On Writing & Marketing

Stuck in the commodity trap? Read this story. It's a blueprint for marketers and business leaders who want to differentiate their organizations. Through a dialogue between a marketer and a business owner, you'll discover four differentiation strategies to help you rethink your approach and stand out.

You're at a coffee shop, laptop open, heart racing with both excitement and anxiety. You’ve decided to take the plunge into a career that promises creativity, financial rewards, and a chance to make an impact with your words. But now, the daunting question: how do you actually get there?

As Thomas Mann once said, "A writer is a person for whom writing is more difficult than it is for other people." And I agree. Writing is difficult. So is copywriting. In this article, I’ll try to make copywriting as easy as possible.

When you talk about your company or products, what do you usually highlight? Do you focus on the outcomes your customers can expect, like increased sales? Or maybe you talk about the category you're in, like custom software development? Do you target a specific audience, like business owners? Or perhaps you emphasize the cost, like offering a premium service? If you haven't guessed already, in this article we're going to dive into positioning! So, let's get started!

Are you a content strategist struggling to decide which content to prioritize? When you're trying to create a lot of content with limited resources, it can be hard to determine which pieces will drive the best results. But don't worry. In this blog post, I'll teach you how to identify the right content to focus on.

The marketing world is full of talk about strategy. Whether it's a shiny new lead magnet or a fast-growing publishing platform, everything is a strategy. But I have news for you: it's not. Read this article to learn what a strategy is and how to develop it by working backward from your goal.

A year ago my country was invaded by a terrorist state called russian federation. Today it's been a year since the war started. And it's still not over. This whole year felt like a long day. February 24th stretched on for 365 days. I will never forget this horror, fear, and hate. I will never forgive.

Struggling to make critical decisions in content marketing? In this blog post, I'll show you how to use an opportunity solution tree to map out your goals and plan the best ways to reach them. As an example, we'll use OST to define the course of action for growing site returning traffic – one of the most overlooked targets in content marketing.

In content marketing, the last thing you want to do is waste your time producing content that doesn't bring any results. In this blog post, I'll show you how to apply McKinsey's problem-solving technique to explore the problems in your content strategy so that you can stop wasting time on stuff that doesn't work.

Artificial intelligence is already impacting the writing and content marketing industries. If you're wondering how AI will change writing, SEO, and business, this article is for you.

Hey, writer! Struggling to write an article? Let me show you how to use ChatGPT to get the job done.

On Friday, just before I was about to wrap up my workday and leave the office for the weekend, one of my clients sent me a message to Slack: "Have you seen the new ChatGPT? I wonder how it can be used in our SEO strategy…" I was like, "What's a ChatGPT?" (I'd never heard of it.) Read this article to learn what ChatGPT is and how you can use it to create content.

If you needed to write an article that motivates people to quit smoking, would you focus on facts and statistics or include your personal story? The truth is, using facts to change someone's mind doesn't always work. Sometimes you need an emotional angle. Read this article to learn how to persuade using emotions.

Do you find numbers intimidating? They're actually a lot more relatable than you may think! KPIs can help you measure your content writers' performance, but they also help you foster their morale and professional growth.

Persuasiveness is one of the main principles of quality content. It’s the superpower you need to turn the readers into leads. But how do you make a persuasive piece of writing? This problem was solved two thousand years ago by a Greek philosopher. Curious to learn how? Read this article to find out!

"It’s important to argue logically because logic is an essential part of argumentation." Is this sentence logically sound? Not really. Logic can go wrong in many ways. And sometimes we don't even realize that the point we’re making isn’t that strong. Read this article to learn common mistakes in reasoning and how to avoid building bad arguments.

And NOW is the right time to take the jump!

Your words need to do more than inform—they must persuade. The secret? Mastering the art of building compelling arguments. Read on to learn how to make your content impossible to ignore.

If a tree falls in a forest, and nobody is around to hear, does it make a clamor? Let me put it differently: if you publish an article on your website without telling anybody, will it get read? Read this blog post to discover how to build a content distribution strategy to not let your content end up like a tree in the forest.

When it comes to attracting leads to your business, there’s no substitute for content that teaches your audience something valuable. Read on to discover how you can share valuable knowledge through different types of content.

People are creatures of habit. When it comes to content creation, we usually stick to one type of content and ignore everything else. But the truth is, incorporating different kinds of content into your strategy can help you reach a wider audience and spread your brand across several channels. In this blog post, we'll talk about different types of content and how you can use them.

Are you thinking about blogging and don't know what content to start with? Or have you been blogging for a while and feel stuck when trying to come up with new ideas? In this blog post, I'm going to get you unstuck.

Want to start a blog and maybe even grow it into a business? Great idea! But, what should you write about? In this blog post, I’ll help you zero in on the perfect niche for your new blog.

Surface-level content, sloppiness, bad grammar, and missed deadlines. Why is it so hard to find a content writer that doesn't suck?

Russia invaded Ukraine. I'm Ukrainian. I can't stand aside.

Do you love writing and want to work from anywhere you like but can’t figure out how to get your first writing job? Let me tell you exactly how you can get started as a freelance content writer.

They call him the "father of advertising," a marketing pioneer, and a creative genius. He's the author of Confessions of an Advertising Man and Ogilvy on Advertising. In this blog post, we'll talk about David Ogilvy, and what we can learn from his timeless marketing advice.

Low-quality, keyword-stuffed, unreadable – no, this is not what SEO content should look like. Read on to discover how to write SEO-optimized content that works for both Google and people.

So your writing gets ripped to shreds. Discouraged, pissed off, humiliated, vulnerable, what's your reaction? A) Tell the editor she's wrong and punch her in the face. B) Rewrite it. In this blog post, we’ll talk about why criticism is actually a good thing and how to respond when your client doesn’t like your writing.

Nothing is Impossible. The Best A Man Can Get. I’m Lovin’ It. Taste the Rainbow. Call it a slogan, call it a tagline. It doesn't matter what you call it, it's something that can revolutionize the appeal and image of a brand with just a few right words. 

Need to hire a great content writer but the job market is full of unqualified candidates? Let's figure out what your job ad should say so you could make better hires.

From food shoppers to entrepreneurs looking for business partners – the Internet is full of customers. Companies require content so these customers could find them. The good news is: as a writer, you have your work cut out for you. But how do you become a content writer without experience? Read in this blog post.

Stories of well-known brands, Super Bowl commercials, works of fiction, plays, games, even paintings, and music—behind any good story is the same narrative structure that humans have been using since they became humans. Read on to learn how to apply the most popular story pattern to your content.

Every writer knows that proper writing flow makes a story feel connected and allows the reader to follow the thread of the argument. Yet creating a logical sequence is a trouble spot for many writers. Learn how to work on your writing flow to create a smooth experience for your readers.

We try our best...We have highly qualified experts... We understand your business...We are small and flexible...We are global... And how many "We" do you have on your website? Read on to learn why self-centered copy ruins your marketing and how to write customer-centric copy that does the opposite.

There are two things that all bloggers and marketers want to increase: traffic and leads. And there is one tried and true method to do it: re-optimize your existing content. Read on to learn why updating content is a good idea and how to do it step by step.

Open a fresh Google Doc and flex those typing fingers. In this blog post, I'm going to break down how to write high-converting landing page content and show lots of examples to inspire you. Let's get started.

Very often, writers copy content written by their competitors. It's easier, faster, and safer. But if your content doesn't differ from other content, it won't get noticed. Here are a few ideas on how to stand out.

Fancy-pants words, ambiguity, and complexity are the enemies of good copy. Clarity is one of the main principles of writing content that people will read. Learn how to make your copy clear and simple.

A style guide is what you need to create a consistent experience for your readers. The biggest brands like Salesforce, Mailchimp, Shopify, Microsoft use style guides to define rules for their marketing communications. Learn what a style guide includes and why you need it.

Headline formulas don't work unless you understand why they work. Learn how to create a magnetic headline by asking 9 questions to your first working title.

A content brief is a set of instructions to guide a writer on how to draft a piece of content. I call this document a specification. So what makes a good specification or a content brief for writers? Discover in this blog post!

There is a big difference between content that simply accumulates information and content that's about something. A key message is a core idea that you want your audience to hear and remember. Let's learn how to develop it!

People are more motivated by the threat of losing than they are by the prospect of winning. That’s why addressing people’s problems or fears works so well in marketing. Discover 8 problem-oriented copywriting formulas you can experiment with.

Can’t come up with an effective message? Copywriting formulas might be the perfect solution! Check out my favorite copywriting formulas to use in article intros, social media captions, emails, landing pages, ads, and everywhere else you write online.

Does everyone on your content team know what steps are involved in content production and who’s responsible for what? Let's break down what a content writing workflow consists of!

Here is a question: Does your content help people do a job people are hiring it for? Right, people hire content as well as they hire doctors, plumbers, presidents, or software developers. Let's find out why they do it and how you can use it in content marketing.

Statistics make your arguments more persuasive, but only if used correctly. Learn more about how to use numbers to give your arguments a firm foundation.

Subheadings often get overlooked by writers. But they, in fact, are very important for readability. Read on to learn a few rules of writing good subheadings for your blog posts.

The longer people stay on a page, the more likely they are to convert into customers. To increase time on page, you need to pay attention to content readability.

What questions should you ask a content writer at a job interview to reveal their skills and experience? These are my top 10 content writer interview questions!

In my experience working with B2B companies, there are five types of blog posts that generate the most traffic and are more likely to convert readers into leads.

To write content that ranks well on search, you need to have a crystal clear understanding of what your readers want to see when they type in your target keyword in the search box.

Do you know for sure who exactly will be reading your content? You don't. Read on to learn how to write content that serves and resonates with as many people as possible.

A lack of calls to action in blog posts is one of the reasons why readers don't continue their journey on your website and don't convert into leads. The good news is, it's easy to fix. Check out the best examples of calls to action to add to your blog.

The best copy never comes from copywriting formulas and persuasion hacks. It comes from customers' own words. Learn how to find the words that your customers want to hear.

A powerful concluding sentence should reinforce your key message and keep your readers wanting more. Explore five types of endings for your blog posts.

The main reason why so many blog posts don't get read is that they have bad introductions. Getting straight to the point and sticking with it all the way through comes down to knowing your message. Read on to learn about a few strategies on how to start your blog posts.

Before you write something, plan it. Figure out what you are going to write, and then write it. If your first draft looks like crap, then you didn't plan well enough.

People fall into one of five decision-making categories: charismatics, thinkers, skeptics, followers, or controllers. Let’s take a closer look at these personalities to understand how you can adapt your writing style and message to your type of reader.

Wonder what copywriting is? What do copywriters do? How do they get paid? How do you become a copywriter? Is it a good career? Get all the answers about copywriting in this article.

Copywriters don’t write content, don't write words to fill empty space in designs, and don’t just write. Obviously, they have nothing to do with copyright law. Copywriters write copy. But it’s not the whole story...

What do you think B2B buyers want? Thought leadership content? I'm afraid what they want is to buy. But marketers won’t help them do it. Learn how to apply Gartner's B2B buyer's journey to your content to let your buyers successfully arrive at a purchase.

Content clusters is a new strategy that puts topics over keywords. Check out what a content cluster consists of and find out how to turn your blog into a library.

Great copywriters are rare. They know how to use their writing skills to make people do what they want. So what skills do you need to become a great copywriter?

If you want to generate leads, your content needs to correspond to the right stage of the customer's journey. Learn how you can build your content strategy using 5 Stages of Awareness. I break down the whole process into 5 easy steps.

What's the difference between copywriters and a whole bunch of other creative specialists that have something to do with writing and marketing? Time to figure it out!

A list of skillsets that content writers need when applying for a job and growing their careers.