If you’re any sort of writer, you’ve heard how much writing is a craft as much as it is a science.
Drew Neisser has spent years researching the science side by talking to more than 150 company owners and top executives about their views and opinions on marketing and technology topics.
He distilled this knowledge gleaned from these interviews into another recognizable scientific image: the Periodic Table, which can be used to illustrate the whole spectrum of modern thought into what makes something an effective piece of online writing and great marketing writing.
“Lots of content is good, but lots of great content is awesome,” said Neisser, who is the founder and CEO of Renegade, a New York marketing agency. He’s also the author of “The CMO’s Periodic Table: A Renegade’s Guide to Marketing.”
Neisser recently sat down with WriterAccess CEO Byron White for White’s regular podcast. They discussed everything from the elements of good and bad writing, to whether a good call center should be considered an expensive but necessary ingredient of modern business, or a valued front-line team who can serves as an introduction to your entire organization and brand.
“Customer service centers are sometimes thought of as cost centers, but really it should be called a revenue center, he said. “The most important people participate here.”
The 30-minute podcast included:
- Differences between strategy and tactics. Neisser said a strategy should figure out what you want a customer to do, and tactics are how to get them there.
- The most important elements every writer should focus on.
- How to continue to “crank it out” to keep adding fresh content to your site.
- The importance of gathering customer input – but why you also shouldn’t base your strategies only on that.
- Why consistency maters and should be a part of marketing efforts.
Neisser and White discussed how much bad writing can be found at some sites, which is there more for site rankings sake, because some marketers mistakenly believe that they need to publish anything at all just to keep publishing. This is not quite true, in Neisser’s opinion. Regular publish is vital, but not always at the expense of quality.
“There’s a common view that it you don’t publish frequently, you’ll be forgotten,” he said. “But what really happens is that you can be forgotten if your writing is mediocre.”
At the same time, some sites offer some excellent writing.
“I like to encourage people to start with the basics first, when planning their marketing strategy,” Neisser said. “If you don’t have a strategy, you’re not going to get anywhere.” [Tweet it]
He also shared some of his experiences as guide for how listeners can try too.
“My tactics were to interview these leaders about their plans, write a book, publish it, and let readers see that these people’s plans were good,” he said. “These reasons helped them want to have these conversations with me.”
To listen to the podcast and hear more interesting writing and marketing strategies, visit https://www.writeraccess.com/podcasts/drew-neisser-periodic-table/
6-Star writer Joe B has been a writer, editor and marketing writer at daily and weekly newspapers on the West Coast for more than 20 years. He has honed his news writing and marketing writing skills on both sides of the Editorial/Advertising ‘Wall’ and loves everything about print and online media.
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