introduction to creative writing for media

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Writing for the Media

Introduction.

In the previous sections, we have discussed the various forms of creative writing. Writing for the media may not seem to be in the same category. This is because we normally associate creative writing with fiction, poetry and drama, and the media with facts. But, as has been pointed out in the section on fiction in Unit 3, creative writing can be fact-based as well. Then how is writing for the media different?

The simple answer is that there is not much difference at all. Any difference which can be observed is generated by the specific needs of the various media in question. So, there will be differences in the way one would write for the print media, and for the broadcast media because of the formats adopted ...

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9 Media writing skills and characteristics

Writing for the media can be difficult, especially for beginners. Practicing the following skills will help you improve the quality of your work.

Knowledge of AP Style

Most media outlets use AP style—the style established and constantly updated by the Associated Press—as the foundation for basic news and media writing. AP style provides consistency in writing across media outlets and publications. You should purchase the latest edition of the AP stylebook and familiarize yourself with it because you will be required to write in this manner for messages intended for media outlets. The stylebook is available both online and in hard copy. In general, AP style has evolved to ensure that media writing is accurate, impartial, and clear to the audience.

Knowledge of grammar and punctuation

Audiences hold media and strategic communication professionals to a high standard when it comes to knowledge of grammar and punctuation. To assist you in learning how to write for the media, here are a few basic grammar and punctuation rules:

• Use simple sentences that follow the subject, verb, object order (example: Maria attended the press conference).
• Use active, not passive voice. Active voice helps with clarity and concise writing. (Passive voice: The press release was completed by Brian. Active voice: Brian completed the press release.)
• affect, effect
• they’re, their, there
• accept, except
• Set off modifiers (words or clauses that provide further description) The publicist, who works for Ogilvy, arrived late to the meeting.
• Separate an introductory phrase or word While studying, I listened to music.
• Before a conjunction I want to go, but I have to study.
• When writing a series of items (three or more) She bought shoes, food, and a movie.

Watch the video below of Jenny Patton, senior lecturer in the English department at The Ohio State University. She discusses common grammatical errors and tips to improve your writing.

Grammatical Errors with Jenny Patton

Ability to simplify information

As a media or strategic communication professional, you will need to synthesize and make sense of a great deal of information for your audience, often under a strict deadline. This takes strategy, good storytelling skills, and the ability to focus on the essential information. Audiences respond better to information that is presented in a logical order that supports the overall narrative.

Focus on accuracy and details

When you write for the media, you represent not only your personal brand but also the broader organization for which you’re producing content. Precise writing and transparency give newsrooms credibility; misinformation can severely diminish the integrity of the media outlet. Selecting appropriate sources and verifying information obtained from those sources, referred to as fact checking, can help minimize inaccurate writing. Accuracy also means using proper grammar and language appropriate to the audience.

Ensuring accurate reporting and writing can be challenging. Fast-paced media environments make it tremendously difficult to thoroughly gather information and fact check it in a short amount of time. For example, in 2013, during coverage of the Boston Marathon bombings, reports of five additional explosives found in the area were later found to be false. In addition, the  New York Post  ran a photo on its front page of two men that it alleged were the suspects that federal investigators were searching for at the time. The men were innocent, and while the Post  apologized for the error, the men later sued the media outlet for defamation (Wemple, 2014).

Outstanding attention to detail is necessary in order to catch errors in content, grammar, and punctuation. Taking the time to slowly review your message will save you from the consequences of misinformation or careless errors. Similarly, a big part of the writing process involves editing and revising your work, either by you or by an editor. Few writers can produce material that cannot be improved or does not need to be altered for style or content reasons.

Objectivity

Objectivity is one of the principles of journalism, according to the code of ethics of the Society of Professional Journalists (2014). Media writing should provide well-rounded analyses and stories that include all major perspectives. If you present one organization’s point of view, you should also quote one of its competitors or discuss the contrarian perspective for balance. With the exception of opinion columns and blogs, writers should not express their personal opinions on a story or event. Instead, they should write objectively, presenting the facts and leaving it up the audience to decide how to feel about the information.

Some professionals believe that objective journalism does not exist because humans are innately biased creatures (Hare, 2013). It is true that a writer’s biases can become apparent in his or her writing. However, media professionals should aspire to absolute objectivity. To achieve this, it helps to have a third party read your article or message to minimize biased writing.

Media professionals generally write for a large, mainstream audience. Clear and concise writing makes it easier for a wide variety of groups to understand the core message. Complex sentence structures and jargon that you might find in traditional academic writing are not appropriate for diverse populations. Use simple sentences to get your point across.

Writing for Strategic Communication Industries Copyright © 2016 by Jasmine Roberts is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License , except where otherwise noted.

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1 Introduction

We’ll begin our exploration into writing for digital media with a fundamental premise that is both obvious and profound: Digital media is ubiquitous . Something that is ubiquitous is everywhere, all the time. Constant. Its prevalence in our lives has deep and enduring consequences, though it’s easy to become desensitized and overlook what those consequences might be. Our devices—our cell phones, smart watches, digital assistants (e.g., Echo Dots), laptops, iPads, smart TVs—are ubiquitous. For many of us, there isn’t a single moment of the day when our cell phone isn’t within arm’s reach so that we can quickly, if not compulsively, check our email, respond to a text message, scroll through social media, read the latest news updates, and so on.

Certainly, we are in the digital age. Reports vary depending on demographics, but many studies, including this one from Forbes , estimate that the average American spends nearly seven hours a day on some form of digital media (Koetsier, “Global”). This Forbes article describes our usage as “consumption,” which underscores the idea that we are perpetually compelled to engage in digital spaces and that we internalize those digital interactions as we form ideas about what is valuable or normal or true. So much of what we know about the world, from history to current events to every other subject imaginable, comes from the internet in some form. It not only provides information that helps shape our worldviews, beliefs, and identities, but it mediates most of our communication with other people, and it facilitates many of our daily activities, from ordering food to paying bills to finding the fastest route to our next destination. The word “consumption” also highlights the commercial aspect of digital media. Not only is digital content a commodity, but users themselves have become commodities as organizations compete for more views, likes, shares, click-throughs, and subscribers.

It’s no wonder that digital literacy has become such an important topic. In this book, digital literacy is defined as the ability to engage with digital spaces in meaningful, productive, and ethical ways to achieve personal, professional, or civic goals. It includes the strategies we use to find and evaluate information. It also includes our ability to share information and respond to others thoughtfully, strategically, and respectfully. In other words, digital literacy is more than knowing how . Yes, it’s important to know how to publish a website or how to create a social media post. However, it’s equally important to know why you are making certain choices and to what effect . Of particular importance are the ethical consequences of those choices. While many digital writers and designers leverage their rhetorical skills effectively in order to manipulate, dismiss, confuse, and control their audience, this textbook emphasizes digital literacy as an opportunity to develop a deeper awareness of complex power structures and social injustices that are often ignored and to challenge the status quo.

The most recent student learning standards published by the International Society for Technology in Education (ISTE) articulate the goals of digital literacy quite well. In acknowledging how important it is to prepare students “to thrive in a constantly evolving technological landscape,” ISTE identifies seven core objectives:

• Empowered Learner : Students leverage technology to take an active role in choosing, achieving, and demonstrating competency in their learning goals.
• Digital Citizen : Students recognize the rights; responsibilities; and opportunities of living, learning, and working in an interconnected digital world, and they act and model in ways that are safe, legal, and ethical.
• Knowledge Constructor : Students critically curate a variety of resources using digital tools to construct knowledge, produce creative artifacts, and make meaningful learning experiences for themselves and others.
• Innovative Designer : Students use a variety of technologies within a design process to identify and solve problems by creating new, useful, or imaginative solutions.
• Computational Thinker : Students develop and employ strategies for understanding and solving problems in ways that leverage the power of technological methods to develop and test solutions.
• Creative Communicator : Students communicate clearly and express themselves creatively for a variety of purposes using the platforms, tools, styles, formats, and digital media appropriate to their goals.
• Global Collaborator : Students use digital tools to broaden their perspectives and enrich their learning by collaborating with others and working effectively in teams locally and globally. (International Society for Technology in Education)

These standards underscore the deep critical thinking, developed from a strong sense of social ethics and personal values, that true digital literacy entails. And these skills have never been so important. In the midst of the COVID-19 pandemic, for instance, everything shifted to the digital realm—classes, jobs, church attendance, doctor appointments, grocery shopping, conversations with family and friends. Digital media became our lifeline to the outside world and helped us maintain some sense of normalcy. Social media platforms exploded with chatter from people who were desperate to make connections with other people and to gain perspective on the ongoing crisis. While some of these interactions were positive, strengthening a sense of community and belonging, many were not. Fueled by the political and financial agendas of powerful media and commercial organizations, confusion, misinformation, conflict, and ultimately division have permeated social media. So many posts are hateful. So many people are unwilling (unable?) to listen to perspectives different from their own. Way too many people automatically accept or reject information that either coincides with or contradicts what they already believe—what they want to believe.

Recently, Tim Berners-Lee, the inventor of the World Wide Web, wrote an open letter about the “sources of dysfunction” on the web. He says, “The fight for the web is one of the most important causes of our time,” advocating for the need to protect human rights, equal access, and the open marketplace of ideas and social progress that the web was designed to provide. It follows, then, that true digital literacy is about much more than scrolling, surfing, liking, posting selfies, gaining followers, influencing buying habits, and spreading your opinions with the intent to shut other people down. It’s also not about being as active as possible on as many platforms as possible. In fact, given the ubiquitous nature of digital media, intentionality and selectivity are crucial. True digital literacy is about meaningful and thoughtful engagement that has a positive impact on you as well as the communities of which you are a part.

Writing for Digital Media was written with these lofty ideals in mind. This first chapter focuses on the historical shift from legacy media to digital media, which gave rise to active participation and personalization by and for everyday citizens, who experienced significantly more control over their media experiences. Even more significant were the fundamental changes to communication patterns and social interactions. The second part of the chapter sets up the remainder of the textbook by describing the overall framework of the remaining chapters and how that framework relates to the definition of digital literacy discussed above.

Learning Objectives

• Understand the history of digital media and how it quickly evolved to transform our daily lives.
• Compare the original intent of the World Wide Web to the current reality of privatization and commercial enterprise.
• Consider the trade-offs as technologies have developed to afford greater access to and participation in a growing marketplace of ideas.
• Recognize the ways that powerful organizations have sought to control the flow of public information throughout history.
• Compare the differences in audience engagement between traditional media and digital media.
• Understand the organizational structure of the textbook and how different forms of literacy create a more holistic and flexible approach to digital writing.

The History of Digital Media

A brief history lesson is in order to contextualize our digital media use and the opportunities it affords. It’s actually a pretty short history given that the World Wide Web, which precipitated the mass adoption of digital media, is little more than 30 years old. On the other hand, in that short period of time, it has grown at an astronomical rate. According to Broadband Search, 5.25 billion people worldwide are currently connected to the internet, which represents 66.2% of the world’s population, and that number grows by the millions every year. In fact, the percentage of online users grew by 1,355% from 2020 to 2022. The site goes on with statistics about the millions of people who are active on social media, who write blogs, who utilize video streaming services, and who shop online. Perhaps even more significant is the sharp increase in remote working (Saad and Wigert) and remote learning (National Center for Education Statistics) in the U.S., along with the recent spike in e – commerce that continues to claim a higher percentage of our total retail sales every year (U.S. Department of Commerce).

It’s not an exaggeration by any stretch to say that digital media is a central component of our daily lives—or that most of the world would come to a grinding halt without it. Given this reality, it’s even more startling to consider digital media’s humble beginning. Development happened in stages, beginning with the invention of Colossus in 1944 (National Museum of Computing, “Colossus”). As its name suggests, Colossus was enormous, approximately the size of a living room and weighing more than five tons. And in contrast to the multifunctional, general-purpose devices we have today, Colossus had one job: to decode encrypted messages between Hitler and his troops during World War II. It was also incredibly slow: 5,000 characters per second compared with modern computers that process billions of instructions per second (Copeland).

What made Colossus digital was the way that it processed and stored information using Boolean logic. Though it didn’t have software to direct its operations like today’s digital devices, it did have a series of switches and plugs that worked much the same way to create binary values (positive and nonpositive) that told it what to do and could be expanded to create complex functions. Of course, in this early stage as digital technology became faster and held more memory capacity, its use was strictly limited to governmental purposes. In fact, the very existence of Colossus was kept secret until 1975 so that it could remain a secret weapon of the military (National Museum of Computing, “Colossus Decrypts”).

The internet was also developed as a tool for the U.S. military, this time as a mechanism of defense during the Cold War (History.com). Out of growing concerns for what might happen if the Soviet Union figured out how to shut down our telephone system—the crux of long-distance communication at the time—ARPAnet was created in 1965 to enable government computers to share information. Developed by electrical engineers and mathematicians at the Defense Advanced Research Projects Agency (DARPA), ARPAnet was special because it used “packet switching” to break down information into chunks of data that would have unique routing paths to their destination. This made it much less vulnerable to interception or enemy attack. However, development was fairly slow. It wasn’t until 1969 that the first message was sent from one (gigantic) computer to another. The word “login” was sent as a test, but only “lo” made it through before the system crashed. Eventually, electronic mail became one of the most important functions of ARPAnet.

Another challenge was figuring out how to grow the network. In fact, there wasn’t one singular network. ARPAnet, with its handful of computers, became one among several other mini-networks. As the number of packet-switching networks with differing configurations grew and tried to connect to one another, it became increasingly difficult to integrate them into one seamless communication system. As a result, Transmission Control Protocol / Internet Protocol (TCP/IP) was developed in the late 1970s by Vinton Cerf and Robert Kahn, often referred to as the “ fathers of the internet ” (Nott). TCP/IP was—and still is—the fundamental language that allowed networks with different configurations to communicate, effectively bringing everything together under the umbrella of one global network.

Despite its growing capabilities, the use of the internet was restricted to government officials, military personnel, and university professors throughout the 1980s. The National Science Foundation developed the Computer Science Network (CSNET) for university computer scientists across the country, and as the need for faster communication amid increasing traffic arose, NSFNET was developed in 1986 as the “backbone” of an internet infrastructure that would later support widespread use (National Science Foundation, “A Brief History”). The most popular online communications at the time were email, discussion groups (1979) (Encyclopedia Britannica, “USENET”), Internet Relay Chat (IRC ; 1988) (Dominquez), and text-based games (i.e., Multi-User Dungeons [MUDs] and MUD Object-Oriented games [MOOs]).

In other words, functionality as well as access was still fairly limited throughout the 1980s, but all of that changed in 1991 with the advent of the World Wide Web by Tim Berners-Lee. The web allowed use of the internet to go beyond simply sending information from one computer to another. Users could now post and retrieve information that was intended for mass consumption across the web. The web became a mechanism for sharing information among all participants, and with the release of the first popular web browser ( Mosaic , later called Netscape) in 1993, the web became accessible for public use (Andreessen). From that moment on, the number of participants in as well as the varying uses of the internet grew exponentially, which precipitated the rapid advancement of digital media devices and platforms that have transformed our everyday lives.

Commercialization of the Internet

If the development of the internet was central to the advancement of digital media, so too was the commercialization of the internet as companies found ways to capitalize on its capabilities for financial gain. This continues to be an issue of debate as large corporations continually pioneer technological advances in order to privatize their services and extend their commercial reach (Goodman). On the one hand, these commercial firms paved the way for mass adoption of the internet and the digital innovations that are fundamental to our personal and professional activities. But on the other hand, the increasing commercialization of the internet has shifted its underlying purpose—from information sharing and collaboration to targeted marketing, clickbait, and commodification of all goods and services. Users themselves have become commodities in the fight to capture attention and increase CTRs (click-through rates) (Hess).

When the National Science Foundation (NSF) developed NSFNET, its purpose was to further the advancement of education and research , not commercial enterprise (Legal Information Institute). In fact, the use of NSFNET for commercial purposes was banned. It was free for academic institutions to share and access information. The NSF also paid for domain names so that it was free for users to register a website. But as the network grew, extending to university libraries, public schools, small-town libraries, and eventually individual households, it became more difficult for the NSF to keep up with the growing demand, and private companies battled for control. Commercialization occurred in stages throughout the 1990s (National Science Foundation, “A Brief History”), which was marked by several pivotal changes:

• “The World” emerged as the first commercial internet service provider (ISP; 1989). Though its dial-up service was incredibly slow by today’s standards, the number of customers multiplied (Schuster).
• The NSF lifted the ban that prevented the commercial use of the internet (1991). Private industries could now use the internet for business and commercial purposes. More commercial ISPs became available, including CompuServe, The Source, and America Online (AOL).
• Tim Berners-Lee created the World Wide Web (1991), which is now commonly known as Web 1.0 because it focused on providing information to users, but pages were static and didn’t allow for much user participation. He later advocated for widespread public use of the web by relinquishing proprietary rights to the code he created (1993) (World Wide Web Foundation). The World Wide Web was the first internet browser, making it possible to search for specific information. Other browsers, including Netscape Navigator and Microsoft’s Internet Explorer, improved the internet’s functionality and prompted increased growth.
• The NSF solicited bids from private companies to manage nonmilitary domain registrations (1993). Network Solutions, Inc. was awarded the five-year contract, and under their management, the number of commercial domains grew rapidly, increasing from 7,500 domain names in 1993 to more than two million at the end of their contract in 1998. In 1995, the NSF began charging a fee for domain registration.
• NSFNET was decommissioned (1995) , which allowed for greater public access as private companies made their internet services available (National Science Foundation, “The Internet”). The NSF officially and completely discontinued any direct control it had over the management of the internet (1998).
• Technological advances throughout the 1990s and early 2000s made the internet much faster and more versatile. Broadband services included DSL (Digital Subscriber Line), cable internet, and fiber optic lines, which transferred increasing amounts of data that could travel around the world at the speed of light (Encyclopedia Britannica, “DSL”).
• Google began in 1998 as a search engine and soon offered other services, including email, analytical tools, maps, advertising programs, and a mobile operating system (Google). Of particular importance was the algorithm Google used to rank web pages in order of relevance and credibility (Star). Soon, companies were paying for ads and also “optimizing” their websites to ensure more prominent placement.
• Mobile internet technology became more advanced with the introduction of the 2G cellular network (1991), which allowed users to access media content and communicate via text message (SMS) and multimedia message (MMS). The iPhone 2G was released in 2007, but it was quickly replaced as 3G, 4G, and 5G technology developed, offering higher speeds, more data transfer, higher-quality streaming, and more functionality (Eadicicco).
• Web 2.0 was introduced (2004) with a focus on user-generated content and increased interaction among users (Encyclopedia Britannica, “Web 2.0”). Social media platforms like MySpace (launched in 2003), Facebook (2004), YouTube (2005), and X (2006; formerly known as Twitter) became increasingly popular. However, increased user participation also resulted in more marketing opportunities as well as analytical features that allowed companies to collect information about specific behaviors and buying patterns.

Of course, that was just the beginning. In the last two decades, advancing technologies have made it possible to capture people’s attention at all times of the day and night, even as they move from place to place. A recent article from the Pew Research Center reports that 85% of Americans own a smartphone, a number that is up significantly from just 35% in 2011 (“Mobile Fact Sheet”). What’s more, people’s digital media usage has more than doubled, as evidenced by the chart below by Our World In Data . While people averaged less than three hours a day of digital media usage in 2008, they averaged well above six hours a day by 2018. That number rose above seven hours in 2022, according to Insider Intelligence (Cramer-Flood). More time spent on digital media means more opportunities for companies to advertise to potential consumers, which is why they put so much money into targeted marketing, omnichannel messaging, optimizing their websites, sending push notifications, and tracking users’ online behaviors and buying habits. They want to tap into the digital economy, which rose to a record-breaking $1.09 trillion in 2022 (Koetsier, “E-Commerce Retail”).

As companies increasingly used digital spaces to compete for people’s attention (and money), several trends emerged in the 2010s:

• Social media marketing. While just 5% of the adult population used social media in 2005, today more than 72% use some sort of social media (Pew Research Center, “Social Media”). In fact, about half of Americans use social media as their primary source of news information (Pew Research Center, “News Consumption”). Social media has also become an important tool for social activists (consider the Arab Spring [Hempel] or the 2019 protests in Hong Kong [Shao], for instance), humanitarian campaigns (e.g., the war in Ukraine [Spotlite]), and political campaigns (Wharton). Most prominent are businesses that use social media to interact with customers and advertise their latest products and services. According to a recent Forbes article, 77% of small businesses use social media regularly (Wong). Many companies use social media as their primary method of marketing , believing that it is the most effective way to reach their target audience (Cision).
• Influencers. Increasingly, businesses hire influencers to engage with potential customers because they already have a large number of social media followers and can leverage those connections to influence people’s buying habits. They test products and make recommendations, and while it might seem that these people have the consumer’s best interest at heart, the reality is sometimes a little different. “On the consumer side, the relationship between influencers and consumers is based on perceived closeness, authenticity, and trust,” according to Michaelsen et al. , who go on to discuss the potentially negative impact of influencers on consumers, particularly more vulnerable populations such as children or consumers with low education. Their study found several negative characteristics of influencer marketing, including “lack of transparency and unclear disclosure, lack of separation between advertising and content misleading messages, and targeting vulnerable consumer groups” (Michaelsen et al. 10). While in some instances it’s considered unlawful for an influencer to endorse specific products without fully disclosing that they are being paid to do so—see the anti-touting provision (Section 17b) of the Securities Act (U.S. Securities and Exchange Commission, “Securities”) and the recent charges against Kim Kardashian for using social media to endorse an investment opportunity (U.S. Securities and Exchange Commission, “SEC Charges”)—influencers often don’t fully disclose their financial incentives.
• App culture and push notifications. You’re probably familiar with Apple’s catchphrase “There’s an app for that,” which debuted in a 2009 commercial advertising iPhone’s latest capabilities. Since then, app culture has exploded with entertainment, educational, and lifestyle applications, which provide quick and easy access to a variety of activities and information. They also allow for notifications to be pushed out to users, often prompting them to take action to open the application, visit the website, or take advantage of a new product or promotional opportunity. While the Pew Research Center reported in 2010 that fewer than half (43%) of cell phone users had apps on their phones ( “The Rise of Apps Culture” ), more recent data suggest that the average cell phone user has 40 apps installed on their phone and consistently accesses 18 of those apps (Kataria).
• Gig economy. With more websites, applications, and channels of communication, more businesses and freelancers have emerged in the “ gig economy ,” which relies mostly on short-term and contract employees who value their independence to accept or decline jobs as they see fit but who also must “produce or perish” (Petriglieri et al.). In 2015, Hillary Clinton forecasted the “exciting” economic opportunities and new innovations that stemmed from the gig economy (qtd. in Sundararajan), but some people point out that on-demand businesses like Uber, Airbnb, Etsy, and TaskRabbit are the true beneficiaries, making money off the labor exchange without having to provide consistent salaries or benefits: “There’s a risk we might devolve into a society in which the on-demand many end up serving the privileged few” (Sundararajan).
• IoT and big data. The Internet of Things (IoT) refers to the emergence of objects and systems that use wireless internet connections to send and receive data, often through the convenience of your phone (Fruhlinger). Think about all of the devices that have emerged in the last 10 years with the word “smart” in front of them—smart watches, smart TVs, smart refrigerators, smart door locks, smart thermostats, smart vacuums. A 2019 article in Priceonomics put it like this:

The growth of Internet of Things in terms of number of devices, revenue generated, and data produced has been stunning, but most predictions expect that growth to accelerate. The number of connected devices is expected to grow to 50 billion in 2020 (from 8.7 billion in 2012) and the annual revenue from IoT sales is forecast to hit $1.6 trillion by 2025 (from just $200 billion today). (Team Recurrency)

The article goes on to discuss the astronomical amount of data (otherwise known as big data) collected by these devices—upward of 4.4 zettabytes in 2020—which is used to track user behaviors and trends, understand consumer needs, make product upgrades, and essentially market more relevant products and services to customers. While this might seem like a benefit in many ways, there are concerns about how closely IoT devices allow large corporations and government entities to track people’s behavior. Josh Fruhlinger used the recent example of a map released by X-Mode (O’Sullivan) in 2020 that was designed to track the location of spring breakers as they left Fort Lauderdale. The purpose was to predict the spread of COVID-19, but it also demonstrated “just how closely IoT devices can track us” (Fruhlinger).

• User tracking. While we’re on the topic of user tracking, it’s another trend that emerged in the 2010s. Although Urchin was an analytics business that formed in the early days of the web (1995), it wasn’t bought out by Google to become Google Analytics until 2005, and there weren’t sophisticated tracking tools until 2014, when Google released Universal Analytics, which could track individual users across multiple devices and platforms ( Visualwebz ). Once more, the benefit is a more enjoyable user experience, though there are significant concerns about user tracking, data security, and the use of data to not only predict but also compel purchasing decisions (Zuboff).
• Artificial intelligence. You might be surprised to learn that artificial intelligence (AI) dates back to the 1950s as technology advanced allowing computers to more easily store information and use algorithms to complete tasks (Anyoha). However, it wasn’t until the 2010s that AI became commonplace through Alexa devices, GPS, talk-to-text applications, and so on. Most of us encounter AI devices multiple times throughout the day, and our use of those devices (and the data collected as a result) is used in turn to train the AI to become smarter and better at what it does. Many IoT devices use AI to simulate human intelligence and complete tasks. This is called “ machine learning ,” which David Grossman describes as “exciting and somewhat terrifying” given this potential for complex functionality. Peskoe-Yang explains that as we use AI in our daily lives, “AI is tasked not only with finding the answers to questions about data sets, but with finding the questions themselves; successful deep learning applications require vast amounts of data and the time and computational power to self-test over and over again.” While recent AI technologies like ChatGPT have created some exciting opportunities, there are concerns about the performance accuracy of ChatGPT (Chen et al.) and the ethical implications of relying on AI devices fueled by biased algorithms (UNESCO).
• Scams and security breaches. Let’s not forget about those scammers, hackers, and phishers who are also hoping to profit from advanced technologies and all the user data out there. While viruses and other types of malware became a concern in the early 2000s, cybercrime became much more profound and sophisticated in the 2010s as criminals developed “multi-vector attacks and social engineering” (Chadd). Expensive data breaches have affected not only large corporations and government entities but also individual users, which is why cybersecurity has become such an important ( and lucrative ) field (Fortune Business Insights).

We now live in a world where the quality of life seems to hinge on the speed of our internet connection as billions of people spend hours every day streaming their favorite shows, scrolling through social media, and browsing Amazon merchandise. User activities are tracked and assessed for the purposes of providing more targeted, personalized ads and creating a more positive user experience that perpetuates increasing dependence on digital technologies. In so many ways, the commercialization of the internet ushered in the digital age that has provided tangible benefits in communication, entertainment, collaboration, access to information, and countless daily conveniences. But at what cost? According to Business Insider , 90% of the information we consume is controlled by a handful of powerful corporations (Lutz). Increased surveillance, misuse of personal data, cyberbullying, addiction, burnout, and self-indulgence are equally prevalent. These are issues that we will examine more closely in the first section of the textbook, which focuses on writing and digital media from a critical perspective.

Acronyms from this Chapter

The Shift to Participatory Media

One last historical shift is especially relevant to the scope of this book: that from traditional media, in which audiences took a passive role in their media consumption, to digital media, in which users are actively searching for the information they want and contributing to the pool of information with their own posts, shares, and comments. While this is such common practice in our current daily lives that it hardly seems remarkable, it’s particularly significant when we consider the larger historical context of censorship, in which institutions with centralized authority—such as the Catholic church in the fourteen th century (Mark) or the American government during the colonial period (Lokey)—controlled the flow of information to the masses. In fact, the invention of the Gutenberg Press in 1445 and the subsequent increase in literacy rates (Ormond) was considered a threat to the centralized authority of the church because people had more direct access to information and could read and interpret that information for themselves—and form their own opinions. You probably already know that literacy is a powerful tool for personal and intellectual growth, independence, and expression, which is why marginalized groups have historically been discouraged from reading (e.g., anti – literacy laws for slaves ) and especially from writing about their own experiences and perspectives (Maddox; Monaghan ).

We could talk endlessly about how information has been distributed throughout history— penny presses and wire services, for instance (Illinois University Library), as well as more secretive and subversive methods ( Coleman ; Harriet Tubman Historical Society )—and the social effect this information had, such as yellow journalism (Ferguson III), muckraking (Schiffrin), civic unrest (Green), and social movements (Coleman). What seems most important is that the flow of information had a profound effect on people’s thought patterns and worldviews, and the struggle to control that flow of information escalated as more people—usually professional writers—were able to publish their ideas. Further, as traditional media expanded to include radio and television, the amount of information people had access to grew exponentially. Suddenly, people could tune in from the comfort of their living rooms to watch their favorite show, learn about news events across the globe, and even hear directly from the president himself. However, it was a one-way line of communication. People themselves had very little control over the content that was widely dispersed for public consumption. They could tune in or not tune in, read the morning paper or not, but it made no difference in the content itself, and to miss out on the latest news would mean falling behind in public affairs and being left out of the social discourse.

Importantly, the limitations of traditional media stemmed from the technology that was available. Traditional media, also known as legacy media, included newspapers, books, magazines, radio, and television—all of which were defined by key characteristics:

• Intended for a mass audience. The same information was available to everyone, without distinction, and people couldn’t pick and choose the type of information that seemed most relevant or interesting to them.
• Limited space. A television or radio broadcast could only fit so much information into a 30-minute segment. Newspapers, books, and magazines were likewise limited by the amount of space available on the page.
• Linear format. No matter the publication, there was always a clear beginning and a clear ending, and people consumed the information in straightforward, chronological order.
• Fixed. Once something was published, it was permanently set on the page or the film. It couldn’t be revised.
• Noninteractive . Audience members could only receive information. There was no way to participate in the conversation.
• Limited access. Because of the limitations already listed, the role of producing information was reserved for professionals in the industry—journalists, news anchors, actors/actresses, novelists. There was very little opportunity for everyday people to have their voices heard on a mass scale.

Obviously, digital media ushered in a new era that dramatically altered the relationship between everyday citizens and the flow of information. The emergence of the World Wide Web, cable television, social media, and an onslaught of digital devices that make it possible for people to easily and quickly access the internet from almost anywhere has shifted our role from passive to active. People can actively search for the type of information they are looking for and cultivate an online repertoire of resources that fit their interests and perspectives. They can also contribute to the vast body of information that is available on the internet—without needing special credentials or authorization. In direct contrast to the limitations of traditional media, digital media is defined by qualities that invite user participation:

• Personalized based on online habits, interests, and the ability to customize your news feed.
• Unlimited space . The information available online is immeasurable and continues to expand.
• Nonlinear formatting as information is increasingly hyperlinked and put into chunks that can be viewed in any order.
• Fluid . Information posted to the internet can easily be updated.
• Interactive as people like, share, and comment on the information that is posted and can easily post their own information.

In so many ways, we have come full circle from the era of the Gutenberg Press. As new technologies emerge, they have completely revolutionized the way that we access information, which in turn has a deep and pervasive effect on our ways of thinking, being, and interacting with the world. Once again, as more voices emerge to share new ideas and perspectives, we often sacrifice quality for quantity and must question the credibility of information that is available. And once more, despite the purpose of the World Wide Web to be a marketplace for ideas and social progress, we must recognize the continuing (though certainly evolving) epic battle to control the flow of information and thought patterns for self-serving purposes.

Activity 1.1

Review the history of digital media as outlined in this chapter and make a list of key dates and events that you think are most important in understanding our current digital media practices. You might also add events to your list by reading sources that are linked in the text or by conducting your own research.

Once you’ve created your list, create some sort of visual representation of the events you’ve selected (a timeline, for instance, or a web). You can draw your visual representation. Or, ideally, you can use Canva, Photoshop, or some other design application of your choice to create a graphic that is informative, easy to understand, and visually appealing.

You will share your visual and explain the choices you made.

Looking Ahead: The Framework for This Textbook

At first glance, the topic of digital writing seems fairly straightforward. In fact, it’s true in some ways that digital writing is similar to traditional print media and that some writing skills and strategies will be similar. However, digital writing is also different from traditional forms of writing in fundamental ways and, therefore, often requires different strategies and skills, which we’ll explore in-depth throughout this textbook. However, as discussed in the beginning of this chapter, the goal of this textbook is about more than how to apply certain strategies in digital spaces, but also why and to what effect . It’s about having a deeper theoretical and ethical understanding of the communication choices you make, which will afford you greater intentionality and precision, not just in the things you write but in your interactions with other people and in your own literacy practices. To that end, the textbook casts a wider net to include both practice and theory, challenging readers to think critically about the opportunities that digital media affords as well as the challenges it presents to mental health, civil discourse, social justice, privacy, and so on.

The book is divided into three sections, mirroring the organizational structure of Stuart Selber’s Multiliteracies for a Digital Age , which focuses more broadly on computer literacy and targets writing and communication teachers in higher education. However, Selber emphasizes the need to extend conversations about digital literacy far beyond a simple and prescriptive how-to guide. He writes, “It is clear…that computer literacy programs can take a rather monolithic and one-dimensional approach, ignoring the fact that computer technologies are embedded in a wide range of constitutive contexts, as well as entangled in value systems” (22). In other words, an effective educational approach to digital literacy provides critical-thinking tools that can be applied to different situations and guide a more informed decision-making process based on the context at hand. In that spirit, this textbook offers a top-down approach to writing for digital media by examining three different literacies:

• Critical literacy , which challenges readers to think deeply about the affordances and constraints of digital media, their own practices, and the social ramifications of communication that takes place on digital platforms. In this first section, the word “critical” has two meanings. It relates to critical thinking about relevant theories that can be used as lenses to examine social norms and personal habits of digital media use from a variety of perspectives. It also relates to critical theory , which focuses on power structures and cultural biases that marginalize certain groups of people while privileging others. The chapters in this first section are intended to provide deeper insights and new ways of thinking about digital media use that will inform the rest of the book.
• Rhetorical literacy , which situates digital media as a communication tool that mediates between writers and their audiences, helping them to convey important ideas and perspectives as clearly as possible. All communication is about forging an understanding. Rhetoric is the study of how language (both verbal and nonverbal) is used in that endeavor, paying special attention to how a message is crafted by a speaker to engage a specific audience to fulfill key purpose(s) in a particular situation. This section of the book focuses on rhetorical considerations and strategies that make a message successful, particularly given the range of digital platforms and tools that are available.
• Functional literacy , which is the nuts and bolts of digital writing, providing guidelines, best practices, and design strategies for a variety of genres. The last section also gives important information about content strategy, search engine optimization, copyright laws, accessibility considerations, and basic editing rules. In essence, this is the how-to part of the textbook that builds from the theoretical and rhetorical considerations of the previous sections.

If you are familiar with Selber’s work, you might notice that this organization of sections is different from his as he begins with functional and then moves on to critical and then rhetorical. This book begins with critical literacy (arguably the most complex and theoretical) followed by rhetorical literacy because having this type of deeper awareness and reflection should be foundational in guiding the specific writing choices you make, bringing certain issues into focus and informing strategies that will align with your values and resonate more deeply with your audience.

Obviously, digital media is always evolving. The historical shifts outlined in this first chapter are evidence of how quickly digital media has emerged to transform our daily lives. And there’s no telling what digital innovations will arise in the years to come. The goal of this textbook is to provide a foundation of intellectual processes and rhetorical considerations that are flexible and easily adapted to a variety of circumstances, so that as new technologies evolve, so will you.

Discussion Questions

• Reflect on your own digital media practices. What types of reading and writing do you do most often? How would your life be different without digital media?
• Review the list of learning standards published by the International Society for Technology in Education (ISTE). Can you come up with specific examples of each objective? How would you rank your own skills in each category?
• Summarize the primary concerns outlined by Tim Berners-Lee in his open letter. In your opinion, which ones seem the most detrimental? Why? Are there other concerns about the state of the World Wide Web that you would add to the list?
• What do you find most surprising about the history of digital media and the ways that technologies have evolved?
• Discuss the advantages and disadvantages of the commercialization of the internet.
• Give some examples of how commercialization and privatization affect your own digital experiences.
• How are the social and intellectual effects of the printing press similar to those of digital media?
• How and why have powerful organizations throughout history controlled the flow of public information? What is your reaction to claims that powerful corporations control the vast majority of information available?
• Summarize the three types of literacies that form the textbook’s framework. Why is it beneficial to study digital writing using this top-down approach?

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Writing for Digital Media by Cara Miller is licensed under a Creative Commons Attribution 4.0 International License , except where otherwise noted.

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The Bloomsbury Introduction to Creative Writing 2nd Edition

Covering all of the major genres, The Bloomsbury Introduction to Creative Writing is a complete introductory manual for students of creative writing. Now in its second edition, the book features an updated and expanded chapter on writing for digital media, and new exercises for reading across the genres and writing hybrid forms. Through a structured series of practical writing exercises – perfect for the classroom, the writer's workshop or as a starting point for a portfolio of work – the book builds the student writer from the first explorations of voice and the relationship between writing and knowledge, through to mastery of a wide range of genres and forms. The Bloomsbury Introduction to Creative Writing covers such genres as: · Autobiographical writing · Short fiction · Poetry · Screenwriting and writing for performance · Writing for digital media, including video games and social media With practical guidance on writing scholarly critiques of your own work and a glossary of terms for ease of reference, The Bloomsbury Introduction to Creative Writing is an essential manual for any introductory creative writing course and a practical companion for more advanced writers.

• ISBN-10 1350056685
• ISBN-13 978-1350056688
• Edition 2nd
• Publisher Bloomsbury Academic
• Publication date March 21, 2019
• Language English
• Dimensions 6.15 x 0.85 x 9.15 inches
• Print length 296 pages
• See all details

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About the author, product details.

• Publisher ‏ : ‎ Bloomsbury Academic; 2nd edition (March 21, 2019)
• Language ‏ : ‎ English
• Paperback ‏ : ‎ 296 pages
• ISBN-10 ‏ : ‎ 1350056685
• ISBN-13 ‏ : ‎ 978-1350056688
• Item Weight ‏ : ‎ 1.01 pounds
• Dimensions ‏ : ‎ 6.15 x 0.85 x 9.15 inches
• #982 in Rhetoric (Books)
• #1,012 in Words, Language & Grammar Reference
• #3,561 in Fiction Writing Reference (Books)

About the author

Tara mokhtari.

Dr Tara Mokhtari is an Australian author and poet who swings between Melbourne, Sydney, New York City, and Nara (Japan), lecturing in Creative Writing and Literature at Victoria University (Melbourne) and where ever else she is invited as a visiting scholar.

Tara's books include a collection of poems, 'Anxiety Soup' (Finlay Lloyd Press), a co-edited volume of essays, 'Testimony Witness Authority: The Politics and Poetics of Experience' (Cambridge Scholars Publishing), and a young adult novel, 'The Rainbow House' available on Amazon Kindle.

You can read an interview with Tara here: http://verityla.com/whiskey-poetry-tara-mokhtari/

Visit Tara's blog here: http://taramokhtari.wordpress.com

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ENGL210: Technical Writing

Introduction to new media writing.

Literacy practices are undergoing major transformations. Thanks to new writing spaces, today's college students are redefining reading, research, collaboration, writing, and publishing practices. In addition to altering writing processes, new writing spaces are stretching the boundaries of academic writing, creating new genres and new conventions for structuring texts.

Everyone has an opportunity to be a Gutenberg or a Thomas Paine, to espouse an individualized common sense through a blog, online forum, wiki, or fan fiction site. Aphorists pen new witticisms on Facebook for their "friends" to see, and e-mail is seen by first-year students as an "old" way to write. In addition to having more choices than ever when it comes to available writing spaces, today's college students have the potential to reach broad public audiences. Using ubiquitous, often free, open-source tools, college students can broadcast their views to the world, potentially reaching millions of readers with video mashups, Twitter poems, or even cell phone novels.

So much material is shared and reused on the Internet that it's tempting not to worry much about copyright infringement or your public, digital footprint. Even so, to avoid unnecessary and potentially serious trouble, check out Digital Ethics (Netiquette), Negotiating Virtual Spaces: Public Writing, Copyright, and Writing.

Because some readers limit their access to information by subscribing to select information sources (what's sometimes referred to as the information silo problem) – perhaps by subscribing to particular RSS feeds or restricting reading to a handful of websites, some writers find it useful to redistribute texts in various genres and media. The terms "remediation" or "remixing" refer to this process of telling the same story in multiple genres or media. For example, a company's new patent or product could be discussed via a news release, a blog, a Twitter stream, or a video commercial. Furthermore, remediation has always been a popular invention technique. To learn more about specific remediation strategies, see Text-to-Text Remediation and Text-to-Visual Remediation at the bottom of the Remediation page.

Introduction to Creative Writing

You are here, engl s123e (crn: 30774).

Online Course. Introduction to the writing of fiction, poetry, and drama. Development of the basic skills used to create imaginative literature. Fundamentals of craft and composition; the distinct but related techniques used in the three genres. Story, scene, and character in fiction; sound, line, image, and voice in poetry; monologue, dialogue, and action in drama. Enrollment limited to 14 students. 1 Credit. Session A: May 27 – June 28. Tuition: $5070. Technology Fee: $85. ( View syllabus )

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Introduction To Creative Writing

An introduction to the genres and craft of creative writing, including fiction, nonfiction, and poetry. Students will study and practice writing in various modes through composition, peer critique, and research. Lecture or lecture with discussion section. Offers credit for the UK Core requirement in Intellectual Inquiry in Arts & Creativity. Provides ENG minor credit.

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Instructor: Isadora Petrovsky Instructor Email:  [email protected] Dates: July 7 - July 27 Schedule: 9am - 4pm (Lunch from 11:30am - 1:30pm) Location: TBD Room: TBD

Course Description

This course introduces students to the tenants of fiction writing, from crafting compelling characters the reader is deeply invested in to writing lush descriptions of a world of their own making. Students will create one work of short fiction by the end of the course. This work of short fiction will be extensively workshopped in a collaborative creative environment both by students’ instructor and their peers.

Learning Outcome

In a collaborative environment, practice using writing as a tool for creativity/self-expression and to begin to understand how fictional stories are crafted.

Course Topics

• Craft of Short Fiction
• Character Arcs, Plot Arcs, and Subverting/Utilizing the Hero’s Journey
• Scene, Summary, and Exposition
• Characterization + Worldbuilding
• Writing as Imaginative Expression

Prerequisites 

The ability to tap into your imagination!

*Courses vary by experience and exposure to content. Instructors have the ability to change content and pace to serve the needs of students. Courses have been modified for online teaching.

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CMS.100 Introduction to Media Studies

Offers an overview of the social, cultural, political, and economic impact of mediated communication on modern culture. Combines critical discussions with experiments working with different media. Media covered include radio, television, film, the printed word, and digital technologies. Topics include the nature and function of media, core media institutions, and media in transition. Enrollment limited.

Danna Solomon

Danna Solomon is the Academic Administrator for CMS/W and the Grad Program in Science Writing. She holds a Master's in Arts, Festival & Cultural Management from Queen Margaret University, Edinburgh, and a BA from Tufts University. Her background is in administrative management in arts, culture, and higher education; in addition to her work at MIT, she works with several local community arts organizations in administration, organizational leadership, and production. Danna plays the flute, and enjoys reading, knitting, interdisciplinary art, food, and puzzles.

How to Create a Social Media Marketing Strategy in 9 Easy Steps [Free Template]

Creating your social media marketing strategy doesn’t need to be painful. Create an effective plan for your business in 9 simple steps.

A social media marketing strategy is a summary of everything you plan to do and hope to achieve on social media. It guides your actions and lets you know whether you’re succeeding or failing.

The more specific your plan is, the more effective it will be. Keep it concise. Don’t make it so lofty and broad that it’s unattainable or impossible to measure.

In this post, we’ll walk you through a nine-step plan to create a winning social media strategy of your own. We’ve even got expert insights from Amanda Wood, Hootsuite’s Senior Manager of Social Marketing.

How to create a social media strategy:

Bonus: Get a free social media strategy template   to quickly and easily plan your own strategy. Also use it to track results and present the plan to your boss, teammates, and clients.

What is a social media marketing strategy?

A social media strategy is a document outlining your social media goals, the tactics you will use to achieve them and the metrics you will track to measure your progress.

Your social media marketing strategy should also list all of your existing and planned social media accounts along with goals specific to each platform you’re active on. These goals should align with your business’s larger digital marketing strategy.

Finally, a good social media plan should define the roles and responsibilities within your team and outline your reporting cadence.

Create. Schedule. Publish. Engage. Measure. Win.

Creating your own social media marketing strategy (video guide)

No time to read the whole article? Let Amanda, Hootsuite’s own Senior Manager of Social Media Marketing, guide you through our free social media marketing strategy template in less than 10 minutes:

How to create a social media marketing strategy in 9 steps

Step 1. choose goals that align to business objectives, set s.m.a.r.t. goals.

The first step to creating a winning social media strategy is to establish clear objectives and goals. Without goals, you have no way to measure success and return on investment (ROI) .

Each of your social media marketing goals should be SMART : s pecific, m easurable, a ttainable, r elevant and t ime-bound.

Psst: Need help getting started? We’ve got social strategy guides for small businesses , financial services , government , higher education , healthcare , real estate , law firms , and non-profits .

Oh, and if you need examples of smart social media goals , we’ve got you covered there too.

Once you’ve decided on your goals, track them in a social media strategy doc — grab our free template if you don’t have one already.

Track meaningful metrics

Vanity metrics like number of followers and likes are easy to track, but it’s hard to prove their real value. Instead, focus on things like engagement, click-through, and conversion rates.

For inspiration, take a look at these 19 essential social media metrics .

You may want to track different goals for different social media networks, or even different uses for each network.

For example, if you use LinkedIn to drive traffic to your website, you would measure click-throughs. If Instagram is for brand awareness, you might track the number of Instagram Story views. And if you advertise on Facebook, cost-per-click (CPC) is a common success metric.

Social media goals should align with your overall marketing objectives. This makes it easier to show the value of your work and secure buy-in from your boss.

Start developing a successful social media marketing plan by writing down at least three goals for social media.

“ It’s easy to get overwhelmed by deciding what to post and which metrics to track, but you need to focus on what you want to get out of social media to begin with,” says Amanda Wood, Hootsuite’s Senior Manager of Social Marketing. “Don’t just start posting and tracking everything: match your goals to your business, and your metrics to your goals.”

Step 2. Learn everything you can about your audience

Get to know your fans, followers, and customers as real people with real wants and needs, and you will know how to target and engage them on social media.

When it comes to your ideal customer, you should know things like:

• Average income
• Typical job title or industry

Here’s a simple guide and template for creating audience/buyer personas .

Don’t forget to document this information in your strategy doc!

Social media analytics can also provide a ton of valuable information about who your followers are, where they live, and how they interact with your brand on social media. These insights allow you to refine your strategy and better target your audience.

Jugnoo, an Uber-like service for auto-rickshaws in India, used Facebook Analytics to learn that 90% of their users who referred other customers were between 18- and 34-years-old, and 65% of that group was using Android. They used that information to target their ads, resulting in a 40% lower cost per referral.

Check out our guide to using social media analytics and the tools you need to track them .

Step 3. Get to know your competition

Odds are your competitors are already using social media, and that means you can learn from what they’re doing.

Conduct a competitive analysis

A competitive analysis allows you to understand who the competition is and what they’re doing well (and not so well). You’ll get a good sense of what’s expected in your industry, which will help you set social media targets of your own.

It will also help you spot opportunities and weaknesses you can document in your social strategy doc.

Maybe one of your competitors is dominant on Facebook, for example, but has put little effort into X (Twitter) or Instagram. You might want to focus on the social media platforms where your audience is underserved, rather than trying to win fans away from a dominant player.

Use social media listening

Social listening is another way to keep an eye on your competitors.

Do searches of the competition’s company name, account handles, and other relevant keywords on social media. Find out what they’re sharing and what other people are saying about them. If they’re using influencer marketing, how much engagement do those campaigns earn them?

Pro tip : Use Hootsuite Streams to monitor relevant keywords, hashtags and accounts in real-time.

Try Hootsuite for free. You can cancel anytime.

As you track, you may notice shifts in how your competitors and industry leaders are using social media. You may come across new, exciting trends. You might even spot specific social content or a campaign that really hits the mark—or totally bombs.

Use this kind of intel to optimize and inform your own social media marketing strategy.

Just don’t go overboard on the spy tactics, Amanda advises. “ Make sure you aren’t ALWAYS comparing yourself to the competition — it can be a distraction. I’d say checking in on a monthly basis is healthy. Otherwise, focus on your own strategy and results.”

Step 4. Do a social media audit

If you’re already using social media, take stock of your efforts so far. Ask yourself the following questions:

• What’s working, and what’s not?
• Who is engaging with you?
• What are your most valuable partnerships?
• Which networks does your target audience use?
• How does your social media presence compare to the competition?

Once you collect that information, you’ll be ready to start thinking about ways to improve.

We’ve created an easy-to-follow social media audit guide and template to walk you through each step of this process.

Your audit should give you a clear picture of what purpose each of your social accounts serves. If the purpose of an account isn’t clear, think about whether it’s worth keeping.

To help you decide, ask yourself the following questions:

• Is my audience here?
• If so, how are they using this platform?
• Can I use this account to help achieve my goals?

Asking these tough questions will keep your social media strategy focused.

Look for impostor accounts

During the audit, you may discover fake accounts using your business name or the names of your products.

These imposters can be harmful to your brand—never mind that they’re capturing followers that should be yours.

You may want to get your accounts verified too to ensure your fans know they are dealing with the real you.

Here’s how to get verified on:

• X (Twitter)

Step 5. Set up accounts and improve profiles

Decide which networks to use.

As you decide which social networks to use, you will also need to define your strategy for each.

Benefit Cosmetics’ social media manager, Angela Purcaro, told eMarketer : “For our makeup tutorials … we’re all about Snapchat and Instagram Stories. [X], on the other hand, is designated for customer service.”

Hootsuite’s own social team even designates different purposes for formats within networks. On Instagram, for example, they use the feed to post high-quality educational infographics and product announcements and Stories to cover live events or quick social media updates.

View this post on Instagram A post shared by Hootsuite 🦉 (@hootsuite)

Pro tip : Write out a mission statement for each network. A one-sentence declaration to keep you focused on a specific goal.

Example: “We will use X for customer support to keep email and call volumes down.”

Or: “We will use LinkedIn for promoting and sharing our company culture to help with recruitment and employee advocacy.”

One more: “We will use Instagram to highlight new products and repost quality content from influencers.”

If you can’t create a solid mission statement for a particular social media channel, you may want to ask yourself if it’s worth it.

Note : While larger businesses can and do tackle every platform, small businesses may not be able to — and that’s ok! Prioritize social platforms that will have the most impact on your business and make sure your marketing team has the resources to handle content for those networks. If you need help focusing your efforts, check out our 18-minute social media plan .

Set up your profiles

Once you’ve decided which networks to focus on, it’s time to create your profiles. Or improve existing ones so they align with your strategy.

• Make sure you fill out all profile fields
• Include keywords people would use to search for your business
• Use consistent branding (logos, images, etc.) across networks so your profiles are easily recognizable

Pro tip : Use high-quality images that follow the recommended dimensions for each network. Check out our always-up-to-date social media image size cheat sheet for quick reference.

We’ve also got step-by-step guides for each network to walk you through the process:

• Create a Facebook business page
• Create an Instagram business account
• Create a TikTok account
• Create a X (Twitter) business account
• Create a Snapchat account
• Create a LinkedIn Company Page
• Create a Pinterest business account
• Create a YouTube channel

Don’t let this list overwhelm you. Remember, it’s better to use fewer channels well than to stretch yourself thin trying to maintain a presence on every network.

Optimize your profiles (and content) for search

Never heard of social SEO ? It’s time to learn.

44% of Gen Z consumers use social platforms to research their purchase decisions, which means it’s extra critical that your channels are optimized for social search.

That means making sure your profile names are clear and descriptive, you’re including relevant hashtags and keywords in your bio and on every post, and you’re using features like alt text and captions to include your target keywords as naturally as possible.

Step 6. Find inspiration

While it’s important that your brand be unique, you can still draw inspiration from other businesses that are great on social.

“ I consider it my job to stay active on social: to know what’s trending, which campaigns are winning, what’s new with the platforms, who’s going above and beyond,” says Amanda. “This might be the most fun step for you, or the hardest one, but it’s just as crucial as the rest of them.”

Social media success stories

You can usually find these on the business section of the social network’s website. ( Here’s Facebook’s , for example.)

Case studies can offer valuable insights that you can apply to your own social media plan.

Award-winning accounts and campaigns

You could also check out the winners of The Facebook Awards or The Shorty Awards for examples of brands that are at the top of their social media game.

For learning and a laugh, check out Fridge-Worthy, Hootsuite’s bi-weekly awards show highlighting brands doing smart and clever things on social media.

Your favorite brands on social media

Who do you enjoy following on social media? What do they do that compels people to engage and share their content?

National Geographic, for example, is one of the best on Instagram, combining stunning visuals with compelling captions.

View this post on Instagram A post shared by National Geographic (@natgeo)

Then there’s Shopify. The ecommerce brand uses Facebook to sell themselves by showcasing customer stories and case studies.

And Lush Cosmetics is a great example of superior customer service on X. They use their 280 characters to answer questions and solve problems in an extremely charming and on-brand way.

Source: lushcosmetics on X

Notice that each of these accounts has a consistent voice, tone, and style. That’s key to letting people know what to expect from your feed. That is, why should they follow you? What’s in it for them?

Consistency also helps keep your content on-brand even if you have multiple people on your social media team.

For more on this, read our guide on establishing a compelling brand voice on social media .

Ask your followers

Consumers can also offer social media inspiration.

What are your target customers talking about online? What can you learn about their wants and needs?

If you have existing social channels, you could also ask your followers what they want from you. Just make sure that you follow through and deliver what they ask for.

Step 7. Create a social media content calendar

Sharing great content is essential, of course, but it’s equally important to have a plan in place for when you’ll share content to get the maximum impact.

Your social media content calendar also needs to account for the time you spend interacting with the audience (although you need to allow for some spontaneous engagement as well).

Set your posting schedule

Your social media content calendar lists the dates and times at which you will publish types of content on each channel. It’s the perfect place to plan all of your social media activities—from images, link sharing, and re-shares of user-generated content to blog posts and videos. It includes both your day-to-day posting and content for social media campaigns.

Your calendar also ensures your posts are spaced out appropriately and published at the best times to post .

Pro tip: You can plan your whole content calendar and get recommended best times to post on every network based on your past engagement rate, impressions, or link click data in Hootsuite.

Hootsuite’s Best Time to Publish feature

Determine the right content mix

Make sure your content strategy and calendar reflect the mission statement you’ve assigned to each social profile, so that everything you post is working to support your business goals.

(We know, it’s tempting to jump on every meme, but there should always be a strategy behind your social media marketing efforts!)

You might decide that:

• 50% of content will drive traffic back to your website
• 25% of content will be curated from other sources
• 20% of content will support lead-generation goals (newsletter sign-ups, ebook downloads, etc.)
• 5% of content will be about your company culture

Placing these different post types in your content calendar will ensure you maintain the right mix.

If you’re starting from scratch and you’re not sure what types of content to post, try the 80-20 rule :

• 80% of your posts should inform, educate, or entertain your audience
• 20% can directly promote your brand.

You could also try the social media content marketing rule of thirds :

• One-third of your content promotes your business, converts readers, and generates profit.
• One-third of your content shares ideas and stories from thought leaders in your industry or like-minded businesses.
• One-third of your content is personal interactions with your audience

Whatever you decide on, be sure to document it in your strategy doc.

Don’t post too much or too little

If you’re starting a social media marketing strategy from scratch, you may not have figured out how often to post to each network for maximum engagement yet.

Post too frequently and you risk annoying your audience. But, if you post too little, you risk looking like you’re not worth following.

Start with these posting frequency recommendations:

• Instagram (feed): 3-7 times per week
• TikTok: 3-5 times per week
• Facebook: 1-2 times per day
• X (Twitter): 1-5 times per day
• LinkedIn: 1-5 times per day

Pro tip : Once you have your social media content calendar planned out, use a scheduling tool to prepare messages in advance rather than updating constantly throughout the day.

We might be biased, but we think Hootsuite is the best social media management tool. You can schedule social media posts to every network and the intuitive calendar view gives you a full picture of all your social activity each week.

Try It Free

Step 8. Create compelling content

Remember those mission statements you created for each channel in Step 5? Well, it’s time to go a bit deeper, a.k.a. provide some examples of the type of content you’ll post to fulfill your mission on each network.

If you’re not sure what to post, here’s a long list of social media content ideas to get you started. Or (to make it even easier) you can use an AI tool like OwlyWriter to generate on-brand content in a flash.

The idea here is to:

• Keep your content aligned with the purpose of each network;
• Show other stakeholders (if applicable) what kind of content they can expect to see on each network.

This last point especially will help you avoid any tension when your colleagues want to know why you haven’t posted their case study/whitepaper/blog post to TikTok yet. It’s not in the strategy, Linda!

Ideally, you will generate content types that are both suited to the network and the purpose you’ve set out for that network.

For example, you wouldn’t want to waste time posting brand awareness tweets if you’ve designated X/Twitter for primarily customer support. And you wouldn’t want to post super polished corporate video ads to TikTok, as users expect to see short, unpolished videos on that platform.

It might take some testing over time to figure out which type of content works best on which type of network, so prepare to update this section frequently.

We won’t lie: content creation isn’t as easy as everyone not on the social team seems to think. But if you’re struggling, Amanda suggests going back to basics.

The first question to ask is: is there cohesion between your content types? Is your content providing value? Do you have a good mix of entertaining, or educational content? What does it offer that makes a person stop and spend time? Creating a few different content pillars or categories that encompass different aspects of storytelling for your brand, and what you can offer your audience is a good start.

This brings us to Step 9.

Step 9. Track performance and make adjustments

Your social media marketing strategy is a hugely important document for your business, and you can’t assume you’ll get it exactly right on the first try.

As you start to implement your plan and track your results, you may find that some strategies don’t work as well as you’d anticipated, while others are working even better than expected.

That’s why it’s important to document your progress along the way.

Look at performance metrics

In addition to the analytics within each social network (see Step 2), you can use UTM parameters to track social visitors as they move through your website, so you can see exactly which social posts drive the most traffic to your website.

Benchmark your results

You’ve got your numbers, but how do they stack up to the competition in your industry? Industry benchmarks are a great way to evaluate your performance against other businesses in your category.

If you’ve got Hootsuite Analytics , you can use our built-in social media benchmarking tool to compare the performance of your social accounts against the average of brands in your industry with just a couple of clicks.

You can set up custom timeframes, switch between networks — Instagram, Facebook, X (Twitter), LinkedIn, and TikTok — and look up benchmarks for metrics like followers, audience growth rate, engagement rate, clicks, shares, and much more.

You’ll also find resources to improve your performance  right in the summary section:

Re-evaluate, test, and do it all again

Once this data starts coming in, use it to re-evaluate your strategy regularly. You can also use this information to test different posts, social marketing campaigns, and strategies against one another. Constant testing allows you to understand what works and what doesn’t, so you can refine your social media marketing strategy in real time.

You’ll want to check the performance of all your channels at least once a week and get to know the basics of social media reporting so you can track your growth over time.

Pro tip: If you use Hootsuite, you can review the performance of all your posts on every network in one place. Once you get the hang of checking your analytics, you may even want to customize different reports to show specific metrics over a variety of different time periods.

Surveys can also be a great way to find out how well your social media strategy is working. Ask your followers, email list, and website visitors whether you’re meeting their needs and expectations, and what they’d like to see more of. Then make sure to deliver on what they tell you.

Finalizing your social media strategy

Spoiler alert: nothing is final.

Social media moves fast. New networks emerge, others go through demographic shifts.

Your business will go through periods of change as well.

All of this means that your social media marketing strategy should be a living document that you review and adjust as needed. Refer to it often to stay on track, but don’t be afraid to make changes so that it better reflects new goals, tools, or plans.

When you update your social strategy, make sure to watch our 5-step video on how to updating your social media strategy for 2024:

Social media strategy template

Ready to start documenting? Grab your free social media strategy template below!

What’s next? When you’re ready to put your plan into action, we’re here to help…

Save time managing your social media marketing strategy with Hootsuite. From a single dashboard you can easily:

• Plan, create, and schedule posts to every network
• Track relevant keywords, topics, and accounts
• Stay on top of engagement with a universal inbox
• Get easy-to-understand performance reports and improve your strategy as needed

Try Hootsuite for Free

With files from Shannon Tien .

Do it better with Hootsuite , the all-in-one social media tool. Stay on top of things, grow, and beat the competition.

Become a better social marketer.

Get expert social media advice delivered straight to your inbox.

Christina Newberry is an award-winning writer and editor whose greatest passions include food, travel, urban gardening, and the Oxford comma—not necessarily in that order.

Amanda Wood is a senior social marketing professional who combines analytical and creative thinking to build brands.

As head of social at Hootsuite, Amanda oversees the global social strategy encompassing organic and paid social on Instagram, Facebook, Twitter, TikTok, and LinkedIn, a social engagement and listening strategy, and an employee advocacy program.

As the leader of a high-performing social team, she has extensive experience collaborating with creatives to bring campaigns to life on social and drive business results.

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Social Media Marketing Tools: The Complete Guide

Automate your work, save time, and build better relationships with your audience by using the right social media marketing tools.

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14 Best AI Writing Software Tools of 2024 (Expert Picks)

Pricing: $9 per month Standout Features: AI-powered Writing Platform, Multifaceted Marketing Tool, Efficient Long-form Editor

Pricing: $69 per month Standout Features: Comprehensive AI Writing Suite, Powerful Quality Output, Advanced AI Solutions

Pricing: $20 per month Standout Features: Customized for Storytelling, Intuitive Suggestions Toolbar, Dynamic 'Expand' Feature

AI writing software has exploded in popularity. Every since ChatGPT, AI writing has become mainstream, with hundreds of new AI writing tools flooding the market. Almost every Saas platform includes AI writers somewhere in their feature set, and there are hundreds of standalone services with Chrome extensions and more.

The AI writing assistant software market is expected to grow at a rate (CAGR) of 26.94% from 2023 to 2030, reaching a market size of $6.464 billion by 2030. – VerifiedMarketResearch.com

Since there are so many to keep track of, we will walk you through the best AI writing tools and highlight what each is best suited for. You’d be surprised how specialized some of these get.

• 1.1 1. Rytr
• 1.2 2. Jasper
• 1.3 3. Sudowrite
• 1.4 4. Copy.ai
• 1.5 5. Writesonic
• 1.6 6. WordHero
• 1.7 7. Article Forge
• 1.8 8. Frase.io
• 1.9 9. Surfer SEO
• 1.10 10. Scalenut
• 1.11 11. INK
• 1.12 12. WriterZen
• 1.13 13. ClosersCopy
• 1.14 14. HubSpot AI Blog Writer
• 2 How AI Can Help Your Writing Workflows
• 3.1 Feature Comparison of Best AI Writers
• 3.2 Price Comparison of AI Writing Tools
• 4 What is the Best AI Writing Software?
• 5 Frequently Asked Questions (FAQs)

The Best AI Writing Tools

AI can speed up virtually any writing task by selecting the right tool. We’ve done unbiased research to show you the best AI Writing Apps you can choose from today. Take a look at these AI writing tools that can eliminate writer’s block and the fear of the blank page.

The Best AI Writing Software Listed In Order

• Article Forge
• ClosersCopy
• HubSpot AI Blog Writer

🥇 Best AI Writer for General Use

Rytr is an AI-powered writing platform with one of the largest footprints of all AI writing tools on the market. It’s an all-purpose AI tool that is handy for any diversified marketer. It has copywriting frameworks, templates for blog writing, and use cases for creating product descriptions. It also sports SEO integrations so you can write with the fullest confidence of keywords and semantic topical coverage in your work. You will never write quite the same again after using this.

Rytr uses AI technology to create high-quality content quickly and easily. Users can generate content for various applications and industries, including marketing, eCommerce, and more. The easy-to-use interface makes it easy to start, even for users without previous AI writing (or writing!) experience.

They’ve also launched Rytr Chat, which allows human writers to chat back and forth with its AI to generate tailored content iteratively that can be easily added to its long-form editor.

What We Like About Rytr

• Multilingual : AI-generated content is supported in over 30 languages, accommodating a broad user base.
• Templates : More than 40 templates and use cases are available, eliminating the need to write detailed prompts.
• User Interface : Features an easy-to-use interface, including a long-form editor and a dark mode option for eye comfort.
• Chrome Browser Extension : A Chrome extension is available that integrates AI writing capabilities into favorite apps like the WordPress editor and emails.
• SEO Integrations : It integrates with Semrush and SERPs for top content analysis to find accurate keyword research suggestions, which is beneficial with “Blog Idea” and “Blog Outline” templates.
• Plagiarism Checker: Rytr now includes a built-in plagiarism checker to compare its output against so that its AI-generated words are guaranteed to not sound like a robot.
• Tone of Voice Prompt: Like other top-tier AI writers, Rytr supports creating your own voice or tone settings. However, it does this via Prompt and not through uploaded sample content.

What Could Be Improved

• Content Depth : Rytr excels in generating short-form content but can struggle with depth and detail for more complex, long-form articles. Enhancing its algorithms to produce more in-depth analyses and comprehensive pieces would be beneficial.
• Contextual Understanding : While Rytr supports a wide range of languages and templates, improving its contextual understanding and accuracy in niche or technical subjects could make it more versatile and reliable for specialized content creators.

🥇 Why We Picked It

Rytr stands at the top of our list for a few reasons. It’s gathered millions of happy users worldwide while developing new tools and features. It is also one of the lowest-cost solutions on the market. Combining those things with its dead simple usability (not to mention its Chrome extension), Rytr doesn’t have many downsides.

Interested in learning about all Rytr has to offer? Catch our full Rytr review , where we go into every feature.

Who is Rytr Best For?

With over 7 million writers using Rytr, it’s hard to imagine someone who wouldn’t benefit from its AI writing platform. If you’ve never used an AI tool, this is one to start with—with a free plan available. It also has the cheapest starting price out of all the tools on this list. It’s the perfect tool for anyone looking to have AI improve their writing productivity. Whether you’re a freelancer, small business owner, or part of a larger team, Rytr is an essential tool for any writer looking to boost their efficiency and streamline their workflow.

Community Reviews and Ratings

People note how easy it is to use and love its price point. It is a very popular tool because it steadily adds advanced features while still keeping it simple.

Rytr offers a free plan, with its starter plan costing as little as $9 per month !

🥈 Best AI Writer for Businesses

Jasper is another wildly popular AI writing platform (originally called Jarvis AI). It is home to some of the most powerful AI tools for writing long-format content, SEO content, blog posts, sales emails, and more. It also provides training, courses, and conferences around its feature set that gets a lot of traction among AI users. Jasper is probably among the more respected brands known for constantly iterating on their world-class AI solutions.

Jasper’s built for the more extensive writing operations among us. Generative content produced by Jasper is high quality, with plenty of tools that make the whole platform sparkle.

What We Like About Jasper

• Integration : Jasper integrates with powerful tools like Surfer SEO, Chrome, and Grammarly, enhancing its functionality at every turn.
• Support : Offers incredible documentation, support, and customer success training directly from the company.
• AI Art Generation : Includes AI-generated art with each plan, adding visual creativity to content.
• Collaboration : Provides advanced plans for team collaboration so multiple people can work on documents together (vital for teams).
• Up-to-date : It has access to real-time data via the internet, enabling it to write about news events from as recently as this morning.
• Company Knowledge: Not only can it write in your company’s brand voice, but it can save “memories” of important pieces of information that it can use while writing to have more accurate context and description of the particulars of your business.
• Pricing : Jasper’s is undoubtedly priced to be a business tool. They do not offer a free version or even something cheaper than ChatGPT, making other ChatGPT alternatives more attractive than Jasper on that point.
• Integration Depth : Jasper integrates with several tools for SEO and grammar, but deeper integrations, particularly with content management systems, could streamline the content creation process further. They’ve started this with Webflow , but more effort is needed for this to be a valuable enterprise tool.

🥈 Why We Picked It

Jasper has it all: a long-standing product with best-in-class features. It is widely used and has found its niche with enterprise and corporate marketing teams. It isn’t a copycat product of other popular AI writers out there, and it specializes in business use cases.

Who is Jasper Best For?

Jasper is best for businesses that need to speed up internal writing functions (like marketing, sales, support, and more). It’s relatively expensive, but you pay for its quality and simple editing workflow.

Still undecided? Take a look at our Jasper Review to see everything that it has to offer.

Besides a few mentions of it being hard to unsubscribe from, users love using Jaspers’s best-in-class features. They continually find value in the new features they release and how well done they are. Most customers are medium-to-large content or marketing operations.

No free plan with prices starting at $69 per month with a limited free trial

3. Sudowrite

🥉 best ai writer for novel & fiction writing.

Sudowrite is an AI writing software built exclusively for stories and all content that uses even a little storytelling. It does not have the recipes/templates that some other platforms have but instead focuses more on a writing workflow than the parts and pieces of a particular work.

Sudowrite gives you a draft, suggestions, and editing advice, and it is more tailored toward creative and descriptive writing. While most other AI writing software focuses on business use cases and blogs, Sudowrite goes against the grain and offers something truly unique.

What We Like About Sudowrite

• First Draft : Sudowrite’s “First draft” feature can transform a simple prompt into 1000 words, streamlining content creation.
• Suggestions : Offers auto-complete and styled suggestions that are easy to integrate and relevant to your writing context.
• Enhancements : Utilizes “Describe” for adding captivating language and “Expand” for naturally extending sections of writing.
• Built for Writers: While some AI writers aim to replace writers, Sudowrite aims to make writers more efficient in their writing processes.
• Dialogue: Many people use AI for factual content, but Sudowrite helps with prose and narrative.
• Character Coherence : While Sudowrite is excellent with story writing, it can be pushed a little too hard if heavily used. This is noticeable in the discontinuity of characters and histories of events throughout an entire story.
• Credit System : Its credit system starts with a high dollar amount, where it would be better if there were entry-level plans that cost sub-$20 for hobbyists.

🥉 Why We Picked It

Writing takes many shapes, and just because you are reading an internet article right now does not mean that everything you wish to read and write is fact-based nonfiction. Sudowrites covers a massive corner of the market to help writers of fiction, poetry, and narrative with the projects they are passionate about.

Who is Sudowrite Best For?

Sudowrite is best for creative professionals in interesting brand writing positions or those crafting narrative, poetry, and other prose. It is also meant for storytellers of all kinds (poems, books, scripts) and delivers.

If you are on the fence about trying it, look at our Sudowrite review to see all its features and workflows that can help you with your creative writing adventures.

Not many reviewers have shared their experience with Sudowrite, but that makes sense for something created for creative writers. The cost can be a little high, and the writing tends to stray when the AI is forced to write too much.

No free plan with paid plans starting at $19 per month for 225,000 credits

Get Sudowrite

Copy.ai is a prevalent content generator (over 6 million users) specially tailored to optimize the workflows of many sales and marketing tasks (including systems and integrations). This connects its AI-generation prowess to many different applicants that can enhance sales-enablement and go-to-market strategies. This can dramatically increase an individual’s or team’s output for specific tasks with the help of ks.

Its API for LinkedIn, for example, can pull prospect info from a CRMeir LinkedIn profile to help create a tailored cold-outreach message that is personalized and written with copywriting principles. It also includes a ChatGPT alternative with Copy.ai Chat .

What We Like About Copy.ai

• API & Zapier Integration : Copy.ai’s API/Integrations connect with CRMs, LinkedIn, and other sales/marketing tools for effective cold outreach.
• Chat Interface : Features Chat by Copy.ai, a ChatGPT-like interface optimized for sales and marketing tasks with a prompt library.
• Pricing Model : Offers a unique pricing model based on the number of fired automations (Workflows) with unlimited generatable words.
• Brand Voice + Infobase:  Stores essential details about your business branding voice of important information that it should be aware of.
• Lack of Native Integrations : While impressive, Copy.ai’s workflows primarily run based on a limited number of integrations built into the system. Instead, users must know how to work with an API or use Zapier as an expensive connection solution.

Who is Copy.ai Best For?

Copy.ai is best for salespeople and marketers whether or not they work on a team. Teams stand to benefit from its Pro plan, which includes unlimited words, unlimited projects, and up to five user seats. See our article on how to use Copy.ai if you want more information.

Users of Copy.ai note its intuitive approach to content creation. The flexibility and its unique features make it well worth its time.

Offers a free plan with limited credit usage and a Pro plan starting at $49 per month .

Get Copy.ai

5. Writesonic

Writesonic is an AI writing software that packs a lot of features into its platform. Its free plan gives 10,000-word access to its optimized GPT 3.5 platform, while its paid plans can be powered by GPT 4. Writesonic also has innovative products like Photosonic and Chatsonic that bring even more AI-powered tools to its customers.

Learn more about Writesonic and its AI Chatbot, Chatsonic , with our detailed reviews.

Writesonic’s advanced AI technology allows users to generate high-quality written content quickly and easily. The platform also includes various advanced editing tools, enabling users to fine-tune their content perfectly.

What We Like About Writesonic

• AI Tools : Writesonic provides AI copywriting tools with over 100 templates for various content types, including blog posts and landing pages.
• Collaborative Editing : Features SonicEditor for collaborative editing, allowing multiple team members to contribute to a text.
• Landing Page Generation : Can generate and code out static landing pages along with the copy, integrating with Surfer SEO and Zapier.
• ChatSonic : All plans include access to ChatSonic, a GPT-4-styled chat solution with current trending topics awareness (also includes Photosonic for AI art generation).
• Brand Voice:  Stores information about the way your business speaks with its brand voice feature.
• Cluttered UI : Writesonic packs so many features under the hood that it can be a messy and confusing platform to navigate. We wouldn’t say it’s hard to use, but it can be a lot to take in and find your way through.
• Confusing Credit System:  Uses a crediting system where the base model used (GPT 3.5 and 4) can be toggled and those changes the amount of credits used per word.

Who is Writesonic Best For?

Writesonic is a comprehensive platform for marketers and content writers with AI tools for several writing tasks. Its fast pace of innovation means that any user needing generative AI content, images, or chat interfaces would likely benefit from the platform. It’s one of the better all-purpose AI writing websites with a free plan.

Overall, users love all the different features and sub-products available within Writesonic. Ultimately, its power as an AI writer is satisfying, and the output quality is quite good. Some have had issues dialing in their prompts, but that is an inherent challenge with any AI writer using foundation models.

Free plan with paid plans starting at $19 per month .

Get Writesonic

6. WordHero

WordHero is another all-purpose AI writing tool particularly suited for business purposes. Launching on AppSumo with a lifetime deal with unlimited words, it’s quickly come into its own. WordHero suits on-the-fly content generation that you can paste into your documents of choice, like Word, a Slack channel, or a marketing campaign. Its long-form editor has come a long way and makes creating whole documents with the help of AI even easier.

There’s a dedicated and loyal user base that constantly suggests improvements that the team takes into consideration. So, it is likely the platform will continue to improve as it has over the last couple of years.

What We Like About WordHero

• Templates : WordHero offers template-based AI outputs for immediate use or integration with its long-form editor.
• Blog Content : Surpasses Rytr in generating compelling blog introductions and conclusions.
• Unlimited Content : Allows for the generation of unlimited content, adhering to their fair use policy. Released “ Enhanced Mode ” which uses better AI models which may have monthly word limits.
• Multilingual Support : Supports over a hundred languages, placing it at the top of the list for language diversity.
• Brand Voice: WordHero has recently launched brand voice features, which have been some of the most important features for other AI writing platforms.
• Advanced Writer: AI writing workflow for having WordHero output a coherent 2,000-word article in one fell swoop. Go from zero to the first draft in under a minute with this feature.
• Frequent LTD Sales: WordHero has been on AppSumo multiple times and even sells lifetime subscriptions on their website currently. This is great for early adopters but is an unsustainable business model for a SaaS company with costs every time an AI request is generated. This makes the future of WordHero a little murky although a great deal for those willing to make the bet on a LTD.
• Dark Mode: Dark mode in the editor is lovely to have, but some text displays as dark gray over the black background, making it very hard to use aspects of its UI. This is an easy fix but one we would like to see sooner rather than later.

Who is WordHero Best For?

Like Rytr and others on this list, WordHero is best for those in business or marketing. It creates excellent blog section content and does a good job with copywriting frameworks and product descriptions. It does not currently have advanced integrations, so it’s ideal if this is the only AI writing tool you expect to use in your workflow.

There are not many reviews of WordHero despite its large userbase. But take it from the frequent product updates reflected in the changelog, and you can notice they are answering many of their customer’s wishes.

No free plan, with prices starting at $49 per month .

Get WordHero

7. Article Forge

Article Forge is an AI writing software built for long-form content creation. Put in a keyword, select some basic parameters like length, and Article Forge will forge ahead with a fresh piece of generated content.

Article Forge’s power comes from its ability to create a lot of content simultaneously. That is also its sticking point, which places more responsibility on humans to read, edit, and substantiate what the AI generated. However, it’s a refreshing change of pace from other AI tools that build content sections at a time until you’re done.

What We Like About Article Forge

• One-Click Creation : Article Forge generates high-quality, long-form content (1,500 words) with a single click, simplifying content production.
• SEO Optimization : Features built-in SEO optimization to enhance content visibility.
• Topic Filtering : Enables adding negative or excluded topics to refine content relevance.
• Natural Flow : Automatically creates content and headings that naturally flow, improving readability.
• Copy-scape Pass : Guarantees content will pass Copy-scape, ensuring originality.
• Over-Reliance Risk: Because of the features that Article Forge markets, it’s easy to think that AI-generated content is good to publish as-is. With the recent news breaking over social sites about “SEO Heists” (stories of how companies used programmatic SEO to generate hundreds of thousands of visitors in monthly traffic with AI articles, only to have Google apply manual actions against those sites and drop visitors to mere thousands per month) users should be wary of unhelpful AI content and how it can affect your website.
• High Cost: Article Forge employs a credit system that lets a user write up to 25,000 words for $27 per month. This is a high price since it costs more than ChatGPT while inflicting higher limits.

Who is Article Forge Best For?

Article Forge is best for more extensive content operations that want to increase their editorial output dramatically. Great for creating supporting content (clusters) in quick succession. It still takes work to edit and fact-check the output correctly, and it works even better when a human writer overhauls every paragraph. It also scores high marks on all major review sites, which tells us they are doing something right.

Many users enjoy using Article Forge since it makes it so easy to generate a long first draft. Some have noted its high price tag and others that they can’t reliably get articles longer than 750 words to generate.

No free plan with paid pricing starting at $27 per month .

Get Article Forge

8. Frase.io

Frase.io is a powerful AI writing tool that can help you with all aspects of your content creation process. It can help you create high-quality content that will engage and inform your readers, from researching topics to writing and editing your content. Whether you’re a blogger, a content marketer, or just someone who wants to write better content, Frase can help you take your content to the next level.

With Frase’s advanced AI technology, businesses can create high-quality content quickly and easily. Additionally, the advanced SEO tools ensure that the content is optimized for search engines. Frase analyzes published content and provides actionable, AI-generated next steps that save valuable time.

What We Like About Frase

• SEO Content Briefs : Frase can create content briefs from SERP research in just “6 seconds,” including customizable templates for frequent content types.
• Flexible Editor : Offers a long-form editor that allows for both manual writing and AI assistance at any point.
• Advanced SEO Content Optimization : Enables content optimization for SEO with NPL topic modeling and tracks performance with Google Search Console integration to identify and address content decay.
• Integrations : Frase offers some really nice integrations (like WordPress, Salesforce, and Google Search Console), but expanding its integration capabilities with more third-party platforms and tools could streamline users’ workflows even further.

Who is Frase Best For?

Frase.io is ideal for content marketers or teams who want to write quality SEO content with AI to rank well in organic search. With GSC integration included in every plan, Frase is particularly useful for large content sites that rely on content decay warnings without manually checking each post every quarter.

Frase has spectacularly good reviews, as people love its approach to creating SEO content. It gets the content writing workflow down pat, making it a breeze to work through creating something that is publishable. Some users want more file hierarchy in storing AI written materials inside the platform, but that is relatively minor.

Starts at $14.99 per month with an unlimited content generation add-on for an extra $35 per month .

9. Surfer SEO

Surfer SEO is the premier writing AI that can help you rank #1 on Google. It does this by analyzing the top-ranking pages for your target keywords and then providing you with suggestions on how to optimize your content. This can save you a lot of time and effort and help you improve your chances of ranking higher in search engine results pages ( SERPs ). You may have noticed how many other AI writers integrate directly with Surfer—that’s a testament to what Surfer SEO can do for you and your websites.

Surfer SEO’s advanced AI technology allows businesses to optimize their online content for search engines quickly and easily. The platform includes various advanced SEO analysis tools, content optimization recommendations, and competitor analysis tools to help businesses improve their online presence.

What We Like About Surfer SEO

• Content Strategy : Surfer SEO creates content briefs and outlines based on top-ranking SERP results for strategic content planning.
• Content Score : Offers a content score based on SERP analysis, NPL, and other key ranking factors to guide content optimization.
• Plagiarism Checker : Includes a plagiarism checker to avoid ranking penalties and maintain content integrity.
• Integration : Integrates with top AI writing software, Google Docs, Semrush, and WordPress, enhancing content creation and publishing workflows.
• Pricing: SurferSEO can be quite the investment, with the lowest-priced service at $89 per month. This lets users write, edit, and analyze 30 documents.

Who is Surfer SEO Best For?

Surfer SEO, right now, is the go-to AI and NPL tool for SEO content writing. Likely, you want to pair Surfer with an advanced AI writer like Jasper or Rytr. Surfer SEO is the perfect companion for these fantastic tools and helps keep your AI content in the good graces of Google and other search engines.

Another SEO AI writer that scores really well with customers is Surfer. Surfer was one of the first mega-popular SEO writers, and it shows in their mature feature set. There are some idiosyncracies, among them being the price tag, but users love using it.

No free options with paid plans starting at $89 per month .

Get SurferSEO

10. Scalenut

Scalenut is another world-class AI writing assistance created explicitly for SEO and content marketing. It does this by analyzing the top-ranking pages for your target keywords and then providing you with suggestions on how to optimize your content. It can do this for one article or an entire cluster for a full-fledged content strategy that builds topical authority.

Using Scalenut, businesses can automate their entire content lifecycle to streamline planning, keyword research , writing, and optimization. This is great for reducing the workload on human staff and improving overall efficiency while not replacing your team.

What We Like About Scalenut

• Content Strategy : Scalenut builds content strategies and keyword clusters swiftly using AI, streamlining the planning process.
• Audience Analysis : Analyzes audience search intent and competitors in SERPs to devise the best plan for each content piece.
• AI-Guided Writing : Offers AI-guided writing with real-time optimization, SERP stats, and content scoring for enhanced content quality.
• Marketing Templates : Provides over 40 marketing task templates for creating diverse content, including product descriptions and newsletter emails.
• Depth of Analysis : While Scalenut offers comprehensive SERP and audience intent analysis, the depth of competitor content evaluation could be enhanced to provide more nuanced insights for content differentiation.
• Template Diversity : Although Scalenut provides a robust selection of marketing templates, expanding the range to include more varied content formats could further cater to the diverse needs of content creators and marketers.

Who is Scalenut Best For?

Scalenut is there for businesses looking to rapidly create content at scale to build topical authority and start winning in the SERPs. Lower pricing for SEO content than Surfer SEO, though with fewer integrations. It can be used by itself since it has plenty of AI content creation capabilities.

Users love Scalenut and say that its AI does a good job of writing articles. The only qualms are the high prices and the low credits available in their pricing tiers. That makes it a little less competitive, even though its feature set is top-notch.

The Essential plan starts at $39 per month for 100,000 AI-generated words.

Get Scalenut

INK is an AI writing tool that can help you create high-quality content in minutes. Any paid plan allows the generation of unlimited words and images, making it an exciting platform to try out. It specializes in content for ranking well with SEO.

INK’s Content Sheild adds a lot of protection so that you can use AI responsibly without wreaking havoc by garnering penalties on your content. It scans unlimited content, finds plagiarism, and detects if common technologies will likely mark the content as written by AI. Performing these checks gives you even more peace of mind as you schedule or hit publish on your Ink-guided content.

What We Like About INK

• Content Shield : INK protects website reputations with Content Shield, ensuring content is plagiarism-free and passes “Written by AI” detection tests.
• AI-Generated Images : Creates AI-generated images based on text prompts, offering visuals that complement your content at affordable prices.
• Keyword Research : Conducts keyword research, pulling search volume, trend, and CPC data to support data-backed content creation.
• SEO Scorer: Gives an easy-to-understand content score for each article so you know it might fare in the SERPs once published.
• Long-Form Writer : The article rewriting features and shorter content writing seems to work better than when it creates long amounts of it.
• Integrations : While INK offers great content creation tools, it could do better at integration with more content management platforms .

Who is INK Best For?

INK is best for individuals and businesses needing unlimited content generation through 130+ marketing templates, a long-form editor, or fast paraphrasing. It’s also of great value with the addition of data-informed SEO tools and a plagiarism detector, and it generates AI images and written content.

Users enjoy INK and are glad that they’ve introduced a SaaS-based writer instead of relying on their legacy desktop application. Some do wish that its integration with WordPress was more reliable. In addition to that, more CMS integrations have commonly been asked for t o make the publication as easy as the writing.

No free plan, and INK starts at $49 per month for unlimited words, articles, and images.

12. WriterZen

WriterZen is a powerful AI-based SEO writing tool that stands out from many other platforms because of its data-based approach. Anyone creating SEO content for websites, landing pages, and authoritative blogs should consider adding WriterZen to their workflow.

WriterZen’s AI-informed workflow helps you create content that enables you to score valuable organic traffic. Based on SERP data, WriterZen scores keywords on its “Keyword Golden Score” metric, which shows you the best ratio of keyword competition, traffic, CPC, and ranking difficulty. SEO-informed content gets a degree easier with WriterZen.

What We Like About WriterZen

• Keyword Discovery : WriterZen finds high-traffic/low-competition keywords, aiding in targeted content creation.
• Content Outlines : Generates content outlines using advanced NPL analysis of top search results for strategic content structuring.
• Keyword Clusters : Identifies relevant keyword clusters from Google Keyword data and Google Suggest Database for comprehensive content coverage.
• Plagiarism Detection : Features plagiarism and originality detection, ensuring the content’s integrity before publishing.
• User Interface : The platform’s user interface, while functional, can be slow at times, especially when working with keywords.
• Overcrowded Editor : The article editor could use some visual decluttering to make it an efficiency powerhouse.

Who is WriterZen Best For?

WriterZen is built for content teams and websites, pushing out a lot of SEO-optimized content. Bringing SEO tools into a writing platform speeds up content creation. It reduces the work of SEO analysis of content (though it doesn’t replace the need for skilled search specialists and SEO strategies).

Users say the learning curve for WriterZen is a little high just because of the way the UI is set up. In addition, it would be nice if they had more team and collaboration features to work with. Other than that, its performance as an AI writer pleases most users.

No free plan, but paid plans start at $23 per month .

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13. ClosersCopy

ClosersCopy is one of the more celebrated general-purpose and marketing AI content writers on the market. It specializes in sales and marketing copy but is also very good for blog content using its long-form editor.

ClosersCopy’s ability to create and share frameworks means that there are even more possibilities and use cases for using AI to write niche content. Frameworks specially train ClosersCopy AI to do a particular writing task (such as AIDA copywriting or creating a product description). Most AI writing software limits users to the frameworks (often called use cases or recipes) to what is officially released by the platform. ClosersCopy gives users control over sharing their best frameworks that others can benefit from. It has put together its AI tools into a unique pricing model that many will find compelling.

What We Like About ClosersCopy

• Frameworks : ClosersCopy boasts over 700 frameworks, including those submitted by the community, offering extensive versatility.
• SEO Insights : Provides NPL-guided SEO insights within the text editor, leveraging live search results for optimized content creation.
• Workflows : Enables the stringing together of various ClosersCopy frameworks into a single generative output, streamlining the content creation process (ex., Blog Title -> Blog Outline -> Blog Introduction -> Blog Conclusion, all in a single Workflow).
• Slow Development : Some users have noticed slower development of new features. This is likely due to the developer switching priorities to a new AI writing platform called Copyspace. This has disappointed long-time users of ClosersCopy and is the reason why this product has moved down our list since our last publishing.

Who is CloserCopy Best For?

ClosersCopy is best for salespeople and marketers who need high-quality sales copy. Blog writers and affiliate marketers also benefit significantly from this software. For those looking for a more affordable option, Rytr has fewer features but a much cheaper rate.

There aren’t many reviewers for ClosersCopy, but the few that have left their opinions wish that there was more ongoing development and new features. They say that what once was an excellent AI writing platform has slipped into mediocrity a bit.

High starting price of $49.99 per month .

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14. HubSpot AI Blog Writer

HubSpot’s Free AI Blog Writer is an innovative solution that revolutionizes how businesses approach blog content creation. By using the power of artificial intelligence, this tool simplifies and accelerates the process of generating engaging, high-quality blog posts. It’s an integral part of HubSpot’s suite, aimed at enabling marketers, bloggers, and business owners to maintain a consistent content schedule without compromising on quality or spending excessive time on content creation.

What We Like About HubSpot

• AI-Powered Content Creation: This tool leverages advanced AI algorithms to generate blog post drafts, saving time and effort in the content creation process.
• SEO Optimization: It assists in optimizing content for search engines, helping your blog posts to rank higher and reach a wider audience.
• Tone and Style Customization: HubSpot offers options to adjust the tone and style of the generated content to match your brand’s voice.
• Content Improvement Suggestions: Provide intelligent suggestions to improve existing blog content for readability and engagement.
• Limited Focus: Its AI writer is focused on blog posts, so it isn’t the most valuable tool, but it excels at what it does.

Who is HubSpot Best For?

HubSpot’s Free AI Blog Writer is best suited for content creators, digital marketers, and small to medium-sized business owners who are looking to streamline their content creation process. It’s an ideal tool for those who want to consistently produce high-quality blog content but are constrained by time or lack in-house writing resources. Whether you’re looking to boost your content marketing strategy, increase your website’s SEO presence, or simply maintain an active blog with less effort, this AI-powered writer can significantly ease the content creation burden.

There are no separate reviews for HubSpot’s AI writing tool, but there are plenty of reviews for the broader HubSpot platform.

The core functionality of HubSpot’s Free AI Blog Writer is available at no cost, making it an accessible option for businesses and individuals looking to enhance their content strategy without immediate financial investment.

Get HubSpot’s AI Writer

How AI Can Help Your Writing Workflows

AI writing platforms provide various solutions, which makes sense considering all the different types of writing and writing tasks people encounter daily. For instance:

• Faster Content Marketing: There are copywriting AI tools to help your marketing strategy by generating high-quality content faster for marketing, product descriptions, and sales copy .
• Easy Content Updates : There are AI tools for rewriting existing content so your content remains fresh and relevant.
• SEO Content Optimization: SEO AI tools can use Natural Language Processing (NPL) based on keywords to help create quality SEO content . All the best SEO tools already use AI to help with advanced SEO techniques .
• Enhanced Creativity:  Story and creative AI writing software quickly generates innovative ideas and helps write illustrative content.
• Automate Editing Tasks: There are proofreading AI tools (like Grammarly ) that offer real-time spelling, grammar, and plagiarism checks to improve your content and ensure it is fit for publishing.

Suppose you’re someone in charge of writing or editing multiple types of content (on-brand copywriting, ad copy, long-form articles, stories, PR). In that case, you’ll probably benefit from having various AI writing assistants. With that in mind, let’s explore some of the best.

Comparing the Best AI Writers

With so much AI writing software to choose from and so many details listed above, we thought we’d give you a 30,000-foot view of the products we covered in this article.

Feature Comparison of Best AI Writers

Feature coverage is an important aspect of any tool. But, the highest number of features don’t always “win”—sometimes, the right few features are all it takes. Anyway, here is a feature comparison of our top three choices of AI writers. See if any of these tools has the right mix for you.

Price Comparison of AI Writing Tools

AI writing tools have pricing that is all over the board. From low-cost solutions to enterprise-level products, there is everything on this list. See which ones are closest to your price range.

What is the Best AI Writing Software?

Rytr is an excellent starting point for those looking for a budget-friendly, all-purpose AI writer. Jasper (with Boss Mode) and Article Forge are worth considering if you need to produce long-format writing. For creative writing, Sudowrite is the standout tool. We’d also be remiss if we didn’t say that Surfer SEO is one of the best companions for an AI writer, and if your writer has an integration, definitely consider getting it.

Are you looking for more amazing AI tools? Take a look at the top AI tools that are changing the way we work and live.

Frequently Asked Questions (FAQs)

Before we wrap up, let’s answer some of your most commonly asked questions regarding AI writing software. Did we miss one? Leave a comment below, and we’ll reply!

What is the best AI writing software?

What is the best free ai writing tool, what is the best long-form ai writing assistant, what is the best creative writing ai software, how can i detect ai-generated content, how can i avoid ai detection in writing, how much do ai writing tools cost, what are the risks associated with ai writing, can i use ai to write blog posts, what is the best ai writing software for landing pages, can i use ai writing software to make money, what is the best ai writing software for seo.

Featured Image via BestForBest / shutterstock.com

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By Christopher Morris

Christopher Morris writes about the intersection of Marketing and Websites. He loves to help people gain the confidence to move their passions online. He can be found strolling around LinkedIn as well as the Rocky Mountains in Colorado when he is recharging.

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Interesting article. Thank you. Any particular reason why you didn’t include Agility Writer?

Sandra, there are just too many to cover them all. Plus, others on this list are similar in scope to the tool you mentioned. Glad it was helpful.

Have you had any experience with Bard AI yet? I was expecting to see it on your list but maybe that’s because it hasn’t rolled out to everyone yet.

Susan, I have used Bard, but we will include that on a different post coming out in the coming weeks. Bard is solid, but it’s still early days. I like using it over ChatGPT when I need a concrete answer. I don’t like using it for any task that requires too much creativity. We’ll see how it only improves over time.

A really useful article to read, I’ve been using the Bertha AI toolkit now for some time, before the AI world exploded. Also well worth a look!

Hey Steve, there really are so many great (and not-so-great) options out there these days. Bertha AI looks like a great AI Chatbot for WordPress. Here in a few days, we’ll have a post dedicated to chatbots. Thanks for your thoughts!

Lol.. great article… and of course I desperately need to know how you did that “expand list” functionality in the introduction!

What about Katteb? It is a Long-Form AI writer that aims to provide fact check information and does some more job to enhance the quality of work.

Thanks Outboxed! In the spirit of AI tech, you could consult ChatGPT and see if it can help you create something like that for your sites.

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