Author: James Scherer

James Scherer is a content strategist at Wishpond, a platform which makes it easy to create complete marketing campaigns from a single tool. Connect with him on Twitter.

By james-scherer published October 8, 2017

Why Content Creators Are Using This Simple Article Format to Draw a Bigger Audience


You know this article format.

A glance through Content Marketing Institute’s recently published posts, Growthhackers Must Read articles, or BuzzSumo’s most-shared marketing content from the past six months makes it clear – one blog post framework seems to be winning:

How (Company You Know) Is Doing (Something) to Achieve (Positive Result)

CMI posts included Smackdown Content Marketing Secrets From the WWE, How GE Gives Recruiting Content a Personality Lift, and How Health Catalyst Gets Results with Ungated Content.

GrowthHackers had How GrowandConvert Got 10k Hyper-Targeted Visitors in 3 Weeks, How Slack Generates 100,000,000 Website Visitors, and How Grammarly Quietly Grew its Way to 6.9 Million Daily Users in 9 Years.

What’s happening? I thought “being different” was crucial in driving content marketing success. Why are some of the best content creators publishing the same type of article over and over? And why are these articles so damn popular?

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By james-scherer published February 12, 2015

Transparency Reveals Great Content Opportunity


On Sept. 25, 2013, Alex Turnbull of Groove published the following paragraph in the first article of the Journey to $500,000 A Month blog:

What we’re going after with this blog is a different perspective. A view from the driver’s seat, with actionable takeaways that you can put directly into your Basecamp project or Trello board to test in your own start-up. You won’t find any armchair analysis here; everything we write about will be hard-earned lessons from our own experience, as we learn them on our way to $100,000 in monthly revenue.Continue Reading

By james-scherer published June 24, 2014

3 Strategies to Stand Out From the Content Creation Crowd

regular lightbulbs with one different oneI wish I could say that standing out from the content creation crowd is something that I excel at, but I can’t.

I like to think I write intelligently, quickly, and well, but all that does is make me a pretty good content marketer. It doesn’t make me a content marketer who stands out from the crowd.

So perhaps I need a special something. Perhaps we all do.Continue Reading

By james-scherer published May 20, 2014

10 Tips for Creating Content That Converts Like a Champ

quill pens-title on writing copyIf we face the truth without shielding our eyes, we know that content marketing is about making money. Whether for SEO, brand awareness, or lead generation, ultimately we are creating content to increase the weight of our wallets (or those of the businesses for which we work).

So how do we do that better? Are there ways we can be creating content that specifically encourages a purchase or conversion?Continue Reading

By james-scherer published April 8, 2014

How to Use Facebook Ads for Content Marketing: The Ultimate Guide

connected campaign bookMy favorite part of my job has always been writing. Putting words on a page and having them appeal to people, make sense to people, and educate people. I love that part.

However, it’s not all about creativity, or even about successfully (and legitimately), using the word “anthropomorphize” in an article about Facebook ad image best practices. (Box ticked, thank you very much.)

Remember: Successful content marketing isn’t always just about the content. Sometimes the marketing aspect needs to take center stage. Continue Reading

By james-scherer published February 19, 2014

5 Ways to Optimize Your Social Media Content to Combat Content Shock

image-combating content shock2014 was barely underway before Mark Schaefer’s Content Shock article put a bit of a hitch into our year’s content marketing plans. Those who have been content marketing for a while were all gung-ho for the new year, and reading Schaefer’s theory definitely caused myself and many of my peers pause.

In light of the article, a few of us were scrambling for the most straightforward, teachable strategies for combating this wave of content. This article is what we came up with.

Here, I’ll dive into optimizing your social media content, and will discuss why I believe doing this better than your competitors will be the most reliable way to stave off both audiences’ potential content fatigue and any resulting decreases in content marketing ROI.Continue Reading