Blogs, press releases, advertorials, white papers ... this
content writer develops motivating, optimized pieces that clearly convey benefits and impart authority.
I make it worth reading. Long or short, whatever it takes to cover the topic, each piece is tightly written, without filler.
Never words by the quarter pound.
EdgeStudio.com (voice-over recording and training)
During my relationship as a copywriter and content writer for this New York-based recording studio,
their industry changed. Whereas talent used to travel to their client's ad agency
or a recording studio to audition and record, these days most work is done from the talent's home studio.
Accordingly, the range of training topics has expanded. In helping Edge Studio sell its comprehensive
talent-training services, I wrote or edited a substantial portion of its website, optimized copy to meet specs given
by my client's SEO service, interviewed coaches and talent, wrote bios, and authored more
than 200 articles on a
wide range of topics related to voice-over, from performance, perception and health, to business,
technology and marketing.
What we call it, what we say, and how we say it, all depend on your objective.
So does the length. For example, if you want to give Google and other search engines something unique to chew on — positioning
you as an authority in your field and improving your Search Engine Optimization — you can go long ... 2,000 words or more
(if there's that much to say). But also use visuals and time-honored typographic "tools" (such as subheads, crossheads, bold leads,
white space, insets, pull quotes and sidebars) to
make it visually attractive and easy to scan.
On the other hand, to stimulate immediate response and/or reader
comments, keep it short — say, 500-600 words. (If it's much less than that, Google may not consider it unique or substantive.)
Then again, if it's to appear in a paper publication
or on someone else's website, the piece will have to meet their editorial specifications. And if it's a general press release, write so as to
give editors easy editing options.
In any case, if your ultimate goal is to sell, include an offer and call to action, and don't bury that at the bottom.
Another rule of thumb is the advice the Walt Disney's Cheshire Cat gave to Alice: