the sally sisson blog

March 8, 2016

Road Map for Content Writing



A Writing GPS: The Step-by-Step Guide to Creating Your Next Piece of Content [Infographic]

A step-by-step process? Really? Why not just wing it? Why not just… write?

Because in writing, argues Ann Handley, process is necessary. Because, as she says, you need a road map to get you to where you need to be.

Handley’s handy GPS gets you from one place to another: “from discombobulated thoughts to a coherent, cogent piece of writing.” Numbered steps prompt you to pause and think:

1. What’s your business goal?

2. How does your idea relate to your readers?

3. What credible sources and data support your idea?

4. What format would best communicate your point? (Blog post, infographic, case study?)

5. Who is your audience? (Write to one person. Period.)

Now start writing.

Write, walk away, rewrite, walk away. Write, edit, edit again.

Pass it by a co-worker or read it to your cat. Proofread. Polish. Is it ready to publish?

Call to action.

Check the 12 steps. Have you left readers hanging? What should readers do next?

Subtly prompt, nudge, guide, steer or drive in the right direction to reach the desired outcome or destination.

Now push the button and pat yourself on the back. Stretch, breathe, crack your knuckles, relax.

Before you write your next post, read Ann Handley’s Everybody Writes: Your Go-To Guide to Writing Ridiculously Good Content.

Because, as Ann says, “in today’s content-driven world, writing matters more… not less.”

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March 31, 2015

Storytelling Guide for Content Marketing


5 Steps Guide to Storytelling for Content Marketers

A nifty infographic from the folks at imagination.

In their words:

“The people you work with are sitting on a mountain of stories that could help create new business opportunities.

We’ve outlined the basic elements needed to turn that untapped potential into a successful content marketing program.”

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February 13, 2015

Content Marketing for Valentine’s Day: Who says BtoB is boring?

Best Agency Cards


Cards Against Marketing: The only agency valentines you’ll ever need

“We created the perfect Valentine for everyone in your open-office floor plan because while they may know when your next dentist appointment is, they may not know the depth of your love/contempt.”



Business Speak Valentines from Frequency540

“Let’s get aligned.”

“You’ve got a tight brief.”

“Let me A/B test your core competencies.”

Click to see and share more e-valentines from F540.


Best Agency Brand Message

Holland-Mark Agency Goes Wild Kingdom

This small agency is all about the love, all times of year. But in their February blog they gave a subtle plug for their new website, which is a great Valentine’s Day promo in and of itself. It’s pretty fun and much more Marlin Perkins than Madison Avenue — which I guess is the whole point. As the narrator explains,

“Much like the prairie vole, your brand needs to find mates for life.”


Best B2B Valentine’s Day Campaign

B2B Comedy in Content Marketing: The Perfect Gift for Valentine’s Day, from Cisco

This is a fun one from 2013, and still hard to beat. Valentine’s Day lesson of the day: Businesses that boost their budgets to cover high-quality creative get love, affection and ROI in spades.


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