54 Content Writing Examples, Tools, Tips, and Resources

5/5/2020 54 Content Writing Examples, Tools, Tips, and Resources
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published JUNE 3, 2016 EST READ TIME: 9 MIN
54 Content Writing
Examples, Tools, Tips, and
Resources
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https://contentmarketinginstitute.com/2016/06/writing-examples-tools-tips/ 1/32
Editor’s note: You may have missed this article when CMI published
it in 2016. We’re publishing this update
(https://contentmarketinginstitute.com/2019/03/content-writing-
examples-tools-tips/) because great writing is so essential to
successful content marketing.
Consuming great writing is like listening to a great singer. If the

performer makes an emotional connection
(http://contentmarketinginstitute.com/2014/12/content-marketers-
learn-entertainment-industry/) with me – even though she misses a
few notes – I eagerly listen to the rest of the song and anticipate the
next performance.
A year ago, I shared helpful lessons on powerful and effective text

with 48 examples, tools, tips, and resources
(http://contentmarketinginstitute.com/2015/05/content-writing-
tools-tips/). Today, I share those plus another six to help you win
over as many of your readers as possible.
Lesson 1: Power up video text

U.K.-based web designer Purplefeather created the powerful Change
Your Words, Change Your World video. In it, a four-word plea (I’m
blind. Please help.) is changed into a nine-word sentence (It’s a
beautiful day and I can’t see it). The text transformation generates
far more compassion.
Since its 2010 debut, the video has been viewed over 24.7 million
times and received thousands of comments on YouTube.
The Power of Words
HANDPICKED RELATED CONTENT:

23 Things to Consider When Creating Video Content
[Examples]
(http://contentmarketinginstitute.com/2016/04/video-
content-examples/)
Lesson 2: Create something that must be

read
In 2013, the National Agency for the Fight Against Illiteracy in France
earned accolades for its print ad campaign. Viewers had to read the
ads to discover what they were really about – not only creating
awareness of the fight but also demonstrating the actual value of
literacy.
Source: BuzzFeed
Documentary Storytelling: 6 Examples From Brands

That Nail It
(http://contentmarketinginstitute.com/2016/05/docume
storytelling-examples/)
How to Create Persuasive Content: Lessons from

Aristotle
(http://contentmarketinginstitute.com/2016/03/create-
persuasive-content/)
Lesson 3: Get to the point

Visual content (http://contentmarketinginstitute.com/topic/visual-
content/) is a useful vehicle for your messaging. Market Domination
Media took a meta approach to explaining why infographics work by
creating an infographic. Note that the text is minimal and gets
straight to the point, stressing facts over long descriptions.
(http://www.marketdominationmedia.com/power-visual-content-
infographic/)
Infographic by: Market Domination Media

(http://www.marketdominationmedia.com)

How to Get Infographic Ideas to Spring Forth
(http://contentmarketinginstitute.com/2015/03/feldman-
infographic-ideas/)
Lesson 4: Don’t be so serious

Design program Canva (https://www.canva.com/) uses lighthearted
content touches to connect with its readers, such as this simple way
to mention notifications.
Lesson 5: Think smart

Headline (http://contentmarketinginstitute.com/2012/02/7-ways-to-
write-eye-popping-headlines/) writing involves many challenges –
tone, length, etc. This headline from Business Insider
(http://www.businessinsider.com/best-email-newsletters-2015-
3#ixzz3UdNUw2P7) appears to be straightforward – good use of a
numeral, direct, etc. But the word “smarter” caught my attention
and
This siteelevated the
uses cookies to post’s value
provide you within
themy
bestmind.
user experience possible. By using Content Marketing Institute, you accept our use of cookies

Increase Content Marketing Success With Helpful Headline
Tips & Tools
(http://contentmarketinginstitute.com/2015/08/headlines-
tips-tools/)
Lesson 6: Use text to help visualization

The Dropbox (https://blogs.dropbox.com/dropbox/) blog provides
numerous examples of how to use the service. I like the crisp writing
that consistently includes realistic examples based on diverse needs.
Lesson 7: Explain succinctly

Zendesk (https://www.zendesk.com/) elevates its customer service

by writing briefly to illuminate the difference among customer
support, customer self-service, and customer engagement. With a
few words, Zendesk communicates to its customers that it cares
about their relationship and wants them to access the best resource
to help them right away.
Tip 1: Know your audience

You need to speak their language, but it doesn’t mean settling for
jargon that can clash with creative phrasing. Typically, an informal
(http://blog.hubspot.com/marketing/how-to-make-content-fun-to-
read-list#sm.000010rvbvq7eoezlwkuq6ep4sn61), conversational
approach works best when you’re creating content.
An informational, conversational
approach works best when you’re
creating #content via
@mikeonlinecoach
(https://twitter.com/intent/tweet?
url=https://contentmarketinginstitute.co
m/2016/06/writing-examples-tools-
tips/&text=An%20informational%2C%
20conversational%20approach%20wo
rks%20best%20when%20you%E2%8
0%99re%20creating%20%23content
%20via%20%40mikeonlinecoach&rela
ted)
LES-TOOLS-
%20CREATING%20%23CONTENT%20VIA%20%40MIKEONLINECOACH&RELATED)
Other content writing suggestions include:
Focus on actionable content that someone can use in their

lives or jobs right away.
Write in first-person or second-person.
Be careful with humor, which can fall flat for the reader.
Use profanity rarely because it can throw off someone who

may wonder why the content includes those words.
Don’t be so creative that a reader struggles to detect your

main point.
Avoid starting sentences with vague words like “this” or

“that.”
Link to other websites, newsletters, and blogs because the

links provide added value to visitors and help establish
your credibility.
Identify potential keywords that you should consider by

using Google’s Keyword Planner
(https://adwords.google.com/KeywordPlanner) and
Soovle (http://soovle.com/), which provide examples of
what keyword phrases people use when they search.
10 Tips to Pack More Personality into Your Content

(http://contentmarketinginstitute.com/2016/03/tips-
personality-content/)
Wonder What Content to Create? Try a Customer-

Journey Map [Template]
(http://contentmarketinginstitute.com/2015/11/custom
journey-map-template/)
How Kindness Makes Your Content More Successful

(http://contentmarketinginstitute.com/2016/04/kindnes
content-successful/)
Tip 2: Get visitors to take the right actions

Sometimes it’s a simple word or phrase that can prompt someone to
take the next step. Buffer offers a list of 189 words
(https://blog.bufferapp.com/words-and-phrases-that-convert-
ultimate-list), including words that focus on exclusivity.
A Nutshell Guide to Proper Keyword Research

(http://contentmarketinginstitute.com/2016/04/proper-
keyword-research/)
How to Make Every Piece of Content SEO Friendly

(http://contentmarketinginstitute.com/2015/11/content
seo-friendly/)
How to Structure Your Business Blog Posts to

Maximize Conversions
(http://contentmarketinginstitute.com/2015/10/busines
blog-maximize-conversions/)
6 Website Tweaks to Give Conversions a Shove in the

Right Direction
(http://contentmarketinginstitute.com/2016/02/website
tweaks-conversions/)
6 Free Tools to Help Keyword Research

(http://contentmarketinginstitute.com/2015/01/tools-
help-keyword-research/)
How to Improve Your Page Ranking for a Specific

Keyword
(http://contentmarketinginstitute.com/2016/01/improve
page-ranking-keyword/)
Tip 3: Remember that length depends on

the context
It’s easy to stick to some content length rules and preferences.
For example, you will want to maximize the 35 characters you get on
each line of a Google ad. With social media, you might improve
engagement by stopping well short of the maximum character
limits.
It gets tougher with website pages, articles, and blog posts. I

understand that short pieces (let’s say anything under 500 words)
are easier to consume for online readers
(http://contentmarketinginstitute.com/2015/04/content-engages-
mobile-readers/). But longer content can draw in people as well.
Visuals (http://contentmarketinginstitute.com/2015/11/visual-
content-strategy/) in the core content and within the site
architecture can support your text.
Odds are that your agency or company will have policies that control
length. But there should always be exceptions.
If you don’t write enough

(http://contentmarketinginstitute.com/2015/02/publish-too-much-
fail/), you disappoint someone by not devoting sufficient attention
to a topic. If you provide too many details, you might overwhelm a
reader who might miss your primary ideas.
Editors and writers should agree on whether the article is a suitable

length. You can discard information that doesn’t quite fit. But in the
content writing and editing process, you might identify
opportunities to use some portions for future content (with
additions or modifications).
From a search engine optimization

(http://contentmarketinginstitute.com/2015/04/google-judges-
quality/) perspective, longer content is always best. A website, for
example, can get by with shorter pieces if it becomes authoritative
through its age, the number of pages, inbound links, and more.
However, extended content o en helps generate high rankings for
targeted keyword phrases and similar words.
From a #SEO perspective, longer

#content is always best says
@mikeonlinecoach
(https://twitter.com/intent/tweet?
url=https://contentmarketinginstitute.co
m/2016/06/writing-examples-tools-
tips/&text=From%20a%20%23SEO%2
0perspective%2C%20longer%20%23c
ontent%20is%20always%20best%20s
ays%20%40mikeonlinecoach&related)
ETINGINSTITUTE.COM/2016/06/WRITING-EXAMPLES-TOOLS-
NT%20IS%20ALWAYS%20BEST%20SAYS%20%40MIKEONLINECOACH&RELATED)
7 Surefire Ways to Get More Impact From Your

Content Marketing
(http://contentmarketinginstitute.com/2015/08/more-
impact-content-marketing/)
How to Test Short-Form Content Before Making

Long-Form Investment
(http://contentmarketinginstitute.com/2015/12/test-
short-form-content/)
Tip 4: Ensure that your content can be

scanned (especially with websites)
Readers will skip many of your words. Make it easy for them to
discover your key points by including:
Short paragraphs
Subheads
Bulleted lists
Bolded text
Wordstoin
This site uses cookies coloryou with the best user experience possible. By using Content Marketing Institute, you accept our use of cookies
provide
Links
You don’t need to write long sentences to get your point across.
Short ones (http://www.copyblogger.com/scannable-content/) will
work in your favor. It’s the same thing with words. Here are some
examples (sometimes a few short words sound better than one long
word).
Indicate show
Eliminate get rid of
Utilize use
In order to to
Facilitate help
Obtain get
7 Readability Tips for Designing Engaging Content

(http://contentmarketinginstitute.com/2012/10/readabi
tips-designing-engaging-content/)
The Blog Post Checklist for Cranking Your Search

Ranking
(http://contentmarketinginstitute.com/2016/05/blog-
checklist-search/)
Tip 5: Understand fair use

As a content writer, you may occasionally use other content. It’s not
always enough to simply use quotation marks and cite the source.
Fair use (http://www.copyright.gov/fls/fl102.html) depends on

several factors, including whether your content is used for
commercial purposes and its potential impact on the market value

of the copyrighted work.
I mostly worry about the length of the original source. If I quoted 100
words from a 250-word blog, I think that would be too much. A
lawyer would have the best advice, but I would limit the quote to 25
words in that case. Books are a little easier. If you quote 300 words
from a 150-page book, I believe you would be fine. Poems and song
lyrics are a danger zone because they’re o en short. I’ve cited as
little as possible from them. It’s always best to get legal counsel
before publishing the final content.
Fair Use Checklist

(http://copyright.columbia.edu/copyright/files/2009/10/
How to Use Content That Isn’t Yours

(http://contentmarketinginstitute.com/2016/01/how-
use-content-yours/)
Avoid Legal Action: Take Proper Steps to Own the

Content
(http://contentmarketinginstitute.com/2015/11/avoid-
legal-action-content/)
Tip 6: Evaluate sentence structure with the

Hemingway App
Content writers have many tools to reference to make their jobs a
little easier and to improve their work. Among the best is the
Hemingway App (http://www.hemingwayapp.com/), which provides
immediate feedback on content structure, including sentence
formatting. With the website version, replace the default text with
your own.
8 Super-Simple Tools You Can Use to Create Better

Content
(http://contentmarketinginstitute.com/2015/04/free-
tools-better-content/)
68 SEO Content Tools, Trends, and Tips for B2B and

B2C Brands
(http://contentmarketinginstitute.com/2015/04/seo-
content-tools-tips/)
Tip 7: Create compelling content with the

right words
Jon Morrow of Smart Blogger, previously Boost Blog Traffic, offers an
extensive collection of words that can make a difference in what you
write: 317 Power Words That’ll Instantly Make You a Better Writer
(http://boostblogtraffic.com/power-words).
Tip 8: Use a blog topic tool if you need

inspiration
HubSpot’s Blog Topic Generator (http://www.hubspot.com/blog-
topic-generator) works well to get your creative content writing
juices flowing. All you have to do is fill in the fields with three nouns
to get blog topic ideas.
Out of Ideas? 13+ Tools to Spark Content Creation

content-creation/)
10 No-Cost Tools to Help You Conquer Writer’s Block

writers-block/)
6 Tools to Help Turn Trends Into Valuable Content

trends-content/)
Tip 9: Evaluate the complexity of your

sentences
The Readability Test Tool (http://read-able.com/) scores your
content, including the grade level and the complexity of words.

The Ultimate Science-Backed Method for Creating Content
That Readers Love
(http://contentmarketinginstitute.com/2016/01/science-
method-creating-content/)
Tip 10: Analyze the impact that your

headlines could have on readers
Size up headlines with the Emotional Marketing Value Headline
Analyzer (http://www.aminstitute.com/headline/).
A similar tool, the CoSchedule Blog Post Headline Analyzer

(http://coschedule.com/headline-analyzer), looks at tone, grammar,
structure, and more.
Ninja Guide to Content Creation: Top 10 Writing

Tools
(http://contentmarketinginstitute.com/2015/06/content
creation-writing-tools/)
Increase Content Marketing Success With Helpful

Headline Tips & Tools
(http://contentmarketinginstitute.com/2015/08/headlin
tips-tools/)
SEO Page Titles: 15-Point Checklist for B2B and B2C

Brands
(http://contentmarketinginstitute.com/2016/03/seo-
page-titles-checklist/)
Discover hundreds more tools, tips, and lessons to boost your

content writing at Content Marketing World 2016
(http://www.contentmarketingworld.com). Use discount code
BLOG100 to save $100 on registration.
Cover image by Joseph Kalinowski/Content Marketing Institute
Please note: All tools included in our blog posts are suggested by
authors, not the CMI editorial team. No one post can provide all
relevant tools in the space. Feel free to include additional tools in the
comments (from your company or ones that you have used).
Author: Mike Murray

Mike Murray
(http://www.onlinemarketingcoach.com) has
shaped online marketing strategies for hundreds of
businesses since 1997, including Fortune 500
companies. A former journalist, he has led SEO
studies and spoken at regional and national Internet
conferences. Founder of Online Marketing Coach,
This site uses cookies to provide
Mikeyouiswith the best user
passionate aboutexperience
helpingpossible.
clients By using Content Marketing Institute, you accept our use of cookies
identify
their best opportunities for online marketing success

based on their strengths, his advice and industry
trends. You can find him at his blog, Online
Marketing Matters
(http://www.onlinemarketingmatters.com/) or on
Twitter @mikeonlinecoach
(http://twitter.com/mikeonlinecoach).
Other posts by Mike Murray

(https://contentmarketinginstitute.com/author/mike-
murray/)
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Comments for this thread are now closed
9 Comments Content Marketing Institute 🔒 

1 Login
 Recommend 4 t Tweet f Share Sort by Newes
Michael I • 4 years ago

Wow... An absolute plethora of information. Thank you! We
have tweeted and shared... Being in the press release
distribution industry, much of what you have mentioned we
really take personally!! Thank you for some great info we can
pass on to our visitors.
Michael
24-7 Press Release Newswire
△ ▽ • Share ›
Share ›
Tips For NewBloggers • 4 years ago

Absolutely great tips , thanks very much for sharing
△ ▽ • Share ›
rajkumar • 4 years ago

great share. i had find some useful tools
△ ▽ • Share ›
Joe Reevy • 4 years ago

This is great stuff and our editors really get it!
△ ▽ • Share ›
Elias Monteiro • 4 years ago

Thanks for sharing this tips. Unfortunately, the tools you
mention are suitable for English writting. I wonder, is there an
tool you know that is suitable for Portuguese? You see, i'm fr
Portugal :)
△ ▽ • Share ›
Mike Murray > Elias Monteiro • 4 years ago

Elias,
Good point about the tools and their English focus. I

haven't seen or used the international features. But I'
try to keep an eye out for them. Let's connect and
maybe we can touch base if either of us see a useful
tool: @mikeonlinecoach
- Mike
△ ▽ • Share ›
Kassie • 4 years ago • edited

Brilliant tips, Mike. It's the first time I see the infographic abou
infographics and that's awesome!
The Readability Test Tool seems very useful, I'll definitely sta
using it. This list of tips and tools is really huge but a reliable
plagiarism checker like Unplag is missing here. The content
should be not only readable but also unique, then your blog w
rank high in Google's search engine and leave your competit
far behind. Been there, done that :-)
△ ▽ • Share ›
Mike Murray > Kassie • 4 years ago

Kassie,
Thanks for letting everyone know about Unplag.

Hopefully, any one of these tools will be a good match
for someone depending on their needs.
- Mike
△ ▽ • Share ›
This comment was deleted.
Mike Murray > Guest • 4 years ago

Brandon,
I'm glad the tools and resources will be

good fit for you
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HOW-TO GUIDES
GETTING STARTED
Content Marketing 101 begins
(http://contentmarketinginstitute.com/getting-
started/)
PLAN
Build fundamentals of your plan
(http://contentmarketinginstitute.com/plan/)
AUDIENCE
Understand your core audiences
(http://contentmarketinginstitute.com/audience/)
STORY
Tell your brand story
(http://contentmarketinginstitute.com/story/)
CHANNELS
Determine your distribution channels
(http://contentmarketinginstitute.com/channels/)
PROCESS
Manage your team and tools
(http://contentmarketinginstitute.com/process/)
CONVERSATION
Create your content and listen
(http://contentmarketinginstitute.com/conversation/)
MEASUREMENT
Prove the effectiveness of your
program
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March 2, 2020
7 Brands Getting Email Right

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April 1, 2020
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5/5/2020 54 Content Writing Examples, Tools, Tips, and Resources

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Consuming great writing is like listening to a great singer. If the

A year ago, I shared helpful lessons on powerful and eﬀective text

Lesson 1: Power up video text

The Power of Words

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Lesson 2: Create something that must be

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Lesson 3: Get to the point

Infographic by: Market Domination Media

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Lesson 4: Don’t be so serious

Lesson 5: Think smart

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Lesson 6: Use text to help visualization

Lesson 7: Explain succinctly

Zendesk (https://www.zendesk.com/) elevates its customer service

Tip 1: Know your audience

Other content writing suggestions include:

Focus on actionable content that someone can use in their

Write in first-person or second-person.

Use profanity rarely because it can throw oﬀ someone who

Don’t be so creative that a reader struggles to detect your

Avoid starting sentences with vague words like “this” or

Link to other websites, newsletters, and blogs because the

Identify potential keywords that you should consider by

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How Kindness Makes Your Content More Successful

Tip 2: Get visitors to take the right actions

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How to Improve Your Page Ranking for a Specific

Tip 3: Remember that length depends on

It gets tougher with website pages, articles, and blog posts. I

If you don’t write enough

Editors and writers should agree on whether the article is a suitable

From a search engine optimization

From a #SEO perspective, longer

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How to Test Short-Form Content Before Making

Tip 4: Ensure that your content can be

Eliminate get rid of

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7 Readability Tips for Designing Engaging Content

The Blog Post Checklist for Cranking Your Search

Tip 5: Understand fair use

Fair use (http://www.copyright.gov/fls/fl102.html) depends on

commercial purposes and its potential impact on the market value

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