Gregory Ciotti

Writing / Content Strategy

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.


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:


Make Your Writing More Meaningful

Writing is an arduous process that seeks to bring abstract ideas into the tangible world.

Writing is valuable. You give voice to your team, help to your customers, and benefit by getting thoughts to page: writing doesn’t just transfer ideas, it creates them.

Since good words are worth much and cost little, choosing the right words is worth the price you pay in time (and sanity).


How to Vet New Content Hires

The team you build is the company you build. Hiring well is the most important part of your content efforts.

We recently hired our second content marketer at Help Scout.

I wanted to share a quick and dirty run-through on how we evaluated candidates in hopes that it will help you with your next hire.


25 Lessons from 25 Months of Content Marketing

At Help Scout, we take content and customer success through education very seriously.

Twenty-five months in, here are some of the odd lessons I’ve picked up along the way.

I hope they’re useful for you:


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:


Use a Table of Contents to Improve Your Publishing Strategy

Books have a much better signal to noise ratio vs. the internet. When well written, they are a cohesive learning experience.

Blogs, on the other hand, are often rapid-fire, “spray and pray” outlets for learning. One week you’re talking about this, and next week you’re on to a tangentially related subject.

Even with a unifying topic, this still makes for broken reading. That’s okay, but having an established “path” for learning is essential.

There is a better way to help customers succeed with your education, while still keeping things fresh and interesting on a medium that demands it.

That’s by using the “table of contents” strategy.