Content. Every business wants content. Every business needs content (especially those that embrace content marketing to find and engage potential customers).

But that means you have to create content, and that means writing it.

And that's where the whole issue of content suddenly gets tough.

And that's why this list of outstanding writing resources put together by Kevan Lee of Buffer is so great. (Buffer lets you schedule, automate, and analyze social media updates--and has also taken the idea of transparency to extraordinary lengths.)

Here's Lee:

There wasn't a content marketing course back in the day, so everything I've learned has been self-taught. And I'd love to share some of my favorite lessons, so I've emptied my swipe file. What you see here is everything I've saved over the past five years.

If you want to learn more about writing for the Web, content marketing, and the most persuasive way to communicate online, these are great places to start.

Nuts and Bolts of Web Writing

1. Stock and Flow: The Ideal Writing Mix for Your Online Content

by Robin Sloane, Snark Market

Stock is your evergreen, tentpole content that draws traffic from the moment of publish to the end of time. Flow is the filler, the stuff that keeps your blog churning or your social media streams full.

Check out the article for details.

2. David Ogilvy's 10 Most Valuable Lessons on Advertising

by Gregory Ciotti

Ogilvy is widely considered the father of modern advertising, and his 10 most valuable lessons contain advice that worked when he wrote it in the 1960s and that works for online writers today.

Here's lesson No. 2: The temptation to entertain instead of sell is contagious.

3. Web Copy That Sells: Nine Can't-Fail Formulas

by Karri Stover, Business 2 Community

Pretty much the cream of the crop for copywriting formulas: appetizer, main course to follow.

4. If Don Draper Tweeted: The 27 Copywriting Formulas That Will Drive Clicks and Engagement

by Kevan Lee, Buffer

Shameless plug alert! I wrote this article, but I didn't really write it. All the formulas listed here are the incredible work of super smart writers and advertisers. It's all them, zero me.

5. Master This Copywriting Formula to Dominate Any Social Media Platform

by Demian Farnworth, Copyblogger

(Last copywriting formula link, I swear!) This one's great if you want to get deep into one single, can't-miss formula for writing on social media or blogs.

6. My All Time Favorite Blog Post And Why It's So Great

by Jason Miller

Miller's post on LinkedIn offers a great review of the factors that go into an all-time-great post. Just a sampling of them:

  • Unique voice
  • Easy to read
  • Has personality
  • Has fantastic visuals
  • Useful and inspiring

7. Minimum Viable Personality

by FakeGrimlock

Here's the post that Jason Miller references as his "favorite blog post" of all time. It's written from the point of view of a dinosaur.

8. The Minimalist's Guide to Becoming a Better Writer

by Demian Farnworth, Copybot

Simple tips in three basic categories--reading, writing, and critiquing--to help you be a better writer.

9. Write Like Your Reader Is About to Pee Their Pants

by Joel Klettke, Business Casual Copywriting

This post is a kickoff to Klettke's month of posts of fewer than 250 words. The premise: Your reader has to pee really bad, so you best get to your point. The 250-word post challenge is a fun one to keep in mind, too.

Content Marketing Advice

10. Why Content Marketing Fails

by Rand Fishkin

It's an article wrapped in a SlideShare with amazing takeaways for articles. If you work backward from the title ("Why Content Marketing Fails"), you'll have a pretty awesome case for how content marketing succeeds.

11. 12 Things You Should Be Using Your Blog for (Besides Blogging)

by Corey Eridon, Hubspot

My favorite tip: Go into your old blog posts and make them great.

12. Use This Hollywood Secret to Write Addicting Opt-in Copy

by Felicia Spahr, KISSmetrics

Spoiler alert: The secret is Open Loops, and they work like this (click through to the story for some cool examples, including one from Buffer):

Open Loops in TV shows are the equivalent of that cliffhanger that keeps you up at night, consuming your mind with thinking about what's going to happen the next week, or that story line that was never quite explained. Those aren't just "blips" in a script. They are put there so that it's harder for people to get up off the couch than it is to stay and watch "just one more episode."

13. 25 Lessons From 25 Months of Content Marketing

by Gregory Ciotti

One of my favorite lessons: Don't forget about "solved" problems. In the case of Men's Health, the magazine has found that the market for fitness information is so great that "solved" headlines can work over and over again.

14. 5 Breakthrough Techniques for Running a High-Traffic Blog

by Garrett Moon, CoSchedule

Cool, beautiful stuff from the CoSchedule blog.

15. How Stand-up Comedians Come Up With Content (and What It Means for You)

by Brian Clark, Copyblogger

Clark calls the big idea here Agile Marketing, in which it is key to learn to optimize constantly on the basis of feedback. Good stuff.

16. What I've Learned in 8 Years of Blogging

by Jessica Hagy, Medium

A short, two-minute read, this fun piece on Medium hits on some of the unspoken truths of content marketing.

17. The 6 Elements of a Powerful Blog Post

by Neil Patel, Quick Sprout

This beautiful infographic from Patel covers things such as images, layout, voice, and social media.

18. How to Boost Your Blog Post Production Speed by 600%

by John O'Nolan, Ghost

If you're looking for a new blogging method, give O'Nolan's a try. I was fortunate to stumble onto many of the techniques he mentions here (ideas, outlines, etc.), and I would have been better off finding his post first.

19. 7 Marketing Diagrams That Explain Content Marketing

by Andy Crestodina, Orbit Media

Here's one to blow your mind: "Think of content as hubs. You can write on a single topic at different depths to come up with a huge number of individual articles: high-level list posts, overview of a topic in a list item, and in-depth posts about an element of the topic."

There are six more insights from Crestodina in the article; each are just as good.

20. Publish Your Blog Post Without SEO, and 1000s of Visits Will Be Forever Lost

by Rand Fishkin

The best case you can make for focusing on SEO (even a little bit) with the content you produce.

21. 11 Common Blogging Mistakes That Are Wasting Your Audience's Time

by Henneke, Copyblogger

I use this post to check in every so often to make sure I haven't fallen into any of these bad habits. The need to publish daily is a constant one for me.

22. Guest Blogging Strategies That Helped Grow 36,733 Email Subscribers

by Gregory Ciotti

The article's closing strategy alone is worth the price of admission.

23. From Ideas to Traffic Results: How We Run a Blog With 700,000 Readers Per Month

by Belle Beth Cooper, Buffer

This one first got me hooked into running and writing a blog of my own. Cooper shares an incredibly deep and transparent look at how Buffer runs things.

24. How to Find More Content Ideas Than You'll Ever Be Able to Create

by Peter Shallard, Copyblogger

Never be short on blogging ideas again.

25. 28 Ways to Write Moneymaking Headlines

by Noble Direct Marketing

There are tons of actionable insights here from ad legend John Caples--everything from the specific words to use ("Introducing" and "Finally!") to the styles to try.

26. 5 Simple Ways to Open Your Blog Post With a Bang

by Brian Clark, Copyblogger

Simple but important.

27. The 3 Keys to Effective Guest Posting

by James Agate, Think Traffic

I started thinking about the possibilities of guest posting thanks to Think Traffic founder Corbett Barr's blog posts and articles on the topic. This article (a guest post about guest posting--meta!) has some super advice.

28. It's Not What You Say, It's How You Present It

by A.J. Kohn, Blind Five-Year-Old

Here's one that I failed to consider for a long time: the readability of what you write. Now I often picture what a post will look like as someone reads/scans, along with what I'll actually be writing.

Writing Inspiration

29. How to Be More Creative in 5 Simple Steps

by Jeremy Duvall, Crew

Creativity is 85 percent a learned skill. Wow. Really? If that's the case, it's so great to have resources like this one from Duvall that cover the topic so deeply. The creativity training routine he outlines is top-notch.

30. Your Life in Weeks

by Tim Urban, Wait But Why

Fair enough, this one has little to do with writing other than a huge motivation to make each day count.

31. How to Be Great

by Leo Babauta, Zen Habits

I wish I could copy and paste the whole thing right here so you could read it right away. Every time I breeze through this one I want to go out and create something.

32. Failure Is an Option

by Chase Reeves, Fizzle

One hurdle I often face with writing something is a fear that it might fail. Turns out, failure is perfectly alright.

33. The Creators' Code

by Hiut Denim Co, Medium

A short one from Medium, this 60-word manifesto is a superb reminder of why and how we do what we do.

34. At iDoneThis, We Believe in Taking It Slow

by Walter Chen, iDoneThis

The slow Web movement is something really close to my heart and, I believe, close for a lot of writers too. Online writing runs the risk of being shouted down by the noise of a busy internet. What the team at iDoneThis have shared is that there's another way--a quieter, simpler way that just might improve the writing work you do.

35. The 5000th Post*

by Seth Godin

In typical Godin fashion, this one's brief. But it does outline several of the lessons he's learned in reaching the 5,000-post milestone. To paraphrase one of my favorite parts:

Don't write because it's your job, write because you can.

36. What should you do to help your child pursue her dreams of becoming a writer?

by M. Molly Backes, Medium

"First of all, let her be bored. Let her have long afternoons with absolutely nothing to do. Limit her TV-watching time and her internet-playing time and take away her cell phone. Give her a whole summer of lazy mornings and dreamy afternoons. Make sure she has a library card and a comfy corner where she can curl up with a book. Give her a notebook and five bucks so she can pick out a great pen. Insist she spend time with the family. It's even better if this time is spent in another state, a cabin in the woods, a cottage on the lake, far from her friends and people her own age. Give her some tedious chores to do. Make her mow the lawn, do the dishes by hand, paint the garage. Make her go on long walks with you and tell her you just want to listen to the sounds of the neighborhood."

It gets better from there (and before there, too). Backes is a teacher and author who certainly knows her stuff. I want to print this article out and hand it to every middle school child.

37. How to Hack Writing a Personal Essay

by Harris Sockel, Medium

Some really great, actionable tips on how to create a personal essay from scratch.

38. How to Encourage More Creative Thinking

by Gregory Ciotti, Sparring Mind

Did you know: Dr. Seuss produced Green Eggs and Ham after he bet his editor he could create an entire book in under 50 different words.

Really cool insights and examples from Ciotti.

39. The 25 Greatest Quotes About Writing

via This Isn't Happiness

Just a really great collection of inspiration. One of my favorites (from Kafka, kind of an ironic inspiration):

"Don't bend; don't water it down; don't try to make it logical; don't edit your own soul according to the fashion. Rather, follow your most intense obsessions mercilessly."

Writing Productivity

40. Bring Sanity to Your To-Do List With the 1-3-5 Rule

by Sam Spurlin, 99U

Write down one big thing, three medium things, and five little things to do each day. Then do them!

41. How to Stop Procrastinating by Using The "2-Minute Rule"

by James Clear, Quora

Clear is one of my favorite voices on productivity and getting more from yourself and your day. The 2-Minute Rule breaks down like this (there are lots of examples and background in Clear's post):

  • Part 1--If it takes less than two minutes, then do it now.
  • Part 2--When you start a new habit, it should take less than two minutes to do.

42. How I Write 8 Blog Posts a Week While Running 2 Companies

by Neil Patel, Quick Sprout

The headline here says it all. Patel is a busy guy, so it's amazing to peek inside his writing process. I've adopted his "intro/conclusion" technique for the blog posts I write, and it's been a big timesaver.

43. 5 Ways to Instantly Become More Productive

by Steve Kamb, Nerd Fitness

Kamb tells a great story (maybe it's familiar to you): He used to publish blog posts according to a schedule, and would always be up incredibly late the night before cramming for the post that needed to be written, edited, and published. He has since found several hacks--really useful things like technology tips, tools, and strategies.

44. The Origin of the 8-Hour Work Day and Why We Should Rethink It

by Leo Widrich, Buffer

This was the first Buffer blog post I read--and, boy, was it a good one! It set me down a path for thinking of productivity in a whole new way: not so structured as before, but rather an intuitive approach in which I listened more to how and when my body would respond. I've squeezed out a ton of extra writing because of it.

General interestingness

45. Pretty Much Everything I Know About the News Business

by Sean Blanda, Medium

Blanda's article touches on a lot of journalism topics that also interest online writers. Things such as understanding an audience and even the aforementioned stock and flow concept get mentioned here.

46. The 7 Things Writers Need to Make a Living

by Sonia Simone, Copyblogger

A list of intangibles--more like love and confidence and less "a keyboard" and "a thesaurus"--this piece from Simone is hugely relatable for those of us who write regularly.

47. Here's How Maria Popova of Brain Pickings Writes

by Kelton Reid, Copyblogger

I could have picked any number of "Here's How X Writes" posts from the Copyblogger series, so narrowing it down was hard. Read several, or them all. Maria Popova's interview was especially fascinating because she creates so much writing content all by herself, and she's so well-versed in the writing of others.

48. Making Your Writing Work Harder for You

by Patrick McKenzie, Kalzumeus

You're way into my treasures box now. This link is an archived newsletter of McKenzie's that contains so much good stuff on writing, blogging, and marketing strategies. For instance, should you place the date on your blog posts? What types of content should you be posting? McKenzie's answers will get you thinking.

49. The 20 Best Lessons From Social Psychology

by Zach Hamed, Medium

Quick, bite-size snippets of psychology lessons that can help you understand the behavior of the people you're writing for.

50. Easy on the Adverbs, Exclamation Points and Especially Hooptedoodle

by Elmore Leonard, The New York Times

This piece originally appeared in The New York Times in 2001, and it has tons of good takeaways for authors and writers in general. Stuff like "Never open with the weather" and "Never use an adverb to modify the verb 'said.'"

Bonus: THE ULTIMATE GUIDE TO WRITING BETTER THAN YOU NORMALLY DO

by Colin Nissan, McSweeneys

Another fun resource. Jokes. And a great publication to end on.

Published on: Jan 8, 2015