#13: Why Ghostwriters Can Outperform Your In-House Contributors
The MessageUp Newsletter | Edition 13
Hello there!
Triskaidekaphobia? Not us. We’re ploughing ahead as if it were just another number.
It’s also a total coincidence that we’re writing about ghosts in an edition with one of the most feared numbers.
In fact, we’ve compiled a list of reasons why you shouldn’t be afraid to work with ghosts—ghostwriters, that is—to help ease the content production burden on your team.
The more we explored the idea, the more reasons we discovered. Hit up the latest post on The Framework blog to read all eight of them.
Elsewhere on the web, we discovered worthwhile articles about top companies’ content strategies, writing effective testimonials, avoiding some “deadly sins” of B2B content marketing, and diagramming tools to help visualize automated lead nurturing workflows. Scroll down to What We’ve Been Reading to learn more.
And, last but not least, the next in our One Step series of quick, actionable tips has something helpful to say about your tone.
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~ Team MessageUp
Our Latest Posts on the Framework Blog
Aug 3, 2022 - 8 Reasons Why a Ghostwriter Can Outperform an In-House Blogger
July 27, 2022 - 5 Reasons to Include Traditional Channels in Your B2B Content Marketing Strategy
What We’ve Been Reading
Here are some articles we’ve been reading this week that you might enjoy and find helpful:
The Content Strategy Framework of the Top 1% of B2B Companies
This article by Andy Crestodina at Orbit Media Studios is a few years old now but stands its ground as one of the best content strategy summaries on the web. While we don't think it's necessarily the best framework (as Andy contends), there's still a lot of helpful data and guidance here worth reading.
How to Write a Testimonial in 5 Steps + 5 Examples
Testimonials from satisfied clients play an important role in convincing potential customers to give you their business. Amanda Ciarci at Brafton provides a helpful overview of how to write and share testimonials that generate head nods rather than eyerolls.
A Guide to the 14 Deadly Sins of B2B Content Marketing
Although this isn't the most slick or comprehensive post, we were intrigued by the way Constantine Edward at Unleashcash turned the usual “X ways to accomplish Y” formula on its head and produced a listicle of things NOT to do. A nice example of flipping the narrative to get your readers' attention.
5 Best Workflow Diagram Tools for Automated Lead Nurturing
Creating and managing lead nurturing workflows becomes an important part of any B2B content marketing strategy. Megan Hansel at Weidert shares her thoughts on five low-cost tools for creating slick flowcharts that help you and your team create and share automation ideas.
One Step…
This week’s actionable step involves paying attention to your tone. While your content should always be written in the unmistakable voice of your company, its tone should change depending on what type of content you’re publishing.
For example, a controversial blog post might take on a slightly snarky or comedic tone, while a product update announcement or news release must sound more serious.
Review the last ten pieces of content that your company has published. How would you describe the tone of each? Are they different? Are the differences appropriate and sufficient? How effectively is tone covered in your brand guidelines? Make improvements where needed.
This is a key step in Part B of the MessageUp content marketing framework, Branding, which includes defining and applying an appropriate voice, tone, and style for each piece of content you publish.
Until Next Time
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