Have You Tried Zero-Click Content?

I have been calling this type of content by several names this year:

  • Native content
  • Micro content
  • Zero-click content

I think that last one is catching on in the marketing industry since I attended a SparkToro webinar about zero-click content.

The above photo is a Typeshare sub-atomic essay. It’s around 100 words long. I wrote it yesterday to allow myself to capture a thought worth sharing. I didn’t have time to write an entire blog.

No one has the time to read an entire blog anyway.

I shared this on Twitter (as Typeshare does automatically) and received a thoughtful response from a Twitter follower.

💥 Boom! Idea validated as good! I can keep pursuing it. Most importantly, I offered content that the follower got to consume without leaving the Twitter platform. This is why zero-click content is important right now.

Algorithms penalize us for taking users off the platform.

The idea is to create this zero-click content that’s clean and skimmable for attention spans that are shorter than ever. Your content has to be better than ever. Your job isn’t to write stuff—it’s to capture attention.

Here’s an example of the engagement you’re seeking 👇

Short-Form Video Is Where It’s At

Just thought I’d share some recent YouTube accomplishments. I owe it all to adopting short-form video! I wrote about it, if you’re interested.

July 2022 was a good month, but not as good as June 😉 There’s still time to hop on this organic reach game with YouTube shorts!
In January, I forced myself to learn to edit video. Those first videos were BAD. But I kept at it. 
Uploading 5 videos a week didn’t get me here. But I found YouTube Shorts after I had uploaded my first 100 videos! 

I haven’t been uploading podcasts all summer. I’ve only been experimenting with short-form video on YouTube, Instagram, and TikTok. While it may appear that my YouTube success is phenomenal, I am seeing the best reach on Instagram Reels right now.

Until next time, keep making stuff!

Which (FREE) Digital Marketing Certificate Course Should You Chose—Hubspot Academy or LinkedIn Learning? 

There are two courses in digital marketing you can take online for FREE right now. They are perfect for beginners to digital marketing. You can know absolutely nothing and either of these courses will get you up to speed.

I took both of them so I could compare them. Here’s how that works. 

  • *Last year, I completed the Digital Marketing Certification from Hubspot Academy
  • *I renewed this one last month. 
  • *This weekend, I completed the LinkedIn Learning Digital Marketing Foundations Certificate 
  • *To be clear, I’m deep into Hubspot Academy and have earned 6 certificates; I do not pay the monthly fee for LinkedIn Learning, which costs $29.99/mo or $19.99/mo for the annual plan. 

Deciding between the two should be pretty easy if you’re looking at which costs less. That’s Hubspot Academy, which offers its certifications for free. But I found an article about all the free LinkedIn Learning classes this month, so I thought I’d sample them. 

I 100% believe in investing in one’s education because you will always get something out of it, especially if you actively apply what you learn. I’ve become a constant online learner since the pandemic after completing my undergrad online at Boston University in 2010. I was an O.G. remote worker and online learner before it was a hashtag. 

I also believe in getting things done the most efficient way possible. 

Time could be more important to you than money, or vice versa. In January, I used my Typeshare account to write about the subject of using free online courses to pivot to a marketing career so you can work from home. This atomic essay I wrote earned the most engagement of anything I’d written this year (12.5%). This tells me many of you want this information, so let’s do this!

This ⬆️ received a 12.5% engagement rate. I think it’s the ‘work from home’ part that got everyone interested.

Let’s get into the two courses you can take for free right now to learn the absolute basics of online marketing. 

1. LinkedIn Digital Marketing Foundations 

Hurry for this one because it’s only free for August 2022, according to Social Media today

LinkedIn’s Digital Marketing Foundations Course 

  • Free for August 
  • 2 hours, 9 minutes (took me 2 hours, 40 minutes) 
  • Certification: Yes
  • Certification Expiration date: none
  • Release Date: 1/14/21

2. Hubspot Digital Marketing 

I completed this certificate last year and just renewed it last month. 

Hubspot’s Digital Marketing Certification 

  • Always free 
  • 5.75 hours (set aside at least 6 hours) 
  • Certification: Yes
  • Certification Expiration date: Renewable annually (Hubspot will email you a reminder) 
  • Release date: Unknown 

Hubspot’s course features longer videos that are more in-depth than LinkedIn. Hubspot also features a variety of its experts and network in its course videos; LinkedIn’s course features only one expert speaking through the entire course. 

Which online digital marketing course should you take—LinkedIn or Hubspot? 

These are two very similar courses offering an overview of digital marketing to include SEO, email, paid ads, social media, website performance, and video marketing. Since they are very much alike, it’s hard for me to decide which is “better.” 

LinkedIn’s course mentions the importance of Google My Business, so it’s outdated. I earned my Google Certificate in that right before they canned the product. I wish I’d known!

If you’re a new digital marketer, know two things: 

  1. Google My Business is gone forever
  2. Google Analytics is leaving forever soon. It will be replaced by Google Analytics 4 (GA4).

When you do take these courses, it’s important to keep in mind that Google (and all platforms) tend to change quickly. If you want to be a digital marketer, you’ll have to learn to keep up by watching industry news and trends evolve. 

The LinkedIn Course still offers plenty of nuggets to help you as a newbie marketer. Anytime I take or retake one of these courses, I pick up something new. LinkedIn’s course also touches on hot topics like AI, automation, and influencer marketing. So it may be worth a spin if you have the time and catch it while it’s free this month (August 2022). 

Completing both courses will earn you a certificate you can display on your LinkedIn profile. Hubspot Academy offers additional options for you to share your certification on social, like Twitter, Facebook, and embeds. You will also receive a link to your certification on Hubspot and a certificate you can print out. 

The verdict: 

If I were starting out, I would do both.

Considering the LinkedIn course is free this month, I’d start with it to get the overview of information on digital marketing foundations quickly. If you’re a career changer, this is for you. 

Much of the content in each course is geared for absolute beginners. So if you’ve already completed the Hubspot course (as I have), then you probably won’t want to spend more time on the LinkedIn course. Once the LinkedIn course is gated again (in September 2022), I’d go with Hubspot. 

Hubspot courses are always free and not gated like LinkedIn Learning courses are. 

My question as an online learning junkie is this: which of these are better for landing a job interview or freelance gig? I’ve seen someone specifically ask for a Hubspot certification in a job ad only once.

I think the LinkedIn course is perfect if you’re a beginner with your first marketing job interview later this afternoon. 

You can finish it in under three hours and earn a certificate that’s visible on your LinkedIn profile. If you’re applying to jobs right now and pivoting careers from something else into marketing, do it. You have nothing to lose. (Except ~3 hours of your time). 

If you’re just looking for that very first marketing job and you’re right out of high school or still in college, start with this LinkedIn course today. (Then, take what you learn back to your professors and classmates for discussion). 

If you’re someone who needs all the help they can get with their LinkedIn profile, start with the LinkedIn course. 

Obtaining a certificate will never hurt you. 

If you are starting out with digital marketing, use these courses to find out where your interest lies: 

  • Which quizzes did you ace? 
  • Which topics interested you most? 
  • Which ideas didn’t resonate as much? 

How you answer these questions can help you choose your next course and a career direction. 

Some online learning tips: 

Allow more than the given time so you can take notes, search online for items mentioned (like books or websites), and ad time for taking the quizzes. 

Take notes—either on paper or in Notion. I like using Scrivener, but that’s just my thing as a writer. You’ll want to take notes on the course and capture whatever ideas it sparked. I prefer taking digital notes because I hate paper clutter. (Notion is free).

Exercise or stretch while watching. It’s easier to take these courses when you don’t feel as if they are contributing to a sedentary lifestyle. I set my laptop up at a high table and move as I watch. I use resistance bands, do yoga poses, and stretch. This helps me feel more positive about spending my time learning. 

If you’ve taken one of these courses, please leave a comment about your experience! I’m really curious to find out what courses others are taking online. 

If you need a professional coach to help you with your career direction, online leanring, resume, interviewing, and your LinkedIn profile, book a free discovery call directly into my calendar. Let’s meet and see what simple action you can take to create the career of your dreams. 

The Most Engaging Atomic Essay Of All Time (So Far)

Of all the 150+ things I’ve written this year on Typeshare, this was my most engaging piece of writing. This atomic essay written during my first cohort of Ship 30, earned an engagement rate of 12.5%. Per Ship 30 standards, I should now double down on what worked here and write more of that.

Engagement rate 12.5%!

What worked here?

I had hundreds fewer Twitter followers. But that lead-in Tweet is perfect. It’s well-formatted, like the essay itself.

This is an easy read because it’s skimmable. It also hit a target—people who want to upskill in their marketing career.

The essay makes the subject seem both:

  1. Simple
  2. Doable because it’s FREE

This type of writing works well for me. I’m still waiting for someone to come back and say, “I got a Hubspot certification and a new job because of that thing you wrote in January!”

C’mon! I’m saving you $7,000 and helping you get a new career 😉

What are you waiting for? Book in my calendar and meet with me today!

6 Tips To Creating One Successful Tweet: Let’s Unpack The Anatomy of a Successful Tweet

This is a tweet that I manually imported ages ago into Typeshare so I could judge its performance over time.

It has a 10.34% engagement rate 😮

Since I’m always trying to replicate success, let’s unpack this so you can do the same.

A tweet with 10.34 engagement, according to Typeshare.

This Tweet Has Every Damn Thing That Works

Call it a kitchen sink tweet.

From a @tag to #HashTags in camel 🐫 case, this tweet has reasons to click and engage. It also has great formatting with line breaks plus a bulleted list. There is one emoji: 📺

Then there’s the pic!

This is a YouTube thumbnail made specifically for the podcast with a freeze-frame image I stole while editing the video. I use Canva Pro, which gives you background remover. There’s also very little in this graphic; just me, a ship, and a speaking bubble.

The thumbnails I worked too hard on didn’t do as well. Actually, this is such a good photo of me, even I like it!

Try some of these tricks for yourself and see if you can replicate this Twitter success:

  1. Tag someone
  2. Use a hashtag or two
  3. Pop in an emoji
  4. Make a bulleted list (click option+8 to make bullets)
  5. Use line breaks (must. be. skimmable).
  6. Make a kick-ass graphic in the style of a “YouTube thumbnail”

If you find the YouTube thumbnail-style image works for you on Twitter? Do it again. Bullets? Lists? Hashtags? No hashtags?

Success leaves clues. ALL social media apps track metrics. Tap in, experiment, and double down on what works for you.

Do I write for social media for a living? Yes. Am I revealing trade secrets here? No. This is me revealing what works for me on Twitter @WriterHeatherL.

Heather Larson’s Writing Portfolio

Start on the portfolio page for writing samples and more about who I am, what I do now, and how I got here.

My Latest Public-Facing Writing:

How B2B Marketers Can Respond to The “TikToking” of Everything, on Leadtail.com. (Part one in a series).

For more of my B2C TikTok content, see this blog that includes my podcast with Ken Moskovitz, who dished some TikTok algorithm secrets from his time visiting VaynerMedia (TikTok’s AOR).

Fundamental Steps to Building a Great B2B Brand: Take Advantage of the Startup Stage.

How to boost startup growth, on Leadtail.com.

Check out this landing page + eBook for my own COMET Goals system.

I’m proud of this piece I wrote for YouAligned.com ( which was YogiApproved.com at the time I wrote it) about yoga for remote workers!

See my eBook that helps you declutter your home with a 30-day plan on Gumroad.

You can learn more about my coaching business, Destiny Architecture, here. I like to test out new tech, so there’s a second Ghost site for Destiny Architecture geared directly for those who are interested in personal development for content creators.

You can hire me to write your next Twitter thread.

My newsletter open rates are 20-58%!

I like to conduct content experiments online using social media. I publish results to my audience (with exclusives for subscribers). The best place to follow along for this is on Twitter @WriterHeatherL.

Get a quick taste of my conversational, down-to-earth style on Typeshare.

I specialize in social media content writing for B2B SaaS companies and broadcast writing of all forms—from commercials to TV news programs.

I’m always learning something new on Hubspot Academy, Google Skillship, The Ghost Creator Program, Ship 30, The Copy Writing Summit, or Saylor.org.

My marketing career began in radio, where I did old-school guerrilla marketing. Now, I get to work remotely from anywhere doing all forms of digital marketing! From SEO copywriting to social media marketing, I LOVE the online life.

Introducing: The Sub-Atomic Essay

Typeshare has just introduced templates for sub-atomic essays!

This is pretty cool for all you “I don’t have time” folks. Here’s my first sub-atomic essay, which took me minutes to write and comes in at exactly 108 words.

Not bad! Now, we can spread ideas on Typeshare, Twitter, Medium, and LinkedIn in bite-sized pieces while keeping up a simple, daily shipping habit. Love!

🎉Enjoy free 30-day Typeshare trial AND 50% off for 3 months!

The New Destiny Architecture Newsletter—About Personal Development For Content Creators—Is Off To A Good Start In Week One!

Let’s unpack how it went!

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Thanks to Ship 30 for making this possible in ever way! Aaron is a March Cohort Crew Mate and the process of daily shipping since January gave me this idea, aka, “helped me find my niche!”

The first week of this newsletter went well!

• The first sign-up of an idea target audience member!

• A 17% open rate!

• ZERO unsubscribes from a legacy list I’ve kept since 2014 😊

• One rave review!

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I put a TON of work into it!

I wrote it all of the week prior to its debut.

But I’ll be the first to tell you that spending hours on content won’t make it land. Work smarter, not harder. No one cares about the amount of work you put in. They just want to receive value.

This newsletter contained two exclusives for each intended audience:

  • I offered a download on how to reprogram your subconscious mind (worksheet) for the legacy list who love yoga, personal development, Reiki, and meditation.
  • For the new content creation/writing/solopreneur audience, I offered a Loom video showing how to evaluate companies that offer freelance writing gigs. It was a short-but-sweet video case study to help people spot green and red flags with a real gig of mine!

I also made promises about future content, which I’ll deliver in the next newsletter on Monday 4/11/22.

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For those who want receipts, here’s a screenshot from Ghost. (The -83% is because I stopped emailing myself as a tester because I realized that was throwing off the metrics).

This is what building in public means to me. I’ve shared plenty of losses. Today, I’m glad to share a win!

You can see the first newsletter from 4/4/22 and sign up here.

When you’re ready to receive coaching on any of the above, you can book here.