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Content Writing Examples, Tips, and Resources

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Content Writing Examples, Tips, and Resources

Consuming great writing is like listening to a singer. If the performer makes an emotional connection with me – even though they miss a few notes – I eagerly lock into the rest of the song and anticipate the next performance.

Your words must be powerful and effective as well if you want to captivate as many of your readers as possible.

Content writing isn’t an easy task. Whether you craft words for B2B or B2C audiences, the challenges can be many. I’ve created a diverse set of tips, tools, and resources to aid in shaping and modifying your work. It’s not an exhaustive collection. Some ideas may seem familiar. Others will be fresh.

My hope is that you’ll walk away with some insights or new tools to help address or minimize the content creation challenges you face.

Let’s get to it.

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1. Convey much with few words

I find inspiration in ad copy that takes little space to reflect a strong message. Sure, you’ll need to write much more than a couple of sentences for your content marketing, but simplicity has merit. How well you write always sets the stage for what’s to come.

Creativity can emerge in many ways. Sometimes, it’s a simple starting point. It might be wise to reflect the times and a significant sentiment. These examples tap into beauty, memes, a health crisis, and a love of pets.

I was impressed with this line from Dove, “You’re more beautiful than you think.” It’s part of Dove Real Beauty Sketches, a six-minute YouTube video with 11 million views since 2013. The content looks at the gap between how we perceive ourselves and how others see us.

In 2019, Spotify gained notice with its Spotify Everywhere meme-themed campaign. For example, on one billboard, the left side read: “Me: It’s Okay; the breakup was mutual.” On the right side, it read: “Also Me: Sad Indie” (complete with the app’s music search imagery). The simple, creatively delivered message went deep into a full range of emotions familiar to countless people.

The COVID-19 pandemic led to numerous ad campaigns that underscore the value of brevity. Nike handled it this way: “If you ever dreamed of playing for millions around the world, now is your chance. Play inside, play for the world.”

CARA Welfare Philippines (Compassion and Responsibility for Animals) chose contrasting images – neglect and recovery – and four words to reinforce the message of caring: “Same dog, different owner.”

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Content Writing Examples Tips and Resources

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2. Nail down your headlines

Headline writing involves many challenges – tone, length, etc. This headline from OptinMonster appears to be straightforward with its good use of a numeral, direct, etc. But the phrase “you need to use” caught my attention and elevated the article’s value in my mind.

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One practical tool to help you nail down your headlines is the free Title Generator from The HOTH.

One practical tool to help you nail down your headlines is the free #TitleGenerator from @the_hoth, says @mikeonlinecoach via @CMIContent. #WritingTips Click To Tweet

3. Focus on clarity when you write

Zendesk elevates its customer service by writing briefly to illuminate the difference among customer support, customer self-service, and customer engagement. With a few words, Zendesk communicates that it cares to its customers and wants them to access the best resource to help them right away.

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A word of caution: Don’t be so creative that a reader struggles to detect your main point. Be careful with humor, which can fall flat for the reader.

4. Know your audience

You need to speak your audience’s language, but that doesn’t mean settling for jargon. Typically, an informal, conversational approach works best when you’re creating content.

An informational, conversational approach works best when you’re creating #content via @mikeonlinecoach via @CMIContent. #WritingTips Click To Tweet

Other informal writing ideas include writing in first or second person and avoiding sentences that begin with vague words like this or that.

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5. Win your readers over

How does your content inspire readers or get them to care?

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Some suggestions include:

  • Focus on actionable content that they could use right away.
  • Use profanity sparingly if at all. It can distract readers who wonder why those words were included.
  • Link to other websites, newsletters, and blogs to provide added value to readers and help your content establish credibility.

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6. Get visitors to take action

Sometimes it’s a simple word or phrase that prompts someone to take the next step. Buffer offers a list of 189 words. Among the list are a dozen that imply exclusivity to motivate readers:

  • Members only
  • Login required
  • Class full
  • Membership now closed
  • Ask for an invitation
  • Apply to be one of our beta testers
  • Exclusive offers
  • Become an insider
  • Be one of the few
  • Get it before everybody else
  • Be the first to hear about it
  • Only available to subscribers

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7. Length depends on the context

It’s easy to stick to some content length rules and preferences.

For example, maximize the 35 characters available in a Google ad headline. On social media, though, you might improve engagement by stopping well short of the maximum character limits.

It gets tougher with website pages, articles, and blog posts. I understand that short pieces (let’s say anything under 500 words) are easier to consume for online readers. But longer content can draw in people as well. Visuals in the core content and within the site architecture can support your text.

Odds are you have guidelines that dictate length but allow exceptions. If you don’t write enough, you disappoint someone by not devoting sufficient attention to a topic. If you provide too many details, you might overwhelm a reader who might miss your primary ideas.

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Editors and writers should agree on whether the article is a suitable length. You can discard information that doesn’t quite fit. But in the content writing and editing process, you might identify opportunities to use some portions for future content (with additions or modifications).

From a search engine optimization perspective, longer content is always best. A website, for example, can get by with shorter pieces if it becomes authoritative through its age, the number of pages, inbound links, and more. However, extended content often helps generate high rankings for targeted keyword phrases and similar words.

From a #SEO perspective, longer #content is always best, says @mikeonlinecoach via @CMIContent. #WritingTips Click To Tweet

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8. Ensure your content can be scanned

Readers skip a lot of words. Make it easy for them to discover your key points by including:

  • Short paragraphs
  • Subheads
  • Bulleted lists
  • Bolded text
  • Words in color
  • Links

You don’t need to write long sentences to get your point across. Short ones work in your favor. It’s the same thing with words. Here are some common examples of better choices, note that sometimes a few short words sound better than one long word:

  • Show, not indicate
  • Get rid of, not eliminate
  • Use, not utilize
  • To, not in order to
  • Help, not facilitate
  • Get, not obtain
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9. Understand fair use

As a writer, you may occasionally use other content. It’s not always enough to use quotation marks and cite the source.

Fair use depends on several factors, including whether your content is used for commercial purposes and its potential impact on the market value of the copyrighted work.

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I mostly worry about the length of the original source. If I quote 100 words from a 250-word blog, that would be too much. A lawyer would have the best advice, but I would limit the quote to 25 words in that case. Books are a little easier. If you quote 300 words from a 150-page book, you would be fine. Poems and song lyrics are a danger zone because they’re often short. I’ve cited as little as possible from them. It’s always best to get legal counsel before publishing the final content.

It’s always best to get legal counsel before publishing the final content, says @mikeonlinecoach via @CMIContent. #WritingTips Click To Tweet

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10. Evaluate sentence structure with the Hemingway App

Content writers have many reference tools to make their jobs a little easier and improve their work. Among the best is the Hemingway app, which provides immediate feedback on content structure, including sentence formatting. With the website version, you can replace the default text with your own.

The Hemingway app identifies potentially unnecessary adverbs, warns about passive voice, and triggers alerts to dull, complicated words.

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11. Create compelling content with better words

Jon Morrow of Smart Blogger offers a collection of words that can make a difference in what you write: 317 Power Words That’ll Instantly Make You a Better Writer. Here are 15 of them:

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  • Agony
  • Apocalypse
  • Armageddon
  • Assault
  • Backlash
  • Beating
  • Blinded
  • Fooled
  • Frantic
  • Frightening
  • Gambling
  • Gullible
  • Hack
  • Hazardous
  • Hoax
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12. Use a topic tool for inspiration

HubSpot’s Blog Topic Generator works well to get your creative content writing juices flowing. Just fill in the fields with three nouns to get some ideas.

For example, if you input the words: car, truck, and SUV, HubSpot delivers these ideas:

  • The Worst Advice We’ve Ever Heard About Cars
  • How To Solve the Biggest Problems With Trucks
  • 10 Quick Tips About SUVs
  • 10 Signs You Should Invest in Cars
  • Why We Love Trucks (And Why You Should, Too!)

1646047129 433 Content Writing Examples Tips and Resources

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13. Evaluate the complexity of your sentences

The Readability Test Tool scores your content to reveal the grade level and the complexity of words.

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Readability Test from WebFX also creates a reading score. Reach your audience by writing to their preferred level. This simple app uses several indexes to assess the readability of your text. Then, you can adjust.

Use the @webfx #ReadabilityTest tool to assess the readability of your #content, says @mikeonlinecoach via @CMIContent. #WritingTips Click To Tweet

14. Analyze the potential impact of your headlines

Size up headlines with the Emotional Marketing Value Headline Analyzer, which reveals an emotional marketing value score.

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A similar tool, the CoSchedule Blog Post Headline Analyzer, looks at the tone, grammar, structure, and more. Pull readers into your content with great headlines. Headline Studio applies writing and SEO principles to evaluate your headline; then it suggests ways to make it better by identifying areas for improvement, such as the use of uncommon, emotional, and power words.

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15. Use headline words that resonate

BuzzSumo evaluated 10 million articles shared on LinkedIn. One insight revealed “how-to” headlines were among the most popular in B2B content – 2.8 times more than its nearest competitor based on LinkedIn shares.

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Get more tips from CMI’s article How to Write Headlines That Get Your Brand What It Wants [Checklist].

16. Know SEO responsibilities

Sometimes writers create content with multiple purposes. They have the burden of blending SEO into the content. I frame it as a burden because it’s one more variable to deal with. If you have a knack for SEO and goals you can measure, it’s not a burden.

Unfortunately, you sometimes don’t know what realistic keywords to pursue. Aim too low and you use rarely searched keywords. Aspire for something too competitive and the content won’t rank.

How are you evaluating keywords? Learn how to find your sweet spot with keyword selection (and how to appear on the first page of Google). Identify potential keywords by using tools like:

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17. Get writing right with good grammar

Proper grammar is a necessity; you want to get everything correct to satisfy readers (and bosses). Try Grammarly.

Improve your writing with this cloud-based, AI editor. Grammarly automates grammar, spelling and punctuations checks, often giving better, cleaner content options. The tool also alerts writers to passive voice, suggests opportunities to be concise, and assesses overall tone.

18. Recognize common writing mistakes

Grammar Girl created by Mignon Fogarty, founder of Quick and Dirty Tips, outlines some common mistakes, such as this advice on “do’s and don’ts” and its inclusion of options:

Unless your editor wishes otherwise, if you write books, spell it dos and don’ts; and if you write for newspapers, magazines, or the web, spell it do’s and don’ts. If you’re writing for yourself, spell it any way you want.

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19. Go beyond grammar

Save time and energy with ProWritingAid. It eliminates the need to reread to polish your content. This AI editing software offers more than grammar checks. It checks for vague wording, sentence length variation, and overuse of adverbs and passive voice. The tool also identifies complicated or run-on sentences.

20. Use parallel construction in writing

Parallel construction organizes the text and relieves your readers of expending mental energy to piece together the thoughts.

For example, this mish-mash list is not parallel because the sentence structures vary:

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  • It could be time to look over your business software contract.
  • Consider the best products.
  • If you want the product to benefit your company, include others’ point of view.

The list is parallel because every sentence starts the same way – with a verb.

  • Review your business software contract.
  • Shop for the best products based on features, costs, and support options.
  • Ask key members of your team for their perspectives, including productivity barriers.

21. Know when to break the infinitive rule

Avoid split infinitives. However, go for conversational over grammatically correct structures if the proper wording reads awkwardly.

22. Be reader-friendly

You’re not writing a doctoral thesis. Don’t use a $10 word when a $1 word will do. Vary sentence lengths. Don’t force readers to think too much.

Don’t use a $10 word when a $1 word will do, says @mikeonlinecoach via @CMIContent. #WritingTips Click To Tweet

23. Flee the jargon

Turn to Unsuck It to rate your content and find alternative language. Think of it as a synonym finder for business jargon. It’s occasionally irreverent and always entertaining.

 24. Be conscious of antecedents

When you’re using pronouns, make sure it’s clear what the pronoun refers to.

25. Read aloud

If your content doesn’t flow well as you speak it, it may not work for the reader. Pay attention to when you take too many pauses or pause in places where no comma exists. Adjust your text – add a comma or break the sentence into two.

26. Don’t overuse words

Redundancy bores readers. To figure out whether you’re committing this sin, paste your text into the Word It Out tool. The word cloud reveals those used most frequently in your text:

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1646047129 18 Content Writing Examples Tips and Resources

Similarly, WordCounter detects whether you’re using the same words too often. Use Thesaurus.com to find alternatives.

27. Use active voice

With active voice, your subject does the action. With passive voice, the action happens to someone or something. Let your subject do the acting to bring more power to your content.

28. Watch out for typos and misspellings

If you can’t do the easy things right, it hurts your credibility. Typos and misspellings may cause your readers to move on.

29. Respect your company’s style standards

For example, is it web site or website? What’s in your brand’s style guide?

30. Leverage plagiarism checkers

Here are two tools worth exploring to ensure the content isn’t a copycat:

  • Unicheck – Verify the originality of work with plagiarism detection. You can spot outright copying and minor text modifications in unscrupulous submissions.
  • Copyscape – Protect your content and your reputation. Copyscape uncovers plagiarism in purchased content and detects plagiarism by others of your original work.

31. Don’t forget text has a starring role in video

Words appear in blog posts or descriptions of product features and benefits. But writers also can shine in video scripts along with set designers, actors, and filmmakers. Writers can take any topic and help make it captivating.

Boat Trader’s Stomping Ground was a finalist in the Content Marketing Awards in 2021 for Distribution – Best Use of Video in Content Marketing:

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32. Keep track of words

Meet your word count goals and improve word choice with the WordCounter tool. It also helps identify keywords and their appropriate frequency of use.

33. Automate writing – to a degree

Autofill your most common phrases and shorten your keyboard time with TextExpander. This automated writing tool improves team collaboration by anticipating the most commonly used phrases.

34. Stay on track

Meet every deadline with Todoist. The tool organizes your tasks and schedule. Throw away your paper lists. Keep track of progress and get help as you delegate tasks.

35. Monitor relevant topics

With Feedly, you can stay informed about what matters most and avoid information overload. This AI assistant learns your preferences, then culls and curates content from the internet that you want and need.

36. Adjust title formats

Speed your formatting tasks with TitleCase. The tool converts your title into various cases – all CAPS, hyphen, etc., so you don’t have to rekey or reformat.

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37. Improve the collaboration process

Ease commenting and collaborating with digital sticky notes from Ideaflip. They’re simple to virtually move, making it effortless to organize thoughts and ideas before weaving them into text.

Share your favorite writing tricks

What content creation and copywriting productivity tools do you favor? What do you do each day to make your writing tasks just a little easier? Please share in the comments.

All tools in this article are identified by the author.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cover image by Joseph Kalinowski/Content Marketing Institute




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How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

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A figure pulls open a dress shirt to reveal the term PR on a Superman-like costume, reflecting the superpower resulting from combining content and PR.

A transformative shift is happening, and it’s not AI.

The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).

Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.

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Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.

So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.

1. See journalists as your audience

Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.

Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.

“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”

Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.” 

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Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”

Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.” 

2. Learn the media outlet’s audience

Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).

PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.

WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’” 

3. Deliver the full content package (and make journalists’ jobs easier)

Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.

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“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”   

At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”  

While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”

BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”

4. Unite great minds to maximize efficiency

Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.

At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.

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Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.

“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”

5. Measure what matters

Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.

“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”

To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:

  • Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
  • Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
  • Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
  • On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.

But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.

“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”

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Don’t fear the merger

Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”

But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can’t attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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