Here are some of the best insights from this talk

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Byron White interviewed the Queen of Content Ann Handley, best-seller author of Everybody Writes: Your New and Improved Go-To Guide to Creating Ridiculously Good Content.


Byron White, founder of WriterAccess, interviewing Ann Handley, best-seller author
During the talk, Ann shared her process while writing the book, and how it was vital for her to listen to the public and research to understand how to create good content.

AI-Writing

To use these tools, we need to know the basics of uae number data writing good content, but a bot will never be able to replicate someone’s voice. So, we need to embrace our own voices to be stronger communicators.

Newsletters
She also highlighted newsletters as the most original and valuable content format currently. According to her, when it’s done right, brands can build a relationship with their public — speaking of that, have you checked our interactive newsletter for marketers and leaders yet? Here it is.


Content hacks
Ann also shared some good tips when it comes to content production:

The biggest missed opportunity in content marketing is playing it too safe.
Tell bolder (and braver!) stories, using stronger, more ripped writing and a unique point of view.
Create “best of breed” content to attract the people you want (and repel the ones you don’t).
Understand when to be a little outrageous (and when to dial it back).
Be fun instead of being restricted to grammar
Last but not least, the key to writing more engaging content: spend a lot of time on the beginning, understanding who it is for, what we are doing, why it matters and why now.

“The words that we use can change the way people think and feel about what we’re saying” – Nancy Harhut
Closing the keynote series on the third day of the conference, Nancy Harhut (Chief Creative Officer at HBT Marketing) talked about behavioral science secrets and hacks for content creators to crush it.

What does that mean? It means that you want to create content that is brain-friendly, that goes directly to our behavior and automatic response. But how? Well, Nancy shared some good practical tips (and lots of examples on how to implement it):

It’s not about how we think, but how we feel
Behavior science found that emotions drive our decisions. We make decisions based on emotion, and justify with rational arguments (even the simple ones, like what to eat for lunch).

Creating content and copywriting that relies more on how what you want to show makes your reader feel — and less on your benefits and solutions — can be a powerful writing tip. Here’s an example of a B2B company, Slack: