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<strong>Attention to detail</strong> Creative content grabs attention, increases reading — even makes people slow down and read more carefully. Abstract, literal material does not. <a href="https://www.shutterstock.com/es/image-photo/young-lady-drawing-colorful-light-bulb-178460453" rel="noopener noreferrer" target="_blank"><em>Image by ra2 studio</em></a>

Why creative content marketing works

Make readers' brains light up After I presented a Make...
Channels / Content marketing
pass-the-70-20-10-test-in-social-media

How to engage via social media

Pass the 70-20-10 test How can you write social media...
Channels / Content marketing
<strong>Save time, avoid effort</strong> Imperative voice gets clicked, opened, read and shared. Here are three ways to get the imperative voice into your messages. <a href="https://www.shutterstock.com/image-photo/businessman-dart-bulls-eye-87320695" rel="noopener noreferrer" target="_blank"><em>Image by Creativa Images</em></a>

How to engage your social media audience

Use imperative voice to focus on readers They had me...
Channels / Content marketing
<strong>Hash it out</strong> Tweets containing hashtags are 55% more likely to be retweeted than tweets that do not. <a href="https://www.shutterstock.com/image-photo/cropped-images-female-hands-holding-large-1958604676" rel="noopener" target="_blank"><em>Image by Yurii_Yarema</em></a>

Do hashtags #help?

When it comes to retweeting, they do, says Dan Zarrella...
Channels / Content marketing
<strong>No missing links</strong> The more links you share, the more likely your message is to go viral. So share links to valuable resources with your network.

How to engage audiences on social media: Share links

Links increase followers, make messages go viral Want to expand...
Channels / Content marketing
<strong>Give the people what they want</strong> <em>Information I can use to live my life better</em> travels farther and faster on social media. <a href="https://www.shutterstock.com/image-photo/journey-thousand-miles-begins-single-step-125010590" rel="noopener" target="_blank"><em>Image by Ivelin Radkov</em></a>

How to engage an audience on social media

Give readers step-by-step how-to information “How do you find time...
Channels / Content marketing
<strong>All talk, no action</strong> Chit-chat does not fare well on Twitter. People who chat on Twitter more are less likely to get retweeted than those who chat less. <a href="https://www.shutterstock.com/ko/image-photo/invisible-businessman-no-head-say-blah-171249995" rel="noopener" target="_blank"><em>Image by happystock</em></a>

How to engage with your audience on social media: Avoid small talk

Skip product promos, irrelevant twaddle Which of these Facebook posts...
Channels / Content marketing
<strong>Four's a charm</strong> To reach mobile visitors, get the gist of your message across in the first four elements of your web page.

Get content above the fold on mobile

Put the hot stuff up top with the 1-2-3-4 test...
Channels / Web
<strong>The world at a glance</strong> The BBC’s headlines encapsulate the world’s news in an average of 34 characters each.

Steal tricks from the world’s best online headlines

BBC’s heads are short, clear, front-loaded and context-free Who writes...
Channels / Web
<strong>Living color</strong> How can you get more clicks with link size, placement and color? <a href="https://www.istockphoto.com/photo/browsing-the-web-gm116248249-4926002" rel="noopener" target="_blank"><em>Image by adamkaz</em></a>

What’s the best link format?

5 ways to draw eyes, fingers Your most important links...
Channels / Skim, scan, read / Web
how-to-write-a-link

How to write a link that’s the right length

Give visitors enough information to decide to click Think of...
Channels / Skim, scan, read / Web
<strong>Click here</strong> Good link text does more than increase your clickthrough rate. It also helps screen readers get the gist of your message by scanning.

Why writing links well is so important

Get clicked by writing good link text Users look for...
Channels / Skim, scan, read / Web
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