Clear for beginners, useful for practitioners
One article that works for both readers.
- Concepts explained before tactics
- Practical steps after the explanation
- Examples across search, social and paid ads
Selected work / Content case study
Opportunities Planet
Content for a digital marketing site covering SEO, social media, blogging and PPC advertising.
- Niche
- Digital marketing
- Readers
- Marketers from beginners to practitioners
- My role
- Content creator
- The site
- Opportunities Planet covers digital marketing: SEO, social media, blogging and PPC advertising.
- The content challenge
- Marketing readers range from beginners to practitioners, and the platforms change quickly. Content has to be current, explain concepts without talking down, and still give experienced readers something new.
- My role
- Content creator. I wrote content for Opportunities Planet, for the readers described here.
- What the content had to do
- Answer the reader’s question quickly, keep them reading, lead them to the next useful page and give them something worth sharing.
How I approached it
Three principles shaped the writing for this site.
Current and accurate
Marketing advice dates quickly.
- Platform features described as they work now
- Out-of-date advice refreshed rather than repeated
- Claims kept to what can be supported
Connected topics
SEO, social, blogging and PPC overlap, so the content should too.
- Links where topics meet
- Topic clusters so readers can go deeper
- Headlines that match what people search for
Results
My own estimate, shown as a range. It isn’t taken from the site’s analytics.
Opportunities Planetopportunitiesplanet.com
While I wrote for the siteMy own estimate
Page views on my content
10K–30K
Niche
Digital marketing
Source: my own estimate, not analytics data.
Replace with analytics figures and dates for Opportunities Planet when you have them.
More content work
Other marketing and blogging sites I’ve written for
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