9 essentials of good writing

The author cites the importance of anticipating readers’ questions, telling a story fully and clearly, and not fearing the rewriting process. She also gives editors a well-deserved nod.

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There are two kinds of people: Those who think they can write, and those who think they can’t. Very often, both are wrong.

Most of us fall somewhere in the middle: We are capable of producing good writing or, at least, better writing.

Why does good writing matter? Isn’t the best content marketing something short, snappy, and non-text? Like Skype’s Born Friends video, Lowe’s Vines, or Chipotle’s haunting video commentary?

Sometimes, yes, but here I’m not just talking about content in a marketing context; I’m talking about content, period.

Text is the backbone of the Web, and it’s often the backbone of any content you watch or listen to, as well. That Born Friends video started with a story and a script.

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