Check your local college or university for a technical writing certificate program. Look at the faculty of the program to confirm you are being taught by professionals in the field or working content writers who are familiar with the demands of the writing industry. Certificate programs can be beneficial for writers who are new to content writing or technical writing.[6]

Today, 41% of B2B marketers focus on content tied to the buying journey of a customer, yet many businesses fail to produce personalized content dedicated to each stage of the buying cycle. Personalized messaging doesn’t just mean targeting by demographic or filmographic criteria, it means proactively producing content that is suitable for each stage of the buyer’s journey. Eighty-five percent of consumers trust solutions that take the time to walk them through various paths toward decisions rather than just attempting to make that choice for them. This type of content shows consumers that you acknowledge and value their ability to evaluate and make decisions for themselves. 
There are many firms that offer content marketing services, often paired with SEO or PR. If you’re simply too busy to do it yourself and aren’t ready to manage it in-house, then hiring a firm may be your best option. But if you want to jump in and do your own content marketing the easiest way is to start blogging. It will likely be hard at first, but the more you do it, the better you’ll get at it. Following tips from websites like Copyblogger you’ll quickly learn how to craft content for your website or blog that will engage readers and turn them into customers or clients. But while technically good writing and the right headlines can help, it’s not the key to creating great content that is the best form of content marketing.
Unlike other forms of online marketing, content marketing relies on anticipating and meeting an existing customer need for information, as opposed to creating demand for a new need. As James O'Brien of Contently wrote on Mashable, "The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story."[3] Content marketing requires continuous delivery of large amounts of content, preferably within a content marketing strategy.[4]
New York University is a global university. Writing on the website should address to the university community while knowing that the outside is viewing. Prospective students do not want to read marketing spin, and they consistently ignore content specifically aimed at them. Instead, they seek content that is addressed at our current students in the hopes they find out "what it’s really like." Thus, we endeavor to put our best content forward to our current students while keeping the writing accessible for prospective students.
Great article! Working on a new informational site for a service industry my husband and i are starting locally. This has been the best advice i have yet to read – as a blogger and a content junkie myself – it is difficult to write for other people because i do read every word – however one of my employees writes his own estimates and emails to customers – and drives me insane with his “wordiness” I’m always taking out words – and years ago i learned in business law that you could read every 3 words in a contract to get thru it quickly- and have the jest of it – (then go back and reread later
At HubSpot, we use ... well, we use HubSpot at HubSpot. It comes with a Content Management System (CMS), which allows you to create and publish content quickly in a format that's web-friendly. Whether you use HubSpot or another CMS, you need some CMS so your content marketing team can easily set up a blog, add blog posts, and add website pages without having to get help from IT or developers.
Moreover, using all caps is not a recommended way to engage users, as it’s akin to yelling. Perhaps promotional print content is a fine medium for this style, but web isn’t. If your content is structured in an optimized way, using appropriate and descriptive titles and headings, lists, inverted pyramid style, keywords close to the left hand margin, and concise copy, then there shouldn’t be a need to use caps for emphasis.
Predictably, blog posts are typically written by the bloggers. However, if your team is large enough to have someone dedicated to creating gated assets and premium content -- things like ebooks and tools -- they should also write blog posts to help promote those assets. SEO specialists will also work closely with bloggers, as blog posts are often a company's best opportunity to improve organic search rankings. As such, bloggers should be writing posts that help improve the site's SEO, and drive organic traffic and leads. Their editorial should be informed by keyword research, and optimized for SEO.
Aaaaah! What a joy to read these words. Thanks Henneke. I never cease to be delighted at the power of words and what they can conjure up. My particular favourite wordsmiths are the guys at Ground Effect in New Zealand. I get the catalogue just for the copy – although they do have wicked cycling gear at the right price. ….. Here’s how they describe one of their jackets and a summer weight top.
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