Kathryn Aragon Media
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Table of Contents
1.
Introduction
2.
David Wong: bar-stool philosopher
3.
Michael Hyatt: C-Suite overtones
4.
Demian Farnworth: “hippest ink slinger this side of
broadband”
5.
Johnny B Truant: brand “epic”
6.
Oli Gardner: personality unchecked
7.
Ann Handley: keeping things simple
8.
Bob Burg: conversation starter
9.
Bottom line
10.
Credits
11.
Take the Worry Out of Content Writing
Introduction
Let me guess…
You need quality content. Lots of it.
But the mere fact that you need it — in high volume and high quality — is
enough to create a block.
You've heard of writer's block, I'm sure.
You can't create quality content if you're blocked.
It's no different with content writer's block. The challenge to create content
that's engaging and interesting day in and day out can be… well… stifling.
You can easily avoid these types of blocks with one simple adjustment to your
thinking.
Don't try so hard to write well. Just write like you talk.
As Seth Godin says,
No one ever gets talker's block.
Want proof that it works? Let's take a look at examples from seven of today's
top content writers.
David Wong: bar-stool
philosopher
David Wong (pen name of Jason Pargin) is an online humorist, NYT bestselling
author, National Lampoon contributor, and editor-in-chief of Cracked.com.
As you might guess from his introduction, David's content is funny, personal, and
though-provoking.
Take a look at this post (beware, it's R rated), 5 Ways You're Accidentally Making
Everyone Hate You.
His writing
Uses some profanity.
Has a snarky, humorous point of view.
Illustrates points with real-life examples and images.
Sounds like a conversation over drinks, not an essay.
Very long: 3,333 words.
Results
Comments: 2,231
Views: 1,756,736
Likes: 29,263
How he does it
David doesn't write fluff. He's got good ideas, and he doesn't mince words
sharing them. So you get to know the real David when you read his work.
Transparency, especially when combined with top-rate content, is always a
winner.
TIP: Ideas — the information you share and the topics you cover — are the most
important element of successful content writing. If you have good ideas and
express them clearly, your style and length hardly matter.
Michael Hyatt: C-Suite
overtones
Michael Hyatt is the author of NYT bestselling Platform: Get Noticed in a Noisy
World(Thomas Nelson). He is also the former Chairman and CEO of Thomas
Nelson Publishers, the seventh largest trade book publishing company in the
U.S.
As you can imagine, he's got more polish than the average content marketer.
Read this excerpt from 5 Characteristics of Weak Leaders (and How Not to Be
One), and you'll see what I mean:
His writing
Straight-forward and simple style.
Graduate-level vocabulary.
Medium length: 684 words.
Surprisingly, a 7th grade reading level.
Results
Comments: 181
Likes: 1,742
Tweets: 955
How he does it
The content marketing rule about using simple words and a chatty style doesn't
always apply. Michael is the perfect example of someone who breaks the rules
and gets away with it.
For him, this post is casual.
Sure he uses a textbook style, crafting phrases like “the narrative demonstrates
an ability to tap into a broad array of perspectives.” But it doesn't sound like he
recently discovered those words in his thesaurus.
He really talks this way.
Even more important, Michael understands the value of being readable. He
keeps his articles relatively short and uses simple sentence structures, netting a
7th grade reading level in spite of his wide vocabulary.
So he's 100% himself — and still accessible to the average reader.
TIP: Don't be afraid to break the “rules.” Your goal is to be yourself, not an
imitation of everyone else. Just make sure your style is readable and clear.
Demian Farnworth:
“hippest ink slinger this
side of broadband”
Demian is a long-time writer and editor. Among other gigs, he's written for Crazy
Egg and other blogs, a nationally recognized lawyer, and an international
humanitarian aid organization. Now he works as chief copywriter for
Copyblogger Media.
One of his greatest strengths as a content writer isn't his writing ability (which is
top notch). It's his ability to help you “see” what he's writing about.
Take this excerpt from an article for Copyblogger, The 6 Unique Traits of All
Remarkable Writers:
This is an educational article, sharing the qualities of good writers. But he doesn't
just teach. He uses vivid language and stories to make his points come alive.
Look at this example from the same article:
His writing
Clean, clear, concise.
Short paragraphs.
Lots of bullets and lists.
Lots of stories.
Casual, conversational style.
Results
Comments: 70
Tweets: 1,131
Likes: 413
How he does it
Demian does a terrific job of writing professionally and conversationally at the
same time. He uses strong, active verbs and his sentences are immaculate, every
word right and in the right place.
But he doesn't sound formal. Far from it. He could just as well be relaxing in a
lawn chair, telling you his stories.
How does he do this? He never lets his writing draw attention to itself. He selects
the right words to express his ideas. Not to show off his writing skill.
And it works. His writing never distracts. His message comes through loud and
clear.
TIP: Focus on your ideas more than your writing. But if you can develop your
writing skill, it's easier to express yourself clearly. So don't settle for your first
draft. Take time to edit your content until it expresses your ideas clearly and
concisely.
Johnny B Truant: brand
“epic”
Johnny says of himself, “The two things I do are writing novels and talking about
becoming 'Legendary,' which is my own hard-edged, punch-you-in-the-facebecause-I-love-you brand of human potential and personal development.”
Obviously, Johnny doesn't hold back. Read this excerpt from his blog post, The
universe doesn't give a flying fuck about you, and you'll see more of his in-yourface style:
His writing
Shoots for “epic,” not just in length, but in content as well.
Uses profanity and slang.
Is conversational to the extreme.
Very long: 2,929 words.
4th grade reading level.
Results
Comments: 247
Tweets: 641
Likes: 4,700
How he does it
Reading Johnny's blog is like taking a coffee break with that guy you went to
high school with: the class cut-up, the one who should have made straight A's
but was having too much fun to do his homework.
Well, he's doing his homework now. Johnny takes the time to find, not just ideas,
but epic ideas. And he goes deep, weaving his arguments together so logically
that you can't help but agree with him.
He does no pretending, no cleaning up for mom. But since that's his brand —
raw and over-the top — it works.
TIP: Adopt a style that works for your brand personality and your readers. Then
dare to take it a little further, to be a little bolder and a little less conventional.
Oli Gardner: personality
unchecked
Oli is the Co-Founder and Director of Marketing at Unbounce. He writes
primarily about conversion-centered design, a topic that usually gets dry,
technical coverage.
Not with Oli. He has a fresh, original voice that never makes your eyes glaze
over. Take a look at the opening of this post, Where's the Best Place to Put Your
Call-To-Action (CTA)?
His writing
Fun, silly, and a completely random style.
Lots of metaphors and stories.
Bullets and lists to make a technical topic easy to understand.
Illustrations and screen shots to illustrate his points.
Long: 1,512 words.
Results
Tweets: 203
Comments: 12
+1's: 44
How he does it
Oli isn't a trained writer. He's a designer and marketer.
But he has an engaging style that's easy to read and understand. And he
provides detailed, practical information.
His personality shows through in the way he talks, in the way he introduces his
ideas, and in making his point. His unique way of expressing himself, combined
with the useful information he provides, makes his content unbeatable.
TIP: Don't try to sound like every other content marketer in your space. They
may have a distinctive way of communicating and believe it's the right tone for
your industry. That's all the more reason for you to write in your own style and
voice — so you can stand out from the crowd.
Ann Handley: keeping
things simple
Ann Handley is the Chief Content Officer of MarketingProfs and the Primary
Caregiver of its blog, the MarketingProfs Daily Fix. She also blogs at The
Huffington Post and on her personal blog, Annarchy.
When it comes to content, Ann knows a thing or two (or three). But what I want
you to notice is how simple her writing is. This article, Vine: Stupid, Simple, and
Brilliant, is a good example:
Her writing
Conversational “asides" in parentheses, so you can hear her inflection.
Short, easy-to-read paragraphs and simple vocabulary.
Subheads that divide the content into easy-to-follow sections.
Lots of Vine videos (or images in other posts) to illustrate her points.
Medium to long length: 857 words.
Results
Comments: 23
Likes: 188
Tweets: 290
How she does it
Ann has a professional tone and a great writing style. She doesn't try to be too
casual. But she doesn't put on airs, either. Her writing reflects her own
personality, and she goes overboard sharing useful information, which is all
about creating great content.
Simply put, she practices what she preaches.
And it works.
TIP: Especially if you provide how-to information for your followers, use content
to showcase your techniques. Don't worry about how well you write. Focus on
showing people how your solutions look in practice.
Bob Burg: conversation
starter
In case you thought great content marketers only write long content, I wanted to
include Bob.
Bob is a bestselling author and speaker who talks about success, influence, and
being a go-giver. He believes that the amount of money you make is directly
proportional to how many people you serve.
It's a humble, we're-in-this-together attitude that shows through even in his
content. This post, Ayn Rand, Happiness, Values, and My Confusion, is a great
example of this mindset.
Notice that this isn't Bob's ideas, shared from a guru's perspective. Instead, it's a
collaboration project, crafted into a blog post.
His writing
Short: 413 words.
Open and engaging style.
Incorporation of social media interactions.
This content is a conversation starter, not a solution.
Results
Comments: 14
Likes: 102
Tweets: 56
How he does it
Bob doesn't give all the answers. He starts a conversation and let's others
contribute. Write a good comment on his Facebook page, and you might get
showcased in his content.
You have to admit, that's engaging. The fact that he writes content like this
encourages people to connect with him in all his channels.
So it isn't great writing that makes Bob successful. It's his ability to get people
involved — which, after all, is one of the primary goals of content marketing.
TIP: Sometimes when we talk, we're sorting out our ideas. “Writing like you talk”
can do that too. Use content to build engagement by starting conversations,
involving your social media followers, and asking questions. You don't always
have to have the answers.
Bottom line
The truth is, great content isn't about the rules.
It doesn't matter whether you position yourself as a guru or the guy
next door. You can write long copy or short. You can adopt any style.
What matters is that you sound like you.
So don't worry about whether you write well enough. Or what your
English teacher, mom, or competitors will think.
Tip 1: Just Write
Get your thoughts and ideas into print, then work with them to clean them up. After
all, editing is often easier than writing.
Tip 2: Write like you talk
Don't try to impress anyone. Be yourself. Just say what you want to say.
Tip 3: Keep the focus where it should be
Share your best ideas in an engaging way. That's the bottom line, and it removes the
stress of saying things "right." So content writer's block will never be an issue again.
Credits
This ebook is a version of a post I
wrote for Crazy Egg, which is
available here.
Cartoon is courtesy of
www.gocomics.com: Calvin and
Hobbes by Bill Watterson
Take the
Worry Out of
Content
Writing
Powerful writing depends on
proven frameworks. Imagine the
difference it would make to have 12
templates pro writers rely on for
their best content.
Now you can. With 12 Blog Post
Templates, your ideas will almost
write themselves.
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