Skill #24: Finding Your Content DNA

John Espirian—technical copywriter and author of the soon-to-be-released book Content DNA—describes content DNA as the "shape" of your brand and then using the power of consistency and congruence to create content that gets remembered and acted on.

As technical communicators, the content DNA could take several forms: a freelance technical writer could use their content DNA to own their niche; a content marketer could discover their employer’s content DNA to create compelling, sales-boosting content.

In this episode, John shares how you can find your own content DNA, including:

  • how to find your niche as a writer

  • how to market that niche to prospective clients

  • how to use your niche to win big clients