Unit 1- What is Content Writing?

What is content writing?

Content writing is the process of writing, editing, and publishing content in a digital format to
engage your target audience. That content can include blog posts, video or podcast scripts,
ebooks or whitepapers, press releases, product category descriptions, landing page or social
media copy ... and more.

This means the role of a content writer is more in-demand than ever before. However, the
role varies depending on both industry and business needs.

For instance, some businesses invest heavily in a social media strategy, while other
companies prefer creating content in the format of blog posts or e-books.

Regardless of format, a content writer is critical for creating high-quality content that
represents and strengthens a brand's voice while attracting, engaging, and delighting the right

Content writing is creating and publishing content for various

purposes, including marketing, education, and entertainment.
Content writers must be able to research topics, write in a
clear and concise style, and edit their work for grammar and
spelling errors.

Content writing is a powerful tool that can be used to generate

leads for your business. By creating informative and

persuasive content, you can attract the attention of potential

customers and convince them to take action. Creating a blog is

one of the most effective ways to use content writing for lead

generation. audience.

Simply put, content writers are the storytellers of their brand. They convey meaningful,
helpful, and insightful messages to inspire and move an audience to take action — that action
being a final sale.

When done right, content writing can convert readers into prospects and prospects into paying
customers. So, you must consistently create helpful, engaging content for your business‘s
bottom line. But that’s easier said than done.

To help take your content to the next level, let's dive into some of my favorite content writing
tips.

1. Write unique and original content, and go above and beyond what you find online.

Whenever I start a new blog post like this one, I start with plenty of online research — but
that's not where it ends.

After Googling relevant topics, including “content writing tips,” I begin creating an outline
using some of the information I find online.

However, your piece will never rank if you just copy-and-paste the same information that
already exists online — and, even if it does, when your readers catch on (and they will),
they'll lose trust in your brand as an authority within the industry.

Once I finish my rough outline (including about 60% of the information I found through
online research), I fill in the remaining 40% with unique, original insights.

Suppose I know about a topic personally (as with “content writing” since I‘m a content
writer). In that case, I’ll fill in the outline with original anecdotes, tips, or personal examples.

However, if I know very little about the topic, that doesn‘t mean I simply use what’s already

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online. Instead, I‘ll contact internal HubSpotters who are experts on the subject or use other
original internal company resources.
I’ll also conduct external outreach via my social networks to find a reputable source willing to
provide tips, quotes, or original examples to beef up my piece.

Additionally, I‘ll look for content regarding the topic across a wide range of sources —
including YouTube, LinkedIn, Reddit, Quora, and podcasts — to ensure that when readers
come across my content, it’s comprehensive and unique.

Why should they stay on your page if they can find the same information elsewhere on
Google? As a good content writer, it's your job to take your content to the next level.

2. Write a good hook to grab your reader's attention.

Sometimes, writing a good hook is easy — particularly if the topic is intriguing or exciting to
you as the writer.

But what about more boring, mundane topics, like Rel=nofollow?

Sometimes, writing a good hook requires pulling back and looking at the bigger picture.

For instance, while rel=nofollow isn't the most fascinating topic (in my opinion), what is
interesting to me is SEO and how SEO can directly impact a company's ability to reach
new audiences — plus, how Google has needed to change regulations in recent years due
to an increase in illegitimate sites.

This means when I started writing 3 Reasons Why SEOs Are Upset About Google's
Rel=nofollow Announcement, I used that angle to inspire my hook and painted a picture:

Myself as a Wikipedia editor, writing about zebras, and getting paid $500 to link to a fake
news website.

(Now you‘re interested, aren’t you?)

My creative writing background helps in this case, and I'm willing to bet your passion for
writing will also help you create exciting hooks.

The introduction and hook are often your best opportunity to use your writing skills to
inspire, move, surprise, and delight your readers. Take advantage of that space by thinking:
What would make me and my friends want to keep reading?
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3. SEO-optimize your content for search engines.

Your writing can be stunning, but no one will ever read it if it's not SEO-optimized.

As a content writer, you must become familiar with SEO when it comes to writing.

An SEO-savvy writer can help you ensure your content ranks on whichever platforms you
publish, including YouTube, Google, or even social sites like Instagram.

Plus, you can use SEO to ensure you‘re writing about the most popular topics related to your
products or services and covering the right sub-topics when you’re writing about a given
topic.

For instance, "content writing tips" is a keyword phrase I found when conducting keyword
research on the topic of "content writing" as a whole.

It's not necessarily a sub-topic I would’ve considered covering in this blog post had I not done
the research to recognize HubSpot readers are seeking out that information.

Learning key SEO tactics will help you become a writer more attuned to your readers'
challenges and ensure you create content that more accurately answers those challenges.
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4. Consider how you can attract an audience across a wide variety of platforms.

While SEO is critical for ensuring your content ranks on search engines like Google, it's not
the only opportunity for distribution.

To reach a wider audience, learning how to write content that performs well on various
platforms such as Instagram, LinkedIn, or email is helpful.

Plus, you might be a content writer whose sole job is to write newsletter content or social
media copy, depending on your business needs.

To ensure your content reaches and inspires audiences regardless of their preferred platform,
you must consistently consume content via email and social media to pick up writing tips
specific to those sources.

5. Incorporate multimedia components to break up the text.

Try incorporating videos, images, graphs, or other multimedia content to break up the text
and make it easier for your readers to consume — mainly if it's long-form content, like pillar
pages or whitepapers.

Consider, for instance, the blog post I wrote: "How to Develop a Content Strategy: A Startto-
Finish Guide."

Here's how to build winning content strategies that create real connections
and measurable results:
1. Define your goal. ...
2. Know your audience. ...
3. Develop personas. ...
4. Audit existing content. ...
5. Map the customer journey. ...
6. Perform keyword research. ...
7. Choose a content management system (CMS) ...
8. Build content development process and calendar.

That blog post is long, with over 3,000 words. To break it up, I embedded videos and other

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multimedia elements (like blockquotes) to keep the reader engaged throughout.

This is also an excellent opportunity to increase traffic to your company's marketing

materials.

For instance, if you have a new company podcast, try embedding episodes in relevant blog
posts to drive listeners to the podcast while providing additional value for your readers — a
win-win.

6. Segue into appropriate and relevant calls-to-action.

As a content writer, your job isn't just to create good content (that‘s what novelists are for).
It’s also to ultimately convert those readers, listeners, or viewers into prospects and
customers.

As such, you must learn how to appropriately include relevant CTAs throughout your content,
particularly if those CTAs can help your readers learn more about the topic at hand.

7. Edit, edit, edit.

Whenever I finish a first draft of a blog post, I take a few hours off and then return to it at the
end of the day. With a fresh perspective, I can edit for minor grammatical errors or fix
structural issues.

Good content writing is impossible without good content editing.

We‘re all human and will continue to make mistakes in our writing. That’s okay, as long as
you remember to go back and edit for those errors later.

Additionally, minor grammatical errors can ultimately make or break a reader‘s trust in your
brand. Suppose they notice you’ve forgotten periods or misspelled words.

In that case, they might judge that your content isn't as authoritative and clean as other
content on the web and look for future information elsewhere.

8. Jam-pack value into every sentence.

 When I worked with an editor a few years ago, she consistently told me: "If your sentence
isn't telling the reader anything new, delete it."

This was a tough pill to swallow. That meant I needed to delete some of my most moving
sentences. But it‘s a fair point: In content creation, you must move quickly onto your next
point, or you’ll lose your reader entirely.

Most of your readers are busy people with plenty of distractions, including other businesses'
social posts, blog articles, or YouTube videos. Make it easy for them by making your point —
and then moving on.

9. Play around with interesting angles.

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Good content writers consistently test out new, surprising angles to keep readers engaged and
coming back for more.

Consider, for instance, how often "consumer product" has been written about. If you‘ve ever
researched the topic, I’m willing to bet that you've already seen various angles as different
content writers try to make an old topic feel new again.

But, have you ever seen consumer products compared to water before?

Articles like "Be Like Water — A Guiding Principle for Consumer Product" do an excellent
job of finding new angles to pull readers' in, even if those readers have seen plenty of
consumer product-related content before.

The more unique and surprising your angles are, the more likely you are to capture new
audiences.

10. Incorporate original quotes from thought leaders or colleagues to paint a

wellrounded argument.

No matter how good my writing is, my readers still don't necessarily want to hear my advice
on protecting your mental health while working from home.

That’s why I didn't try to tackle the topic myself — instead, I found a psychologist to provide
well-researched, helpful tips to take my piece to the next level.

Even if you‘re an expert, consider how you might provide alternative opinions to create a
more well-rounded argument.

If you’re writing a blog post like "Video vs. Podcast: Which Is Better For Your Business?" —
see if you can get quotes from podcasters and video producers (or your internal colleagues
who feel passionate about the subject).

Expert quotes or original insights will impress readers and show them that what they're
finding on your website they won’t find elsewhere on the web. And that's powerful.

11. Tell the reader why what you're writing about matters to them and their daily lives.
Let's say you're creating an ebook: "A Comprehensive Guide to Excel."

Not exactly what excited you most when you majored in English, was it?

Imagine how your readers feel: Sure, they might download your ebook if they need the
information to excel (ha, ha) in their jobs, but they won't necessarily be excited about it.

Consider, however, how critical Excel is for specific functions.

Excel can help a company's financial department analyze year-over-year performance to

determine how much budgeting a marketing team will receive in the upcoming year.

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That budget contributes to critical growth and the business's ability to reach and convert new
customers. Without it, the marketing team won’t be able to increase brand awareness as
effectively as they'd like — and the business will suffer.

When you recognize that Excel can be tied to a person‘s job security, it suddenly becomes
much more fascinating, doesn’t it?

Content writing is about more than just creating pretty sentences.

It's also about telling readers why a topic should matter and how your content can help them
improve in certain areas of their lives — work, family, health, or travel. Now, that's
purposeful.

Significance of Content Writing..

Writing compelling content that attracts your audience and draws it closer to conversion is
essential to a successful content marketing strategy.

Content writing is a skill. It's been embraced by marketers and is now an accepted marketing
discipline. Writing content isn't just about putting pen paper, so to speak.

It's about insight. It's about having the knowledge and understanding of your business, it's
products or services and the desired audience.

Content writers use their understanding to convey benefits and solutions to the target
audience, whilst keeping a keen eye on SEO.

Content writing (and content marketing) is important not only because it engages and attracts
your audience, it's also important for other reasons too.

Improves organic search rankings

If you're ranking below your competitors in search engines, potential customers are seeing
competing content in SERP above your own. When that happens the likelihood is that your
URL won't be clicked.
 To rank above the competition content writers need to be producing consistent and great
pieces of content with the aim of:
• Out-ranking competitors on common and long tail keywords
• Solving a need and providing a solution
• Generating leads / conversion

Demonstrates you know what you're talking about

Creating engaging content about your industry and products demonstrates you know what
you're talking about. This means Google's algorithms perceive your content to be
authoritative and will rank it higher.

The more authority your content has the higher the likelihood your audience will trust your

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business. And trust is not a bad place to start when trying to attract business.

Higher probability of sharing

Content sharing is a great way to spread the word. Maintaining social media traction by
posting relevant content, like blog posts for instance, will increase the chance of it being
shared. This means more traffic And the more traffic, the greater chance of a lead or
conversion.

Increased audience retention

Don't forget your existing customer base. It's very easy to focus on new business and roll out
great content solely focused on new customers. But writing content for your existing
customers is just as important.

Increasing customer retention through effective content generates a positive experience. It

encourages your customer base to continue using your business.

Working with Codehouse

At Codehouse we support our customers in their content creation efforts. Our Digital
Experience team will provide the best guidance for creating great content. Get in touch to
find out more.

Types of Content Writing

What Are the Types of Content Writing?

Content writing is about more than focusing on packing blogs full of SEO keywords or bland
email marketing. Writing should be engaging and informative while being unique to your
brand’s voice. So what does content writing include? While content writing can span many
different genres, there are a few broad categories and types of writing that you will most
likely encounter. When embarking on a content writing journey you could consider: blogging,
copywriting, technical writing, social media posts, and emails.
Blogging

Creating blog posts is a staple of content writing. Blog posts help to boost your website’s
SEO rankings, since search engines reward websites that are constantly putting out new
content. You’ll want to identify different high-ranking keywords to include in your posts so
that when people search for them, your blog pops up first. That requires some research to
understand the language your ideal customers use when searching for answers to their
questions. But it’s important not to keyword stuff. Depending on the length of your content,
you’ll want approximately one keyword per 100-150 words (so a 750-word blog should have
between 5-8 keywords). DemandJump can help you determine the highest ranking keywords
based on what customers are searching online. This takes out painstaking research and gives
you high-value keywords quickly.

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Blogging can cover a wide range of topics and have a variety of writing styles, depending on
the topic and brand goals. Typically your blog posts will be more conversational and
approachable—the key is to educate, inform, and entertain!

Copywriting

Copywriting is the core to building website and advertisement copy. Without copywriting,
your informative content could be bland and not persuasive. The goal of copywriting is to sell
your product to current and prospective customers. This type of content writing includes
things like writing your:

• Website copy
• Product descriptions
• Sales collateral
• Advertisements
• Press releases  Print ads  Infographics.

This is the nuts-and-bolts type of content writing that people don’t often think about or spend
a lot of time on. However, this is an important piece of the content marketing puzzle! You
should craft these messages strategically while understanding that these types of written
pieces are the foundation of your brand…and often the first thing that your potential
customers will read.

Technical Writing/Long Form

Technical writing can seem intimidating, but as someone who understands your own business
and products, this can sometimes be the easiest type of content to produce. From creating
white papers to ebooks to how-tos, this is your chance to explain how your product or service
works, how your customer can apply it, and educate your audience on the specifics. Keep in
mind that you still want this to be approachable—try not to use too much jargon or explain it
if you need to use it.
 Social Media Posts

Did you know that over 58.4% of the world’s population is on social media? Not only that,
but the daily average usage is nearly two and a half hours. There is a huge audience out there,
and businesses are expected to have a social media presence on the major platforms
(Facebook, Instagram, LinkedIn, Twitter).

Writing for social media means creating relevant, in touch, and platform-specific posts. To
write well for social media, you need to understand the quirks of each online space—for
example, a white paper about your products probably won’t go over well on Facebook, but
could be a big hit on LinkedIn. It’s also important to understand the constraints of social
media platforms—like Twitter only allowing 280 characters per tweet, with the opportunity to
hashtag an important word or idea. Most often, social media posts are fun and engaging,

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while hooking the reader by prompting them to click on an ad or read a blog.

Emails

While email campaigns could fall under the category of copywriting, it is important to think
of your emails a little bit differently. Copywriting pieces are geared toward an audience that
is unfamiliar with your brand and the solutions you’re offering. With emails, you typically
target your loyal fans and your customers who keep coming back for more. After all, how
else would you have their email address?

Your approach to email should be different than other forms of content. It’s important to
provide content to your email base that is full of added value to keep your customers engaged
and interested in what you’re offering.

6 Basic Principles for Effective Content Writing

6 Essential Parts of the Content Writing Process
• Study Your Target Audience. Writing content without a target
audience is like writing a letter without a recipient in mind. ...
• Pick the Right Tone. ...
• Brainstorm Topic Ideas. ...
• Research Your Chosen Topic. ...
• Outline Your Article. ...
• Edit and Proofread.

Qualities Of A Good Content Writer

1. Excellent written communication skills
First and foremost, you should have a basic understanding of grammar, spelling, and sentence
construction. Not only is this the foundation of good writing, but lacking it decreases your
credibility.
The good news is that communication skills are pretty’s straightforward to learn. There are
plenty of resources online, numerous helpful free tools, and when you’re in doubt about a
sentence, you’re a Google search away from resolving your doubt.

2. Proofreading and editing abilities

Being able to correct and update your own work is part of being a good content writer.

After writing an article, take a short break and remove your writer’s hat. Then, sit back down
and put on your editor’s hat instead.

I’ve been writing professionally for over a decade. I still find typos after editing an article
once or twice. One of our community members recently plowed through multiple pieces of

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content only to realize through the help of our community and some of his friends that the
content was near-impossible to read. He spent days going back and rewriting/editing all of it,
and ultimately it required more time than simply proofreading & editing the content the first
time around would have.

Checking for errors after you write the first draft of your blog post may take time, and you
might think it’s more productive to use that time for other blog maintenance activities or to
create new content, but this is not the case.

Putting out error-free, high-quality content less frequently is SIGNIFICANTLY more

preferable than churning out error-ridden, low-quality content more frequently.

3. A knack for storytelling

How is writing different from storytelling?

Telling a story is beyond grammar, word choice, and spelling. It’s using your own experiences
and perceptions to break down a complex topic and relate it to your readers.

Great storytellers are able to entertain readers while teaching them something and can evoke
emotions while being concise. The more skilled you become at weaving storytelling into your
content writing (no matter the topic) the more effective your content will be.

4. Personality

To feel any sort of connection to you, people need to feel that they’re reading content written
by an actual person and not an article generator (it’s a real thing — and they’re becoming
even more prominent with the rise of artificial intelligence technology).

Telling real, relatable stories involves offering up a bit of yourself to your readers. It can be
scary, but you don’t need to reveal everything.

A good content writer is able to reveal enough humanity and individuality to connect with
their readers, compel them to read their content, and keep coming back.
5. Research proficiency

A well-written piece of content is good, but a well-researched piece of content is even better.
For online content, the insights you provide that your competitors do not is what gives you
the edge and directly correlates with your content’s success. Those insights come from
research.

The point of creating content is to provide your readers with as much useful information as
you can. You can only achieve that when you know how to research, and where to find
reliable sources of information.

Google is invaluable for research, but there are other sources that you might be
overlooking. Reddit (one of the best sources of unbiased, community-driven information),
Quora, and other community-based websites are goldmines of insider information.

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As a content writer, you should be able to find out which websites are credible and which
bloggers and influencers are prominent in the niche you’re writing for. Remember, your
content is only as good as your sources of information.

6. Knowledge of your target reader

Writing for the sake of writing is useless. There’s enough fluff on the internet.

You need to have a clear idea of who you want to read your content. If you’re a blogger and
you’ve conducted your audience research when you were deciding on your blog niche, you
should already have an idea of who your target readers are.

On the contrary, if you’re a freelance writer who’s hired as a content writer for a website or
blog, you need to thoroughly consult with the marketing team or the business owner to find
out who their target audience is.

Your target reader informs your writing style, word choice, and even the content format, so
fully understanding who you’re writing for is key to creating the best content possible.

7. Adaptability

Writing skills are based on the relatively solid foundations of language, but the digital
climate is constantly changing. What’s trending today may be gone tomorrow, and there’s
always an up-and-coming craze or new social media platform waiting for its turn in the
spotlight.

Apart from digital trends, consumer preferences constantly change as well. Your target
demographic may change their preferences in a heartbeat; something that’s popular among
them now may be obsolete in a few months or even a few weeks.

If you’re unable to catch up with these changes, your content will suffer for it. It might
seem like you’re serving up quality content just as you always have, but readers will think
that it’s no longer relevant and will stop reading it (along with anything else you write in
the future).
A good content writer evolves with the ever-changing tide and never lets their content become
dated.

8. Social media know-how

Social media marketing is something most businesses turn to for promoting their products,
services, and content these days.

Content that goes viral on social media increases the chances of reaching large swaths of your
target audience. Bonus: web content that’s popular on social media tends to rank better with
Google and other search engines as well.

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Aside from being a tool to promote your content, developing at least basic social media skills
are a great way to get in touch with your target audience and get to know them better. As I
mentioned, knowing your target audience is a key aspect of creating valuable content.

9. A grasp of basic search engine optimization (SEO)

Even the best content is worthless if no one can find it.

Enter SEO.

It can be complicated, so if you feel it distracts you from creating your content, you don’t
have to go too deep . However, you need to know at least the basics.

When you feel you can handle it, you can always read up on advanced SEO techniques, but
always remember that creating relevant, helpful content should be your priority.

10. Integrity

In today’s era of content marketing and native advertising, being transparent is more
important than ever.

People are tired of being sold to, and they’re tired of being lied to about being sold to. As they
digest more online content, consumers have gotten significantly better at spotting sponsored
posts (i.e. posts created to promote affiliate links).

If you insist on hiding this important fact and your readers find out, you can say goodbye to
your credibility and goodbye to your audience.

Rather than be perceived as untrustworthy, just practice transparency. Anyone reading this
post likely realizes by now that I run the internet’s most radically honest blogging community
— I create content to find likeminded, aspiring bloggers and help them achieve their goals.

It costs you nothing to be honest. Always clearly indicate within your article if you were paid
by a company to write about their product or service.

In addition to full disclosures about being sponsored, your integrity should manifest through
100% original content.
As you write, you’ll likely come across other well-written articles and be tempted into
thinking, “Hmmm, maybe no one will notice if I copy/paste this article and publish this
instead.”

WRONG.

At the very least, search engines will notice.

If your blog gets flagged for having duplicate content, things can get ugly REAL quick.
Best(!) case scenario, you get penalized and have more difficulty ranking your content.
Worst-case scenario, you get sued by the copyright holder of the article.

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And if you posted that content on a client’s blog, they can get penalized, and they can sue you
for damages. Not to mention the fact that you’re almost certainly fired.

TL;DR: always write unique content.

11. Time management skills

If you’re running your own blog, you’ll have so much more to juggle than just content
creation. You’ll have to optimize your content for search engines to find, promote your
content, maintain your blog, and more.

By contrast, if you’re a freelance content writer, you don’t have to deal with maintaining your
own blog, but you do have to work around your client’s schedule and that means you’ll have
firm deadlines for your content. Not to mention all of the time you’ll be dedicating toward
keeping your income & workload consistent.

Either way, you’ll need to manage your time efficiently and organize your tasks to meet your
targets, whether set by yourself or a client.

12. Perseverance

There will be times when you just won’t feel like writing; like everything you’re typing right
now is crap.

Here’s a reassuring (or discouraging) thought: ALL content writers go through that.

The only way you can go over this feeling is to just show up. Day after day after day, just sit
your butt down in front of your workspace and get to it.

Best-selling author Elizabeth Gilbert gave an incredible Ted talk on this exact topic: Your
Elusive Creative Genius.

What comes out may be crap at first, but crap can be polished, edited, and restructured so that
you have at least a semblance of an article that’s worth publishing.

Writing crap is better than not writing at all, so keep at it. Just show up.
 It’s important for a content writer have competent writing skills, but it’s not enough. You must
also have other skills that are specific to writing for an online audience.

Here again are the qualities of a good content writer.

Here Again Are the Most Important Content Writer Skills:

1. Excellent written communication skills

2. Proofreading and editing abilities

3. A knack for storytelling

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4. Personality

5. Research proficiency

6. Knowledge of your target

reader

7. Adaptability

8. Social media know-how

9. A grasp of basic search

engine optimization (SEO)

10. Integrity

11. Time management skills

12. Perseverance

I have one more thing to say before you go and write your heart out.

Unit 2 The Content Writing Theory:

Conceive/Research/Structure/Format – Editing & Proof reading- Writing
styles- Corporate Communication: B2B/B2C/Press
Release/NewslettersFormal & Informal Language.
----------------------------------------------------------------------------------------------
 Editing and proofreading are crucial stages in the writing process, especially
in corporate communication where accuracy, clarity, and professionalism
are paramount. Let's delve into these aspects:
  Editing: Editing involves revising and refining the content to improve its clarity,
coherence, and effectiveness. Here's how it typically unfolds: An editor is a
professional who reads and revises others' writing. They might suggest plot or content
suggestions. Some editors only revise technical errors, such as spelling, grammar or
punctuation mistakes. Other elements that an editor might identify can include fact-
checking or looking for style guide errors.

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 Blog ideas generator- Blog Ideas Generator. It is challenging to come up with
new ideas every time you write. This is especially so if you write only in one industry
and you get ...
 Hemingway App- Hemingway App. Hemingway Editor is the perfect content
editing tool for all types of writers. It helps users write in a simple, unique, and robust
manner
 Headline analyzer- Headline Analyzer is a tool that analyzes your headline's
effectiveness and gives your headline a score.
 Blog ideas generator- HubSpot's Blog Ideas Generator – Free Content Ideas
Generator. If you find it challenging to come up with fresh topic ideas,
 Copyscape- Copyscape is a content writing software that scans the internet
(including documents, articles, and web pages)
 ProWritingAid- With ProWritingAid, writers can quickly identify areas where
they need to improve, such as grammar and spelling mistakes, typos, sentence
structure
 Plagiarism checker- A plagiarism checker is a software tool that helps trace
similar or duplicate content from the entire database of the online
 Google Docs- Google Docs (Writing) Google Docs is always one of the best
content writing tools every content writer should use. It is easy to use and has many
features

# Content Design: Harnessing the Power of AI Tools for Content Writing

## Introduction

In today's digital age, creating engaging and high-quality content is crucial for businesses and
individuals alike. However, the process of writing and editing content can be time-consuming and
challenging. Luckily, advancements in technology have led to the development of various AI tools
that can streamline the content creation process. In this blog post, we will explore some of top free
AI tools available to assist with editing content and enhancing its overall quality.

Content Writing Free AI Tools to Edit the Content-

Grammarly
 * Grammarly is a popular AI-powered writing assistant that helps users eliminate grammar,
spelling, and punctuation errors in their content.
* This tool also provides suggestions for sentence structure improvements, word choice, and
overall writing clarity.
* Grammarly offers a free version with basic writing corrections, making it a valuable tool
for content writers looking to enhance the quality of their work.

Hemingway Editor Sanjeevani

* The Hemingway Editor is a simple yet effective tool that highlights complex sentences,
passive voice, and adverb usage in your content.
* By using this tool, writers can create more concise and readable content that resonates with
their target audience.
* Hemingway Editor offers a free online version and a desktop app for purchase, making it
accessible to writers of all levels.
Wordtune

* Wordtune is an AI tool that provides real-time writing suggestions to help users improve
the tone, clarity, and overall impact of their content.
* This tool offers alternative phrasing options for sentences, helping writers convey their
message more effectively.
* Wordtune can be used for free directly within the web browser or through its integration
with popular writing platforms like Google Docs and Microsoft Word.

As we can see, leveraging AI tools for editing content can significantly enhance the quality
and impact of your writing. Whether you are a seasoned content creator or just starting,
incorporating these free AI tools into your workflow can save time and improve the overall
readability of your content. So, why wait? Give these tools a try and take your content writing
to the next level!

 Content Review: Begin by reviewing the content for overall coherence and relevance to the
intended audience and purpose. Ensure that the message aligns with the corporate
communication goals and objectives.
A content review process helps you to ensure that there's brand consistency across content
while saving your team members time and promoting their growth as writers. What's more,
the content review process helps you organize all the performance feedback and keeps your
end goals and targets in the foreground.
To create a solid content review process that’s efficient and effective, you’ll need to build
the following steps into your p rocess:
1. Kick-off call - Meet with your team either online or face-to-face to discuss the specifics of
the project.
2. Content brief - Create a detailed content brief that outlines all expectations and
requirements.
3. Content creation - Team members will go ahead and draft the content.
4. Review and feedback - The editor will review the content and offer constructive comments
and suggestions.
5. Final approval - The main stakeholder will review the content and approve it so it can be
made ready for publishing.

 Structural Editing: Assess the organization and flow of the content. Make sure the
information is logically structured with clear headings, subheadings, and transitions between
sections. Restructure or reorganize the content if necessary to enhance readability and
comprehension. Structural editing and developmental editing are two different types of
editing that focus on different aspects of the writing process. Structural editing is concerned
with the overall structure and organization of a piece of writing, while developmental editing
is focused on the development of the content and ideas within the writing. Structural editing
examines the organization of the piece, looking at the flow and logic of the arguments being
made, and determining whether the structure is effective in supporting the main points.
Structural editors may suggest reorganizing the piece, adding or deleting sections, or
restructuring paragraphs to improve the overall flow and coherence of the writing.

 Language and Tone:

Evaluate the language and tone of the writing to ensure it aligns with the company's brand
voice and communication guidelines. Adjust the tone to suit the intended audience and the
context of the message, whether formal, professional, or conversational.
 Is the language formal or informal? Impersonal or personal?
 Does the language show any bias in terms of word choice or tone?
 Is the language appropriate for the intended audience and purpose?
 Is the language overly emotional? Overly complicated? Overly simple?
 Are sentences clear and direct, or lengthy and complicated in syntax?
 What does punctuation contribute, if anything, to the text’s tone?
Compare the language and tone in the two sample paragraphs below. As a reader, what do
you infer about the author’s point of view? How would you characterize the tone of each
sample? What do you think about the quality and logic of each selection?

 Clarity and Conciseness:

Simplify complex ideas and jargon, aiming for clarity and brevity. Eliminate redundant
words or phrases, and ensure that sentences and paragraphs are concise and easy to
understand.
In general, the qualities of clarity include: carefully defined purpose (check your thesis
statement) well-structured sentences (check your grammar and mechanics, such as spelling,
capitalization, and punctuation) precise word choice (use formal academic vocabulary in the
right form)

 Grammar and Style:

 Correct grammatical errors, punctuation mistakes, and spelling inconsistencies. Maintain
consistency in style, formatting, and terminology throughout the document. Adhere to any
specific style guides or corporate writing standards prescribed by the organization.

 Proofreading:
Proofreading involves reading your document to correct the smaller typographical,
grammatical, and spelling errors. Proofreading is usually the very last step you take before
sending off the final draft of your work for evaluation or publication.
• Understand the overall purpose of the content.
• Edit before you proofread.
• Pause, then edit
• Read slow, and read every word.
• Read the paper backwards.
• Proofread out aloud
• Read through your paper several times.
Example- of bad English Funny
• I like cooking, my family, and my pets. vs. I like cooking my family and
my pets.
• Let's eat, Grandpa! vs. Let's eat Grandpa!
• Commas are important people! vs. Commas are important, people!
(https://digitalsynopsis.com/tools/punctuation-marks-importance-rules-usage/)
 Avoid distractions when proofreading.
• Proofread your sentences slowly.

 Read Aloud:
Read the text aloud to identify any awkward phrasing, grammatical errors, or typos that may
have been overlooked during the editing process. This helps in detecting errors that might not
be apparent when reading silently.

 Focus on Details
It is important to pay close attention to punctuation, spelling, and grammar when writing any
document. Additionally, it is crucial to check for consistency in formatting, such as font size,
spacing, and alignment. Ensuring the accuracy of facts, figures, and any references cited in the
document is also necessary to maintain the credibility of the information being presented. These
steps can help to create a professional and polished document that effectively communicates the
intended message..

Use Tools
When writing any document, it is always a good idea to utilize spelling and grammar checking
tools to assist in catching any errors. However, it is important to keep in mind that these tools
may not always catch all mistakes, especially when it comes to context and sentence
 structure. Therefore, it is still important to thoroughly review and edit the document on your
own to ensure that it is error-free and effectively communicates the intended message.

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B2B/B2C/Press Release/Newsletters :-

In content writing, crafting materials for different purposes and audiences requires an
understanding of various formats and styles. Here's how B2B (Business-to-Business), B2C
(Business-to-Consumer), press releases, and newsletters differ in terms of content writing:

1. B2B Content Writing:

 Audience: When it comes to content writing, businesses, professionals, and decisionmakers

all have unique needs and goals. Whether you're looking to create engaging blog posts,
informative articles, or persuasive copy, it's important to understand your audience and tailor
your writing to their specific interests and needs. With a strategic approach and a focus on
delivering value to your readers, you can create content that resonates, builds trust, and drives
results for your business or organization. Whether you're just getting started or looking to
take your content strategy to the next level, there are a wealth of resources and best practices
available to help you succeed.

Objective:
1. Educate: Provide valuable insights, industry knowledge, and expertise to help other
businesses understand complex topics, industry trends, or emerging technologies relevant to
their needs. This could involve creating comprehensive guides, tutorials, or educational
resources that address common challenges or pain points faced by professionals in the target
industry.
2. Inform: Keep other businesses updated on important developments, innovations, or changes
within the industry. This could include sharing market research findings, industry reports, or
analysis of key trends that impact their business operations or decision-making processes. By
providing timely and relevant information, you position your brand as a trusted source of
knowledge and expertise.
3. Persuade: Convince other businesses or professionals of the value proposition offered by
your products, services, or solutions. This involves highlighting unique selling points,
demonstrating how your offerings can address specific needs or pain points, and showcasing
success stories or case studies that illustrate the tangible benefits of partnering with your
company. Utilize persuasive language, compelling storytelling, and evidence-based
arguments to encourage businesses to take action, whether it's making a purchase, signing a
contract, or entering into a partnership.
4. Build Relationships: Foster long-term relationships with other businesses or professionals by
engaging in meaningful conversations, providing personalized support and assistance, and
demonstrating a genuine commitment to their success. Building trust and credibility is
 essential in B2B relationships, so focus on delivering consistent value, being transparent and
reliable, and actively listening to the needs and feedback of your target audience.
Educate, inform, and persuade other businesses or professionals to engage in transactions or
partnerships.

• Tone: When crafting content with a tone that is professional, authoritative, and
informative, it's essential to convey expertise, credibility, and reliability to the audience.
Here are some key strategies to achieve this tone:

• Use Formal Language:

Utilize language that is appropriate for professional settings, avoiding slang, colloquialisms,
or overly casual expressions. Maintain a level of formality that reflects respect for the
audience and the subject matter.

Demonstrate Expertise:
Showcase your knowledge and competence in the topic by providing well-researched,
accurate information supported by credible sources, data, or statistics. Position yourself or
your brand as a thought leader or industry expert in the field.

1. Be Clear and Concise: Communicate your message clearly and directly, avoiding
unnecessary jargon or ambiguity. Use precise language and straightforward explanations to
convey complex ideas or concepts in a manner that is easy for the audience to understand.

2. Provide Value: Offer valuable insights, tips, or advice that genuinely benefits the audience
and helps them solve problems, achieve their goals, or make informed decisions. Focus on
delivering content that is relevant, practical, and actionable.

3. Maintain Objectivity: Present information in an impartial and unbiased manner, avoiding

personal opinions or subjective viewpoints unless explicitly stated. Provide balanced
perspectives and consider multiple viewpoints when discussing controversial or complex
issues.
4. Establish Authority: Support your claims and assertions with evidence, examples, case
studies, or testimonials that demonstrate your authority and credibility in the subject matter.
Referencing reputable sources or citing expert opinions can further enhance your credibility.

5. Engage Professionally: Interact with your audience in a professional and respectful manner,
addressing their concerns or inquiries promptly and courteously. Maintain a positive and
constructive tone in all communications, even when addressing criticism or feedback.By
adopting a tone that is professional, authoritative, and informative, you can effectively engage
your audience, build trust and credibility, and establish your brand as a reputable source of
valuable content in your industry.
• Content Focus: As organizations strive to remain competitive in a constantly evolving
business landscape, they are faced with a myriad of challenges that are unique to their
respective industries. In order to effectively address these challenges, it is imperative to
 devise industry-specific solutions that showcase expertise and emphasize the value
proposition of the organization.
 87% customers purchase product online.
 Gadgets, ebooks, software, furniture, electronics, etc.
 Look professional
 Boost conversion rate
 Good for SEO
 Trust & Credibility

• At our organization, we recognize the importance of providing tailored solutions that are
designed to meet the specific needs of our clients. With a deep understanding of the
intricacies of various industries, we are equipped to develop targeted solutions that
effectively address the challenges faced by our clients. Our approach is centered on
delivering long-term value to our clients, ensuring that our solutions not only resolve
immediate concerns, but also contribute to the overall growth and success of their businesses.
In summary, our organization is committed to providing industry-specific solutions that
showcase our expertise and emphasize the value that we bring to our clients. We are
dedicated to delivering high-quality results that enable our clients to thrive in their respective
industries.

• Examples: There are several types of content that organizations can utilize to showcase
their expertise and provide value to their clients. Some examples include white papers, case
studies, industry reports, product demos, webinars, and thought leadership articles.
White papers are in-depth reports that provide insights and analysis on a particular topic or
issue. They are typically used to educate readers on a complex subject and provide
recommendations for addressing the issue at hand. Case studies, on the other hand, showcase
real-world examples of how an organization has successfully addressed a problem or
challenge faced by their clients.
Industry reports are valuable resources that provide an overview of trends, opportunities, and
challenges within a specific industry. They can be used to inform decision-making and
provide insights into the competitive landscape. Product demos are demonstrations of a
company's products or services, which can help potential clients, better understand how they
work and how they can benefit their business.
Webinars are live or recorded presentations that are typically educational or instructional in
nature. They can be used to share knowledge and best practices, as well as to showcase
thought leadership. Finally, thought leadership articles are pieces of content that position an
organization's leaders as experts in their field. These articles can cover a wide range of topics
and are intended to provide insights and perspectives that are valuable to readers.
By utilizing these types of content, organizations can effectively showcase their expertise and
provide value to their clients. Whether it's through educating readers on complex issues or
 providing real-world examples of successful solutions, these types of content can help build
trust and establish an organization as a leader within their industry.

Formal and Informal language in Content writing-

Understanding when to use formal and informal language in content writing is essential for
effectively communicating with your audience and achieving your desired tone and message.
Here's a breakdown of when to use each style:

1. Formal Language:

• Audience: Formal language is crucial to content writing, especially when addressing

professional audiences. Such audiences may include business executives, academics, or
government officials. The use of formal language in content writing helps to convey a sense of
professionalism, authority, and expertise. It also ensures that the message is clear, concise, and
free of ambiguity, which is essential when dealing with complex or technical topics. Therefore,
writers need to pay close attention to their language and tone to ensure that they are appropriate
for the intended audience..

• Formal language is employed in situations where professionalism, respect, and authority are
crucial. It is commonly used in official documents, reports, academic papers, or business
communications. The purpose of using formal language is to convey a sense of seriousness and
professionalism. It signals to the reader that the writer takes the topic seriously and has put in
the effort to communicate their ideas clearly and concisely. Additionally, formal language is
essential when dealing with complex or technical topics that require a precise and
unambiguous explanation. Therefore, it is crucial to use the appropriate language and tone in
content writing to achieve the intended purpose.

• Characteristics: When using formal language, it is recommended to use a structured and

precise language that is impersonal in nature. It is best to avoid the use of contractions, slang,
colloquialisms, and informal expressions as they tend to make the language less formal..

2. Examples: A great example of formal language would be "Please find attached the report for
your review," whereas "Check out the report I've attached" would be considered informal. In
the first sentence, the language is structured, precise, and impersonal, while the second one
uses slang and informal expressions, making it less formal.

Informal Language:
• Audience - While it is indeed accurate that informal language is better suited for
communicating with casual audiences, such as friends, peers, or general consumers, this is due

to its relaxed, friendly, and colloquial nature, which can foster a sense of familiarity and
connection with the audience. Nonetheless, it is crucial to bear in mind that the level of
formality must be adapted according to the context and purpose of the communication.
• Purpose: It's true that using informal language can help create a warm and friendly tone,
making it easier to connect with your audience. This type of language is often used in blog
posts, social media content, emails to colleagues, and customer support interactions, where
building a personal connection with your audience is important. However, it's important to
keep in mind that the level of formality should always match the context and purpose of the
communication.

• Characteristics: Informal language is generally more relaxed, spontaneous, and expressive

than formal language. It often includes contractions, slang, idioms, and informal phrasing,
which can make it more relatable and comfortable for the audience. However, it's important to
use these elements appropriately and avoid anything that might be considered offensive or
inappropriate in a given context.

• Sanjeevani
.Examples: "Hey there, just wanted to check in and see how you're doing" (informal) instead
of "I am reaching out to inquire about your well-being" (formal).
Here are some factors to consider when deciding whether to use formal or informal language in
content writing:

• 1. Audience: Consider who your audience is and what their expectations might be. Formal
language may be more appropriate for professional or academic audiences, while informal
language could be better suited for more casual situations.

• 2. Purpose: Think about the purpose of your communication and what you want to achieve.
If you're trying to establish a personal connection with your audience, informal language may
be more effective. If you're presenting important information or making a formal request,
formal language may be more appropriate.

• 3. Tone: Consider the tone you want to convey and whether it's more suited to formal or
informal language. For example, if you want to convey authority and professionalism, formal
language may be more effective. If you want to create a friendly, conversational tone, informal
language may be a better choice.

• 4.Context: Finally, consider the context in which you're communicating. For example, in a
business email, you may want to use more formal language to convey professionalism and
respect. In a social media post, however, informal language may be more appropriate for
engaging with your audience.

When deciding whether to use formal or informal language in content writing, consider the
following factors:
• Audience Expectations: Tailor your language to match the expectations and preferences of
your audience. Consider their level of formality, professionalism, and familiarity with the
topic.
• Purpose of Communication: Determine the purpose of your communication and choose the
appropriate tone accordingly. Formal language may be more suitable for conveying important
 information or conducting business transactions, while informal language can be used to
engage and connect with your audience on a personal level.
• Brand Image: Align your language with your brand's personality and image. If your brand is
known for being professional and authoritative, formal language may be more appropriate.
However, if your brand aims to be approachable and relatable, informal language can help
foster a sense of intimacy and connection with your audience.
• Context: Consider the context in which your content will be consumed. Formal language may
be necessary for official communications or professional settings, while informal language
may be more appropriate for social media, blog posts, or casual interactions.

Ultimately, the key is to strike the right balance between

formal and informal language to effectively communicate

Sanjeevani
your message and connect with your audience in a way that
resonates with them.

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 UNIT 3
Basics of Digital Marketing:

● Introduction to Digital Marketing- Website planning and Creation- Search Engine

Optimisation- Social Media Marketing- Web Analytics- Web Marketing and Remarketing-
Design Essentials

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Introduction to Digital Marketing- Digital marketing has become an essential part of
promoting brands and connecting with potential customers. It involves using the internet and
other digital communication channels to reach out to customers. This can include email,

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social media, web-based advertising, as well as multimedia and text messages. By utilizing
different digital marketing strategies, businesses can effectively engage with their target

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audience and build brand awareness.

1.1) What is SEO?

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SEO or Search Engine Optimization is defined as the process of improving (optimising)

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the visibility of a website/webpage on Search Engines, such as Google, Bing, etc.
The higher your pages appear in search results, the greater the chance they are discovered and
clicked on. The objective of Search Engine Optimization (SEO) is to attract website visitors

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who can turn into customers, clients, or a loyal audience that consistently returns.

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1.2) Why do we need SEO?
We need SEO (Search Engine Optimization) to make sure that a website appears higher in

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search engine results pages (SERPs) when people search for relevant keywords or phrases.
SEO helps to increase the visibility of a website, which in turn can lead to more traffic, more
leads, and ultimately more sales. By optimizing a website's content and structure, as well as

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its back-end code, SEO can improve the user experience and make it easier for search
engines to crawl and index the site. This can ultimately lead to higher rankings in search
engines, which can help to drive more targeted traffic to the site.

We need Search Engine Optimization for the following aspects:

● To improve the quality of our website
● To increase web traffic
● To increase visibility
● To enhance user experience
● To gain a competitive advantage
● For analysis and monitoring of the website
Suppose you have a website, that deals with either of the following:
● Products you sell.
● Services you provide.
● Information on topics in which you have deep expertise and experience.
 1.3) Basics of SEO
Some of the basic components of the SEO are as follows:
1. Keyword Research: Identify the most relevant keywords for your target audience. Use tools
like Google Keyword Planner, SE Ranking, SEMrush, or Ahrefs to find keywords with a
good balance of search volume and competition.
2. On-Page SEO: Optimize your content and HTML source code for search engines. Include
target keywords in the title tag, meta description, headers, and throughout the content. Ensure
your website has a clear and organized structure with easy navigation. Website SEO Checker
like SE Ranking can help you detect areas for improvement and optimize your website
accordingly for better rankings.
3. Quality Content: Create high quality, and relevant content for your audience. Regularly
update your content to keep it fresh and relevant. Use a variety of content types, such as text,

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images, videos, and infographics.
4. Off-Page SEO: Build high quality backlinks from reputable websites to increase your site’s
authority. Engage in social media to increase your online presence and promote your content.
Encourage social sharing and participation.

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5. Technical SEO: Ensure your website is technically perfect and easily crawlable by search
engines. Optimize page speed for better user experience and search engine ranking.

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Implement a mobile-friendly design as it is a crucial ranking factor.
6. User Experience (UX): Provide a smooth user experience on your website. Improve site
navigation and structure to make it easy for users to find information. Reduce bounce rates

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by offering engaging and relevant content.
7. Analytics: Use tools like Google Analytics to monitor your website’s performance. Keeping
track on important indicators such as organic traffic, conversion rates, and keyword rankings.

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Analyze data to make the most appropriate decisions.

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1.4) How Does SEO Work?

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The most important topic that you need to learn in this SEO Tutorial is how does this SEO
search optimisation works. SEO works by optimizing various elements of a website to make

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it more accessible to search engines, ultimately improving its visibility and ranking in search
engine results pages (SERPs). The goal is to increase organic traffic to the website.
1. Search Engine Crawling: Search engines, like Google, use automated bots (spiders or

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crawlers) to navigate the web. These bots follow links from one page to another, discovering
and indexing content on websites.
2. Indexing: Once a page is crawled, its content is analyzed and stored in the search engine’s
index. The index is like a massive library catalog that the search engine refers to when users
enter a search query.
3. Ranking Algorithms: Search engines use complex algorithms to determine the relevance
and authority of indexed pages for specific search queries. Algorithms consider numerous
factors, including keyword relevance, content quality, user experience, backlink profile, and
more.
4. Keyword Relevance: Search engines assess how well a page’s content aligns with user
search queries. Keyword optimization involves strategically using relevant terms in titles,
headers, meta tags, and throughout the content.
5. Content Quality: The quality of content is crucial. Search engines aim to deliver valuable,
informative, and engaging content to users. Content that satisfies user intent and provides a
comprehensive answer to a query is more likely to rank higher.
6. Backlinks: Backlinks, or inbound links, are links from other websites to your site. They are a
signal of trust and authority. High-quality, relevant backlinks can positively impact a site’s
ranking.

1.5) How Does Google Makes Money?

Google makes money through various channels, and while search engine optimization (SEO)
itself doesn’t directly contribute to Google’s revenue, it plays a significant role in Google’s
overall business model. Here’s how Google generates revenue and how SEO indirectly
contributes to it:

1. Advertising (Google Ads):

● The primary source of Google’s revenue is advertising, particularly through its advertising
platform known as Google Ads.

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● Businesses pay to display their ads on Google’s search engine results pages (SERPs) and
across its network, including websites and apps that are part of the Google Display Network.

2. Search Engine Advertising:

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● Through Google Ads, businesses can bid on keywords relevant to their products or services.
When users search for those keywords, the ads appear at the top of the search results.

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● The ads are typically labeled as “Ad” and are separate from the organic search results.

3. Pay-Per-Click:

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● Google Ads operates on a pay-per-click (PPC) model, where advertisers pay only when users
click on their ads.

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4. Keyword Data And Analytics:
● Google provides various tools, such as Google Analytics and Google Search Console, that

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help website owners and marketers analyze data related to website performance, user

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behavior, and search queries.

● While these tools are free to use, they indirectly contribute to Google’s ecosystem by

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providing valuable data and insights to website owners, potentially influencing advertising
decisions.

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5. Adsense and Admob

● Google AdSense allows website owners to display Google Ads on their sites and earn
revenue when visitors click on the ads.
● AdMob is a similar platform for mobile apps, enabling app developers to monetize their apps
through in-app ads.

6. YouTube Advertisements:
● Google owns YouTube, one of the largest video-sharing platforms.
● Businesses can run ads on YouTube through Google Ads, generating revenue for Google
when users interact with those ads.

● 5 Pillars of Social Media Marketing

1. Strategy development: Define your goals, target audience, and content plan.

2. Content creation: Develop high-quality, engaging content that resonates with your target
audience.

3. Distribution and promotion: Share your content on social media platforms, leveraging
organic and paid advertising.

4. Engagement: Encourage interaction and communication with your audience, responding

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to comments and messages.

5. Analysis and optimization: Use data and insights to continuously improve your social
media marketing efforts continuously, adjusting your strategy as needed

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● What are the 7 P's of Social Marketing?

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The 7 P's of social marketing refer to the seven elements that make up a comprehensive

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social marketing campaign:

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1. Product: The product or service offered to the target audience.

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2. Price: The cost of the product or service and its position in the market.

3. Place: The location where the product or service is sold or distributed.

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4. Promotion: The marketing messages and tactics used to raise awareness and interest in the
product or service.

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5. People: The target audience, including their demographics, behaviors, and motivations.

6. Process: The steps involved in obtaining the product or service.

7. Physical evidence: The tangible elements of the product or service, including packaging,
branding, and user experience.

● What is web marketing?

Web marketing is the process of marketing your business online, and it’s a cost-effective way
to reach people who are most interested in your business.

There are numerous strategies that are a part of web marketing, which we’ll discuss in detail
later. These strategies, from search engine marketing to content marketing, help you promote
your business.
Web marketing creates the opportunity for your business to share your message to everyone
on the web, including with potential customers. You get your business in front of people who
 are looking for your products or services. It’s an efficient way to increase your online
presence, plus market your business to the right people.

What are some web marketing types?

Internet marketing encompasses numerous web marketing strategies, including:

● SEO: Attract website traffic, users, and sales via search engines like Google and Bing.

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● PPC: Drive immediate traffic and sales via ads on search engines and websites.

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● Content marketing: Build brand awareness and website traffic with original, quality
content.
● Email marketing: Acquire and nurture valuable leads with personalized emails.

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● Social media marketing: Earn followers, brand awareness, and sales with social media.
● Display advertising: Generate sales and brand awareness with targeted ads on websites.

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● Remarking Campaign Examples
To further underscore the opportunity that remarketing has to offer, there are some really cool

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campaign types that you can dig into.

Online Activity

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By far the most common remarketing tactic is creating an audience based on their behavior

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on your website. Your options here are virtually endless — with parameters such as by
number of page views (indicating a high level of interest) or by which pages viewed
(indicating intent).

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Here are some ideas for using this type of campaign:
Targeting by Buyer's Journey Stage

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Your blog posts are earlier in the buyer's journey than other pages on your site. That means
you'd match their intent with an ad that moves them further down their journey rather than
one that sells. Targeting by topic or category-say you run a bakery. Why run general ads to
audiences that landed on your wedding-related content? Instead, you'd target them with more
personalized ads around wedding cakes and desserts.
Targeting by Intent
Aside from just topic, there's a lot you can learn from your audience's site behavior. For
example, visiting a product page indicates interest, but not making it to checkout could mean
a price objection or other friction. This means you need to sweeten the deal in some way
(like a promo or discount).
Past Purchases
You can also target those that did make it through your purchasing process and target them
with ads to earn an upsell.
YouTube TrueView
The human race spends billions of hours every month watching YouTube ads. You may have
your own YouTube content, but perhaps your viewing metrics aren’t quite as high as you’d
like them to be, or perhaps your users have no idea you have interesting video content to
share.
Using YouTube TrueView ads, you can target your audiences as they are watching other
videos on YouTube.

Take the screenshot below, for example. I’m trying to watch a Teenage Mutant Ninja Turtle

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video and it’s showing me an ad for a tourism company in Italy. Why? Because I was

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planning a trip to Florence at the time I took this screenshot, and they’re remarketing to me.

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