Bad writing is everywhere. The internet is awash in articles produced by content mills and generative AI. Both produce inaccurate and low-quality results. To stand out, you need high-quality content that brings humanity to the web, respects the ability of your readers to synthesize information and make decisions, and builds trust.

• Show respect for your (human) readers by giving them information sourced, compiled, written, and delivered by humans.
• Build trust in your brand by answering questions honestly and being straightforward about your limitations.
• Inform them without hiding key information behind a sales call or email pitch.
• Give them power to decide whether you are a good fit before contacting you, which allows your sales team to close deals more quickly.
• Increase visibility and generate leads by answering your customers’ questions. Hit page one, and even the first few results, more often.

I read so much bad writing on the internet, I appreciate real writing even more. Scott’s writing is always improving — it’s human, not corporate. There’s humor. And it’s easy to adapt it for social media posts.

At least 30 of Scott’s posts are on page one for their search term, and 10 of those are the very first result. That’s great for one website, let alone one writer.

—Samantha Christensen, Content Editor for E-N Computers

Before content writing became my main line of work, I was an IT specialist. My job included asking questions, troubleshooting, researching, training people, and creating documentation for both technical and non-technical people. I’m proud to say that I helped people to feel more comfortable with technology and empowered to do their best work.

We can use the same approach when creating technical articles. Staff interviews, internal resources, your social media videos, and outside research provide a wealth of raw material to craft high-quality content that educates, builds trust, and generates leads.