People on the web have short attention spans and a wealth of other resources right under their noses. To grab their attention and keep them engaged, your words have to stand out and provide relevant, valuable information. <\/p>\n\n\n\n
For me, consuming a piece of excellent writing is like eating a delicious cupcake. It\u2019s a full-body experience that makes my mouth water when all the ingredients (or words) come together in just the right way. It\u2019s kind of magical when you think about it. <\/p>\n\n\n\n
But, while you don\u2019t need the word-weaving skills of a best-selling novelist to write great content, you do <\/em>need to know how to string together decent sentences that inspire action and build affinity with your readers.<\/p>\n\n\n\n In this guide, we\u2019ll cover the basics\u2014providing key writing pointers you can leverage today to improve your skills. Then, we\u2019ll dive deeper into what writing well looks like for content marketing. <\/p>\n\n\n\n If you\u2019ve ever read something and thought, \u201cWow\u2026,\u201d<\/em> chances are, the writer has incorporated several of these tactics to keep you engaged and in awe. <\/p>\n\n\n\n Consider these two sentences: <\/p>\n\n\n\n The first is punchy and to the point. The reader can put themselves in Billy\u2019s shoes and imagine the action. <\/p>\n\n\n\n The second shares the same sentiment but uses more words to say the same thing. Also, the reader is likely focused on the book instead of Billy.<\/p>\n\n\n\n This is the difference between the active and passive voice.<\/p>\n\n\n\n Active sentences follow a subject + verb + object<\/strong> structure, while passive sentences flip it around to a murkier object + verb + subject<\/strong> construct. Using active sentences keeps readers amid the action and avoids potential confusion. <\/p>\n\n\n\n Short is<\/em> sweet. <\/p>\n\n\n\n The longer your sentences are, the harder it is for readers to keep up with what you\u2019re saying. Extra, long-winded sentences can get convoluted and dilute your message. (This is especially important to remember for website copy and product-led content<\/a>. <\/p>\n\n\n\n Here\u2019s the kicker: You don\u2019t want all <\/em>your sentences to be ten words or less. That can get choppy and repetitive, so drop in a few 15-20 word sentences into the mix, just like Gary Provost illustrates below.<\/p>\n\n\n\n Now, consider these two sentences: <\/p>\n\n\n\n Same sentiment, different outcome. It\u2019s easy to sling a few -ly terms into a sentence\u2014we\u2019re all guilty of it, especially when trying to emphasize a certain detail.<\/p>\n\n\n\n Source<\/a><\/em><\/p>\n\n\n\n However, with over 170,000 words in the English language<\/a>, there are plenty of powerful alternatives to adverbs like \u201cmostly,\u201d \u201creally,\u201d and \u201cvery.\u201d<\/p>\n\n\n\n Cutting out -ly adverbs keeps sentences short \u2018n sweet (like we said in #2); it also encourages you to incorporate creative, novel verbs that spice up your writing. <\/p>\n\n\n\n Purple prose<\/a> belongs in the great American novels of the past\u2014not today\u2019s marketing or blog content. Readers today (especially online) don\u2019t have time to read ostentatious, flowery paragraphs filled with complex sentences and big words. <\/p>\n\n\n\n Your content marketing should exude authority, but not at the expense of welcoming and relating to your audience. Consider the difference between: <\/p>\n\n\n\n \u201cCrafting alluring and delicate passages will compel bibliophiles to pursue page after page of your gushing prose.\u201d<\/em><\/p>\n\n\n\n And:<\/p>\n\n\n\n \u201cWriting engaging paragraphs will encourage your audience to read more.\u201d <\/em><\/p>\n\n\n\n They say the same thing, but the second is way<\/em> easier to read. Get to the point and use simple words that everyone can understand. It’s also a good idea to reword sentences<\/a> as needed. Sometimes slight alterations can enhance writing clarity without changing the overall meaning of the message. This makes your content the focus rather than the words themselves. <\/p>\n\n\n\n The first draft is always a work-in-progress. <\/p>\n\n\n\n You\u2019re not going to write the best piece ever written on the first try (not when it took J.K. Rowling 15 attempts<\/a> to write the first chapter of The Sorcerer\u2019s Stone). <\/p>\n\n\n\n But it\u2019s much easier to work with a draft than a blank page. Before you start editing your work, focus on writing your first draft. Don\u2019t worry about spelling, sentence structure, or the strength of your introductions or conclusions. <\/p>\n\n\n\n Then, once you\u2019ve written a first draft from start to finish, put on your editing cap and ruthlessly review your work. Use the CTRL + F<\/strong> function to search for adverbs and qualifying words like \u201creally,\u201d \u201cvery,\u201d and \u201conly.\u201d Turn passive sentences into active sentences. Rewrite lengthy paragraphs and cut unnecessary words to make sentences easy to digest. <\/p>\n\n\n\n Tip<\/strong>: Download a tool like Grammarly to catch some of these errors. Grammarly is one of our favorite content marketing tools<\/a>.<\/p>\n\n\n\n Good writers are voracious<\/em> readers. <\/p>\n\n\n\n They devour everything from literary novels to posters in the bodega and blog posts published by competitors. Understanding what makes good writing also means understanding what makes bad <\/em>writing, and the more you read, the more you learn. <\/p>\n\n\n\n You\u2019ll soon find writing styles that evoke that delicious cupcake feeling, so make a note of what you like and what you don\u2019t like. <\/p>\n\n\n\n A swipe file can help here: pull sentences you love (or loathe) into a folder to reference when you\u2019re writing your own stuff. <\/p>\n\n\n\n Source<\/a><\/p>\n\n\n\n The fastest way to become a great writer is to write<\/em>\u2014when you\u2019re motivated and<\/em> tired, when you feel creative and<\/em> when you feel like your tap has run dry.<\/p>\n\n\n\n You can\u2019t learn to cook by only reading<\/em> recipe books. The writing process is the same. Despite how much you read, you must put pen to paper to discover your writing style in action. Here are some writing practice tips:<\/p>\n\n\n\n You\u2019ve got the basics of writing down. Now, it\u2019s time to combine them with best practices for content marketing and blogging. <\/p>\n\n\n\n Writing online content is quite different from writing a novel, but the foundations of writing still apply. Even as a marketer, a good sentence is a good sentence\u2014regardless of where it\u2019s published or how it\u2019s consumed. <\/p>\n\n\n\n Online readers are after quick information. <\/p>\n\n\n\n If they don\u2019t get what they want straight away, they\u2019ll find somewhere they can. Content writing isn\u2019t the same as creative writing, where you have the time and space to draw out a beginning, middle, and end. <\/p>\n\n\n\n Instead, a smart content structure is crucial to keep readers engaged and guide them from one section to the next. <\/p>\n\n\n\n A robust structure includes: <\/p>\n\n\n\n Fluff is not welcome online. Every single sentence should add value in some way if you want your audience to continue reading. <\/p>\n\n\n\n Adding value goes beyond the foundations of writing and is informed by your initial audience research<\/a>. <\/p>\n\n\n\n Add value to your content by: <\/p>\n\n\n\n Forming a connection with your readers is crucial if you want them to come back for more. <\/p>\n\n\n\n According to Tommy Walker<\/a>, \u201cA lot of publications miss this in general. That feeling of something more is happening here is what brings people back. To me, return traffic is the most important thing. If you never get that return traffic, you are never going to get to the consideration point.<\/strong>\u201d<\/p>\n\n\n\n One way to do this is by speaking to them like a friend and using first-person (\u201cI\u201d) and second-person (\u201cyou\u201d) pronouns to build affinity.<\/p>\n\n\n\n Consider the following two sentences: <\/p>\n\n\n\n The first is impersonal and generic while the second is more informal, friendly, and trustworthy.<\/p>\n\n\n\n You can also create a deeper connection with readers by sharing personal anecdotes, experiential stories, and relatable analogies. Treat your content like a trust-building bridge, not a one-way bullhorn. <\/p>\n\n\n\n You <\/em>might have an extensive understanding of your industry and all the relevant terms that go with it, but your audience probably doesn\u2019t. Moreover, if you truly want to educate and convert your readers, you need to speak their language.<\/p>\n\n\n\n Avoid using unusual acronyms and industry-relevant jargon\u2014especially if you want to appeal to a broader audience.<\/p>\n\n\n\n You can even use an article writer<\/a> or another writing software<\/a> to assist in simplifying complex concepts and translating industry-specific terminology into more accessible language<\/p>\n\n\n\n While it\u2019s essential to establish your expertise and authority, incorporating jargon into your content can alienate readers and create a disconnect between you and them. <\/p>\n\n\n\n The explosion of online content has created an influx of writing methodologies and persuasive formulas that encourage readers through the sales cycle (which, let\u2019s face it, is the ultimate goal of any content marketing strategy<\/a>). <\/p>\n\n\n\n These are often used for copywriting purposes, but they can also be incorporated into certain content types. <\/p>\n\n\n\n They include formulas like: <\/p>\n\n\n\n While these formulas often work best for landing pages, web copy, and sales letters, they can also be sprinkled throughout blog posts, case studies, and other content types. <\/p>\n\n\n\n Learning to write well<\/a> takes time. Luckily, there are several tools available<\/a> that will help you ramp up your efforts. <\/p>\n\n\n\n Here are some of our favorites:<\/p>\n\n\n\n Learning how to write well is an ongoing process. It doesn\u2019t happen overnight. Even the best writers and bloggers are still learning, so don\u2019t get frustrated if you struggle to write sentences that evoke that cupcake-eating feeling. <\/p>\n\n\n\n Instead, focus on practicing your craft, experimenting with different content writing formulas, and ensuring you\u2019re providing continuous value to your audience throughout your content.<\/p>\n\n\n\n Join our content strategy course<\/em><\/a> to unlock writing advice and techniques that convert readers into buyers.<\/em><\/p>\n\n\n\n Discover the foundations of good writing and how to incorporate them into your content marketing efforts.<\/p>\n","protected":false},"author":10,"featured_media":852,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[125,127],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-845","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-content-marketing","8":"category-production"},"yoast_head":"\nWriting Tactics to Take Your Content to the Next Level<\/h2>\n\n\n\n
1. Use the active voice, not passive voice. <\/h3>\n\n\n\n
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2. Keep sentences short.<\/h3>\n\n\n\n
![\"how](\"https:\/\/beomniscient.com\/wp-content\/uploads\/2021\/04\/image1.png\")
<\/figure>\n\n\n\n3. Cut adverbs and qualifying words.<\/h3>\n\n\n\n
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![\"\"](\"https:\/\/beomniscient.com\/wp-content\/uploads\/2021\/04\/image3.png\")
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4. Use simple words.<\/h3>\n\n\n\n
5. Write, then edit ruthlessly.<\/h3>\n\n\n\n
![\"how](\"https:\/\/beomniscient.com\/wp-content\/uploads\/2021\/04\/image2-1024x393.png\")
<\/figure>\n\n\n\n6. Read others\u2019 work.<\/h3>\n\n\n\n
![\"how](\"https:\/\/mk0omniscientdiqrnx8.kinstacdn.com\/wp-content\/uploads\/2021\/04\/image4-1024x600.png\")
<\/figure>\n\n\n\n7. Practice makes perfect.<\/h3>\n\n\n\n
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How to Write Well for Content Marketing <\/h2>\n\n\n\n
1. Structure your content wisely.<\/h3>\n\n\n\n
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2. Add value with every sentence.<\/h3>\n\n\n\n
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3. Create a connection.<\/h3>\n\n\n\n
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4. Eliminate jargon.<\/h3>\n\n\n\n
5. Use content writing formulas.<\/h3>\n\n\n\n
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The Best Writing Tools to Give You a Helping Hand<\/h2>\n\n\n\n
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Good Writing Doesn\u2019t Happen Overnight<\/h2>\n\n\n\n
![\"Content](\"https:\/\/beomniscient.com\/wp-content\/uploads\/Content-Strategy-framework-1024x535.png\")
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