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Jon wuebben

Jon Wuebben is the CEO of Content Launch, which offers the first content marketing software built for small and medium sized businesses (SMB’s) and digital agencies. Content Launch also provides content writing and content strategy services for hundreds of companies and digital agencies. His book, "Content is Currency: Developing Powerful Content for Web & Mobile", helps businesses learn how to plan, create, distribute and manage content. "Content is Currency" has been published in six countries worldwide.

Jon has spoken at Content Marketing World, Online Marketing Summit, South by Southwest (SXSW), Marketing Profs B2B Forum, Search Marketing Expo (SMX), Social Media Marketing World, New Media Expo, Intelligent Content Conference, Content Marketing Retreat, Lavacon, ADMA (Australia), BIA Kelsey Small Business Forum, the Media Relations Summit and for many organizations, including Hubspot, Intuit, the American Marketing Association and Shop.org as well as industry groups in the areas of content marketing, mobile marketing and entrepreneurship. He has been listed as a thought leader in the content marketing space by countless publications since 2008.

Find out more at contentlaunch.com

The 8 Secrets of Powerful Content Editing to Turbo Charge Your Content Marketing Efforts


Writing the first draft of a piece of content is usually the fun part – next comes the task of editing your content so that it is cohesive, tight, and stylistically flawless. This process can be relatively lengthy and may require you to eliminate ideas or passages you were attached to. But the results are well worth the effort, as well-edited content is able to more effectively get your message across to readers.

 Use these 8 secrets of powerful content editing to turbo charge your content marketing efforts: 

  1. Choose a style. There are a number of style guides, such as AP, APA, and Chicago Style. Your company doesn’t have to draw on any one official style, but the style choices you make should be consistent. It’s important to create a company style guide that addresses general writing style, such as citations and the Oxford comma, as well as company-specific issues, such as how your company should be referenced. Content editing should be done with your style guide in mind.
  2. Walk away. After writing your content, don’t move to content editing right away. Instead, walk away for a few hours or a few days, to allow yourself to step away from the content. This lets you approach it with a new perspective, in which you’re able to see the content for how it is written rather than what you intended.
  3. Read aloud. For your first comb through, read the content aloud. This will help you to catch any awkward syntax or grammatical errors. It can also be helpful in terms of identifying misspelled words. Your content should sound natural when read aloud.
  4. Read with an outsider’s perspective. As you take a second read-through, approach the content with an outsider’s perspective. Without knowing what you intended to write, would the concepts seem clear? Is what you meant to address present in the content? Are your word choices meaningful and intentional? If not, you’ll need to edit your content so that what you intended to write is present.
  5. Go in batches. Much like trying to edit directly after writing, attempting to edit an entire piece or series of pieces in a single go can become a cloudy, frustrating experience. You don’t need to go quickly when content editing. Instead, go in batches, taking a break to clear your mind after each portion of the content has been edited.
  6. Err on the side of deletion. After writing something, it’s common to want to cling to each word and idea in the content. Avoid this tendency, and be ruthless in your editing. In most cases, it’s best to err on the side of deletion when it comes to content editing, as you identify parts of the content that don’t quite mesh with the overall message.
  7. Save eliminated content. Erring on the side of deletion doesn’t mean you have to completely eliminate the content you remove. You can make further use of your hard work by creating a file for content you eliminate when content editing. These concepts may serve as great ideas for future content. When you’re approaching your next round of content idea development, you can pull out your eliminated content and look for ideas that can be tackled in their own piece or incorporated into another planned piece.
  8. Hire content editing services. Content editing is a skill that many businesses don’t have the time or inclination to develop in-house. Hiring content editing services can ensure that your content is in tip-top shape. Content editing services can take into account your company’s tone, voice, and style guide as well as the general rules of copy editing. 

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The Ultimate Guide to Re-purposing Your Content So it Works Hard for You – Over and Over and Over Again


No matter how much you appreciate the importance of content marketing, creating enough content each month can be a challenge to overcome. One of the best ways to overcome this challenge is by re-purposing content. By using the same content or concepts over and over again, you can continue to get value out of great pieces you developed in the past. 

The goal of re-purposing is to present it so that it reaches a new audience or else reaches your current audience in a new way. The most effective techniques can get you a lot of mileage out of a single piece of content. Below, we’ll take a look at the most effective techniques you can use to get the most out of your content. 

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High Quality Content vs. Low Quality Content: What’s the Difference?


When creating content, it’s easy to get bogged down by the little things – you may find yourself focusing on SEO at the expense of quality content creation, or you may find that you’re overly focused on creating a high volume of content. Although SEO and content volume can be important, neither is as important as high quality content. 

Just what sets apart high quality content from low quality content? There is no exact answer, but it’s the difference between creating content your audience engages with and creating content that will be ignored; the difference between content that improves your brand recognition and places you as a thought leader, and content that may actually be detrimental to your reputation. Below, we’ll explore how to identify and create low quality content. 

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The 9 Rules of Outsourcing Your Content Writing


A successful content marketing campaign requires the creation of high-quality, search engine optimized content on a regular basis. Most businesses simply don’t have the time or writing skill to do it all in-house, which is why outsourcing your content writing is likely to be an important part of your content marketing. 

When you decide to use outsourced content writing services, it can be a challenge to find a writer who fits your needs. To make the process smoother, use these 9 rules of outsourcing your content writing: 

  1. Decide what to outsource. Many businesses choose to outsource all of their content writing, and doing this may be the right decision for your business. On the other hand, if you’ve been creating quality content in the past but want to outsource to help make the process more manageable, you may want to keep a few key features (for example, perspectives written by the CEO a couple times a month) written in-house.
  2. Set a realistic budget. When outsourcing your content writing, budget is one of the most important things to consider, as it will inform many of the other decisions you make. Your budget should be realistic in terms of the quality of content you can get with it. Although you might find a writer willing to work for a very small sum, that writer is unlikely to have a high level of skill or expertise, nor will they be willing to devote a significant amount of time to creating high-quality content.
  3. Create a workflow. Establish who will be in charge of outsourcing your content writing, and establish processes for assigning, reviewing, and posting content. This ensures that, even though your writing it outsourced, there is still accountability and established processes within your business regarding the content.
  4. Outsource to experts in your industry. There are some cases where it’s reasonable to outsource to a writer who is skilled but who may not be an expert in your industry. However, in many cases it’s wiser to outsource to experts in your industry. This can ensure that the information in your post comes from the writer’s education and experience, rather than online research. If you go through a content service, they should be able to assign you a writer who has expertise in your industry. In addition, you may be able to arrange guest posts from a well-known industry expert.
  5. Give direction on voice and tone. One of the biggest challenges businesses face when outsourcing content writing is that of maintaining a consistent voice and tone. If you have a voice and tone you’d like to maintain, give your writers direction on it. Should the content be in first person (I, we), second person (you), or third person (he, they)? Should the tone be conversational, journalistic, formal, or playful?
  6. Find a great content service. Using a content service is often the best method for finding content writers, helping you to avoid problems with quality associated with crowd-sourced services and problems with reliability associated with freelancers. At Content Launch, clients have access to over 300 writers who are experts in a wide variety of industries, ensuring that you’ll get great content at competitive rates.
  7. Give plenty of information to your writer. Your writer will do a significant amount of research to develop your piece, but they also rely on the information they receive from you. The writer should have access to any available materials, including information about your services. In some cases, you’ll be asked to fill out a business information form, or you or the writer may ask for a phone conversation.
  8. Look at writing samples. In some cases, you may have the opportunity to choose a writer directly. Before choosing, be sure to ask for writing samples, which can give you an idea of the writer’s style, range, areas of expertise, and skill.
  9. Send out sample assignments. You may not feel comfortable sending all your work to a writer right off the bat. Instead, consider sending out 1-2 sample assignments before making a commitment to a service or writer. This allows you to find a writer who’s a really good fit, and it gives you a chance to provide any necessary guidance or correction before the writer dives into writing a large number of pages. 

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Turbo Charge Your Content Marketing Ideation Process With These 5 Cool Tools


Companies often report that generating enough content marketing ideas to continually produce quality content is one of the biggest challenges they face in their content marketing efforts. Although there’s no tool that can replace the key role of creativity and old-fashioned brainstorming, there are a number of cool tools that can help guide and speed up the process of determining content topics. Below, we’ll take a look at 5 of the best tools

Making the Most of Ideas 

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The 6 Magic Metrics of Content Marketing: Measuring Your Content to Know What’s Working..and What’s Not


Creating content is only half the game. Once you’ve created content, it’s essential to continually measure how well the content is working for you – how much is it really boosting your online presence and improving (or damaging) your bottom line? 

You can find out using content marketing metrics, which will guide your future content marketing decisions. Measuring content marketing efforts on a regular basis allows you to fine-tune your content marketing, putting more resources into efforts that were very effective and altering or drawing away from methods that had a poor ROI. Below, we’ll take a look at 6 of the most essential content marketing metrics

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From Zero to 60 in 5 days: Setting Up a Robust Content Marketing Strategy in 120 Hours


In some ways, developing a content marketing strategy is a never-ending task – thanks to the dynamic nature of content marketing, you’ll be forever altering your approach based on new trends and new data. But that doesn’t mean setting up a content marketing strategy is a gargantuan task. In fact, you can set up a robust, strong strategy in just 120 hours. Below, we’ll go over the key issues that you and your team should focus on when developing a content strategy in a limited time frame. 

Identify Your Target Audience 

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Unconventional Content Marketing Tactics That Will Work Overtime for Your Company, 24/7/365


There is a plethora of information about content marketing tactics out there, much of it good – methods of search engine optimization, social media strategies, and other content marketing tactics have helped many businesses meet their customers on new platforms.

Effective those these methods may be, sometimes it takes some thinking outside the box to reach your audience in the most effective way possible. When used prudently, unconventional content marketing tactics can provide powerful results for your campaign, working overtime to help increase lead generation and conversion.

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The top 30 Content Marketing Thought Leaders Right Now – and Why You Need to Listen to Every Single Word They Say


The world’s top content marketing thought leaders have the expertise and proven leadership to help guide companies of all sizes through their content marketing efforts. Listening to what the foremost content marketing thought leaders say can improve every aspect of your company’s marketing efforts, keeping you up-to-date on the latest trends and methods.

Drawing from Onalytica’s Top 100 Content Marketing Thought Leaders and the speakers for this year’s Content Marketing World Conference & Expo, we’ve identified the top content marketers of 2014: 

  1. Scott Abel. (https://twitter.com/scottabel) Also known as The Content Wrangler, Scott Abel is a “content market strategist and social media choreographer.”
  2. Ardath Albee. (https://twitter.com/ardath421) Ardath Albee is CEO of Marketing Interactions, Inc., author of the Content Interactions blog and of the book eMarketing Strategies for the Complex Sale.
  3. Mike Allton. (https://twitter.com/mike_allton) Allton is Social Media and Internet Marketing Consultant at The Social Media Hat, and is editor of that website’s successful blog campaign.
  4. Tim Ash. (https://twitter.com/tim_ash) Tim Ash is author of the book Landing Page Optimization and CEO of SiteTuners. He is the chairperson of Conversion Conference.
  5. Jay Baer. (https://twitter.com/jaybaer) Jay Baer is President of Convice & Convert and author of the book Youtility: Why Smart Companies are Helping Not Selling, and co-author of The NOW Revolution.
  6. Leigh Blaylock. (https://twitter.com/leighblaylock) Leigh Blaylock is manager of content marketing at Red Hat, which provides open source solutions.
  7. Melissa Breker. (https://twitter.com/melissabreker) Melissa Breker is founding partner at Content Strategy Incorporated, a Vancouver content agency.
  8. Michael Brenner. (https://twitter.com/BrennerMichael) Michael Brenner is the Head of Strategy for NewCred. He has been listed as a Forbes Top 40 Social Media Marketer, a Top Content Marketing Influencer, and Most Mentioned Marketer on Twitter.
  9. Kevin Briody. (https://twitter.com/kevinbriody) Kevin Briody manages client strategy and general business management for key accounts at Pace. He has over 16 years of experience in marketing, strategy, and communications.
  10. Danny Brown. (https://twitter.com/DannyBrown) Danny Brown is Manager of Social Engagement and Insights at Ontario Lottery and Gaming Corporation. He co-authored Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing and authored The Parables of Business.
  11. Jeff Bullas. (https://twitter.com/jeffbullas) Jeff Bullas has been listed as a Forbes Top 40 Social Media Marketer.  He is author of Blogging the Smart Way – How to Create and Market a Killer Blog with Social Media.
  12. Heidi Cohen. (https://twitter.com/heidicohen) Heidi Cohen is Chief Content Officer of the Actionable Marketing Guide. She has marketed for many well-known, major international corporations, such as Citibank and The Economist.
  13. Andy Crestodina. (https://twitter.com/crestodina) Andy Crestodina is co-founder and Strategic Director of Orbit Media, where he writes a bi-weekly marketing newsletter. He is author of Content Chemistry.
  14. Jen Dennis. (https://twitter.com/jendennis2000) Jen Dennis is a content strategist and marketer who has led content projects for a number of Fortune 100 companies. She has been editor at several Conde Nast magazines.
  15. Gurdeep Dhillon. (https://twitter.com/gurdeepd) Gurdeep Dhillon is Global Vice President of Audience Marketing and Content Strategy for SAP’s Customer Engagement Solutions. He is a software industry veteran.
  16. Pam Didner. (https://twitter.com/PamDidner) Pam Didner is a marketing consultant and author of Global Content Marketing. She is an expert in creating global marketing plans that meet local marketing needs.
  17. Bryan Eisenberg. (https://twitter.com/TheGrok) Bryan Eisenberg is co-author of the bestselling books Call to Action, Waiting for Your Cat to Bark? and Always be Testing. He is a professional marketing keynote speaker.
  18. Rob Garner. (https://twitter.com/robgarner) Rob Garner is Chief Strategy Officer at Advice Interactive in Dallas. He is author of Search and Social: The Definitive Guide to Real-Time Content Marketing.
  19. Michael Gottlieb. (https://twitter.com/GottliebMichael) Michael Gottlieb is Senior Director of Audience Marketing at SAP AG and is speaking at this year’s Content Marketing World Conference & Expo.
  20. Ann Handley. (https://twitter.com/MarketingProfs) Ann Handley has been recognized by Forbes as the most influential woman in Social Media. She is Chief Content Officer of Marketing Profs.
  21. Patrick Hayslett. (https://twitter.com/PatrickHayslett) Patrick Hayslett is a top blogger at Content Marketing Institute. He works with LinguaLinx, a global marketing firm. He has over 10 years of B2B and B2C marketing experience.
  22. Ahava Leibtag. (https://twitter.com/ahaval) As Principle of Aha Media Group, LLC, Ahava Leibtag provides content strategy and Web writing solutions to diverse clients, particularly in health care.
  23. Jason Miller. (https://twitter.com/JasonMillerCA) Jason Miller is the Senior Content Marketing Manager at LinkedIn and contributes to a number of top marketing blogs.
  24. Lee Odden. (https://twitter.com/leeodden) Lee Odden is a consultant, author, speaker, and CEO of TopRank Online Marketing.
  25. Chad Pollitt. (https://twitter.com/ChadPollitt) Chad Pollitt is VP of Audience and Co-Founder at Relevance.com. 
  26. Joe Pulizzi. (https://twitter.com/joepulizzi) Joe Pulizzi is a content marketing evangelist and founder of the Content Marketing Institute. He is co-author of Get Content Get Customers and author of Epic Content Marketing.
  27. Robert Rose. (https://twitter.com/Robert_Rose) Robert Rose is Chief Strategist for the Content Marketing Institute. He is the primary author of Managing Content Marketing.
  28. David Spiegel. (https://twitter.com/davidzspiegel) David Spiegel is Vice President of Brand Strategy & Social Publishing at BuzzFeed, where he leads BuzzFeed’s strategic brand partnerships.
  29. Val Swisher. (https://twitter.com/valswisher) Val Swisher is Founder and CEO of Content Rules, Inc., a content services provider. She is also on the Executive Board for Translators without Borders.
  30. Jon Wuebben. (https://twitter.com/jonwuebben) Jon Wuebben is founder and CEO of Content Launch. He is a popular content marketing industry speaker and is the author of “Content is Currency: Developing Powerful Content for Web & Mobile.”

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