An Introduction to Web Smart Writing - An Interview with R. Todd Erkel

My latest guest on the Marketing Tales Show joined me from Pittsburgh, PA, to talk about how to write smarter copy for your website. Meet R. Todd Erkel, Chief Content Officer, at Elliance, a Pittsburgh-based marketing agency that helps colleges, b2b marketers, banks and non-profits leverage the power of digital and data to increase their market value.Todd earned his undergraduate degree in English from the University of Pittsburgh and spent the early part of his career in newspaper and magazine work before joining Elliance. The idea for this week's interview derivers from a joint webinar hosted by Hannon Hill, in collaboration with Elliance, taking place on Wednesday, September 20 at 1 p.m. (EST), at which Todd will teach how great content feeds a winning strategy. If you're interested, register for the free webinar by following the link below.https://hannonhill.zoom.us/webinar/register/2916923247133/WN_oDNvP0PUQcKOMHNNYUjp-g Most of us have heard of the term "writing for the web," but few know about "web smart writing."This episode explains what web smart writing is and how to implement it in your copy to lead people to read your content. We've all heard the claim that people don't like to read or don't have time to read anymore.But Todd challenges that thought.After working with information architects, user experience, and people interaction designers, he learned that "people don't want friction," he says. "They don't want their journey unnecessarily derailed." The ultimate reason why people either read web copy or don't read it is simple: "It's a value, non-value decision," he says.If the content helps the visitor reach a goal they're trying to achieve, they'll take the time to read it, regardless of length.Todd further explained:How user behavior and psychology play into creating web-smart contentWhy businesses should embrace web smart writingStrategies to ensure content isn't just readable but also highly discoverableCommon mistakes he encountered when brands try to implement web smart writing and how to avoid themMy favorite part of the show has to be his advice at the end of the podcast to budding marketers out there, which is that you have to make yourself uncomfortable in order to grow. Todd shared some ways he does that occasionally, including spending time at local laundromat. To get a full scope of the conversation, listen to the complete episode by clicking the link in the comments below or on your favorite podcast channels. 🎙️Be sure to connect with Todd on LinkedIn, check out Elliance and don't forget to register for the webinar on Web Smart Writing - How great content feeds a winning strategy" on September 20 at 1 p.m. ESTIf you enjoyed the episode, hit like, subscribe, and leave a review of The Marketing Tales Show. 🙏Until next time. ✌#marketing #highereducation