Content on Journal Marketing

Copywriting techniques: 10 methods to persuade and convert

Fri, 24 Jul 2026 12:00:00 +0200

In short:

Copywriting puts benefit before feature and relies on reader psychology to drive conversions.

Ten concrete techniques (problem-driven hooks, AIDA and PAS structures, clear calls-to-action, etc.) provide an actionable framework for writing persuasive content.

Effectiveness depends on truly listening to your ideal customer, anticipating objections, and using credible proof rather than hollow claims.

Copywriting is the art of writing to sell or convert. Unlike journalistic or academic writing, it doesn’t aim to inform neutrally, it aims to motivate a specific action: a purchase, signup, download, or share. This distinction is fundamental. Good copywriting doesn’t manipulate; it highlights the real benefits your reader craves and makes them irresistible.

Create a Marketing Persona: Method and Template Form

Fri, 24 Jul 2026 08:30:00 +0200

In short:

A marketing persona is a detailed semi-fictional representation of your ideal customer based on real data and research.

Creation involves four key steps: data collection, qualitative interviews, analysis and segmentation, then formalization into a structured template.

Three types of personas exist: the buyer persona (decision-maker), the user persona (end consumer) and the negative persona (profile to avoid).

Definition of a marketing persona

A marketing persona is not a real customer, but rather a detailed and documented profile of a segment of your target audience. It combines demographics, behaviors, motivations, pain points and objectives. Unlike a simple demographic segment based on age or geography, a persona tells the story of a person with authentic concerns.

Evergreen content: the method to last

Fri, 17 Jul 2026 00:00:00 +0000

In short:

An evergreen piece targets a question that is stable over time, not a news item.

A yearly update extends its lifespan by 2 to 3 years.

Internal linking turns an isolated article into a durable asset.

Evergreen content is the most profitable asset of an editorial strategy: it depreciates slowly and updates quickly.

E-E-A-T: prove expertise rather than declare it

Thu, 02 Jul 2026 00:00:00 +0000

In short:

First-hand experience has become the first E of the acronym, and the most discriminating.

Author pages linked to real profiles strengthen the whole domain.

Sourced citations and original data are the evidence engines read best.

E-E-A-T is not a score but a bundle of clues. The point is not to claim expertise, it is to make it verifiable.