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What Makes (and Spoils) Great Content Writing

Content Experience Show Logo
Hosted By
Testing LeBreton

Anna Hrach

Convince & Convert
About The Content Experience Show:

Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.

Apple Podcast Reviews:

It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.

Jared Johnson Piano

I love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.

The Marketing Book Podcast

Jonathan Crossfield, Editor of CCO Magazine, joins the Content Experience Podcast to discuss what marketers must embrace (and avoid) in content writing.

Jonathan CrossfieldIt’s Not About the Clicks

Marketers, according to Jonathan Crossfield, are often the worst judges of their own marketing. When it comes to content writing, they tend to prioritize the wrong things (clicks) and undervalue the kinds of work that help their content truly shine (namely, editing).
Through his work, Jonathan has learned to recognize the kind of content writing that activates readers versus the kind that turns them off—lessons that informed the all-digital reboot of CCO Magazine, where Jonathan serves as Editor. He champions an approach to content creation that prioritizes changing audience behavior and a big-picture look at content ecosystems rather than fixating on things like view counts.
In this episode, Jonathan explores what marketers too often get wrong about the purpose of content marketing. You’ll also hear a breakdown of the distinct roles editors, writers, and proofreaders play on content teams and why each one is essential, despite how often they are conflated or dismissed altogether.

In This Episode

  • The biggest mistakes writing teams make today. (Hint: They’re the same mistakes writing teams were making a decade ago.)
  • The danger of chasing “silver bullets” in content writing.
  • The crucial (and overlooked) differences between editor and writer, and editor and proofreader.
  • Why and how CCO Magazine transitioned from being a print to a digital publication.
  • Why undervaluing editors and editing undermines the value of your content—and how your audience can tell.

Quotes From This Episode

“Editing is that overarching view not just of that single piece of content, but all the content within the ecosystem it’s going to exist within.” – @Kimota
Take the great content you produce, and then find out how to make it more discoverable. Don't start with that. Click To Tweet
“The whole point of content marketing is not getting people to read your content—the whole point of content marketing is getting them to do something as a result of reading your content. If you’re focusing on just getting them to read your content, then you’re just measuring clicks.” – @Kimota


Content Experience Lightning Round

What was the first book that made the biggest impression on you?
Revenge of the Cybermen, one of the very first Doctor Who novelizations, inspired Jonathan to become a writer!
What author has made the biggest impression on you?
Jonathan enjoys the work of George Orwell, especially his writing on the craft of writing, which Jonathan recommends to all content marketers.
What popular book have you had trouble getting into?
While revisiting the classics, Jonathan says Jane Austen’s prose unfortunately left him cold.
See you next week!

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