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  • There may not exactly be a magic formula, but there are steps you can take to write for humans that will also appeal to the Google bots that determine whether your content will ever see the search engine light of day.

  • Here are 10 rules for writing effective web content.

  • hat’s the single most important thing that could improve the Web? It’s not broadband. It’s better writing.

  • There are two distinct ways to approach the writing of a Web page... at least, according to this author. Here they are.

  • In this MarketingProfs Classic, originally published in April of 2003, Suzan St. Maur highlights 10 online writing concepts that also kick offline. "After all the agonies we suffered some years ago when some tried to make offline text work online, we've finally turned the tables," she writes. "Now we can borrow back a number of online writing concepts and use them to sharpen up our paper-based marketing communications."

  • The call to action in your marketing materials is one of the most important elements in a campaign. So how can you write one that works? Learn tried-and-true tips that can help catapult your call-to-action writing to expert level.

  • Writer's block, lack of creative inspiration, falling back on cliches and marketing-speak... if any of that ever happens to you, you're not alone. But by harnessing the secrets of storytelling and neuroscience, you can make any topic—even those that seem boring—interesting.

  • Time was when you looked carefully at your handwritten draft, mindful that revisions to the typewritten version would waste a lot of time. So you thought a great deal about what you wrote. You had an incentive to consider every sentence, every phrase, every word. There is no doubt that the arrival of word processing made the writer’s life a lot easier. But something has been lost.

  • n effective headline is the most important aspect of any successful print ad.

  • In a classic "New Yorker" cartoon, a man approaches the pearly gates. Saint Peter, greeting the new arrival, gestures to a sign saying "Birth, Death & Beyond" and comments, "Actually, I preferred 'Heaven,' too, but then the marketing guys got hold of it." Ah, the dreaded "m" word. Instead of inspiring awe and admiration, it's now more likely to prompt contempt and eye-rolling.

  • As marketing professionals, business owners, and salespeople, our livelihood depends in large part on our ability to communicate. And as we prepare for our next marcom project, marketing campaign, sales presentation, or public-speaking opportunity, we would do well to call to mind the lessons to be learned from Lincoln's masterpiece.

  • Content creation is a large part of what we do as marketers—and writing effective, well-optimized content is, well, hugely important. In fact, poorly written and unoptimized Web content can render you all but invisible on the Web. Not good...

  • "People who think well, write well," said David Ogilvy. Good writing is the clearest indicator of good thinking. You also need love and commitment.

  • Case studies are often dry, generic, or pretty much just a high school pep rally (minus the cool letterman jackets) cheering on the company. But they don't have to be.

  • The key to authoring good written content is to use language that doesn't detract from your message. That's where readability scores can help.

  • Writers face specific challenges when writing a home page. In fact, home pages can be tricky, simply because your page not only has its own job to do but also has to support a group of second-level pages. Here's how Nick approaches the task... whether a site has a total of 10 pages or a thousand pages.

  • All the great email content in the world isn't going to do your brand a bit of good if no one opens your emails. Which is why you need attention-grabbing headlines.

  • Author Jeff Goins talks about marketing writing (as well as other styles) and shares a process for finding life purpose, as covered in his latest book, The Art of Work.

  • Blogging is an important part of digital marketing. Yet, many choose not to blog because they think they don't have the necessary writing skills. These tips will go a long way toward helping you write engaging content.

  • In this online seminar, you'll learn how to fine-tune your content planning and development to better mirror reader habits. You'll discover what your audiences want to read and need to know, and how to reach and genuinely influence prospects. You'll leave with the tools to harness your readers' preferences to improve your content's trust factor.