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.

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.

Measuring content ROI: a simple framework

Sun, 28 Jun 2026 00:00:00 +0000

In short:

Four indicators are enough: coverage, capture, conversion, contribution.

A content’s value is measured over twelve rolling months, not its publication month.

Full cost includes production, updates and internal linking.

Measuring content ROI does not require a data warehouse. It mostly requires a stable frame and shared definitions.

SEO cannibalization: detect it before it costs you

Wed, 24 Jun 2026 00:00:00 +0000

In short:

A query alternating between two URLs in Search Console is the classic symptom.

Merging content solves the majority of detected cases.

The most effective safeguard sits before publication, in the editorial roadmap.

Cannibalization is a silent problem: no error, no message, just rankings that plateau.