What makes good content? -> I often check my own work by means of an “aha!-effect”. This is the reaction I would like to hear from the reader. An expression that indicates surprise and interest in the matter. In other words, creating thought-provoking and engaging content should always be the ultimate goal. How do you know if a piece of content is doing well?-> There are plenty of numerical and scientific methods to gauge how well content is perceived, how often viewed and by whom. SEO tools are obviously important for any online content provider. In recent years, UX, user experience, which goes beyond clicks and views, has become a prevalent method to gauge content quality. Thus, direct user feedback has become equally important.What do you need to know about a project before you start writing?-> I would need to know as much as possible about potential clients (target audience) as well as the deliverable project details. Only then exact and successful research can be done prior to the writing process itself. How would you capture our company’s voice?-> From what I gathered on ExpertSure.com and the blog space, your texts are straight forward and to-the-point copy, i.e. asking the obvious question for the customer and answering with a suitable product offer or solution. How do you decide what tone to use with a particular piece of writing?-> The more information I have about the target group and the assigned project the better. In essence, one cannot write without knowing who is going to read it and why. How do you talk about a dry or technical subject without relying on buzzwords?-> I would hope that over time I have learnt to express difficult subject matters without boring the audience. As a speech writer and radio reporter, it is imperative to engage the listener – in this case the reader – and to make a complex topic simple to understand and digestible. At least that’s the goal anyway.