Content creators are typically interested in earning an edge on their competition. Call it sheer determination, strong work ethic, or a frantic stress from the mounting pressures of being a content marketer in today’s highly competitive market—whatever you call it, proactively learning how to improve one’s writing pays dividends in the content world.
Copywriting comes naturally for some marketers—yet for many others, writing can feel like absolute torture. It’s no surprise, really. Writing succinctly and persuasively is an acquired skill that often requires endless hours of think-tanking, talking to oneself, brief moments of insatiable insanity, and a handful of untimely swear words. Meld the time it takes to write well with all of the competing pressures and tasks that a marketer juggles on a daily basis, and you have a recipe for frustration.
In December of 2016, an average of over two million blog posts were created each day on the WordPress platform alone. 10 years ago, that number was approximately 60,000 a day.
Let that sink in for a moment. That’s a heck of a lot of content scaling exponentially with our tech-obsessed society. When you consider that much of this content is not original, lacks deep thought, or is entirely irrelevant and filled with self-promotion, that number can become aggravating and is considered in the marketing industry to be “noise.”
If you’ve made the decision to increase your content marketing efforts, improve your overall campaign performance, or fill gaps in your current content processes, there seems to be no shortage of solutions. You could hire internal specialists, work closely with a consultant, batch together a mix of freelancers, off-load everything to a professional agency, or, if you’re like most marketing teams, manage some combination of them all.
In the 4th century BC, Aristotle’s Rhetoric theorized about three fundamental elements of persuasion: ethos, logos, and pathos.
The first kind depends on the personal character of the speaker (ethos), the second on putting the audience into a certain frame of mind (pathos), the third on the proof (or apparent proof) provided by the words of the speech itself (logos).