Ross Henderson

Ross Henderson is a content strategist and copywriter.

A man holding a newspaper, wpap style

4 min read

How to Write a New Hire’s Press Release

Picture the scene: your company has just made a major new hire. A big-time professional with the skills and experience to provide a new category of service, spark game-changing innovation, or help your business move upstream to new markets.

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A beach scene, wpap style.

3 min read

Rocks, Pebbles, and Sand: How to Focus on What Matters Most

I’ve recently been working with a software company that has its sights set on tripling its revenue in the next three years. Unlike a lot of their...

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businessman wpap style

4 min read

Types of Content Writing Services: What's Best for Your Business?

Investing in content for your business is almost always a good decision. Whether your goal is to harness the power of SEO to attract new audiences to...

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skyscraper wpap style

3 min read

Top Martech Companies

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copy wireframe

3 min read

How to Copy Wireframe a Webpage

If you’re a professional writer, there’s a good chance that you’ve already been asked to write a website for someone. If you haven’t, it’s only a...

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A Quick Guide to Site Mapping

3 min read

A Quick Guide to Site Mapping

If you’ve ever been involved in designing a website, you’ll know how quickly things can get out of hand. There are dozens of pages to write,...

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Writing Standard Operating Procedure

3 min read

How to Create a Writing Standard Operating Procedure (SOP)

Most people think of writing as a creative pursuit. And for the most part, it is. Writers spend a lot of time alone with their thoughts, figuring out...

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How to Ghostwrite a Thought Leadership Article

4 min read

How to Ghostwrite a Thought Leadership Article

Today, every ambitious professional wants to be perceived as a thought leader. Thought leaders are individuals who come up with bright new ideas,...

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The Content Marketing Tech Stack: What You Need to Know

4 min read

The Content Marketing Tech Stack: What You Need to Know

From the outside looking in, it’s easy to think that to be a successful writer, all you really need is a laptop with an internet connection and a...

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How to Write Content for Accounting Firms

4 min read

How to Write Content for Accounting Firms

If you’re a content writer in the accounting industry, you’re in an exciting space. After spending decades as relatively stable businesses with...

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6 Tips to Run a Successful Subject Matter Expert Interview

4 min read

6 Tips to Run a Successful Subject Matter Expert Interview

If you’re in the business of creating content, you’ll likely find it necessary to do Subject Matter Expert (SME) interviews from time to time. As a...

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Standard Operating Procedures for Subject Matter Expert Interviews

4 min read

Standard Operating Procedures for Subject Matter Expert Interviews

This is the first of two articles sharing our approach to SME interviews. This article explores standard operating procedures for SME interview...

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6 Types of Marketing Agencies: Key Differences

4 min read

6 Types of Marketing Agencies: Key Differences

Here’s a common scenario.

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How to Create a Content Plan

4 min read

How to Create a Content Plan

If you’ve been tasked with creating a content plan, it can be difficult to know where to start. After all, creating these types of plans is no easy...

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How to Tell if a Writer Is a Good Fit for Your Company

4 min read

How to Tell if a Writer Is a Good Fit for Your Company

If you’re in the market for a new content writer to work for your company, finding the right fit is vital. Your new writer will be a steward of your...

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5 Indispensable Tools for Professional Writers

4 min read

5 Indispensable Tools for Professional Writers

Writers, like all craftspeople, are nothing without their tools. Sure, some people might say that all you really need to write is a pen and paper....

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The T-Shaped Professional

3 min read

Building Broad Knowledge and Deep Expertise: The T-Shaped Professional

In any walk of life, it’s great to know a little about a lot of things. At the same time, it’s great to truly master a single craft. Balancing these...

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Brand Guidelines

3 min read

Brand Guidelines: What Are They, And Why Do You Need Them?

If your business works with external content creators of any kind, you need brand guidelines. Building a brand takes an immeasurable amount of time...

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8 Skills All Business Writers Need

4 min read

8 Skills All Business Writers Need

Whether you’re just starting out on your writing career or are a seasoned veteran, there are certain skills you must have in order to be successful....

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4 Ways to Hire a Professional Writer

3 min read

4 Ways to Hire a Professional Writer

Professional writers are invaluable partners. By partnering with a pro, your business can rise up the Google rankings, establish thought leadership...

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Unlocking the Value of Niches

4 min read

Unlocking the Value of Niches

Ever heard the saying “the riches are in the niches”? The more time I spend working with successful businesses, the more I realize how true that...

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How (And Why) You Should Refresh Old Content

4 min read

How (And Why) You Should Refresh Old Content

There’s no denying that running a successful content marketing strategy requires brands to create a lot of content on an ongoing basis. Producing...

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Getting More Mileage from your Marketing: How to Recycle Content

4 min read

Getting More Mileage from your Marketing: How to Recycle Content

Successfully marketing any business requires a lot of effort. There are so many marketing channels out there, and each of them demand unique types of...

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How to Write a Thought Leadership Article With a Professional Writer

4 min read

How to Write a Thought Leadership Article With a Professional Writer

It’s becoming increasingly important for leaders to cast themselves as a thought leader. Unlocking that perception from your colleagues and peers...

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Five Tips for Writing Short-Form Ad Copy

5 min read

Five Tips for Writing Short-Form Ad Copy

When it comes to marketing writing, there are two distinct categories: long-form and short-form. We all know long-form well: blog articles, white...

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Four Tips for Effective Business Writing

4 min read

Four Tips for Effective Business Writing

Mastering the art of writing for business audiences can transform the trajectory of your career. It’s a skill that, on the face of it, seems simple....

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Copywriting vs. Content Writing: Breaking Down the Differences

4 min read

Copywriting vs. Content Writing: Breaking Down the Differences

Both copywriting and content writing play an important role in the marketing strategy of virtually all successful businesses. Together, they enable...

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Reinventing Your Newsletter Marketing Strategy

4 min read

Reinventing Your Newsletter Marketing Strategy

I recently got talking to a business that made me realize that a lot of brands are approaching their newsletter marketing strategy the wrong way....

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Measuring the ROI of Content Marketing

4 min read

Measuring the ROI of Content Marketing

Content marketing plays an important role in any business: helping to grow your brand, supercharge your sales process, and ultimately, convert more...

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How to Use Content to Supercharge Your Sales Team

4 min read

How to Use Content to Supercharge Your Sales Team

Revenue growth is the number one priority for many businesses. But as we all know, driving sustained, profitable growth is far from easy. Doing so...

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Equipping Employees to Create Content

4 min read

Equipping Employees to Create Content

Many businesses consider their people to be their most valuable assets. And with good reason: your people are the creative spark that drive...

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