Writing

Quality is the key

NOTE: I’m in the process of updating this page with examples of marketing collateral I created for my Spanish-language newspaper, Vida Latina, and my Hispanic marketing consultancy, Publicaciones el Nuevo Sur, as well as more examples of my business, economics, and finance writing. Please check back soon.

I approach content writing from a thoughtful 8 step process, my businessman hat thoroughly in place throughout. The process consists of the following, the most important steps in bold:

1) Determining goals.
2) Determining the audience I want to reach.
3) Researching keywords.
4) Researching how competitors have addressed their audiences with similar content.
5) Writing and uploading content.
6) Analyzing SEO and keyword targeting, editing as necessary.
7) Promoting the content.
8) Experimenting with the content to maximize conversions, implementing changes as needed.

My editing process consists of optimizing the writing for the human reader:

1) Reading all the way through without editing to get an idea of what the text is about, what it involves, and where it’s going.
2) Fixing typos, punctuation, grammar mistakes, and style.
3) Making sure the structure of the text makes sense in terms of order, flow, and clarity.
4) Checking everything from a factual perspective: names and titles, dates and locations, math, sources, etc.
5) Rewriting for readability as needed.

At the end of the day, effective content writing is making compelling arguments. While convincing search engines to rank your content highly is important, convincing your human audience to do what you’d like them to (like a businessperson) should be your ultimate goal. As I argued in a blog post on this site, this is why tech startups should consider hiring content marketers from outside of the tech bubble.

It’s important to note that, since the release of Google Hummingbird, content writing for the customer has become more important than ever. Writing for robots is becoming less of a part of effective content writing with every change to Google’s algorithm.

In addition to viewing the examples of my content writing below, please visit the blog section of this site to read some of my latest original articles and the branding page to learn about how my writing has contributed to my businesses’ brand awareness.

 

1) Compelling arguments from the perspective of a creative professional, Lowcountry Vistas Charleston

Nearly all sales for my landscape design business are derived through content marketing, and nearly all potential customers who contact me after reading and viewing the content on the Lowcountry Vistas website end up hiring me. Why? Because I’m a great salesman? No, I’m actually a terrible salesman. They hire me because I use content writing to make the compelling argument that they should hire me.

Low Country Vistas Design Photo by Seth Mason

Creative, Balanced Landscape Design Plans

As a Charleston native with 30 years of Lowcountry horticulture experience and an eye for design that can’t be learned, I offer landscape design plans that balance creativity and practicality. As a businessman and an M.B.A., I approach my designs from a cost/benefit perspective as well as the perspective of the son of an artist.

You get more from my landscape design plans than the competition’s, at the same price point:

  • Easy to read, color-coded drawings
  • Installation cost analysis
  • Complementary installation consultations (if needed)
  • Referrals to high-quality contractors who specialize in their respective fields (if needed)

I’m always happy to install small-scale projects myself, and I’m happy to manage large-scale installation projects for a nominal fee, upon request.

The design processes is convenient, timely, and thorough:

  • You and I have a conversation about goals and challenges, and either you send me photos of your property or I take them myself. (There’s no charge for this initial consultation.)
  • I work on your project over the next 5-7 business days, welcoming feedback throughout the process.
  • By the 7th business day, I email you an easy-to-read, color-coded drawing, photos of plants and materials to be used, a description of the design concept, and a list of projected costs and recommended service providers (if needed).
  • I remain available for installation consultations at your convenience (if needed).

Read More…

 

2) Compelling arguments from the publisher of a niche periodical and website: Vida Latina

Many of the businesses I’ve operated have provided products or services in industries in which I wasn’t formally educated; I’ve started these enterprises as a businessman and learned about the nuances of the industries in which they’ve operated through “on the job training”. I started my first business, the Spanish-language entertainment newspaper and web portal Vida Latina, in this manner. A differentiated publication that focused on entertainment and cultural events as opposed to news, Vida Latina’s primary selling point is that it had a regional focus and a circulation throughout the states of South Carolina, North Carolina, and Georgia. A regional rather than local publication, it appealed to national and international advertisers who were targeting the area’s Hispanic population as a whole. (More about this can be found on the branding page of this site.)

I positioned Vida Latina as a vehicle which advertisers could use to reach over one million Hispanics in one of the fastest-growing regions in America. No other Hispanic medium in Vida Latina’s markets of distribution could match that value proposition. As such, I earned high-dollar contracts with advertising agencies representing household names such as Bank of America, Coca-Cola, and Lowe’s.

I clearly spelled out this value proposition in Vida Latina’s marketing collateral, which included the media kit, which I uploaded to the paper’s website.

Please click on the image below to open the kit in PDF format. In the document, you can see how I made heavy use of empirical data as well as the written word to convey my value proposition.media kit Seth Mason created for his Spanish-language newspaper Vida Latina

 

3) Compelling arguments from the perspective of an activist: Solidus.Center

I authored several articles for Solidus.Center, a 501(c)(3) non-profit I founded that promoted economic strength and stability, sound money, equality of opportunity, and reduced government debt by limiting the Federal Reserve System’s influence on the American economy. I published articles such as the one below, which were shared on a number of sites–including this one–to engage broadcast media as well as the general public, which earned me interviews on national television and radio to further my cause.

Image of Gold Bars from Seth Mason

Repatriation of Gold from Fed Vaults Is Historic Vote of No Confidence

Since 2012, there’s been an unprecedented call from foreign nations to repatriate their gold from Federal Reserve vaults in the U.S. This is an incredible development given many countries’ 71-year reliance on the Fed as a custodian for their bullion.

Over the last few years, countries including, but not limited to, Germany, the Netherlands, France, Belgium, Austria, Poland, Ecuador, Finland, Switzerland, Venezuela, and Romania have either formally requested repatriation of their gold or are in discussions with the Fed about it.

Some of these nations, mind you, have held more than 50% of their entire reserves of bullion in the U.S. since 1944, when the U.S. dollar became the world’s reserve currency.

A major shift in thinking must have occurred in the last few years to prompt such action. A break in foreign gold holders’ trust in the Fed as a custodian of their precious metals.

There’s evidence that, in recent years, the Fed has been leveraging some of its foreign gold holdings to lower skyrocketing gold prices as part of its grand scheme to “engineer” an economic recovery from the 2008 Financial Crisis.

Read More…

 

4) Other examples of my content writing

A: Nearly all of my business’ customer conversions are a direct result of my content marketing. I strive to make compelling arguments on my sites, including my ecommerce site:

Buy and Sell the Best New and Used Gas Cans in America

B: This is my favorite post from my economics/politics blog:

Another Biz Reporter Rips Applicant Tracking Systems

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