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The Future of Content Marketing Will Not Be Different

What is the future of content marketing?

I’m often asked, what will content marketing look like in the future?

People are surprised with my answer: Just like it does now.

It’s not going to be different, we’re not going to see some major new way of “consuming content” (I really loathe that phrase!), and there’s not going to be some new method of content delivery that we’re going to have to learn.

Because when you look at content at its barest essence, it’s just words, images, and sounds. That’s what it has always been, that’s what it will always be.

It was words, images, and sounds when cave dwellers drew on cave walls and grunted their delight. It was words, images, and sounds when the Ancient Greeks passed down knowledge with stories or told stories with plays. It was words, images, and sounds — well, not so much sound — when the first ever movie of a galloping horse was made or the world’s oldest surviving film, Roundhay Garden Scene, was made.

It was words, images, and sounds when newspapers, radio, and television all had their heyday and when they were replaced by blogs, videos, and podcasts.

Content marketing is no different from any other form of communication in our history. We’ve used words, images, and sounds to communicate the entire time. But the only thing that has changed has been the medium we use — the way the content gets consumed read, watched, or heard.

Content creation tools don’t matter

Eighty years ago, we had newspapers, radio shows, and movie newsreels. Television became popular 70 years ago, launching the Golden Age of Television.

And now, everything you could ever want — including samples of old newspapers, radio shows, newsreels, and TV shows — are all available on your laptop, tablet, or mobile phone.

You can read about how those media were made eighty years ago, or you can make and share a 21st-century version of it for other people to read, watch, or hear.

Because it’s still the same old words, images, and sounds.

And it won’t matter one bit how those are made. The secret to doing well at content marketing is to be able to do words, images, and sounds well.

You have to write well. You have to sound good. You have to know how to frame a photo or a video. You have to create things that are interesting. You have to know how to tell a story. You have to know how to capture your audience at the very moment they click your link.

The tools don’t matter.

I’ll say it again: THE TOOLS DON’T MATTER!

Years ago, I used to argue with people who claimed: “there’s no such thing as social media experts because the tools are too new.”

My response then is the same as it is now: I don’t have to be a tools expert, I have to be a communication expert. I have to be good at conveying a message in my chosen medium. The tools can change from week to week, and it won’t affect me one bit because I don’t have to master the tool, I just have to master the craft.

Think of it another way. A carpenter that has spent his entire life swinging a hammer isn’t less effective just because you gave him a pneumatic nailer. A chef doesn’t forget how to cook because you switch out her gas stove to an electric one. And writers aren’t suddenly reduced to creating doggerel just because they switched pens.

So when people think you need specific Mailchimp or Constant Contact experience to be an effective email marketer, that’s wrong.

When people think you need to know how to use Hubspot or WordPress to be an effective blogger, that’s completely wrong.

It’s like saying a photographer is not a good photographer because she uses Nikon and not Canon. Or that a writer is not a good writer because they use Apple Pages and not Microsoft Word.

The tool does not create quality content. WordPress and Hubspot don’t make you write well. Constant Contact doesn’t make you a good email marketer. The latest video camera doesn’t make you a good videographer any more than a great camera makes you a good photographer.

The tools do not make the artist. A good artist can make good art with crappy tools, but a bad artist cannot make good art with good tools.

So it doesn’t matter what happens to the tools: WordPress may go away. Hubspot may fall into the sea. YouTube could be eaten by a pack of hyenas.

None of that will change how content creators make their art.

If WordPress were to go away, bloggers aren’t going to be thrown for a loop or cast out on the scrap heap. We’ll just shrug our shoulders and continue to tell good stories on the new distribution method. And blogging itself won’t go away, it will just be called something else.

Podcasting won’t go away because there will be other ways to deliver episodic information and entertainment via audio distribution.

Videos won’t go away because — well, video’s just never going to go away. In fact, it just surpassed blogging and infographics as the most commonly used form of content marketing. (I’m still a little salty about it, thank you very much.)

The artists and creators will still have a way to make and distribute their work, even if the tools for that distribution go away, change, or die completely.

Remind me how is this about the future of content marketing again

My point is, when you ask about the future of content marketing, just remember, the core elements of content marketing — words, images, and sounds — are never going to change. We’re still going to read, we’re still going to watch videos and look at pictures, and we’re still going to listen to music and information.

The channels will change, the methods of production will change, and even the popularity of the content formats will change. (Freakin’ video!) But the need for quality content will never change. That’s the one constant you can count on.

So if you’re in the content creation business, just focus on improving your craft. Become the best creator you can. Learn your art so you can be one of the best creators around. Worry less about the technology, because that won’t affect whether you’re good at your job. And when the method changes, you’ll already know what you need to do.

Photo credit: Steve Shook (Flickr, Creative Commons 2.0)

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What Kinds of Content Can You Create Based on Writers’ Archetypes

A few weeks ago, I (re)published a blog article called The Eight Writers’ Archetypes and the kinds of things they write. This breaks down the writing field beyond just fiction and non-fiction. It looks at the different areas where writers can work in education, news, politics, PR, marketing, and fiction.

Here’s a truncated version of the eight writers’ archetypes.

The 8 writer archetypes. Each one is a progression of the one that comes before it.
  1. Informer: These are the journalists and the news writers. They tell us the who, what, where, when, why, and how of the world.
  2. Analyst: What does the news mean? What can we infer from the latest political polls? What will the U.S. pandemic relief package do to the economic recovery? The political pundits, the economists, the financial gurus are all Analysts.
  3. Educator: Writers who convey knowledge to help others learn. It’s more than just being an Informer because their readers presumably already know how something works. The writer who writes to intentionally teach is an Educator.
  4. Chronicler: The Chronicler is the observer of the human condition. You find a lot of newspaper columnists here. They’re not quite news-tellers (Informers), but they don’t fit anywhere else. Historians are usually found among the Chroniclers.
  5. Advocate: The rabble-rouser with a pen. They observe the human condition, but they speak for those who have no voice to effect change. The Advocate brings awareness to a cause to get people to care about it and be informed.
  6. Persuader: One step beyond the Advocate, the Persuader gets people to take action on something, but not necessarily a social cause. Political speechwriters, people in ministry, and public relations people work here, but marketers do not.
  7. Merchant: The Merchant is a Persuader who gets people to spend money (i.e. Marketing). You could call this a subset of Persuader, but this is the only writing archetype where the primary focus is to get people to spend money.
  8. Entertainer: Writers of fiction, poetry, stage plays, screenplays. Anything you would read, watch, or hear for entertainment or escapism lives here.

I also said that it’s not uncommon for writers to bounce around between the different archetypes. For example, a typical writing week will see me bounce from Educator to Merchant to Entertainer to Chronicler, sometimes all in a day.

Others can mash a couple archetypes together. For example, an entertainer-merchant is someone who regularly writes short pulp novels strictly with an eye toward making money, not art. The Chronicler-Advocate observes the human condition in the hopes of changing it, like a columnist with a partisan publication. Even an Educator-Merchant is possible, with people teaching webinars and seminars on some topic, but in exchange for money. (We all need to make a living, yes?)

Can content marketing fit within the Writers’ Archetypes??

Short answer, yes.

Longer answer, it depends on what your goal is. Any of these eight archetypes’ “hats” can be worn when you’re trying to create regular content for your company’s website. Let me show you.

  1. Informer: How does your product work? What problems does it solve? Did you know you can do this with it? If nothing else, this content only serves to boost your SEO efforts, provided it’s interesting and well-written. (Don’t just put up flat bullshit content to bulk up your website.) Company history fits here, as does your About Us page. These are also important for your website, so don’t neglect them.
  2. Analyst: What’s going on in your industry? What does it mean for your customers? What’s happening in your company and what does that mean? We all ask “how does this affect me?” This is where you answer those questions. Show people your expertise by answering that question about your industry’s news.
  3. Educator: How do I do this better? How can I get better at my job? A lot of the content I write for this blog is educational because I’m actually teaching new content marketers about how to do their jobs better. Can you do that for your customers?
  4. Chronicler: This one is a little tougher. You could put case studies in here because they’re little mini-histories. “Company A had a problem that was costing them $X. Company B brought Company A a solution. It worked so well, it saved them $Y.” If you can answer the question “What happened and what does it mean?” it fits here.
  5. Advocate: This person is almost a non-profit Marketer. We want you to change your beliefs, at least long enough to give us money. Your stories are just like a Chronicler’s, but there’s a deeper lesson you want us to learn from it. Think of the nonprofit asking for money by introducing us to one particular person that they’ve helped in the past.
  6. Persuader: Content that gets us to take action, but maybe not spend money. Sign up for our newsletter, follow us on Twitter, write to your elected officials. These are all persuasive actions that don’t require us to spend money.
  7. Merchant: This is the “BUY THIS NOW” content. The advertising copy, the catalog copy, the sales messages. The Merchant content is written strictly to separate customers from their money.
  8. Entertainer: This is a tough one. Content marketing that is written strictly for entertainment purposes is few and far between. However, it can be done. This is where you find the unusual content pieces, like a comic book, radio play, podcast, or even a magazine. As Neil Gaiman said in 2012, “Make good art.” That’s what you should do, but no one said the art couldn’t make money too.

If you’re a writer or content creator of any type, you can branch over into another type and get your feet wet. Don’t pigeonhole yourself and think “I’m only a copywriter” or “I only make podcasts.” You can play in other areas because you already have the basic tools you need. Copywriters can write poetry and short stories. Podcasters can make audio theater or collaborate with a novelist and make audiobooks.

Expand beyond what you think you can create and find something new. Figure out ways to offer that kind of content on your website. Go beyond the dry old blogs about products and start offering a little more, even if it’s telling stories about past victories and customers you’ve helped. Make them entertaining and fun to read. Use those great writing skills to get more people to like what you have to say about your company.

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The Conundrum of Writing With Integrity

I recently heard Jamal Greene on a recent Two Writers Slinging Yang podcast interview, talking about his time writing at Sports Illustrated.

He talked about writing at Sports Illustrated where the writing became an issue of what the reader wanted. He called it a form of customer service, or “serve to order.”

If the customer wants it, or the editors thought they wanted a certain product, and your job as the writer was to produce that product. And over the time I was at Sports Illustrated, it became more and more oriented towards customer service and that didn’t touch me.

If you’re in it because you like to write in a certain way, and then you’ve got to write in a way that’s going to get eyeballs, you’re not really writing with the kind of integrity that you want. And I felt that and I didn’t think I was ever going to get to the point, for good reason, where I had the kind of autonomy to write in the way I wanted to write

The phrase writing with integrity stopped me in my tracks. I had to pause the podcast and ruminate on that for several minutes.

As content marketers, we don’t get the chance to write with integrity very often. Sure, we like to be ethical and truthful. Despite the stereotype people have of marketers, we do try to operate with honesty and truth. But when do we get to actually write with integrity?

When do we get the chance to be open and transparent — the buzzword among many bloggers in the early-2010s — and share what’s really going on? When do we get the chance to tell a good story because it’s a good story and not just one more entry on our content marketing calendar?

“Today, we need an article about how developers can download our API and use our testing environment.”

Not something that allows for a lot of “writing with integrity.”

The problem is, the same that Greene experienced at Sports Illustrated, is that the integrity articles — the long-form, in-depth articles — are not the most popular ones. They’re the best ones, to be sure. But they don’t get the eyeballs. And that’s what journalism is about these days: getting eyeballs and clicks and visits to move advertising revenue. The long, well-done articles don’t get the traffic, and so they don’t get the attention. They’re the ones that get submitted for awards and for inclusion in anthologies. But they don’t get the same kind of traffic as “10 Reasons Why Your Favorite Team Sucks and 10 Why They’ll Win Their Division.”

It’s this way with business blogs. There are certain articles that get all kinds of traffic, but they’re not always the enjoyable, long-form articles that exercise your writing muscles. Instead, you have to write the kinds of articles where you say, “I got a creative writing degree for this? A damn monkey could write this!”

It’s even harder if you write for a corporation, or if you’re in the B2B world, where being dowdy and rigid is practically the price of admission. Very rarely do I see B2B blog articles that are fun, funny, or interesting. (And the ones I did see were more than likely ones that I wrote.)

Content Marketing With Integrity

But that doesn’t mean you can never do it. There are times that companies should be a little vulnerable and tell some stories that show people your history. Let them learn from your mistakes. Write a piece that talks about how your company nearly folded, and it was only thanks to some last-minute maneuvering that saved everyone. (Trust me, that story will be out there anyway, so you might as well be the one to tell it.)

Tell the story about how your solution didn’t work for a customer right away, and it took some additional work, consulting, and even training to get things to work properly. Don’t skip over that part in your case study, embrace it and showcase it.

Just like sportswriters have to write the daily news stories and game recaps (also called “gamers”) in order to be able to write the long-form features that make sportswriting so interesting, marketers need to carry water on a daily basis, writing the serve-to-order stories before they can write their other, better stories.

Of course, you may be in an industry or work for a business where you don’t get to write with integrity at all. Financial services, lawyers, pharmaceutical companies, and other highly-regulated businesses tend not to be able to write something that risky.

But for the rest of you, stop worrying about stories that will only bring in the eyeballs. Take a risk once in a while on a story that’s not a listicle, or something that promises “X Secrets to Improve Your Productivity.” While I like those articles and think they’re great traffic generators, they’re not very interesting or deep.

If you’re into the content marketing funnel philosophy, keep writing your “top of funnel” articles to bring people in. But try writing with integrity and transparency, and write the article you’ve been itching to write, and use it at the bottom of the funnel where people are about ready to sign.

Take a risk, try something new, and write the story you’ve been feeling, not the story on your content calendar.

Photo credit: Devanath (Pixabay, Creative Commons 0)

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Five Grammar Rules You’re Allowed to Break

The English language is filled with all kinds of grammar rules that should never have been grammar rules in the first place. Some were created a few hundred years ago, some were created in the 20th century, but many of them were incorrect and are just parroted out of habit.

In other cases, some of these grammar rules have changed over the years, thanks to common usage. The English language is an ever-changing tapestry of nonsense, and what may have been true once is true no longer. For example, “nice” used to mean “ignorant,” and the word “naughty” used to mean “poor.”

Here are five grammar rules you’re allowed to break, or at least shouldn’t blindly cling to because it’s what you learned in the 7th grade.

Ernest Hemingway sitting at a desk writing on a tablet. This guy knew a few things about writing and breaking grammar rules.

1. You CAN end your sentences with a preposition.

People cling to this rule like it’s carved in stone, but it should never have been a rule in the first place. While there are a few cases where you should not end your sentences with a preposition, there are plenty of cases where you just sound silly trying to meet it.

The rule was basically started by a guy named John Dryden, who, by all accounts, was a not-well-liked fusspot of a writer in the late 17th century. He abhorred the use of prepositions at the end of sentences, so he declared this should be the case.

Robert Lowth thought this was a smashing idea, so he included it in his A Short Introduction to English Grammar, which he published in 1762. It was the first book on English grammar, and its effects are still being felt.

it didn’t help that both men were Latin scholars who wanted English to bend to the same rules as Latin. In the Latin sentence structure, it’s not possible to have a sentence end with a preposition. Ergo, said the pedants, English shouldn’t either.

But it’s wrong. There are times you have to end your sentences in a preposition. For example, let’s say you stepped in something that stinks, and your friend says to you, “In what did you step?”

Wouldn’t you look at her like she lost her mind?

In that instance, it’s perfectly okay to say “what did you step in?” It’s proper English, it’s grammatically correct, and it doesn’t sound completely idiotic.

On the other hand, “where’s it at?” is wrong.

The basic rule is: if you can remove a preposition and the sentence still works, you shouldn’t use the preposition. But if you remove it, and the sentence changes, you should leave the preposition at the end.

Okay: What did you step in?
Not Okay: Where is it at?

2. You CAN start a sentence with And, But, or Or.

This may have been a real grammar rule at one point, but it is no longer. Common usage has rendered it obsolete. It may not be completely acceptable in business writing, but I can foresee that rule breaking down in the next ten years as more business people speak that way.

Besides, it looks pretty cool. And dramatic. And punchy. And intense.

And it turns out the practice has been around since the 10th century. It’s just some arbitrary rule our English teachers liked to enforce without ever knowing why.

3. You don’t have to start with the dependent clause first

A dependent clause is a sentence clause that can’t exist on its own. “Before the trial even ended” is a dependent clause (it’s also called a subordinate clause). And we were told that you needed to start sentences with a dependent clause. (Ooh, look, I just did rule #2!)

“Before the trial even ended, the real killer had been arrested and the defendant was set free.” not “The real killer had been arrested and the defendant was set free, before the trial even ended.” Even though you might want the important information at the front of the sentence, our teachers told us to put the dependent clause first.

You don’t have to do that anymore. For one thing, it sounds clunky. For another, there are times where the dependent clause will get in the way. Third, there are times a dependent clause needs to be set apart in a different way.

“The real killer was arrested — before the trial even ended — and the defendant was freed.”

It doesn’t always fit at the end, but it doesn’t always have to go first either.

Your better bet? Eliminate the dependent clause completely, or make it a standalone sentence. Which brings me to my next point.

4. You CAN use incomplete sentences.

This was a very minor point of contention while I was writing Branding Yourself (affiliate link). One of my editors would tell me not to use incomplete sentences.

Like this.

“But it’s a style choice,” I would say. “Not a grammar issue.”

And while you don’t want to make that a regular habit, stylistically, it doesn’t hurt to do it once in a while. It’s another common usage issue, where enough people have begun doing this that the grammar sticklers have to bow to majority rules and allow the change in the accepted use. (They don’t have to like it, and they’ll talk about it at dinner parties, but they’ll generally leave you alone about it.)

They also add some punch and drama to your writing, whether it’s fiction or nonfiction. Pepper them occasionally throughout your writing and see what it does for you.

5. A sentence does not always contain a subject, a verb, and an object. A paragraph does not always contain 3 – 5 sentences.

Journalists violate this rule all the time.

Because it’s a dumb rule. And untrue.

For one thing, people read differently than they did 30 years ago. We’re so impatient that we don’t want to read a lot of text. We need white space to break up the monotony of the Tolstoy-esque blocks of text we find in some books, tech manuals, and magazines. If you’ve ever looked at a page with a lot of tiny text and no breaks at all, you know what I’m talking about.

Newspaper publishers learned a long time ago that people won’t read long paragraphs and über-long sentences. So they encouraged writers to use short punchy words, short sentences, and short paragraphs.

Even one-sentence paragraphs.

My daughter has been told her paragraphs all need to be 3 – 5 sentences long, and I keep telling her it’s not only unnecessary, but it leads to bad writing. If you try to fill up every paragraph with 3 – 5 sentences, you start writing filler just to get there.

But if you keep some extra white space in your writing — by using short paragraphs — people are more likely to continue reading long beyond when they thought they would quit.

How about you? What grammar rules do you gladly (or unwittingly) violate? Are there rules you wish you could break? Leave a comment and let me know.

This post has been refreshed and updated from its original June 2011 publication.

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Who Should Make the Final Editorial Decisions About Writing?

When you’re a writer, everyone thinks they can do what you do. They think they’re good at writing and, well, it’s painful to watch.

They send a few emails and write a report so convoluted that it would choke a hippo, and suddenly they’re Pulitzer-winning writers and editors.

Now they want to dip their dirty fingers into your writing to “make it better.” So they root around in there like the bartender just put out a bowl of complimentary peanuts and they haven’t eaten in days. Only their idea of making it better is going to make things worse.

The copy that you spent hours on — the thing you’re educated and trained to do! — is made worse than when it was still just scribbled notes on a lunch napkin.

So, content marketers, who should be the final say in the actual language of your writing?

Ultimately, the person who pays you, but that doesn’t mean you shouldn’t say something when you’re the expert. And unless the person who pays you is a “my way or the highway” type, you should get the final say.

Years ago, when I was the crisis communications director at the Indiana State Department of Health, I was in a meeting with one of the Assistant Commissioners — my boss’ boss’ boss — and the head of our legal department phoned in with some “helpful notes” for a press release I had written.

When we hung up, I told the AC, “Yeah, I’m not doing any of that.”

“I don’t blame you,” he said. Because he recognized that writers write and that lawyers are not good copywriters.

Even my own boss recognized the importance of what I did. Gary was a retired U.S. Army colonel (who commanded his own tank brigade) and was now in charge of the Emergency Response division. He won my eternal admiration when he told someone else with helpful notes, “Erik knows what he’s doing. Leave him alone.”

When you’re a content marketer, specifically when you’re a writer, you should be the final arbiter of the best way to say something. Not your boss, not your client, not the graphic artist who took three English classes.

You’re the wordsmith. You’re the ink slinger. You’re the word nerd. You’re the one who studies language and pays attention to how authors structure sentences. You’re the one who reads David Ogilvy essays because the guy can outwrite most authors.

You’re the one who laughs at Oxford comma jokes (An Oxford comma walks into a bar, where it spends the evening watching the television getting drunk and smoking cigars).

You’re the one who has actually read books on writing. You listen to the Grammar Girl and A Way With Words podcasts because you like them. (Disclosure: I write for Grammar Girl once in a while.)

So why are you letting other people root around in your writing? Stand up for it and don’t let people muck around in what you’re trained to do and they’re not.

Now, this does not mean you’re the subject matter expert. Your SMEs should have veto power on their specialized subject.

You’re not a legal expert. Your corporate attorney should have veto power over the things that will put your CEO in jail.

And you’re not a design expert. Your graphic designer should tell you that your 1,000-word manifesto won’t fit on a 4×6 printed postcard.

But when it comes to putting the best words in the best order to tell the best stories? That’s all you.

So you’d better know your stuff.

It really does mean reading books on writing. And listening to Grammar Girl and A Way With Words. And reading David Ogilvy. And stealing from your favorite authors.

Because when the time comes, you’re going to need to defend your work and show that you know your shit.

One time, a client pointed out an error in one of my articles I had written for him.

“You can’t end your sentences with a preposition,” he said.

Robert Lowth. He was actually a fascinating person if you’re a word nerd.

“Actually, that’s not true,” I said, and I explained to him how that should have never been a rule in the first place. I recited the history of Robert Lowth and how he created this rule in his 1762 book, A Short Introduction to English Grammar. (Read about Robert Lowth here.)

“Oh,” he said. “You clearly know more about this than I do.” And when it came to language and word choice, he let me do my thing from then on. But it did take me speaking up and showing that I knew my shit.

As a writer, you need to study language, grammar, and punctuation. You at least need to know the rules (and the non-rules) of writing so you know when you can break them. You want to be able to tell people why their 4th-grade grammar lessons are incorrect and explain how common usage says we can now do things like start sentences with “Hopefully” now.

So be a student of language and the mechanics of writing. Because when it comes to defending your work and your choices, you need to be able to stand your ground and show why people need to just let you do your work.

Because the next lawyer who tries to tell me how to “fix” my writing is going to hear my equally valid opinions on how they should practice law.

Photo credit: Erik Deckers (Me. I took that photo.)
Photo credit: Oil painting by Robert Edge Pine ((1730-1788))

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Eight Writer Archetypes: Which One Are You?

As writers and content marketers, most of us fit more than one writer archetype.

Not the kind of writer. I don’t mean classifying writers by fiction or nonfiction, business or technical, poet or PR flak, or even a specific genre. Rather, I’m referring to your tribe of fellow writers who do the same style of work you do, even if it’s for a different company, publication, or industry.

Carl Jung originally used the term archetype to refer to a collective pattern of thought present in every individual — self, shadow, animus, anima, and persona.

We have seen other archetypes in different books, plays, and movies throughout the centuries. Here are a few examples.

  • Hero: Luke Skywalker, Rey Skywalker, Diana Prince (Wonder Woman), Harry Potter.
  • Wise old man: Often the mentor in the Hero’s Journey. Obi-Wan Kenobi, Dumbledore, Patches O’Houlihan.
  • Great mother: Cinderella’s fairy godmother, Queen Hippolyta, Minerva McGonagall.
  • Trickster: Deadpool, Loki, Bugs Bunny, Zaphod Beeblebrox.
  • Child: Peter Pan, Calvin from Calvin and Hobbes, Forrest Gump.
  • Devil: Voldemort, Darth Vader, Cinderella’s stepmother

And on and on. Basically, if you recognize these archetypes, then you know what an archetype is.

Writers can be collected into different archetypes as well. Different collective patterns of thought help us define who we are. We may not know it or put words to the ideas and motivations, but these collective patterns are what drive our work. You could almost say they’re the ultimate purpose that we’re feeling.

I’ve been thinking about writer archetypes and came up with my own classifications. Based on my own extensive research — I did three different Google searches — I can’t find anything else like it. (Which is odd because writers love to talk about this kind of thing.)

The Eight Writer Archetypes

So here are the eight Writer Archetypes I’ve come up with. Which one are you?

  • Informer: These are the journalists and the news writers. They tell us the who, what, where, when, why, and how of the world. If you read it in a newspaper or watched it on the news, you’re hearing from an Informer. Sportswriters and entertainment reporters are also Informers.
  • Analyst: What does the news mean? What can we infer from the latest political polls? What will the U.S. pandemic relief package do to the economic recovery? The political pundits, the economists, the financial gurus are all Analysts. The Informer gave you the latest Dow report, but it’s the Analyst who goes on CNBC and tells you why it’s good or bad. A news story will tell the latest job numbers, but the economist tells you whether that means the economy is up or down. Sports columnists are often Analysts.
  • Educator: Writers who convey knowledge to help others learn. It’s more than just being an Informer because their readers presumably already know how something works. Whether it’s a textbook, a technical manual, or even just a series of blog posts that teach you about trading cryptocurrency, the writer who writes to intentionally teach is an Educator. Many bloggers and business book authors live in this space, choosing to build their personal brand and expertise by teaching instead of selling directly.
  • Chronicler: The Chronicler is the observer of the human condition. You find a lot of newspaper columnists here. They’re not quite news-tellers (Informers), but they don’t fit anywhere else. Scott Maxwell of the Orlando Sentinel is one, as was Studs Terkel and his 45-year radio program. Historians are usually found among the Chronicler ranks, as are a few novelists and many creative nonfiction writers.
  • Advocate: The rabble-rouser with a pen. They observe the human condition, but they speak for those who have no voice to effect change. The Advocate brings awareness to a cause to get people to care about it and be informed. The Bilerico Project is an Advocate for the LGBT community, Our Human Family advocates for racial equality. (Disclosure: I write a monthly column for OHF and serve on their board.) You can even learn to be an activist writer at Bowling Green State University.
  • Persuader: One step beyond the Advocate, the Persuader works to get people to take action on something, but not necessarily a social cause. Political speechwriters are Persuaders, people in ministry are Persuaders, as is anyone who wants their reader to change their mind about a belief, opinion, or value. Public relations people work here, but marketers do not. That’s because a marketer is actually a. . .
  • Merchant: The Merchant is a Persuader who gets people to spend money. You could call this a subset of Persuader, but this is the only writing archetype where the primary focus is to get people to spend money. The other writers may hope to get money for what they do, but it’s not their function. Advertisers, grant writers, content marketers, and sales copywriters are Merchants.
  • Entertainer: Writers of fiction, poetry, stage plays, screenplays. Anything you would read, watch, or hear for entertainment or escapism lives here. You read a novel, watch a play or a TV show, or listen to a radio play written by the Entertainer. Many Entertainers can easily put one foot in the other archetypes — the Chronicler novelist, the Educator radio theater playwright, the Advocate stage playwright, but if they can only wear one hat, it’s the Entertainer’s.

As I imagined and developed these archetypes, I envisioned them on a wheel. Each writer archetype is a modified version of the one that came before it, and it sometimes dips into the next archetype. The Analyst builds on the work of the Informer, while the Educator teaches you to understand what the Analyst meant. The Chronicler educates people about life in another place, and the Advocate wants you to know how important that place is. And so on.

The 8 writer archetypes. Each one is a progression of the one that comes before it.

The Writer Archetypes are NOT a Process. And You’re Not Limited to Just One.

But, this is not a natural process of writing. You don’t start out as an Informer and move around the clock as time goes by, progressing from one role to the next. You can make the jump from archetype to archetype within a career, a year, or a single day.

There are plenty of journalists (Informer) who became novelists (Entertainer), or Educators who take the plunge into the marketing world (Merchant), especially as content marketing becomes more educational in nature. And, of course, there are plenty of people who stay in the same archetype their entire lives.

And in some cases, you may even be working under two or even three archetypes at the same time: For example, someone in content marketing could be an Analyst-Merchant. People who write (and teach) about social justice issues are Educator-Advocates. And I’m sure there are more than a few Entertainer-Chroniclers out there.

I’m still fleshing out this idea and trying to develop it further. If you have any thoughts, ideas, or recommendations, let me hear about them. Leave a comment and let me know what you think.

(This post was originally written on March 14, 2013, and it has been edited, revised, and updated.)