Gregory Ciotti

Writing / Content Strategy

Getting your company to write creates way more value than you think

Publishing as a team

A great content marketing strategy is built on what the company collectively publishes, not what you personally write.

Knowing the difference will stop you, as the Content Marketing Manager, from trying to be the lone steward of good stories in your company. Publishing interesting ideas from your colleagues counts all the same; content is an end result, and readers don’t care where it comes from.

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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.

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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.

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David Ogilvy’s 10 most valuable lessons on advertising

All marketers should be voracious readers. One book on my shelf 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:

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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. And because they are personal, I can’t tell you what the perfect style guide looks like, but I can share how I approached mine.

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