Content That Sounds Like You—Only Better

WHAT’S WRONG WITH THIS PICTURE?

THE BIGGEST MISTAKE

THAT MOST WEBSITES MAKE?

SO… WHAT’S THE

SECRET TO WEB CONTENT

THAT WORKS?

1) CLIENT FOCUS

THE HOOK

TRANSPARENCY

SWEET, USER-FRIENDLY ORGANIZATION

WHY ARE YOU WRITING YOUR BLOG?

• Are you trying to get a sale?• Is building your credibility the priority?• Do you want to introduce yourself on a more

personal level?• Perhaps you want to make an online splash.• Or maybe you’re going for all four.

YOUR BLOG’S AUDIENCE

• What do they like? • What interests them? • What concerns them? • What problems are they trying to solve?• What pain can you help eliminate?

• Company news.• Inspirational stories.• Useful, free educational resources.• Helpful tips related to your product or service• New market studies, research, surveys or polls.• Education about your latest initiative, product

or service – position as misconception or quiz.• Events—workshops, speeches, podcasts,

product releases, etc.—before and/or after. • Holiday or seasonal tie-ins.

Linden’s 7 Rules for Writing Just About Anything

1) Just start.

2) If you’re working on a big project, organize your material into piles, then sort.

3) Create an outline.

4) Opt for action verbs instead of “to be” or “to have.”

5) Avoid passive sentences in favor of active ones.

6) Avoid qualifiers. State your position as fact.

7) Cut the fat.

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