Sarah Greesonbach

I'm noticing a shift in content marketing writing. What used to be blog posts, ebooks and articles is now THAT plus email copy, updating old content and first-person essays -- now more than ever! Why? AI can't write those last three content types! #WebWritingAdvice

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Welcome back! We're taking a look into content audits and why your business needs to do one. We are covering: 🌿 What is a content audit (and why does it matter)? 🌿 What does a content audit include? 🌿 What happens after a content audit? Today we're diving deeper into what is included in a content audit. 1. First Steps: Inventory The audit begins by taking a full accounting of every single piece of content you have – from website pages, blog posts, and PDFs to videos, infographics, social posts, and more. Catalog everything in a spreadsheet or project management tool with columns to start capturing key data points. Depending on how much content your business has generated, this may be the longest step to complete but it is important. Don't skip it or try to find shortcuts. Not sure what to record in your inventory? I recommend starting with: ▶ Content Type (website, blog, landing pages, social media, email campaigns) ▶ URL ▶ Title ▶ Publish / Sent Date ▶ Word Count ▶ Target Keyword ▶ Target Audience ▶ Notes But you can customize your inventory to track any information that is important to you and your business objectives. 2. Gap Analysis With your inventory complete, perform a gap analysis to identify any holes, overlaps, or misalignments between your content offerings and current marketing initiatives or buyer journey maps. You may uncover valuable content getting buried or even campaigns that are completely missing the mark on targeted messaging and calls to action. Here are a few examples of a gap analysis with fairly common issues faced by small businesses: Webpages: ▶ Home page exists but is missing clear value proposition and calls-to-action. ▶ About page is just a brief bio, needs more details on company history, mission, testimonials, etc. Blog/Content: ▶ Blog exists but only has 5 posts from over a year ago. ▶ Topics seem random, not aligned with target keywords. ▶ Post lack calls-to-action, lead capture opportunities. Tomorrow we'll continue with evaluating your content metrics, messaging, and quality. __ 🌿 I'm a former web developer/client onboarding manager turned copywriter specializing in webcopy and content support (blogs, case studies) and am dabbling in educational email courses. I'm accepting new clients for June. Interested? Let's talk! (link in profile)

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I’ve had a few discussions lately and a problem that popped up was making content. More specifically on how to write and structure content that calls out ideal clients. So let’s dive into a process you can follow: 1. Pick 1 problem and 1 individual you want to cover 2. Call out the problem you want to cover in the first line (and the individual) 3. Your second line should aim to re-hook the reader to ensure they read on 4. Start by sharing the problem you are going to cover 5. Share WHY you see this as such a big problem 6. Share WHY your ideal clients struggle to solve this problem 7. Share WHAT they’re currently doing and why it’s not working 8. Share WHAT the solutions they could use instead to solve this problem 9. Include actionable steps they can follow to know HOW to use this solution for themselves OR share how your offer uses this solution and why it would benefit your ideal client This isn’t something I follow rigidly, but can be a useful framework to follow for creating posts that target your ideal clients. P.S. If it would benefit you, I share how to make 7 posts in 2-3 hours in this newsletter: https://lnkd.in/eWpCen9F

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It's really, really hard to write about something you don't understand. Which is why I'd argue the top skill every content writer needs is the ability to learn—deeply. Of course, the best content comes from partnering with subject matter experts. A writer working on a piece about engineering will never understand the topic as thoroughly as an actual engineer. SMEs provide unique insights and ensure accuracy. But writers still have to know enough to ask the right questions. And to turn the SME's knowledge into a cohesive, engaging, and digestible story. Like translating the SME's words into the language your target audience speaks. If the engineering piece is meant for business leaders in tech, a word-for-word transcription of an SME's thoughts might not be the best approach. And if you're working with multiple experts and sources, you need to understand how the information you're gathering overlaps or contradicts. How it works together and fits into a larger storyline. The good news? Writers are already set up with the best way to learn... teaching others. The protégé effect takes place when a person learns a topic more effectively by teaching it to someone else. Interestingly, even just preparing materials to teach someone can have this effect. And if the purpose of your content is education, that is teaching. Here's why it works: 1. Teaching identifies gaps in your own knowledge. Don't know the answer to a question? It's time to find out. 2. It forces you to put ideas into your own words. Which often looks like simplified versions of how the ideas were presented to you. 3. Feedback. Your 'student' can help you know how successfully you're communicating. In the content creation process, corrections and supporting ideas shared during approvals can achieve the same effect. Plus the feedback you receive from your audience once the piece is live, of course. No wonder writing is fun. It's constant learning. #Learning #ContentMarketing #Writing

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Good writers convey complex ideas using simple, clear, understandable language. Here are some tips. Kevin Orfield Communications Copy that connects. Content that counts. Looking for a copywriter? Get in touch or sign up for our "21 qualities your copywriter should possess" tip sheet: https://lnkd.in/gP6ntfvN #copywriter #copywriting #writerslife #contentwriting #contentmarketing #contentwriter #contentcreation #contentcreator #storyteller #storytelling

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My content strategy didn't work... as I told my client how we'd stop and try something new, he taught me a lesson on clear goals for content strategy. "Why do you want to pivot?" he said. "It's doing far better than I thought!" Previously writing for The Washington Post, I expected thousands of reads, not 30-100 per mo. That's when he taught me a lesson about setting clear expectations with clients. As a CEO or founder, you need to set REASONABLE expectations for podcasts, videos, and content. Everyone wants thousands of views, but is that a reasonable goal? No. Depending on your industry, 100 or even 20 podcast subscribers could be absolutely amazing. I was about to give up on a great strategy because I failed to understand the market I served. Luckily, my client did and set me straight. Can you think of a time you jumped into a strategy without understanding a clear goal or audience?

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Question for the writers out there...I can research and write quickly when given a topic for a client, but when it comes to my personal projects, I struggle. How do you stay inspired and find engaging subjects you’re knowledgeable about? Balancing writing what others want with topics I'm passionate about is tough. Advice appreciated! ☺️ #Copywriting #DigitalMarketing #WritingAdvice #FreelanceWriter #WritingTips

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In honor of Halloween, what’s your content writing nightmare? I’ll start. -Version 11 of a blog re-write -Finding the perfect stat but not being able to trace the source back to anything -Getting approval then hearing, “Actually, we need to Bob to take a look too. And maybe Pete.” Your turn. 'Cuz content writing is spooky as hell. __ 👋 Hi, I'm Rita. I write clear, concise content that converts. Follow for more industry hot takes and writing tips.

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Compelling headlines are crucial for: 🎯capturing attention 🎯generating interest 🎯driving action So make sure you aren't missing on essential elements of a great headline. To create a high-impact headline, focus on these elements: ✔️Clarity ✔️Relevance ✔️Benefit-Oriented ✔️Emotionally Engaging Sharing my cheatsheet for some proven headline formulas tailored for DTC brands.

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This is for ghostwriters (aspiring or existing). In one of the recent posts, I asked about whether you'd like me to do a webinar or a post. And most of the answers were ✨ a webinar ✨ So I'll give you that. TL;DR: In the webinar, I'll be spilling the tea on how to adapt to your client's tone and persona. So you can create content that sounds almost like them. Things we'll cover: - Why do you need to adapt to your client's voice? - What processes can you follow to understand your clients better and eventually write for them in a way that sounds like them? - How can you create a persona checklist that you'll need to create content for your clients? - Bonus: surprise reveal in the webinar. PS: There's a minimal fee (less than a coffee I promise) and limited seats. DM me for the webinar link if you're interested. :) PPS: This will be happening on June 30th, Sunday, 12pm IST.

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It’s best if web copy is written at an eighth-grade level. Use tools such as Grammarly, Hemingway, or Yoast to evaluate content for simplicity and clarity. https://lnkd.in/gb7Q8GgQ

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Elevate your blog game with these tips: 1️) Craft compelling headlines that spark curiosity.  2️) Break up text with visuals & subheadings.  3️) Write engaging content that resonates with your ideal audience. Remember, engaging blog content isn't just about SEO—it's about connecting with your readers 🤝 Ready to see these tips in action?  We have new blog posts coming soon! ⏳ #bloggingtips #contentcreation #digitalmarketing

The #1 mistake most email marketers make is also the #1 rule of copywriting. Never assume your audience read the previous email. You don't want your reader to disengage because they're not sure what you're talking about. 😬 If you're referencing a past email, be sure to summarize and/or link it. it's a simple way to stand out. P.S. Monthly digests are also fantastic to recap your content for the month. ____________________________________________________ I'm Kelsey, a Wildlife Conservation Copywriter and Full Service Email Marketer🫎🌲 I write for businesses and organizations who support the outdoors, conservation, and sustainability, in any way.

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If someone struggles to understand what you do, their brain will make them think you'll also be hard to work with. 😬 This is why conversational copy is SO powerful. Learn more on the Poppy Copy Blog! https://lnkd.in/exNu8xn9

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A full sales sequence is a big undertaking. For every piece of the ecosystem, there are several hours of research. When you hire a copywriter, you're not just hiring a "writer."... You're hiring someone who understands the full sales cycle from start to finish and how each piece, valuable in its own right, works together. There is a lot of testing that can go into perfecting the right pipeline. Ultimately, it comes down to deeply understanding your potential customer and creating an offer stack that is undeniably beneficial. #copywriting #sales #conversioncopywriting #marketing

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