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Writers follow style guides as the standard in content marketing

Style Guides Set the Standard in Content Marketing

To set the standard in content marketing at your business, it’s important to make sure writers are aligned. Their copy should follow agreed-upon rules. For example: Is it “don’t” or “do not”; “can’t” or “cannot”? Can a subhead be a question? Is the hyphen necessary in “non-essential”? What’s the plural

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Email newsletters are a content-first marketing tool

A Great Content-First Marketing Tool: Email Newsletters

Email newsletters are an effective content-first marketing tool. But if you’re doing them like everyone did in 2013, it’s time for a reboot. In the past, marketers created email newsletters with long stories. Content was self-serving and provided no value. In addition, there was no way to track the most

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Brand marketing case studies

The Why and How of Brand Marketing Case Studies

Why are brand marketing case studies so important? Brand marketing case studies prove your company delivers results. You can tell prospects that your company “meets and exceeds expectations. Doing that, however, isn’t as credible as real customers sharing real successes. Unfortunately, brand marketing case studies often promote what businesses do.

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For brand marketing trust, cite your statistics from credible and original sources

The Truth About Statistics and Brand Marketing Trust

As a marketer, I’m always on the hunt for relevant statistics that support my content and promote brand marketing trust. I’m also a former journalist. With that in mind, I make sure the statistics come from original and credible sources that I can cite. Not everyone is as careful.  That’s bad

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WE on burgundy wall: image on 3 website content mistakes you’re (probably) making

3 Website Content Mistakes You’re (Probably) Making

Here’s a quick test: Go to your homepage and read the first sentence or phrase of your website content. Does it start with “We”? If so, it’s time to change your website’s perspective. Still not convinced? OK, go back to the quiz. Q: Do your eyes glaze over when your

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Writing a Content-First Website That Your Target Audiences Will Love

Writing content-first websites will save you many headaches, especially when it comes to time and resources. Letting design take precedence is inefficient and can cost more money than letting content drive the process. Developing a website without a content-first approach is like buying materials to build a house without a

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Printing blocks spell "Adventure" image on web copy blunder: beware of J Peterman Syndrome

Web Copy Blunder: ‘J. Peterman’ Syndrome

Does writing web copy sometimes remind you of those “choose your own adventure” books from your childhood? In these books, you could turn to page “x” if you wanted the protagonist to go down the staircase into the dark and foreboding basement. Alternatively, you could turn to page “y” if

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Image of coffee splattering out of a cup - Fool me once – shame I won’t be visiting your website again

Fool Me Once – I Won’t Be Visiting Your Website Again

April Fools’ Day is this Friday. This is perhaps the only date on the calendar when benign cruelty is celebrated, apart from Black Friday. One of the most effective April Fools’ jokes my daughters played on me preyed on my pre-first-cup-of-coffee state. I stumbled into the kitchen, making a beeline

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