Write and design to convert leads

• With conversion copywriting, focus on the target audience and include a call to action.
• Emphasize the reward and value they will get.
• Design your piece to convert. Ensure that taking the desired action is easy for the r...

Finish on the right tone

• Reiterate the one thing you want them to take away from the post.
• Inspire and empower them to take action and put their knowledge into practice.

Put the reader first

• Put yourself in the reader's s...

Keep your tone of voice consistent

• Brands can (and should) aim to develop their own tone of voice to set themselves apart.
• But this tone of voice also needs to be in line with the preference of their intended audience.

Add relevant links

Settle on a readability level

• People read at different levels. When writing, you need to know your reader well.
• Focus on your reader persona profiles and tailor your content to their needs.

Avoid giant paragraphs and long sentences

Hook your readers right away

• Optimize the opening sentences and paragraphs.
• Form an emotional connection and place your reader in the middle of a story.
• Begin with a story — this can help put your reader “in the narrative” and reel them in.
• Use ...

With content writing, you want to find creative ways to inform and entertain your audience. But you also want to ensure your post is SEO-friendly, that readers will engage with it and that your content drives conversions. Because the fact is: brands that develop well-planned and researched conten...

Include visuals

• Images make posts more appealing to readers and trigger emotions.
• Make sure to create your own graphics, infographics, and videos.

Focus on telling a story

• Apply the key rules of storytelling, aligning wit...