Gregory Ciotti

Writing / Content Strategy

To create a culture of writing at your company, start by providing incentive

Publishing as a team

Your company blog is an extension of the company itself; it’s how you talk to the world. When you look at what you’ve published as a collective, does it feel like you’re doing a good job of representing all the hardworking people who keep the ship afloat?

If you’re most companies, the answer is a firm “No.” That’s a shame, but it doesn’t happen on purpose. Because content is a cost-effective acquisition channel that can and should be measured, it usually turns into the marketing team’s pet project instead of a robust company platform. While every project needs an owner, this can cause teams to miss out on publishing high-impact stories from all across the organization.

(more…)

Simple SEO wins for startups with one page, one term

For many startups, SEO is viewed in the same vein as Tarot cards and palm readings.

The whole process seems like a sham, and its reputation isn’t helped by genuinely spammy “SEO outreach emails” where some automated message tells you that your site needs optimization. Yeah, okay.

Truth is, there are a number of quick wins any SaaS company can take advantage of by using the one page, one term methodology.

(more…)

What your introduction needs:
author objective, reader incentive

The introduction to any piece of writing serves as the first steps towards an intended destination. Good decisions here will be paid back throughout the rest of the journey.

One useful way to find and keep focus is to define author objective and reader incentive in every introduction you write.

(more…)

Writing your personal style guide

Style guides are created to ensure what’s published sounds like it’s coming from the same place. That works on a personal level, too.

Writing says something about your topic, but it also says something about you. What would you like to project? Sincerity? Humor? A casual, laid-back style? A confident, authoritative tone?

A personal style guide can help lay the foundation for your writing.

I’ve previously made a style guide for Help Scout, but I’m revising my personal one right now. As personal as they are, I certainly can’t tell you what to include, but I do have some suggestions:

(more…)

David Ogilvy’s last will and testament

All marketers should be voracious readers.

One book on my shelf that I feel is deserving of more attention is Confessions of an Advertising Man by David Ogilvy.

It’s much more than book on advertising; there’s an ample amount of wisdom on topics like candor, management, and creativity. And of course it’s delightfully written.

Each line of prose is dripping with humor-laden bravado. My personal favorite:

(more…)