Online content does little to quiet the voices in your head. If anything, it encourages them.

The basics of writing are taught at a young age. Teachers scribble red marker over the missed capitalization and add commas where students forget.

Though grammar is a fundamental stepping stone in learning how to write, it does not necessarily make you a great writer.

“What voice in my head? I don’t have one.”

That was the response of one 12th grade student in Long Island after being asked to free write.

You would think this would be the easiest assignment for a teenager. In reality, all of the grammar lessons in the world had not prepared her to share what she really felt.

Students are constantly reminded to keep “I” statements out of their writing.

While in context, this is the correct way to approach writing an analysis on To Kill a Mockingbird, the same style rules do not apply for online content.

As a content writer, your words speak directly to the reader.

That’s you!

Blogs are filled with empathetic language to relate to the audience. It’s all about emotional marketing value (EMV).

For example: the words exploit, urgent and miracle are much stronger language to use when selling an idea to an audience.

From our friends at CoSchedule

Just look at how many times Neil Patel directly connects with the audience in this line.

You, you, and you again.

Selling products on Instagram is not a flashy topic in the slightest, but he’s found a way to connect with readers by directly calling them out.

Now, imagine the lack of connection if he’d written:

“A popular Instagram account already has followers and customers that want to buy their products.”

Bam! Point made.

Inserting your own voice into your writing will distinguish it from the masses of online content. You can make it personal by adding anecdotes and details that are specific to your experience.

Having a distinctive voice will also make your writing more relatable.

A blog isn’t a paper you turn in at the end of fifth period. Blogs are conversations.

Choose your language on purpose. Don’t be afraid to talk to your audience. Defy your teachers and use “I” statements. Just don’t use them too much, you’re only one piece of the puzzle.

3. Online Writing is Formatted for Readability

No matter how enthralling the content of your writing is, people see your writing before they start actually reading it.

Where speed is a key factor in AP English, appearance holds the same weight for online content. Nothing instigates a quick click to a new website faster than large blocks of text.

This point is made apparent when circling back around to Patel’s blog and the page from The Strange Case of Dr. Jekyll and Mr. Hyde.

Say goodbye to the five paragraph rule. Blogs are all about white space.

Shorter paragraphs are essential because they imply simplicity. Even if you are writing about a heavy topic, readers will be able to navigate through the blog without feeling intimidated. The rule new topic, new paragraph, doesn’t apply here.

Look closer at Patel’s blog. In only nine sentences, he’s managed to include seven separate paragraphs.

Had he chosen to combine all of the sentences into one paragraph, it would look too overwhelming.

Before reading a chapter of a book, I always check how long it is. I’m more inclined to read two chapters that are ten pages each as opposed to one twenty page chapter. In my brain, the small break awarded to me after I finish the first chapter makes me want to keep reading.

Line breaks visually show readers that they can handle the material. They gently coax them in as they whisper, “We can do this. It’s not too dense.”

Most online content is screened rather than thoroughly read, so shorter paragraphs also allow you, the writer, to emphasize what is important.

The best way to accomplish this is by including short, one sentence or even one word paragraphs. They also break up more detailed content to directly speak to the audience.

Do you need more reasons to include short paragraphs?

Good, because the list keeps going.

Why short paragraphs? Well, they…

  • Create a dramatic effect
  • Highlight a specific idea or statistic
  • Directly address the reader’s emotions
  • Can be an effective call to action
  • Catch the reader’s attention

Short paragraphs shouldn’t be thrown in purely for drama. You must carefully consider your language and the benefit to your piece as a whole.

Also, you do not always have to switch back from long to short paragraphs. That will just create an awkward and noticeable pattern in your writing. Short paragraphs can be added in sporadically or even follow a more gradual decline in words.

The Final Test

Are you ready to take the exam?

If this was indeed the end to the brief course in AP Online Content, what would your grade be?

The good news is that there is no final exam, learning to write is a continuous process.

Although scoring a 5 on your AP English exam didn’t exactly prepare you for the world of online content, don’t let it hinder you either.

Instead of unlearning what you were taught, try to learn more.

At their core, these extensive English courses are building blocks for everyone to become strong, honest writers. The approach to writing as a process and emphasis to write on demand, are solid preparation for the tight deadlines required by many clients.

Although I hope you never encounter a client that uses a stopwatch.

There is no need to curse your teachers for the lessons they taught and for those they left out. What is vital to understand is that writing online content and writing an AP English essay are not the same thing.

Writing a blog with the same scientific approach as a student does for AP English will not score too hot with audiences.

But that’s the thing, it’s not about the grade anymore.

Online content puts you in both the student’s and the teacher’s chair.

Expand Your Knowledge in Online Content

As an online content novice, it can be hella difficult to navigate your way through this world alone.

Beyond structure, style and formatting, you’ll soon encounter lingo like SEO, algorithm, responsive, tags, meta and well, you get the picture.

So – don’t go it alone.

If you like to read, here’s a few books I recommend to assist your knowledge of why and how online content fits into today’s world. Disclosure. I wrote two. But they’re really good, and lots of others think so, too.

Need structured, 1:1 help? Trying to comprehend the extensive ins and outs of content marketing can feel like diving in the deep end before learning how to swim. That’s a big reason behind why I created a course last year – to answer those massive questions in profitable content strategy.

And, of course, we also have to ask… Need some backup with writing your own online business content?

Don’t worry, we won’t let you drown. Our writers weren’t born with the ability to produce perfect online content. Writing is a skill that takes constant research, devotion and above all, practice. After completing more than 11,000 projects to date, we know all about that. Check out a few of our expert team writers here. And if you need some help, talk to us about how to get started. 

julias masterclass cta

marketing content writer
Julia McCoy

Your Essential Guide to Finding an Awesome Marketing Content Writer

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Did you know?

In today’s content marketing, 47% of all content creation is outsourced.

Content creation CMI

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.

finding a 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.

Content-Marketing-Usage

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.

finding a writer cartoon

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:

Craigslist-Post

We have a very specific writer testing process at Express Writers that includes a proctored test (timed test that we set up with multiple questions on copywriting, SEO and content marketing), and a written sample with guidelines and specifics. 90% of candidates that come to us do not pass this testing process.

4. Be Specific with Hiring Expectations

Most writers are hired on a 1099 contract basis. They may have their own rates but you should have a budget in mind too. Will they be able to include a byline? Do you have a specific word count? These are all things to consider before you talk in depth with applicants.

5. Hire a Writing Agency

Searching for a writer on your own can feel overwhelming. A few scrolls through Craigslist and LinkedIn can quickly send you through a black hole online.

Even with samples, how can you ensure a writer’s content will be on point with your business? Can they guarantee no spelling errors?

Writing quality is at the top of our priority list. Only 2% of writers pass our applicant tests. They are verified from the start, and continuously trained on SEO and best marketing practices. Read more about our process.

express writers process

A final draft from the writer still jumps one more hurdle before being sent to a client. Our content quality specialists check every project to ensure it meets both the client and our standards.

Full transparency of our pricing and quality levels, as listed here, ensures everyone is on the same page.

4 Tips for Hiring Content Writers

With all of this research you may start to realize one thing: writing isn’t easy. It’s important to consider the quality of content you are paying for as opposed to only quantity. Don’t get bogged down by strict SEO guidelines when you’re trying to find the voice of your brand. Expert content writers can effortlessly fuse marketing techniques while producing high quality content.

1. Don’t Get Hung Up on the Rates

Consider why one writer charges $10 per post and the other charges $50.

Don’t look for a bargain when it comes to your content. Top notch writing will be more expensive, but it’s well worth the value. Not every business requires the same type of copy.

We’ve broken our pricing down to three quality levels: General, Expert and Industry.

express writers pricing

Each level ranges in research, SEO integration and voice to fit every niche.

2. Quality First

Don’t have it in your mind that you need 5 blog posts a week no matter what. Quantity is worth sacrificing in favor of quality content. When hiring a writer, you’ll quickly be able to tell whether they are writing for a real audience or only for the web.

3. Remember Your Readers

Yes, you will be reading this content but you’re not trying to sell to yourself.

Think about your audience. What are topics that they want to learn about? How can you help them get the most out of your products as opposed to just selling them more? The best content writers will turn your one time customers into loyal followers.

4. Don’t Forget About the Marketing Side

The whole point of integrating more content into your site is to further market your brand. There is a delicate balance when optimizing content for online. Don’t overburden yourself with keywords and SEO strategies. Find a writer that will seamlessly work those things into their content without you even noticing.

Summarizing The Top Traits of Superstar Content Writers

Now that you’re equipped with all of the strategies on how to find the best content writer for your business, be prepared to be flooded with applicants. The narrowing down process is a tolling and time consuming task.

Lucky for you, not all writers are the same.

There are a select few skills that every great content writer possesses that sets them apart from the rest. Once you can identify these, you’ll be on your way to hiring the perfect candidate. Here’s a shortlist.

Top Writing Traits to Look For

  • Comfortable adapting to different subject matter and audiences
  • Ability to thoroughly research and use reliable online sources
  • Clear understanding of SEO
  • Pro at managing their time
  • Strong editor and proofreader
  • Unique voice that shines through
  • Clean formatting skills
  • Expert at using language to communicate

All of these traits distinguish superstar content marketing writers from their counterparts.

The ability to adapt means that even if you are running a fitness business, the writer that you hire will be able to think outside of the treadmill. They can write about a winter squash recipe while still sparking the interest of dedicated gym rats.

Thorough research goes in line with adaptability. An expert writer doesn’t mean that they are knowledgeable about every subject. Their expertise refers to their understanding of deciphering credible online resources.

Knowledge of SEO is just one aspect. The best content writers will also keep up with the trends to ensure their content ranking is continuously high.

It’s likely that the content writer you hire, especially if they are outsourced, will be juggling a few different projects at once. Professional content marketers set deadlines for themselves even when none are required so that they are always on task.

A great writer is also a great editor. Even spellcheck doesn’t catch everything. The best content writers continuously proofread their work. They also can edit themselves when it serves the quality of the content.

Some content writing is like following a basic formula. However, writers that go beyond the formula do so by distinguishing their unique voice throughout their work. A writer’s tone can bring life to otherwise monotonous subject matter while still sticking to the point.

In a matter of seconds, your audience will decide whether or not to keep reading. Sometimes this has nothing to do with the content at all.

Clean formatting plays a large role in keeping readers engaged.

Exceptional content writers will structure their articles so that it is pleasing to the eyes as well as the mind. This means including bulleted lists, numbers, bold titles and breaking up large blocks of text.

Above all, content writers are trying to reach people through their words. The best writers have a command over the written language. They don’t try to fluff their content with confusing language or stray away from the focus of the article. Instead, they speak to people as if they were right beside them, and show instead of tell.

Are you Ready to Hire an Expert Marketing Content Writer?

All of this information may make it seem like hiring a marketing content writer is overly complicated. The truth is that it is definitely not. Finding the perfect writer or team or writers to take over your content online is crucial to running a successful business. Investing in content will help you reach a wider audience and keep them coming back.

Outsourcing is a great option when hiring marketing content writers. You have a better shot at finding a freelance quality writer rather than training an in-house team to handle all of the responsibilities. Using a professional content service will ensure high quality content that is specifically designed to reach your target audience. Outsourcing also gives your team the opportunity to focus on their areas of expertise.

Producing high quality content is our bread and butter.

Over the years, we’ve curated an expert team of writers with a passion for content writing and a deep knowledge of industry tools.

Our team of marketing content specialists will set your business apart from the rest by creating engaging copy for any of your marketing needs.

See your online presence grow and invest in a truly valuable content marketing strategy with the right writer. Talk to us today.

CTA ew content strategy

freelance copywriter
Julia McCoy

How to Start Your Career as a Freelance Copywriter

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Around 2007, Don Draper and Mad Men catapulted copywriting to the top of nearly everyone’s “possible career” list, even if they already had a career.

Now back then, I was just a 16-year-old homeschooled, bespectacled creative nerd, going through an early semester of college and writing fiction books. (Yes, that was really me at 16.)

But if I was starting my career and knew about the show, I’d probably have bought a typewriter and researched positions listed by ad agencies.

The truth is that the lifestyle of a copywriter isn’t nearly as fanciful as the characters on Mad Men.

That doesn’t mean, however, that this career path isn’t full of creative freedom, flexibility and the occasional Old Fashioned.

So, what does it mean?

That brings us to today’s topic.

Let’s dive in and talk about how to start your career as a freelance copywriter.

become a freelance copywriter

What is a Freelance Copywriter?

Whenever I used to mention to my family that I was earning work as a “freelance writer,” back in 2011, I had to remind them what the word “freelance” means.

For some reason they’d get too distracted by the “free” part and assume it meant making no money.

Working freelance means working on a contract or project basis. As a freelancer, you choose clients you want to work with, set your own rates, create a schedule and hold yourself accountable.

Freelancing is one of the most on-demand types of work. As a copywriter, accepting jobs from various clients allows you to diversify your portfolio.

“Copy” is just another term to describe words. To take it one step further, copy is the written content used to market a specific brand or product. Copywriters create content for promotional and commercial use. Copy can be used for advertising, websites, billboards, email campaigns, newsletters, you name it.

As a freelance copywriter, you may find yourself creating catchy taglines for magazine advertisements or composing a unique blog article optimized for the web. You’re a covert salesperson, and the main tool you’re working with is your words.

How to Get Started as a Copywriter

Luckily, freelance copywriters do not have to invest too much in equipment. Mainly all you need is a computer, internet access and Microsoft Word.

You may think you have a knack for catchy taglines but “Got Milk?” wasn’t built in a day.

Just like any other job, you have to gain experience in order to become better. The main difference for freelancers is that you have to seek out these opportunities. With the surplus of blogs, magazines and pretty much anything on the internet, inspiration is easy to find.

Read!

One of the best things you can do to become a better writer is to become a better reader. Find blogs, websites and magazines that you love and subscribe to them. Find out what makes them so compelling to you and try writing this way.

Get Organized

As a freelancer, you will have to make your own schedule. I know, this is awesome, but it can also be overwhelming without any strategy. There are a few ways to go about this depending on your work style. You can go classic day planner route or try a free organization app. It’s good to become familiar with these programs now, because it’s likely that one of your clients will use them to organize their writing assignments.

A great tool freelancers is Asana – this can help you organize tasks, set deadlines and attach files.

Get Experience

I advise to not take on a paid project without developing a writing portfolio. Most jobs you apply for will require you to send writing samples. They also want to see that you have published work online or in print. If you’re just starting out, you can build your portfolio by starting your own blog, taking unpaid gigs for friends and family and contributing to websites.

Research

At its core, copywriting requires you to be a skilled writer.

However, there are many other trends to keep up with depending on the type of jobs you take. If you run a company’s blog for instance, you need to know how to optimize your article for search engines. Sometimes it’s not enough to create captivating social media posts. Platforms are constantly changing their algorithms which affect how much your post will be seen.

Explore online tutorials, videos and training materials to help you along the way, like my fully-immersive industry content marketing course.

What Type of Copywriting is For You?

As a beginner, it’s good to try everything. However, as you gain experience you’ll find topics that you prefer to write about and copy that you prefer to write. Each type has its own style and purpose.

SEO (Search Engine Optimization)

Includes: Website content, blogs

Focus: In addition to creating high quality content, SEO copywriting also needs to enhance the webpage’s visibility. There are a ton of different techniques to make a page rank higher, but the best SEO copywriters can integrate keywords, links and calls to action without affecting the readability.

Technical

Includes: Articles (web and print)

Focus: Technical copywriting requires that you have an area of expertise. These articles will be less about creating a fun story and more about sharing specific knowledge and research with your readers.

Creative

Includes: catchy phrases for advertisements, blogs, branding

Focus: Remember the Kit Kat jingle? Of course you do, because it was written to stick in your mind. Creative copywriters try to tell a story with their words, which makes them prefect for developing a company’s image and brand.

Marketing

Includes: billboards, advertisements, emails

Focus: It helps to have a background in marketing for this type of copywriting. The advertisements, email campaigns and even billboards you’ll be creating need to influence the public by speaking to their needs, while not sounding too sales-like.

Content

Includes: how-to guides, blogs, newsletters, social media, scripts, billboards

Focus: As a content writer, it’s good to know what topics you’re passionate about. Content copywriters develop blogs and newsletters dedicated to providing more information about a certain subject or product. Your writing is meant to turn one-time customers into dedicated followers because you provide them with useful information.

It is not required to pick a specific niche as a freelance copywriter. You do not want to limit yourself at first. Naturally, you will find that you enjoy writing in different styles and for different purposes. As this starts to happen, you can focus in on one area to take your skills to the next level.

Remember, Copywriting is Your Job

Even if your office has now turned into your favorite coffee shop, it’s helpful to remind yourself that this is still your job.

Freelance copywriters make a good living, but it requires a lot more hustle than working a typical job. It’s good to be aware that work will not always be consistent. You have to continually seek out new projects. If you want to be taken seriously as a freelance copywriter, you have to be serious about it too.

Just like you’ll be promoting other products, learn to promote yourself as well. It’s a good idea to create a website, LinkedIn page and social media accounts that promote your new position. These are the perfect first places to post your work, network with other copywriters and seek out new clients.

Set standards for your work.

Unlike many other jobs, you can set your own fees, which may be difficult depending on the type of client you’re working with. This is one of the most confusing parts about freelancing. Everyone goes about setting their rates in different ways. You may find some copywriters charge per word while others have a set fee.

When setting your rates, factor in your experience level, type of research you’ll be doing, time, value of the material, revisions and deadline you’re given. It’s easiest to charge a flat fee for specific types of writing. For example, you can charge $30 for a 500 word blog post, which includes the time you spend researching. On average, this should take around an hour. With more experience, you will naturally become faster at the process and your prices will increase as your writing develops.

Different types of copywriting require different rates. Remember, this is how you’re making your living. Even though you are not a full-time employee, you are providing clients with material that is integral to their business.

Time to Get Started in Freelance Copywriting?

Honestly, the best way to start a new venture is to jump right into it.

The more your write, the better of a writer you become.

You may find yourself developing a jingle for water bottles or writing blogs about the latest trends in at-home exercise. Early on, you’ll be able to find jobs through LinkedIn, Facebook, Craigslist and Indeed. You will learn both the type of writing you’re passionate about, and also the type of client you want to work with. Writing trends are constantly in flux, but one skill will never go out of style is the ability to write well.

Need help? I teach a content marketing course for freelancers. Come join me and grab your seat in class for only $99/month.

content writing
Julia McCoy

8 Keys to Content Writing Success (for Freelance Writers & Marketers Hiring Writers)

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These days, content is apparently king.

But writing content that rules over your competition is not that simple.

According to Time, the average reader spends only 8 seconds reading a piece of content. 

(That’s probably gone down some, considering that statistic is a few years old.)

So it goes without saying: creating engaging, valuable content that helps your target audience is vital.

These days, in order for businesses to increase traffic and revenue, it’s essential to invest in content marketing — and therefore, expert content writing.

According to CMI, higher quality content creation accounts for 78% of content marketers’ increased success in the industry, over the past 12 months (CMI’s 2018 Benchmark).

cmi 2018 benchmark content

What’s more, 47% of marketers today are outsourcing their content.

cmi 2018 benchmark

So, we’ve established how much content creation matters today — and how nearly half of all content created is outsourced!

If you’re reading this, chances are you’re one of three individuals:

  1. A writer who has heard of content writing as being one of the most profitable forms of writing.
  2. A content writer looking to brush up on your skills to get yourself ahead of the game.
  3. A marketer or business owner who is looking to step up your marketing strategy by hiring a content writer.

No matter what drew you to this article, you will walk away with a clear understanding of a major factor in online business success:

Successful content writing.

Let’s get into the good stuff!

content writers guide

What is Content Writing – Rather, What’s Good Content Writing?

Written content comes in a number of mediums: blogs, social media posts, web pages, articles, white papers, video and audio recordings.

It is information on a specific topic focused on a targeted audience.

The key here is audience.

If written content fails to attract its target audience, there’s not much point to the content to begin with.

A lack of audience engagement in your content results in a low ROI.

So then, what makes attractive written content?

Think about the best movie you’ve seen recently.

Got it?

Why do you like it? Was it the special effects or music score? Maybe it had a great storyline or focused on a topic of interest.

Chances are, the best film you can think of was a combination of these aspects in order to make it memorable.

So what’s my point?

Good content writing is similar in the way that it combines several key aspects in order to engage readers and perform well in search engines.

Impressionable writing requires creativity, SEO tactics, consistency and purpose.

We’ll soon delve into ways on how to achieve this.

But first, let’s cut to the chase:

Why is Good Content Important?

Quality online content drives marketing in almost every respect.

If your content is also optimized for search engines and draws organic traffic, you’ve hit the jackpot.

Leading businesses know the value in this and are looking for the talent to create it. The internet is a crowded place and it’s only becoming harder to stand out.

State of Inbound

While good content brings in audiences, great content generates higher conversion rates.

This is THE trick in driving revenue.

Lucky for you, we’re going to reveal that trick.

We’ve laid out easy-to-follow guidelines which focus on:

  • What content writers should strive for
  • What employers should look for

8 Keys to Successful Content Writing

Successful content writers have it all.

Aside from being wordsmiths, they are SEO specialists, social media gurus and expert marketers.

They create the online content, which drives traffic, charms Google and turns skimmers into subscribers.

Although this description seems loaded, it’s easier to grasp when broken down.

So, what are we waiting for?

Successful content writing in 2018 is:

Amy Pohler giphy (4)

Amy Poehler!

Just joking.

1. Audience-Focused

Reel in your audience and you’ll reap the rewards.

This is because Google’s main focus is keeping searchers happy.

So, if you’re catering to audiences, Google will cater to you.

By creating relevant and helpful content that puts your audience first, you will enjoy more success. It’s a healthy cyber relationship.

To know how to help your audience, you need to understand their pain points.

Research your competition and take note of what they’re providing.

A competitive content audit can help you focus on WHO your competition is and HOW they’re positioning themselves in front of your shared audience.

When you know your audience, you can answer their burning questions in a voice that speaks to them.

Remember: healthy cyber relationships rely on communication to survive.

2. Dynamic

The best online content writers can master a wide-range of writing styles.

Why’s that?

Content writing projects come in all shapes and sizes.

New Media Services sums it up well.

quality content summary

Some examples of online content forms and their individual styles are:

  • News: Short and concise paragraphs, including the summary of the story near the top of the content piece.
  • Blogging: Friendly, inviting and opinionated. See any of the posts on the Write Blog for examples.
  • White papers: Long-form while providing a solution to a problem.
  • Case studies: In-depth information providing valuable knowledge based on research of a certain scenario.
  • Ad copy: Concise and convincing with the goal of increasing conversion rate. Scroll Facebook on any given day and you’re bound to see ads in the right panel. Here’s an example of an ad from a consultant that makes millions using ads.
  • Ebook: A powerful marketing tool, which can be offered free to boost email subscribers or sold as a product. Here’s an example.

A successful writer is experienced in these fields.

Through this expertise, they can help businesses achieve specific goals with quality content.

3. Expertly Written

Know your topic like the back of your hand.

Once you’ve formulated an idea for your content, be sure to follow through with it.

How exactly should you follow through?

You’ve guessed it:

In-depth research.

Your readers are coming to you for reliable information. If you’re wishy-washy about the subject, your readers will pick up on it and immediately move on.

The way to exude true confidence is through knowledge.

The way to obtain this knowledge is through deep research.

If you dig deep into your topic and deliver the details with a knowledgeable and conversational voice, your content will ultimately become more helpful.

This expert help is what Google values.

More importantly, it is what audiences are searching for.

Successful content writers offer expert problem-solving with every piece they write.

4. Readable – Super Readable.

Readability comes in a number of guises.

However, the trick that hooks most readers is flow.

Let me explain:

Nowadays, readers scan.

As scary as it is, the average attention span of humans is dropping.

Based on data from Microsoft Corp. study

So, to catch their attention, you need to write…

The.

Way.

People.

Read.

Audiences want to easily get material, and walk away having learned something.

Bam. There you have it.

So how do we do that?

Here’s how you can create more readable content:

  • Be engaging – This means cut the fluff. Create content that is clear and concise. Audiences want the most amount of information in the easiest and most digestible way possible.
  • Use the active voice – The active voice is much more powerful and engaging.
  • Proofread – By taking the time to scan through your writing before posting, you can make sure the content is easy to read. This DIRECTLY impacts your ability to engage audiences and keep them reading.
  • Use clear structure – By formatting your content into short paragraphs while using bullet points, numbered lists, and multiple subtitles, you encourage readers to read the article in full. Studies show the success of using formatting patterns that mimic the way audiences read.

Not only will your audience prefer easy-to-read content, Google will too.

If your content sounds ‘strange,’ when read aloud, it can affect your page ranking with Google now.

Since the Google Hummingbird update, the need for readable content has never been more important.

5. Creative

One word is key here: ideation.

According to Cambridge Dictionary, ideation is, “the action of forming ideas in the mind.”

Content writers must continually formulate ideas for either full stories or angles on a specific topic.

Sound familiar?

A content writer’s ability to consistently create many different concepts, ideas and angles that appeal to a specific audience is key to successful online content marketing.

Let’s go back to the statistic

cmi 2018 benchmark content

Where most people go wrong is right here, at the ideation stage.

Sujan Patel, co-founder of Voila Norbert, believes more time spent in the ideation stage will save writers wasting their time in creation, in this article on CMI.

sujan patel

Read The Secrets of Content Ideation: Why 4 Out of 5 Articles Fail

The link between ideation and creativity starts with your title.

By finding the right blend of creative writing and keyword use in your titles, you can entice searchers to visit your page.

This can boost click through rates (CTR) which in turn helps you increase page ranking.

6. Consistent

Being consistent is what keeps successful content writers alive on the web.

This consistency can be implemented in a number of ways:

  • Voice – Your voice defines you and your brand. Keeping this consistent is crucial for successful content writing.
    After researching your audience and topic, you’ll be able to develop the right voice. Your audience will get to know you through your tone and approach. This is comforting and professional, so stick with it!
  • Posts – By consistently posting quality content, the chances of you attracting a steady readership increases.
    A popular online marketing tool for businesses to build brand awareness is through the use of blogs. Blogs feed consistent content to the web, which helps readers find your site and learn more about you and what you offer. Furthermore, blogs also support your brand and creates authenticity. In fact, last year, 65% of marketers planned to increase their use of blogging.
  • Focus – Whatever you do, don’t waver when it comes to your content’s focus. With so much competition, it is crucial that you keep your content focused. Picking a small niche and writing about topics under the same umbrella often leads to greater success. Don’t hop around aimlessly, or you’ll risk losing the loyal audience you’ve created.
  • For example, let’s say you follow an amazing food blogger who you get almost all your dinner ideas from. She comes up with healthy and quick meals that fit perfectly with your lifestyle. One day, you visit her site expecting a daily recipe, but instead, find a post on color-coordinating your wardrobe. The horror! Chances are you’d be turned off by it and would quickly search for a substitute food blogger. Audiences expect you to provide what they need — consistently.

7. SEO, CSS and HTML Smart

A successful content writer is a Jack of all trades…and a master of many.

Although they don’t need to be experts at all of these skills, a basic level of knowledge does come in handy.

Being able to quickly adjust a site’s HTML format in times of need will save you the HUGE hassle of postponing everything to track down a web developer. These skills will also help you improve the aesthetics of your content.

In terms of audience engagement:

While content writing leads, attractive visuals please.

Via: ContentSEO

What is of greater importance, however, is this:

SEO.

Successful content writing isn’t possible without good SEO knowledge.

Point blank.

In this day and age, if you’re not comfortable with SEO basics, you may as well get comfortable with page 3 or 4 of Google.

Ouch.

8. Social Media-Friendly

Facebook, Instagram, Twitter.

And that’s just the tip of the iceberg.

When audiences aren’t searching through Google, almost all eyes are on these platforms.

Via: Hootsuite

The ability to capture attention on social media is one of the most powerful tools in digital marketing.

Once quality content is marketed effectively on social media, it has the ability to ‘go viral.’ This significantly boosts SERPs and your ROI.

It can generate a wider readership, which boosts site traffic and can lead to higher conversions.

In short, a solid social media strategy can pave the way for your content to make huge profits.

Social media platforms are also a magical tool in helping you personally connect with your audience.

This connection can develop a sense of community. As this grows, so does your number of subscribers and ability to answer your audience’s specific questions, directly.

What Are the Main Takeaways From This Guide?

Competition online is heavy.

The key to win over readers is to know what you’re writing, who you’re writing for and how to help them.

Furthermore, you must write in a way that pleases the Google gods.

As content writing continues to dominate the business of online marketing, the demand for expert copywriters with content marketing skills will increase.

In the end, your overarching goal should be clear:

Create quality content.

By producing high-quality content that provides value for your readers, solves their problems and gives them new insights, you will work your way to the top.

Now you have the keys, what’s stopping you from opening the doors to success?

Need Help?

Freelancers: To graduate to the next level of content writing success, check out my training: The Content Strategy & Marketing Course.

Clients: For a content writing team you can count on, learn more about our story here and try us out today.

how to beat writer's block
Alyssa Erichsen

Copywriting Fixes: How to Beat Writer’s Block and Churn Out Decent Copy

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This blog is guest authored by a full-time writer at Express Writers, Alyssa.

As a copywriter, I wheel and deal with words.

Every word I write is worth something: money in the bank, bills paid on time, food in my fridge.

Needless to say, when your words are your currency, you have to be able to produce.

Unfortunately, it’s not always that simple. There are all kinds of scenarios that threaten my writing.

Sometimes my dog sits at the foot of my chair and stares up at me for minutes at a time. Her eyes get big and sad.

Eventually, she sits up on her hind legs and reaches out one little paw, giving me a gentle pat on the leg. “Hey, remember me?” she seems to say. “I depend on you for survival.”

cutedog

At this point, I can only sigh deeply and try to understand what she wants. Usually, this is her not-so-subtle way of asking for a bathroom break.

My dog is the least of my worries, though. There are other barriers to writing.

The worst of them seems beyond my control.

Writer’s block.

This anxiety-inducing state is not only dreaded, but unavoidable.

Seconds, then minutes, tick by as I sit motionless, staring at a blank page and a blinking cursor. These two portents of doom taunt me.

This is the point where I have to act, or I’ll never get out alive.

So, what’s a copywriter to do in the face of this self-created melodrama? If you’re still with me, I’ll show you my strategy.

how to beat writer's block

A Copywriter’s Guide to Winning Against Writer’s Block

Writer’s block can be a copywriter’s nemesis. It doesn’t want you to write a word, and it certainly doesn’t want you to get in a groove.

Here’s how to fight back.

1. Focus – No, for Real

I know if I have writer’s block, my mind is elsewhere. If it’s the same for you, I suggest sitting back and discovering where your mind has gone (or when).

Then, yank on it and rein it in.

Put your phone away. No, don’t put it in your pocket or set it within arm’s reach. Get up, go into the next room, and literally hide it from yourself. You’ll thank me when you don’t have notifications pinging at you every 20 seconds.

Next, close every extraneous browser window/tab you have open. Just say no unless it’s essential to your process. For instance, I like to leave a tab open for an online thesaurus. It’s useful for cases of overused adjectives (“great,” “beautiful,” and “excellent” are common culprits).

Once you have eliminated distractions, center yourself. Meditate on the topic you’re writing about. If your mind wanders off again, pull it back, and be firm with yourself.

2. Do You Need Mood Music?

Once your distractions are gone, you may feel antsy. Sometimes, the silence amplifies writer’s block. It becomes a solid, menacing entity versus a metaphor for brain fog.

In these cases, I recommend background music.

Example (purchased from MelodyLoops):

This infographic from WebpageFX gives you an idea why:

music-and-productivity-1

I’m talking about the kind of music that gets your brain quietly but steadily moving, like a running brook. You don’t want waterfalls – unless you prefer that mind environment. If that’s you, by all means.

For me, a quiet, steady, musical movement equals production in an equal measure. Like the music, the words drop at a constant beat and keep coming. It’s not just like a brook, it’s like a faucet turned on to a continual drip.

I require instrumental music. Not angry, dramatic symphonies or complicated melodies, but simple arrangements. A piano, a violin. Clear notes at a moderate pace.

For you, this might be totally wrong. I recommend searching your favorite music app until you land on something that sets your perfect writing mood.

If this sounds incredibly fussy, believe me, I know. However, if your currency is words, you’ll understand.

[clickToTweet tweet=”Struggling to beat writer’s block? Check out these tips from @ExpWriters to start writing great copy again!” quote=”Struggling to beat writer’s block? Check out these tips from @ExpWriters to start writing great copy again!”]

3. Light the Wick

Here’s another scenario: What if you don’t need music? What if you only need ideas?

Chances are, if you’re a copywriter, you had a topic handed to you. Whether you find it inspiring, the client needs 1,500 words expounding on it.

If you look at the topic and feel dead inside, you probably need a therapist. If you look at it and feel blah, you need to light the wick.

How?

Strike the match. Start by skimming everything you can find on the web about that subject. Read every article, blog, and website you can with the time you have. If applicable, look at pictures, too. Get inside the topic and swim around.

Reading is one the best ways, I find, to get inspired and find your footing. Once you have a better idea of where you are, you can discover an angle to explore.

If you can, make that angle as interesting to you as possible. Not only will it be more fun to write, that interest will bleed into your tone.

Let’s face it: We all know when a writer is bored to death. To combat that bored tone from boring your readers, get in there and find the interesting side.

Comic by Grant Snider

4. Resort to the Dying Arts

So, what if silence isn’t bothering you? What if distractions aren’t an issue? What if you have ideas, but the writer’s block is still there?

If you’re blank, you need my last-resort strategy. It requires three steps:

  1. Get out a notebook.
  2. Grab your favorite pen.
  3. Write – in cursive.

I’m not talking about the modern scrawl you use to sign checks and jot grocery lists. I’m talking about formal, cursive handwriting.

Yes, the type they don’t want to teach in schools anymore. The kind you practiced during painstaking sessions of loops and swirls in second grade. That one.

When all else fails, this causes my brain to light up in a new way. I start thinking differently than when I’m typing. Sometimes, I’ll even jot down a whole introduction to my article in cursive. Then I switch back to the keyboard to keep going.

It works like a charm. Try it out and see what happens.

The Number One Writer’s Block Tip? Just Do It

When all the tricks and cursive writing in the world don’t help, there’s one last-ditch cure left.

Just do it.

Nike trademarked this phrase for a reason. It’s motivating.

Sit down and do it. Don’t overthink it. Just write.

Image via QuoteHD

Meanwhile, writer’s block has retreated to a dark corner. It’s rubbing its hands together and whispering, “Until we meet again…”

You’re not worried, though.

You’ll be ready.

Is writer’s block plaguing your content efforts? Express Writers has a team of pro writers that consistently block crushers. Let us help.

cta great copy

copywriting how to get started
Marcie M

5 Questions Everyone Asks Before Jumping into Copywriting: How to Get Started (A Real-Life Guide)

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A few months ago, I was asked by Express Writers to write about my own journey as a creative copywriter.

It was thrilling. I strive to be honest with others, so I have to say that after a regular schedule of writing content for clients who take my words and use it for their needs, it was exciting to have something with my name on it.

I shared it on Facebook without reserve. My husband shared it with the comment “my wife wrote this.” People liked it, and I was in writer’s heaven.

It’s what I’ve always wanted to do. As a kid, I kept journals and I received high grades on writing assignments. For the last several years, while working with a nonprofit, raising three kids, and going back to school, writing has been at the back of my mind.

I’ve always known I am a writer. “I just need to write.” (Jeff Goins)

copywriting

Searching for Answers (On Google, Of Course)

If you type “how to get started in copywriting” into a Google search, you will see that there are almost 700,000 search results.

There is a lot of different advice out there, including tips like:

  • “You can become a well-paid freelance copywriter with NO experience!”
  • “Get a job in sales to help you prepare.”
  • “Become a freelance copywriter and earn a 6-figure income working from home.”

While I respect the journeys that others have taken in their writing and the advice they can share, not all of these statements have been true in my own experience with copywriting.

I never had a job in sales. I definitely don’t make a 6-figure income.

And while it is true that you can work your way up to “well paid,” it doesn’t come without at least some experience (and a full pot of coffee, but maybe that’s just me).

Every person who wants to get started in copywriting will be at a different place in life, have a different income requirement, and bring their own skills and experience to the industry.

I would not want anyone to fall for a scheme or believe that this job requires little work for big bucks.

Copywriting is not a get-rich-quick gig.

At the same time, previous experience and/or an education could push you to the higher end of the pay scale in a faster amount of time. Low-end freelance writers can make anywhere from $3,000 to $15,000 per year, while those who are more high-end can eventually earn 6 figures.

masterclass cta

Moving from Writing Wannabe to Creative Copywriting: How to Get Started

When you are thinking about moving from a writing wannabe to a creative copywriter, you will no doubt have some questions. Whether you are a recent graduate looking to break into the industry, a stay-at-home parent who needs extra income, or you just love writing, there are legitimate opportunities that can work with your schedule and abilities.

Here are some common questions you might have:

1. Is online copywriting the same as general writing?

Copywriting and general writing are two very different types of content. As Search Engine Journal reminds us, the distinction lies in the purpose behind the writing. Copywriting is used for promotion and in marketing, to entertain and draw the audience in so they engage with the company or brand.

Content marketing is backed by an objective, a goal, that is supported by authoritative research in an effort to connect with the readers and sell the idea. It is professional yet warm, engaging yet relevant, and seeks to build trust while also maintaining a conversational tone.

Copywriting can be sarcastic, funny, creative, or focused. It’s used by big and small companies, entrepreneurs, medical professionals, business-to-business (B2B) markets, and just about anyone who needs to promote a brand or message.

2. Do I need to be a fantastic writer to get started in freelance copywriting?

First, writing needs to be, at the very least, something you enjoy. If content writing is something you are seeking out just to have some extra pocket cash, that’s okay, but there needs to be some passion behind it.

Your level of writing experience could be minimal, especially if you are working with a company like Express Writers. When I first signed on, I had written previously on a casual basis, but not as a job. Thankfully, our team of editors has been patient and willing to guide me in the right direction as far as meeting the clients’ needs, etc.

Over time, I have grown to really enjoy long-form blog writing (like this piece) and for those tasks I don’t like so much, I fake it. I research the particular industry and try to put myself in the place of a customer for that particular company. What would he or she be looking for?

This is true for blogs, web page content, and social media posts.

A copywriter will work to create high-quality content or improve the existing content to fit a specific need. So, you do need a basic understanding of proper grammar, proofreading, and sentence structure.

At the end of the day, clients are counting on you to deliver to them a product that they can use. And you will find that the longer you continue to write, the more you will grow and continue to improve.

3. What types of writing should I be familiar with? (Source – by our CEO, Julia McCoy!)

Depending on the position, a copywriter can receive a number of requests from clients with very different objectives.

For example, a startup that is looking to jumpstart their business with powerful social media posts may request your copywriting services at the same time as a restaurant professional wants a website makeover.

  • Web Content: This textual or visual content appears on websites of all varieties and may include images, video, and page descriptions. Web content should be original, useful, and relevant to the industry for which you are writing.

Here are some content writing examples and tools to reference.

  • Blogging: This type of writing is best done in long-form, beginning with a powerful introduction and including engaging sub-headers throughout. This is where research becomes important, as well as eye-catching visuals and relevant screenshots.

If you’ve never written blog posts before, take a look at this article.

  • Social Media: A basic knowledge of Facebook, Twitter, Instagram, and Pinterest is a good place to start. Take some time to research what works and what is not as effective. Learn about the best times and days to post. It’s okay in this type of content to have teasers that will entice the reader to click through to the post.

Check out how to craft social media posts in no time flat.

  • Advertising/Sales Copy: Ad copy can take the form of a clickable advertisement that grabs the reader’s attention and leads them to a specific link. Ad and sales copy is a combination of search engine optimization (SEO) and marketing tactics for a variety of industries.

This article explains a bit more about how to write effective ad copy.

  • Industry Writing: When you write for a specific industry, there is often a bit of research that needs to be done first; this is especially true if you are not familiar with the topic. Industry writing is tailored for various businesses to share about a brand.

Here is a good post on how to write content for an industry you know nothing about.

  • Journalism: This type of copywriting involves gathering information, assessing sources, putting together the content, and presenting all of it in a written format. Journalism is a unique type of content creation, especially as our world has moved to delivering more news online.

Here are some journalism examples from a few years back.

  • Creative Writing: Creative writing can take many forms, including poetry, personal essays, speeches, fictions, and plays. This type of content varies but can be a fun and unique medium for expression in a specific niche.

Check out these examples of creative copywriting.

4. How is online writing formatted?

While every client has different requirements, there are some general guidelines to keep in mind when writing online content.

Titles and headlines need to be strong, and breaking up content with sub-headers helps to separate information so that it’s easy to skim. You can see from the graphic below that readers tend to prefer headlines with numbers and that are addressed to the audience.

headline chart

Graphic from Content Marketing Institute

The beginning of the content can be formed using the inverted pyramid approach, which presents the most important information first followed by secondary details. This encourages your audience to stick with you until the end.

Practice consistency in each section of content. Vary sentence style, including length and structure, and find a rhythm that fits your voice. This may take some practice, but with time you’ll find your style.

Relevant quotes and statistics have the potential to add authority and fresh voices to your written work, as long as they are used effectively and at the best time.

Sentences should be short, adding clarity to the content. Too wordy, and you’ll lose your audience. Graphs and screenshots can contribute greatly to audience engagement and interest if they are relevant and trustworthy.

5. Can I take inspiration from other online writers?

Absolutely! There are so many expert writers who consistently deliver quality content that is relevant and timely. Check out Neil Patel, Jeff Goins, and Seth Godin, just to name a few.

There will always be those who have gone before us who know more, who have more experience in copywriting, and who will offer us the best tools with which to work.

Follow these experts, read their content, and pay attention to the advice they give. They know what they’re talking about!

Here are some good blogs to follow, even though the writers may vary:

Also, check out this post on the best books to help you learn copywriting.

Connecting with a Content Writing Service

One important factor involved in the process of becoming a copywriter is choosing a company to work with that hires individuals for copywriting. How to get started?

A simple web search will result in many companies who hire copywriters, but you don’t know the people behind the screen. Do they pay fair? Are they realistic with deadlines, expectations, and treatment of their writing team?

When I started with Express Writers back in 2014, it was through a blog writer who had put together her own recommendations for work-from-home solutions. I read through reviews of the company and thought a lot about the decision before applying, and I am very fortunate to be working with this team.

Here are a few places to start when you want to find out more about companies that hire individuals for copywriting:

  • BloggerLocal has a list of top 10 blog writing services and article content writing services. The site provides valuable information about local businesses and helps to connect people with their local area.
  • Jeff Bullas put together sites that will pay for content pieces. His experience as a blogger and author has landed him featured pieces in The New York Times, The Huffington Post, and with Forbes.
  • B2C’s list of content writing services includes companies that aspiring writers can contact to see about hiring them. Business 2 Community features thought leadership, articles, and real-life experiences from thousands of contributors who know what they’re talking about.

Would I Be a Good Freelance Writer?

Freelance writing is a bit different. If this is the route you want to take, you will have more freedom to set your own schedule. While the flexibility may be convenient, it also means you won’t get paid for the days or weeks you choose to not work.

If you plan to go into freelance writing with zero experience and you aren’t well-known in the industry, this path may choose to be more challenging. However, if you have built up an audience and you have gained respect, the possibilities here can be endless.

Advice from a Fellow Freelance Writer

When it comes to breaking into the freelance industry, the rapid-fire market research approach may be the best one for you.

Just like you wouldn’t create a restaurant menu and then ask customers what they like eating, it might not make much sense to write a bunch of content that isn’t tailored to a prospective client.

When Danny over at Freelance to Win was looking to get into copywriting, he did research first and found out what paying clients were looking for, then tailored his writing samples around those particular needs.

He reminds us to not dive into a writing job that requires special knowledge about subjects we aren’t familiar with. It may be wiser to start slow so that you don’t get in over your head with work you aren’t able to complete.

By looking at the description of writing jobs first, you can get a picture of what the client needs and then move onto creating a portfolio.

Remember that his opinion is just one of the many you will hear in your journey.

Creating a Minimum Viable Portfolio

No one wants to put sweat into creating a portfolio that doesn’t mean anything, so instead, Danny the freelancer also suggests creating a simpler set of content samples for a client to have.

  1. The writing sample should be simple but not exactly what the client needs.
  2. The writing sample should be short and provide the client with a glimpse of your abilities.
  3. The writing sample should be completed in about a half hours’ time.

Other experts suggest keeping a portfolio of your best copywriting content, always adding to it and adapting as you gain more experience. This, too, can be tailored to the type of job you will want to pursue in the future.

Whether or not you choose to keep a portfolio of your work is a personal preference. Keeping a collection of your best work as you go along could end up being a valuable resource.

Never be afraid to be proud of what you’ve done. While your content may need to go through a refining fire (thank you, editors), it is your work and your efforts are something to be proud of.

To Hone Your Writing Skills, Remember: Practice, Practice, Practice

Experts will tell us that in order to be good at something, we have to practice.

Remember learning to ride a bike? Ever play an instrument? Memorize a long passage or give a speech from memory?

All of those skills take practice, and writing is no different.

It may not be that you keep a journal or blog on a regular basis, although these may help you. At the same time, when writing becomes a daily habit, you will find that you grow in your creativity, your ability to craft high-quality content, and the types of writing you are able to produce.

What Are You Waiting For?

There is no one-size-fits-all when it comes to copywriting. How you will get started depends on where you are in life during this season, your writing background and skills, and whether or not writing will be your primary income.

The most important step you can take is to just go for it. Use the tools I’ve given you today, read the writings of content experts, and begin to familiarize yourself with the basics of content writing.

Subscribe to our The Write Blog and be inspired by our team of writers; we come from all different backgrounds and levels of experience. And just like you, we were all once asking the same questions you are.

And, join our CEO’s free masterclass, an introduction to her six-week training course where Julia shapes and teaches new content creators to become expert, in-demand content marketers.

Everyone starts somewhere.

So – what are you waiting for?

You are a writer; you just need to create.