I've edited 3+ million words.
Here are 8 common content writing mistakes,
and how to fix them:
Here are 8 common content writing mistakes,
and how to fix them:
1. Not answering "why" or "how"
Too often, writers make a key statement & move on w/out answering:
-Why it matters
-How it can help the reader
This leaves the reader with questions.
And may prompt them to leave & find the answer elsewhere.
Missed opportunity.
Too often, writers make a key statement & move on w/out answering:
-Why it matters
-How it can help the reader
This leaves the reader with questions.
And may prompt them to leave & find the answer elsewhere.
Missed opportunity.
β‘οΈ How to fix
Goal = keep the reader on page
OR
Click on an internal link.
Follow statemements with:
-Takeaways + breakdowns so they can apply advice to their unique situation
-How to prescriptively do a thing
-Where they can find more info
Ex:
Goal = keep the reader on page
OR
Click on an internal link.
Follow statemements with:
-Takeaways + breakdowns so they can apply advice to their unique situation
-How to prescriptively do a thing
-Where they can find more info
Ex:
2. Not varying sentence length
Short sentences are good.
The snappier, the better.
But varied sentence length is a nice way to keep attention and play with rhythm.
Like a good song, sentences should ebb and flow.
So the reader can sway along and get lost in the words.
Short sentences are good.
The snappier, the better.
But varied sentence length is a nice way to keep attention and play with rhythm.
Like a good song, sentences should ebb and flow.
So the reader can sway along and get lost in the words.
β‘οΈ How to fix
See what I did there?
Go back and read that tweet again.
It's a case in point.
See what I did there?
Go back and read that tweet again.
It's a case in point.
3. Overexplaining
Redundant words are easy to spot.
Redundant ideas are harder.
They creep up when you're trying to drive a point home.
So you end up saying it two different ways.
Which is unnecessary and adds friction to the reading experience.
Redundant words are easy to spot.
Redundant ideas are harder.
They creep up when you're trying to drive a point home.
So you end up saying it two different ways.
Which is unnecessary and adds friction to the reading experience.
β‘οΈ How to fix
Yes, we're often explaining complex ideas.
But readers aren't stupid.
When making a point, say what you mean once.
Then move on.
Your content will be:
-Easier to digest
-Easier to skim
-More valuable
More here:
Yes, we're often explaining complex ideas.
But readers aren't stupid.
When making a point, say what you mean once.
Then move on.
Your content will be:
-Easier to digest
-Easier to skim
-More valuable
More here:
4. Not cutting filler
Filler is words & ideas that don't belong.
Because they add no value.
And don't forward the narrative.
Filler creeps up when:
-You're speaking to a broad audience
-You're not practiced at self-editing
-You haven't researched a topic enough
Filler is words & ideas that don't belong.
Because they add no value.
And don't forward the narrative.
Filler creeps up when:
-You're speaking to a broad audience
-You're not practiced at self-editing
-You haven't researched a topic enough
β‘οΈ How to fix filler words
Cutting filler words is quite easy.
But be careful.
Remember that sentence length should vary.
Not every sentence needs a buzz cut to be <10 words.
Here's a hack:
Cutting filler words is quite easy.
But be careful.
Remember that sentence length should vary.
Not every sentence needs a buzz cut to be <10 words.
Here's a hack:
β‘οΈ How to fix filler ideas (1/2)
Say you're speaking to an experienced marketing audience.
They don't need 101 lessons.
This would be filler:
"USPs are difficult to write, but following certain tips helps your journey."
πImagine a CMO reading that.
Bounce.
Say you're speaking to an experienced marketing audience.
They don't need 101 lessons.
This would be filler:
"USPs are difficult to write, but following certain tips helps your journey."
πImagine a CMO reading that.
Bounce.
β‘οΈ How to fix filler ideas (2/2)
Also very easy to add filler in transitions at the top of H2s.
β "You're about to learn how to write USPs well. Let's look at eight examples."
β "Here are eight USPs that get it right (and why):"
Get to your point succintly.
More valuable.
Also very easy to add filler in transitions at the top of H2s.
β "You're about to learn how to write USPs well. Let's look at eight examples."
β "Here are eight USPs that get it right (and why):"
Get to your point succintly.
More valuable.
5. Forgetting the target audience
Your audience is human.
Address them as such.
This way, your writing feels personalized.
As if you're speaking to only the reader.
Which makes your words easier to connect & relate to.
Your audience is human.
Address them as such.
This way, your writing feels personalized.
As if you're speaking to only the reader.
Which makes your words easier to connect & relate to.
β‘οΈ How to fix
β "Marketing teams that apply this advice see results in [TIMEFRAME].
β "If you apply this advice, your marketing team will see results in [TIMEFRAME]."
Marketing teams = impersonal
You = personal
Be direct.
β "Marketing teams that apply this advice see results in [TIMEFRAME].
β "If you apply this advice, your marketing team will see results in [TIMEFRAME]."
Marketing teams = impersonal
You = personal
Be direct.
6. Forgetting to simplify
Yes, it's hard to explain complex topics like APIs.
But, a low readability grade (e.g. 9th grade) makes concepts easier to digest.
"Write like you speak" doesn't mean't write with "umms", "ahhs" and "likes" in your copy.
It means write simply.
Yes, it's hard to explain complex topics like APIs.
But, a low readability grade (e.g. 9th grade) makes concepts easier to digest.
"Write like you speak" doesn't mean't write with "umms", "ahhs" and "likes" in your copy.
It means write simply.
β‘οΈ How to fix
β "APIs are software intermediaries that allow applications to communicate."
β "APIs make it possible for applications to talk to each other (without needing a person to step in)."
Ex. 1 = confusing (to the average reader)
Ex. 2 = easier to understand
β "APIs are software intermediaries that allow applications to communicate."
β "APIs make it possible for applications to talk to each other (without needing a person to step in)."
Ex. 1 = confusing (to the average reader)
Ex. 2 = easier to understand
7. Making sweeping generalizations
If you say X is true because of Y, you need to back it up.
This adds credibility.
And shows you've done your research.
Credibility can be:
-Third party data
-Owned data
-Case studies
-Social proof
-Results
If you say X is true because of Y, you need to back it up.
This adds credibility.
And shows you've done your research.
Credibility can be:
-Third party data
-Owned data
-Case studies
-Social proof
-Results
β‘οΈ How to fix
β "Buyers now prefer researching on their own over speaking to a sales rep."
β "B2B buying behavior is trending from seller-centric to buyer-centric. Gartner data shows 44% of millennials are skeptical of the claims reps make."
1 = generalization
2 = backed up
β "Buyers now prefer researching on their own over speaking to a sales rep."
β "B2B buying behavior is trending from seller-centric to buyer-centric. Gartner data shows 44% of millennials are skeptical of the claims reps make."
1 = generalization
2 = backed up
8. Forgetting intent
People care about how your content helps them:
-Solve a problem
-Address a pain point
-Reach a goal
And you (the marketer) care about:
-Moving customers along their journey
We're not creating content for funzies.
We need to convert to earn $$$.
People care about how your content helps them:
-Solve a problem
-Address a pain point
-Reach a goal
And you (the marketer) care about:
-Moving customers along their journey
We're not creating content for funzies.
We need to convert to earn $$$.
β‘οΈ How to fix
Always define your:
-Purpose
-Goals
-CTAs
If purpose + goal =
Increase free trials by X over X timeframe
Then your content must:
-Align with the right customer lifecyle stage
-Include internal links to MOFU and BOFU content
-Include CTAs to start trial
Always define your:
-Purpose
-Goals
-CTAs
If purpose + goal =
Increase free trials by X over X timeframe
Then your content must:
-Align with the right customer lifecyle stage
-Include internal links to MOFU and BOFU content
-Include CTAs to start trial
To recap, avoid these common writing mistakes:
1. Not answering "why" or "how"
2. Not varying sentence length
3. Overexplaining
4. Not cutting filler
5. Not speaking to the target audience
6. Forgetting to simplify
7. Making sweeping generalizations
8. Forgetting intent
1. Not answering "why" or "how"
2. Not varying sentence length
3. Overexplaining
4. Not cutting filler
5. Not speaking to the target audience
6. Forgetting to simplify
7. Making sweeping generalizations
8. Forgetting intent
If you liked this knowledge, give it a retweet.
And follow @ericasmyname for more writing and editing content,
And the occasional bad joke
And the occasional bad joke
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