💬 Why People Still Talk About My 1-Year-Old Article (4 Principles to Copy)

Hi friends 👋

Within 24 hours this week, two different people reached out to tell me they loved the same article I wrote over a year ago.

Not something new.

Not something I’ve been actively promoting.

But an article about inbound marketing on Backlinko that keeps getting mentioned again and again.

And it’s not the first time I get a praise about it in DMs or in person.

I even wrote a LinkedIn post about one conversation that really stuck with me a while ago. And even this post performed so well because it reminded people why content matters in the first place.

What really surprised me was hearing about the same article twice within 24 hours.

It got me thinking, why does this piece keep coming up?

So I looked back and thought I’d share what actually goes into creating content people remember (and how you can do it too).

But first, here’s what they told me when I asked what stood out:

🗨 “I felt as if the author was talking to me while building a comprehensive understanding of inbound marketing.”

🗨 “I just enjoyed the structure and style.”

🗨 “The real-world examples made SEO feel more real, less abstract, and achievable.”

How to create content people actually remember (and enjoy)

B2B content doesn’t have to be boring.

That inbound marketing article stood out because it followed a few principles that are part of my content process.

Here’s what you can borrow for your own content:

#1. Write like you talk

The best compliment I get is when someone says, “it felt like you were talking directly to me.”

That’s when you know your writing lands. Ditch the corporate tone. B2B readers are also regular people. They’re busy, they want to read something that’s easy to understand and implement.

So, write like you’d explain something to a friend. In a simplest, direct, human way possible.

If you’re unsure, read it out loud. If it sounds stiff, rewrite.

#2.  Give it a natural structure

Chances are, your reader is skimming your article and only zooms in on the most important parts for them. So, structure your content in a way that’s easy to scan.

But don’t lose the natural flow for people who want to read through if they slow down.

Here’s how:

• Use short paragraphs (1-3 sentences)

• Keep sentences short (20 words per sentence max.)

• Use white space to not overwhelm the reader with text

• Add screenshots that help illustrate your points

#3. Ground it in reality

Abstract tips don’t stick. But when you tell a story — like the vet clinic that doubled its traffic after going all-in on inbound — people remember.

Real examples, even small ones, make your content feel alive. As long as they’re relatable and help move your point forward.

Screenshots and made-up scenarios count too. Not every example has to be a big case study.

#4. Inspire people to act 

The most powerful content moves people to action. The readers should leave the article having a clear sense of what to do next.

So share your insights in a way that’s practical, specific, and easy to try right away.

Always end with a brief ‘what to do next’ to encourage action.

If you want your next piece to have a long-lasting impact, ask yourself:

👉 Does this sound like I’m talking to my audience, or at them?

👉 Did I include a story that illustrates my point?

👉 Will someone reading this walk away ready to take action?

Remember that trends fade and algorithms shift all the time.

But content that’s relatable, clear, and useful keeps working for you long after you publish it.

And this is true for any kind of content, whether it’s a blog post or a short-form video.

💬 I’d love to know, what’s one piece of content (an article, video, or a LinkedIn post) that stuck with you long after you saw it?

Reply to this email or DM me on LinkedIn. I’d love to see what kind of content leaves a mark for you.

Tool note of the week 🛠

Quick update: I’ve been rethinking my video editing stack.

I’ve been using CapCut, but they changed its privacy policy. They’re basically saying they can use any videos you upload in any way they’d need to. Plus, they hiked their prices by gating features into higher plans.

As much as I loved using it, that’s a dealbreaker for me.

So I’ve started testing a few alternatives and settled for Filmora for now. It’s still early days, but so far it feels simple, powerful enough for short-form editing, and fairly priced. I’ll keep you updated as I go.

I’d also love to hear what you use for editing your short-form videos.

✨ PS: If you’re looking for practical tools to make content creation easier, I’ve put together Handpicked Tools to Run Your Marketing Ops. It’s a collection of everything I actually use and recommend.

That’s it from me this week.

See you next Friday,

Kate 🌟