Your weekly content writing wrap - #30

Content writing

What we've been reading

Why you need content strategy before editorial planning – Content Marketing Institute
Marketers continue to confuse editorial plans with content strategies. As this article explains, the strategy behind the implementation of the editorial plan is overlooked - and that's a crucial mistake. “Content strategy helps organisations provide the right content, to the right people, at the right times, for the right reasons.”

It goes on to say that an editorial content plan is ineffective without all the following strategy ingredients: substance, structure, workflow, and governance. 

Why Marriott is a content marketing Mecca – NewsCred
David Beebe, former VP of Creative Content Marketing at Marriott International, shares his content marketing secrets. He is celebrated for positioning Marriott International as a global leader in the travel lifestyle industry through an extensive content campaign. Through starting an in-house content studio to tell the brand story through entertaining content, Beebe’s content mindset is set the Marriott apart from others. NewsCred’s article outlines what Beebe stated to be crucial for successful content marketing; a storytelling leader, a dedicated budget, creative control, and internal buy-in.

How personalisation is changing content marketing - Contently
Personalisation has been at the centre of commerce for years, but as the technology optimising personalisation becomes more sophisticated, content marketing must continue to evolve. The process of personalisation has previously been reactive, as marketers would analyse behavioural data to recommend future actions. The practice is now more of an automated journey with personalised content automatically optimised for the individual.

A comprehensive guide to social media ROI - Hootsuite
As social media takes up a large chunk of most companies' marketing resources, it’s important to know what’s working and what isn’t. Measuring ROI on your social media investments is crucial in justifying your time and efforts put into establishing a killer social campaign. Knowing where to start can be daunting for many, so if you find ROI a bit of a weak spot, have a look at Hootsuite’s extensive guide.

How outlines hone your content and improve your writing – Convince and Convert
The pressure of deadlines can lead to sloppy content execution. As Convince and Convert explains, creating a strategic content outline requires five fundamental steps: choose a topic, brainstorm, organise, expand, and take a step back.

New from us

Content at your fingertips: 6 simple, stress-free ideas for creating winning content

Fact: Even the most talented marketers and content writers struggle to produce fresh content on a regular basis.

Whether you're selling cybersecurity software or professional services, chances are you find it challenging to maintain a content calendar without compromising quality.

And you're not alone. Around 46 percent of marketers rank consistent content production as one of their key challenges. 

While it's true that coming up with creative content ideas to tight deadlines can be stressful, it may not be as difficult as you think.

To help you out, we've compiled a foolproof guide to help you generate content ideas quickly and with minimal fuss. 

Meet our team: Yasmin Birchall (researcher, editor and content writer)

Meet Yasmin! She's a researcher, editor and content writer at Mint. As the mum of director Amy, she's also the first to point out errant apostrophes, and taught Amy almost everything she knows about writing. Yasmin shares about working for Mint and her life outside of writing.

Copywriting tip of the week

Copywriting tip

Have you ever heard the term "Sell a good night's sleep not a mattress" ? Think about HOW your product or service benefits the customer and you'll never go wrong.

Tell us, what problem does your product solve?

For daily copywriting insights and tips, follow Mint Content on Facebook. 

A note on Easter availability


 We will be closed from Thursday 13 April and will reopen on Wednesday 19 April. Enjoy the long weekend! 🐰