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Content Marketing Consultant at CM Business Writing | Nerds out on critical thought, analytics, content writing, & strategy. Also posts on

If you want your prospects to turn into customers, first you need them to listen to you.

But just one droning sentence in your introduction. And you lose that chance.

With so little margin for error, you need repeatable, structured processes proven to turn traffic into engagement.

So in this post, through a series of annotated examples and guidance from expert writers, I’ll show you how and when to adapt five well-known copywriting formulas to your blog post introductions.

Each section contains 1) a flashcard defining the formula 2) an annotated example of an introduction using the formula and 3)…

Trying to boost your organic traffic on a tight marketing budget? I’ll bet some of these issues sound familiar:

  • Your articles aren’t outranking your competitors
  • You don’t have time to decide on what content ideas to move forward with
  • You’re struggling to find topics that compel your audience to fill out a form
  • It’s difficult to execute ideas in a structured, seamless way
  • Your team is spread too thin

How many of these have you dealt with? One? Two? All of the above?

You’re not the only one. A solid flow of organic traffic can supercharge growth, but it takes…

Photo by Burak K from Pexels

For the past three 3 years, the most successful B2B content marketers have been more likely than not to have a documented content marketing strategy.

In theory, a blog content audit enables you to analyze, discover opportunities, and get a handle on everything that’s happening on your blog.

But it can be tough to get clients, bosses, or colleagues to understand the value of an audit. Especially if you haven’t done many audits.

As I’ve learned from people much smarter than me, the best way to win budget for content strategy is to start doing (a little) content strategy — whether you have a budget for it or not.

As an independent marketing consultant, doing work without budget is not my idea of fun. So…

In theory, it sounds great.

Subject matter expert provides the knowledge. Writer shapes and delivers the message. And your content rules the world.

But as good it sounds, it’s really hard. Or at least, it seems like it’s really hard… given the familiar trickle-down of delays, budget overruns, stress, and angry bosses.

But need it be so hard?

Whether you’re managing this process or directly involved in it (as writer or SME), fixing it starts with understanding.

Writing: It’s Not What You Think it Is

Think of a writer. What do you see?

If writing isn’t your profession, you probably imagine a thoughtful man or woman slamming away…

Image by OpenClipart-Vectors from Pixabay

Does this sound familiar?

You click on a headline, read the first few lines… then you click away. The reason you click away varies. But, check this out:

The top reasons people give for clicking away from a page (based on this research) are:

  • Lost interest
  • Headline didn’t deliver on its promise
  • Poor layout and text formatting
  • Impatience to find quick answers

To be clear, there are more reasons people stop reading your content and bounce. …

By supplementing Search Console data with information from Screaming Frog, you can find (at least) half a dozen opportunities every few months to drive more search traffic to your existing pages.

It’s not hard to do, even if you don’t know what Search Console and Screaming Frog are… and I’ll prove it in this post.

First, I want to lay out everything at a high level so it’s easier to understand how it all fits together once we dive into the weeds.

4 Phases: Data Collection, Organization, Sorting and Analysis

We’re going to collect and organize search performance data from Google Search Console and compare it against content-specific…


As someone who gets paid to write, it’s easy to forget the plight of the uninitiated.

But imagine that you’re a first-time buyer of writing services.

In this online writing store, you can buy a 1000-word blog post for $12/post or you can buy a couple taglines for a few thousand dollars.

In other words, everybody is all over the place. And it’s time for a baseline. So here it is:

Take the real cost of employing a full-time writer — including taxes, benefits, and the real biggie: wasted time — and you’ve got your baseline.

It’s $55.05 per hour.


Your writer needs details. But you’ve got calls to make, people to meet, places to be.

Yet that’s exactly the reason you need to make time for those details — because with details, those customer stories, case studies, and testimonials… They give you more time.

Detailed stories create more confident prospects and fewer meetings, less hand wringing, and faster action… Details shorten the sales cycle.

That means more time to make calls, meet people, and be places.

But I’m not just talking about taking the time to list out every step from the moment the customer first picked up the…

So you just graduated, or you’re switching careers.

Either way, you have little to no experience. And you’re interviewing for a company whose offering you know nothing about.

Don’t freak out.

Like I told my cousin before her phone interview for a marketing internship, “They just want to talk to you to figure out if you’re a doofus or a nutcase and if they like you and if you’re genuinely interested.”

Showing them that you’re likable and not a nutcase or a doofus is easy.

Just be on time, be polite, and be a human being. Don’t try…

Chris Meyer

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