Content Machine Guide 2016

BY ERIC LINDEN
DIGITAL MARKETING STRATEGIST

Internal Use Only
Owner: Digital Marketing Strategist
Revised: October 15, 2015
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Contents
Introduction: Content Machine Handbook................................................................................................................... 2
Blog: A Definition........................................................................................................................................................... 3
If You Are Wondering What to Write About, Here Are Some Tips............................................................................ 4
Guidelines for the TAC Blog......................................................................................................................................... 4
How to Attract the Most Clicks…With Your Blog Title................................................................................................ 6
The Secrets of an Attention Grabbing Blog Post........................................................................................................ 6
Examples of Great Internal Blogs................................................................................................................................ 8
How I Learned to Stop Worrying and Love the Taxes (and How to Avoid Surprises at Tax Time) ................... 9
RECORDKEEPING – IT’S THE LAW.................................................................................................................... 10
Are the Cards Stacked? Internet Gambling and FBAR Reporting...................................................................... 12
Employee Business Expenses – A Very Popular IRS Tax Audit ........................................................................ 13
Al “Scarface” Capone and The Financial Status Audit......................................................................................... 14
Know Your Pro – Membership Services Rep Sheri ............................................................................................. 15
Whitepaper: A Definition............................................................................................................................................. 17
Case Study: A Definition............................................................................................................................................. 18
How to Guide: A Definition ......................................................................................................................................... 19
Q&A Articles: A Definition........................................................................................................................................... 20
How to Write Like Tom Clancy................................................................................................................................... 21
How to Develop a Unique Voice In Your Writing...................................................................................................... 22
Your voice is the single most important part of your writing. It is like a fingerprint. Unique to you. ..................... 22
Writing Rules to Live By ............................................................................................................................................. 23
What the Best Business Bloggers Do.................................................................................................................... 24
How to Combat Writer’s Block ................................................................................................................................... 25
How to Write About Things You Know Nothing About............................................................................................. 26
Outro ............................................................................................................................................................................ 27
Appendix...................................................................................................................................................................... 28

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Introduction: Content Machine Handbook
You are really here. You made it! You opened up the first pages in our content machine handbook and took the
very first step. You are now becoming involved in a new form of 21st
Century marketing and communications.
TAC and Team Comm thank you profusely. We look forward to seeing you shine and grow! We are now
officially a year into our Content Machine rollout and we are happy to say it is has some momentum! This takes
time. Let’s begin with the official definition of content marketing:
Content Marketing is any marketing that involves the creation and sharing of media and publishing content in
order to acquire and retain customers. This information can be presented in a variety of formats, including
news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles,
photos, etc.
Source: Wikipedia
Consumers are looking to the web more and more these days to find solutions to their problems. Have you
ever heard of the ZMOT study? This is a study that Google released back in 2011 that discussed how people
turn to the web now before most buying decisions. Companies that offer information and solutions that help
these consumers win. We hope to be the premiere resource of tax information in the industry, and with your
help we can do just that. TAC is positioned well in that we have a vast amount of tax knowledge within our
ranks. We plan to put that to good use.

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Blog: A Definition
A website containing a writer's or group of writers' own experiences, observations, opinions, etc., and
often having images and links to other websites.
Source: dictionary.com

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If You Are Wondering What to Write About,
Here Are Some Tips
1. Write a How-To
Write a How-To on something you think our members would be interested in learning about, such as: How
to Stay Calm during an Audit, or How to Organize Your Documents for an Audit.
2. Make a Top 3, 5 or 10 List
Create a Top 3, 5 or 10 list with short descriptions of each item on your list. For example, you could list the
top 5 things a person can do to prepare for an audit. This is an evergreen topic that people are always
interested in reading about.
3. Repurpose Content from Our Website
The Audit Tips section of our website has a lot of content that can be reworded and reworked into blog
posts.
4. Interview a Colleague
Writing about a topic is a great way to learn about it. We are all surrounded by experts who are always
happy to share what they know. Take advantage of it, and, of course, give the expert credit in your post!
5. Listen for Frequently Asked Questions
Are you seeing a common theme in the questions our members are asking? If so, those questions could be
great subjects for blog posts and website content, such as the FAQ section of our website. Even if you’re
not sure how to write about a specific topic that our members are asking about, let us know about it so we
can provide the information our members are looking for.
As you can see, all you need to create amazing content is the willingness to put your knowledge on the blank
page and share it with others. The more you do it, the easier it will become. And, remember, the
Communications Team is here to help with idea development, editing, and general moral support. Stop by or
give us a call anytime! 

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Guidelines for the TAC Blog
If you are interested in blogging for the TaxAudit.com Blog, here are some guidelines for you to follow. These
are not hard and fast, but blogging in 2014 is a science as well as an art. If you have any questions or concerns,
please contact the Communications department.
1. The article length can be any length you deem necessary to get your point across. There are no hard
and fast rules to your creative output. Let it flow.
2. Bullet points, lists, etc... Catch a reader’s eye and can be a great way to organize your blog.
3. Make your blog posts simple and understandable to the average consumer.
4. Choose topics that are interesting to the general public, such as tax tips and how-to's
5. Feel free to repurpose content from various sections of our website, such as Quick Tips, TaxAlerts,
TaxTrends and Will-it-Fly. We also welcome all website content recommendations or critiques.
6. Draw on your past and recent experiences with your personal and TaxAudit.com clients.
7. Have Fun!

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How to Attract the Most Clicks…With Your
Blog Title
1. Ask A Question
Pose your blog post title as a question!
Example: What Are The Most Common Tax Deductions?
2. Use Broad Topic Descriptions
Position your blog post to a wider audience.
Example: A Fool-Proof Formula for Easily Creating Compelling Content
3. Use Unique Adjectives.
Use adjectives that are not used as frequently in other blog posts.
Example: 9 Tell-Tale Signs You May Get Audited
4. Use “You” Focused Title Language
Write language that is interesting to the reader.
Example: 10 Things Taxpayers Should Be Aware of When Filing Their Taxes Online
5. Begin Your Blog Post Title With a Number
Pretty self-explanatory!
Example: See Above!
6. Use a Fun Tone
People respond to humor! We like to caution a bit here, though. Depending on the outlet we
are writing for, some content is more appropriate in certain blogs and not so appropriate in
others. BUT, we want your voice and personality to shine though.
Example: We Know You Love Tax Time, So Why Not Sit Back With a Cookie and Enjoy Your
1040?

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The Secrets of an Attention Grabbing Blog
Post
1. Share a Quote
People love quotes. They identify with inspiration and struggle. It is especially profound when they see
a quote from someone famous they admire.
2. Use An Analogy, Metaphor, or Simile
Your topic is like...
3. Use A Shocking Statistic or Be Controversial
We all know controversy sells and anything contrarian will turn heads. Be careful with this one, though,
as you need to back up what you are writing with a strong argument and evidence.
4. Communicate the Benefit of Reading the Post
When you’re done reading, you’ll know how to...
5. Avoid Using Industry Jargon and Insider Jargon
Example: “Accession of Wealth” There is so much jargon in business. Especially in the tax business.
Try mightily to avoid it. The layperson does not know what in the heck you are talking about.
6. Use Specific Details in Your Blog Post
Big Data is a big buzz phrase these days. Statistics and data give credibility and will hold people’s
attention.

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Examples of Great Internal Blogs
The following documents are examples of blogs we have published. They use a lot of the techniques we have
gone over so far in this book.
To see them on the web, go to www.blog.taxaudit.com.

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How I Learned to Stop Worrying and Love the Taxes (and How to Avoid Surprises at Tax Time)
Written By: Karen Reed
Years ago, I was just like most people when it came to taxes. Just the thought of doing my tax return gave me
hives. I had been burned twice at tax time, owing a bunch of money I hadn’t expected to have to pay. The first
time I had to go on a payment plan, which the IRS charged me for. The second time I had to take every last
penny from my savings account to pay the Tax Man. Both were painful experiences that left me anxious every
time I heard the word “taxes.”
How did I get over it? I took classes and learned about it, and understanding taxes took my fear away. Not to
say that everyone shouldn’t have a healthy fear – the kind that jolts you into taking the steps needed to stay
out of trouble.
Here are some basics you should know to avoid being surprised at tax time, or later on after the IRS has a
chance to review your tax return:
1. Understand Your Tax Obligations for Any Income You Receive
If you are an employee, it’s important to make sure you are having the correct amount withheld from
your paychecks. Don’t listen to that coworker who says he takes six exemptions and gets thousands
back. Most likely, your tax situation is quite different, and you need to determine your withholdings
based on your own circumstances. If you do your own tax return, your best bet is to use the planning
tool in your tax program to figure out how much you should have withheld from your paychecks and/or
how much estimated taxes you should be sending in if you are receiving self-employment (1099-MISC)
income. If you are taking a distribution from a retirement plan or receiving a legal settlement or any
other lump sum of income, understand your tax obligations before you take the money, and, most
certainly, before you spend it.
2. Know Your Tax Obligations as a Self-Employed Taxpayer (or Independent Contractor)
When “nonemployee compensation” income is reported to you on a Form 1099-MISC, it is generally
considered to be “business” income and is subject to self-employment (social security and Medicare)
taxes. Although you may not think of your work activity as a business, the IRS classifies the income as
"Business Income." And while you are eligible to deduct ordinary and necessary business expenses
incurred in the course of earning this business income, certain requirements must be met in order to
deduct expenses. For example, if you pay other people to help you in your business, you must issue a
1099-MISC or W-2 to those workers in order to deduct the amounts you pay them. And you must
classify your workers correctly, making any payroll tax deposits timely, or be subject to stiff penalties
including 100% payroll tax penalties.
3. Report All Income
If you receive payment in cash or do not receive a 1099-MISC reporting document for all of your
income, report it anyway. Not reporting income is illegal, and the IRS has ways of finding out about it.
One of these methods is the “Lifestyle Audit.” Just say, for example, you report only $17,000 in income,
but your mortgage interest deduction is $28,000. The IRS just might want an explanation as to how you
are living so large with so little taxable income. Even walking on the beach and tripping over a chest of
gold is taxable; it’s known as Ascension to Wealth.
The fear we all have is about being financially ruined, having our bank accounts cleaned out, our possessions
taken away, or even thrown in jail. But all of that can be avoided with a little education, some smart planning,
and, of course, transparency about the income we receive. With some knowledge and understanding, you too
can stop worrying and learn to love taxes!

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RECORDKEEPING – IT’S THE LAW
Written By: TaxAudit.com
When it comes to proving deductions taken on a tax return, the burden of proof is on the taxpayer, according to
the Internal Revenue Code (IRC). The taxpayer must be able to prove deductions by adequate records and
substantial evidence. This is a brief description of records that must be maintained and where to find
additional information.
In order to prepare your tax return, Congress and the IRS have the same expectation of taxpayers:
1. That you are following the rules for recordkeeping and understand how to keep your books;
2. That before you began the return, you organized all of your documents and added them up by line
number/deduction with a calculator that uses a tape – or an Excel worksheet;
3. That you kept all of your receipts bundled by deduction after preparing your tax return; and
4. That you maintained the records with a copy of your tax return in case you receive a letter or audit
notice from the IRS (or state taxing agency).
All forms, publications, and IRS regulations mentioned below are located at www.IRS.gov, and may be
downloaded at no cost, or they can be found by using any quality search engine, such as Google or Bing.
 Internal Revenue Code Section 6001 states: “Every person liable for any tax imposed by this title, or
for the collection thereof, shall keep such records … and comply with such rules and regulations as the
Secretary may from time to time prescribe.” What this means is that taxpayers are required by law to
maintain proper records to prove deductions by credible evidence.
 Credible Evidence: For tax purposes credible evidence is based on the quality of documentation
presented to the IRS. If the documents would not convince a court of their worthiness, the IRS does
not have to accept them.
 Treasury Regulation §1.6001(a) requires taxpayers to keep permanent books and records so as to
prove gross income, deductions, credits, or other items shown on a tax return.
 Publication 583, Starting a Business and Keeping Records is a good beginning primer on how to
keep records, even if you do not own a business. This publication has lists of records to keep for
income, purchases, expenses, travel, entertainment, mileage, and asset purchases. If you own a
business, this is an invaluable resource.
 Publication 463, Travel, Entertainment, Gift, and Car Expenses is a must for anyone who drives a
personal vehicle for their employer or their own business.
 Bookkeeping: There is no required method of keeping the books for a business. The law does
require that the method used clearly and accurately reflects the gross income and expenses.
 Small Business/Self-Employed Tax Center. The IRS website includes an entire area for small
businesses. Everything from writing a marketing plan for a new business, to recordkeeping, to useful
links to many other government agencies can be found on this site. Look for www.sba.gov for their
checklist to starting a business.
Substantial/Documentary Evidence – Forms of Proof: Documentary evidence includes the invoice or
receipt along with proof of payment showing that the bill was paid. As an example, for most deductions,
taxpayers should have the following:

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 Receipts or invoices (with proof of payment);
 Cancelled checks (these are not enough by themselves);
 Credit card statements (these are not enough by themselves); and
 Contemporaneous (timely) logs for travel, meals, and mileage.
“The W’s.” All business receipts must be marked with “Who, What, Why, Where, When, and How Much,” to
be deductible. This includes the business purpose (“what/why”), the person or persons at the meeting (“who”),
where the discussion took place (“where”), the date (“when”), and how much it cost (“how much”).
Please take the time to review the publications and websites listed above. Doing the job correctly the first time
will save you time and money down the road.

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Are the Cards Stacked? Internet Gambling and FBAR Reporting
Written By: Carolyn Richardson
If you like to gamble, you probably already know that your gambling winnings are considered income,
especially if you gamble within the United States at the casinos located here. But what about if you’re sitting in
your living room, playing poker online? You may be reporting the income (and if you’re not, you should be), but
did you know that there is an additional requirement if you maintain an account offshore with your gambling
website?
Regardless of whether internet gambling is legal, illegal, or whatever – rules can vary from state to state – if
the gambling site which you are playing on is located offshore, you may have reporting issues you are unaware
of. The vast majority of internet and online gambling sites are located outside of the United States, and as such
are considered to be foreign accounts. But if you are a U.S. citizen, or lawful permanent resident, you are
required to annually report to the IRS any account you are holding offshore in which the aggregate balance of
the accounts exceeds $10,000. And the penalties for failing to report those accounts are very harsh. This was
highlighted recently in a court case, where the court granted summary judgment to the IRS for an internet
gambler who failed to report his accounts (U.S. A vs. John C. Hom, 2014-1 USTC ¶50,307, June 4, 2014).
The FBAR (Report of Foreign Bank and Financial Accounts) report, FinCEN Form 114, is required to be filed
by June 30 of the calendar year for most individuals. It is filed separately from your federal tax return. Internet
gambling accounts which are based offshore are considered to be “foreign financial institutions” that must be
reported to the Department of the Treasury. Failing to report these accounts can result in penalties of a
minimum of $10,000 per account, up to 50% of the highest account balance, in addition to subjecting you to
criminal prosecutions. In Mr. Hom’s case, the IRS assessed $30,000 in penalties on the 3 overseas accounts
he had failed to report. You may also be required to file Form 8938, Statement of Specified Foreign Financial
Assets, with your tax return, depending on the balance of the account(s). This form, while having similar
requirements to the FBAR, has a different set of guidelines for filing. Here is a link that shows a comparison of
Form 8938 and FBAR:
http://www.irs.gov/Businesses/Comparison-of-Form-8938-and-FBAR-Requirements.
For more information on FBAR reporting, visit this website:
http://www.irs.gov/Businesses/Small-Businesses-&-Self-Employed/Report-of-Foreign-Bank-and-Financial-
Accounts-FBAR
For information on the filing requirements of Form 8938, visit the IRS website at www.irs.gov

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Employee Business Expenses – A Very Popular IRS Tax Audit
Written By: Jean Lee Scherkey
It happened. The letter you hoped would never come arrived. You open it and discover the IRS has graciously
sent you an invitation to their work mileage deduction review. Once you return back to planet Earth (alas, you
really did go into orbit if ever so briefly), take a deep breath and hug your cat; it is time to prepare what you will
be bringing to the party.
Your job requires you to do a lot of traveling. You meet with clients across town, deliver paperwork to the two
other company satellite locations and run the business deposits to the bank. It seems like half of your work day
is spent in your car. Your boss does not reimburse you for all the traveling you do for work, so you have been
taking an employee business expense deduction for all the miles you drive each day for work. Now the IRS
wants proof you actually incurred these mileage expenses. What is a hard working taxpayer required to do?
Well… let’s talk about this... or rather read about this. It is important to keep adequate records of your business
miles. Without proper documentation, it is more than likely the IRS will disallow the expense if audited.
According to IRS treasury regulations, in order to substantiate business miles deducted on an income tax
return, the taxpayer must have the following to meet the “adequate records” requirement:
A log (or blog?), diary or other written record (which includes computerized logs) that contains the date and
time of travel, the purpose for the travel (for example delivering papers to a client), destination, the name of the
person or company you are meeting and the number of miles driven for each business activity.
It is also important your log shows your car’s odometer reading as of January 1st and December 31st of the
year.
The regulation requires the business miles be recorded within a “reasonable time frame”. An example in the
regulation defines reasonable time frame as maintaining log entries on a weekly basis.
A letter from your employer confirming you are not reimbursed for job related miles driven is also very helpful.
If your employer reimburses for miles driven but the amount of the reimbursement is under the current year
standard mileage rate (for 2015 it is 57.5 cents per mile) or the reimbursement is included in your taxable
wages, you may still qualify for a deduction.
If you deducted your work miles using the actual expense method, the log should also contain the date, place
and amount paid for gasoline, repairs, general maintenance and insurance. Additionally it is important to keep
the receipts and proof of payment for these expenses. Unlike some other employee business expenses where
a taxpayer may estimate the amount of unsubstantiated expenses (known as the “Cohan” rule), estimated auto
expenses are generally disallowed if audited. And for those folks slaving to the grind? Remember the mileage
golden rule: commuting in general is not a deductible mileage expense. Awwww shucks.

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Al “Scarface” Capone and The Financial Status Audit
Written By: Eric Linden
What do “Scarface” Capone and a tax audit have to do with each other? They actually do have a bit of a
connection. Scarface went to prison for TAX EVASION! Yup, not murder. Not racketeering. (Not sure if that
was even on the books then.) Not gambling. You would never guess that charge and conviction for someone
with as impressive of a criminal resume as you can find in the 20th century. But alas, the vicious gangster was
sent to prison for eleven years for a tax crime.
The Federal government must get creative sometimes when attempting to bring down elusive “Dapper Dons“,
and Capone was no exception. Scarface was not a stupid man, even though he never even completed the
sixth grade! He was masterful in removing himself from any connection to violence which, as you can imagine,
was quite frustrating for the FBI.
Enter the IRS. Maybe they would be able find something? Mr. Capone made lots and lots of money. The IRS
knew this, of course, but did he report it? And this brings us to the IRS audit topic many do not know exists. I
sure did not until I began my time here at TaxAudit.com. It is called a Financial Status Audit.
Your standard of living could trigger a tax audit. An auditor could be tipped off from a television report or
something of that nature that clearly indicates a life of luxury. The auditor then can access public data to review
spending habits and wealth patterns to reveal possibly unreported income. Kind of scary, actually. However, in
1998, an Act of Congress limited the IRS’s power in this realm stating that they need a “reasonable indication”
of probable tax evasion. This does seem a bit ambiguous as this statute does not properly define “reasonable
indication.”
I asked Jean Lee Scherkey from TaxAudit.com’s Education and Research team to provide a little insight, and
here’s what she said:
“If, after reviewing the taxpayer’s basic tax information, it appears to the IRS the taxpayer does not have
enough income to cover living expenses, the IRS examiner is required to delve further. The examiner may
conduct various interviews, reconcile books and records and do a complete bank account analysis. If, at this
time, the taxpayer is still unable to explain or show how living expenses were paid given the amount of income
on the return, the IRS has the authority to use what is called an “Indirect Method” to prove a taxpayer’s true
financial status. In fact, one of the five “Formal Indirect Methods” the IRS still uses to assess unreported
income were developed when the IRS was investigating Mr. Capone in 1931.”
That’s interesting, and, as she said, probably a little bit scary for some people. So there you have it. It is
probably best to stay off MTV Cribs if you are not paying your taxes.
We are not purporting that Capone was brought down because of a simple IRS audit. There is much more to
this investigation and subsequent conviction, but it does bring up a great illustration on how “living large,” as
the hip hop community likes to rap about, can be dangerous for any taxpayer who isn’t reporting all of their
income. More recent cases come to mind. Singer/songwriter Willie Nelson and actor Wesley Snipes have had
serious tax trouble and it, most likely, did not help they were probably not living in an apartment while driving a
Hyundai.

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Know Your Pro – Membership Services Rep Sheri
Written By: Lisa Masciovecchio
This installment of Know Your Pro will introduce you to a different kind of Pro here at TaxAudit.com. With in-
depth knowledge of all the services we offer, and their daily communications with our members, Membership
Services Reps − or “MSR’s” as we call them − are uniquely qualified professionals. They may not be able to
explain the effect that a 401K distribution has on your tax return, but they can get your memberships
organized, answer questions about how Audit Defense works, and direct you to the right person to assist you
with a notice should you receive one. They field all sorts of inquiries each day, all the while being friendly,
understanding and clear. This week you will get to know Sheri, who demonstrates all of these skills and more
every time she assists a member.
Please say “hello” to Sheri
Position: Membership Service Rep
Years with TaxAudit.com: 4 (Approx. 8,300+ Hours Worked)
Members Helped: 42,640+
1. What is the most rewarding part of your job?
Firstly, helping our Members. Beyond that, I’m always happy when I can assist a member who may start out
frustrated or angry. It’s a great feeling when the call ends and I know I’ve been able to make them feel better.
2. What’s your favorite part of your day here?
I enjoy the start of my day; I start work a bit earlier than most of the other MSRs and I enjoy the quiet and
calmness just before the phones come on. It allows me to get focused and ready for my day.
3. In five words or less, how would you describe yourself?
I’m compassionate, orderly, fastidious and dedicated.
4. What advice would you offer to our readers?
When you’re doing your taxes, keep your Audit Defense Membership info with your tax return; you don’t want
to forget you have a membership with us! And, if you ever do get audited, you’ll be happy you purchased our
Audit Defense. It’s a great service!
5. Do you have any hobbies or interests? What are some of your favorite things?
I enjoy time with my grandson and family; I also love computers, movies and music. Just the usual things
everyone’s into.

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6. If you could spend one day with one famous person who has passed on who would it be and
what would you do?
Robin Williams has fascinated me since I was young watching “Mork and Mindy.” He always struck me as
someone who was both incredibly real and genuine while being absolutely funny, and kind.
Thanks for reading and I hope you’ve enjoyed this installment of Know Your Pro! I hope you’ve enjoyed
learning more about our Pro’s; keep an eye out for more great insight into our Pro’s soon!
NOTE: Lisa Masciovecchio is your friendly neighborhood Audit Coordinator who spends her days
helping TaxAudit.com Members stay calm as they go through the audit process.

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Whitepaper: A Definition.
An informational document issued by a company to promote or highlight the features of a solution, product or
service. White papers are sales and marketing documents used to entice or persuade potential customers to
learn more about or purchase a particular product, service, technology or methodology. White papers are
designed to be used as a marketing tool before a sale, and not as a user manual or other technical document
developed to provide support to the user after making a purchase.
Source: Investopedia
See Appendix A for example.

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Case Study: A Definition.
A published report about a person, group, or situation that has been studied over time; also: a situation in real
life that can be looked at or studied to learn about something
Source: Merriam Webster Dictionary
See Appendix B for example.

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How to Guide: A Definition
A book, pamphlet, etc..., giving information, instructions, or advice; handbook.
This guide is an example of a How to Guide.
Source: Dictionary.com
See Appendix C for example.

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Q&A Articles: A Definition
Q&A is an acronym for Question and Answer. The TaxAudit.com FAQ section on our website is a
great example of a Q&A.
See Appendix D for example.

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How to Write Like Tom Clancy
The following sections give ideas and perspectives on how to develop unique qualities for your blogs and
articles. There are also tips and tricks for combating writer’s block and writing about things you know nothing
about!

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How to Develop a Unique Voice In Your Writing
Your voice is the single most important part of your writing. It is like a fingerprint. Unique to you.
1. Give Every Article a Laser Focus
Every blog entry should have one topic and needs to be about one thing. A focused theme is
paramount for keeping reader engagement high and your blog short and to the point.
2. Have An Opinion! Stir It Up….
Opinions are like feet. We all have them. Use that strong opinion of yours in a well thought out and
researched article. Spice it up with some provocative language and ideas you believe in. And when we
say provocative, we do not mean swear words.
3. Write From The First Person
Folks want to hear from you. Not necessarily what your corporation is spouting.
4. Tell a Story – We Have Always Enjoyed the Three Little Pigs, Haven’t We?
Stories can captivate readers. A great one can enthrall and inspire us. Try hard to tell a personal story.
Your writing flow will come naturally and a solid voice may appear as you recall a life event and attempt
to pass this story on to the reader. Public speakers use this technique as well to get the attention of
their audience.
5. Take Your Time – Sit On It
There is no rush. No rush to greatness. Relax and let marinate. Sometimes this can bring out the best
writing in you.
6. Think About Your Reader While You Write
Find out what your readers want to know about. Draw on your vast experience assisting our members.
7. READ LIKE CRAZY
Read everything by everyone…well, as long as it is high quality writing. This exercise can pump up
your creativity and give you writing courage and strength.

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Writing Rules to Live By
1. Write about what you are passionate about. Write about what you love!
2. Devote a set amount of time to your writing every week. Even if it is an hour a week.
3. Keep writing, it will improve over time!
4. Dismiss critics who slam but take constructive criticism.
5. Make the effort and be consistent and the results will be there!
6. Face any fear you have with baby steps and over time you will surprise yourself.

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What the Best Business Bloggers Do
1. They read everything. Especially stuff that has nothing to do with their jobs.
Good writers absorb it all. They read a variety and they read a lot. Be it books, magazines, blogs or
white papers. Doing this gives them ideas for storytelling, structuring, and content formats.
2. They are not afraid of writing
You just have to write and the best business bloggers do just that. The more you do anything, the better
you get. The fear dissipates. Heck, you may even begin to enjoy it.
3. There is empathy in their writing.
Addressing readers’ pain points is important, and savvy business bloggers never forget this. Solving
readers’ problems is paramount and readers will love you for it and come back again and again.
4. They accept the right criticism.
Separating constructive criticism from HATERS is important to an effective writer. They know who they
can go to in order to get a good pulse on what they have just created. They know the difference
between a great editor and a troll.
5. They do not hide their personality.
Business does not have to be sterile and emotionless. Lose the tie and let your personality shine.
Personal quirks are acceptable. We are people, you know? The best business bloggers know this.

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How to Combat Writer’s Block
1. How do I get inspired?
A good thing to do is to jot down ideas as they come into your head throughout the day. You can build a
nice list of topics this way. In addition, talk to your colleagues and glean ideas from them as well. You
will definitely get ideas in the most unlikely of places.
2. I can’t write an intro.
Try writing an outline. That may help induce some writing.
3. I’m not qualified to write this.
A great tactic here is to interview and quote experts in your field. There are readers at all skill levels.
You will resonate with someone.
4. I don’t even know where to start.
Again, an outline is a good way to start. Break it down into discernable pieces. Once you get even one
sentence written, this can be the catalyst of a nice writing geyser.
5. I keep getting distracted.
Try to sit in a quiet room and turn off all social media, phones, etc. Make an effort to block out some
writing time each day. Everyone has different ways of finding focus.

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How to Write About Things You Know Nothing
About
1. Your first order of business is, seek out RELIABLE SOURCES to perform some general
research.
Please check with the Communications Department if you need assistance determining what would be
deemed reliable. There are many sources of solid information but you need to take time to vet them as
there is some misinformation out there as well.
2. Read Social Media Posts
This way you get a sense for general public opinion. You also learn a great deal too. Getting a feel for
opinions on issues is paramount.
3. Find Subject Matter Experts
Expert opinions are vital for a credible article. We have some of the best tax professional in America
within our ranks at TAC. Utilize this knowledge pool, as they are always willing and able to help.
Especially that guru Dave Du Val.
4. Gather Relevant Quotes
This is similar to using subject matter experts in that this helps build credibility when you are not an
expert. It adds validity to what you are saying.

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Outro
I hope you are feeling extremely creative and excited right at this very moment. If you are, grab that pen or
open up your latest version of Microsoft Word and let the creativity flow. You CAN do this, and we appreciate
your effort. You are also helping our company build up that great reputation we know we have. So not only are
you having some personal growth, it helps our bottom line as well. Our content machine is not limited to any
one format or thing. Ideas are great too. Maybe you can edit and create videos as well. We love that too. We
accept all talents, passions, and skillsets. Do not be shy. Talk to any of us: Sam, Karen, Charla, or me, Eric!
We will assist in nurturing your talents, train you on all the latest content marketing trends, and be your biggest
fan.
This is the beginning of a new you!
Thank you!

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Appendix
1. Whitepaper example
2. Case study example
3. How to guide example
4. Q&A example

Content Machine Guide 2016

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