I’ve invited Maureen Ladley of Ladley & Associates to share her recent blog on the importance of understanding audience demographics. While Maureen’s expertise is surveys and focus groups, content creators need to care, too. After all, if you want your audience to hear you, you need to understand who they are and what’s important to them.
I thought Maureen did such a good job of explaining the issue that I re-posted it here. With her permission, of course.
Take it away, Maureen.
Surveys and forms often ask the elemental gender question, but with a shift in how people in the US define their gender, businesses need to give special focus on customer definition.
In a 2019 report on gender identity, the Pew Research Center found about four-in-ten Americans (42%) say forms and profiles should include options other than man or woman (in ages 18-29 it’s 53%). In a related study, the Pew Research Center reports one-in-five Americans (20%) say they personally know someone who prefers personal pronouns other than “he” or “she,” (in ages 18-29, it’s 32%).
Whether you are designing customer profiles or research, here are a few reasons to consider how you are asking the gender question.
Customer experience and expectation
Our clients invest in research to better align with their customers. The goal is to foster stronger relationships, design the right product or service, and gain a customer’s business. We do not want to alienate the audience while seeking to understand them better. If your customers are better served by a broader gender definition, provide it. How we ask questions affects the research respondent experience.
Confirming research recruiting goals, comparing results
Research looks for patterns and differences. In addition to confirming we hit research recruiting goals, use the gender demographic question to look for important insights from the research.
At Ladley & Associates, we use “male,” “female,” “prefer to self-describe,” and “prefer not to say” in our demographic question. However, we will continue to evolve the options to best serve our clients and research goals.
Matching research design to databases
The US Census is changing how they ask questions around sex, gender, and sexual identity. If it’s important to match up your own database, research or profile results to external databases drawn from US Census data, it will be helpful to understand how questions in this area are evolving.
A strategic marketer, Maureen found herself drawn to consumer research. How well do companies really understand their customers? Are we asking the right questions? Have we ignored key findings?
As the Principal of Ladley & Associates, she leads a consumer research firm that is innovative and disciplined, insightful and results-driven, and tailored to the needs of clients who were once in her position.
The good news: digital content trends for 2022 are evolving. While some things haven’t changed (I’m looking at you, videos and podcasts), new trends are in the wind.
The metaverse and augmented reality will challenge marketers.
Back to the future with videos and podcasts? Maybe.
Driven by increasingly powerful devices and the availability of more bandwidth, videos and podcasts are evolving from “nice to have” to “need it now.” However, increasing competition means marketers can no longer rely on the rough charm of a do-it-yourself recording. To stand out, you need high production values and professional polish.
My take on videos and podcasts
Videos and podcasts have value only if your audience thinks they do. If you’re not sure whether either will appeal, ask a couple of your best customers. Before you invest in Hollywood-quality content, set appropriate goals to help you determine whether you’ll see any return on your investment.
Is artificial intelligence replacing copywriters? Not so fast.
The buzziest content trend in 2022 may be AI replacing content creators. Computer-generated copy has been used to produce routine content like financial news and sports scores for some time. More advanced writing tools like Google Docs and Grammarly employ AI with what I will kindly call mixed results.
My take on AI
Good writers don’t have to worry yet. I for one would be delighted to hand off mundane assignments to an AI so I can focus on the fun stuff.
Augmented reality and the metaverse are coming. Some day.
Augmented reality has been around for a while; the concept of a metaverse is at least 30 years old. How these technologies will play out in the coming years is tough to know. Clearly, there’s a lot of work still to be done, standards to sort out and a platform war to be won by the incumbents.
My take on AR and the ‘verse
Savvy marketers who know their audiences should keep an eye out and be willing to experiment with different platforms. I expect acceptance to depend somewhat on age and level of comfort with technology. But don’t assume you won’t find older people in the Metaverse. What a great way to lead a whole new life!
Begin with empathy
The 21st century is an uncomfortable place so far. Wars, politics and disasters driven by climate change have dominated the news. Covid is wearing us down. Crime is up–or it seems like it thanks to clickbait headlines that grab attention. It’s draining. Given this backdrop, content that demonstrates empathy and understanding is going to win every time.
My take on a tough subject
We all share the same desires: a roof over our heads, safety, good health and food on the table. Let’s take a moment to acknowledge our common humanity. I challenge you to stop blaming the other, doomscrolling and wishcasting. This isn’t time for messaging rooted in fear. Let your content reflect empathy and understanding for your audience.
Not sure what to do?
There are dozens of content trends for 2022; some are a bigger deal than others. If you’re not sure what’s worth paying attention to and what you can ignore, let’s connect.
I’m a lifelong science fiction fan. My first exposure was the full set of L. Frank Baum’s stories set mostly in the land of Oz. Don’t think that’s science fiction? Then you never read the books. The cast of characters included robots, talking toys, mysterious aircraft and mutant monkeys. And let’s not forget the farm girl with a teleporter in her shoes.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.
“Let’s fly!”– Captain Michael Burnham, USS Discovery
From there it was on to Isaac Asimov’s classics: I Robot, followed quickly by Caves of Steel and the original Foundation trilogy. (My heart goes out to the scriptwriters for the Apple TV series Foundation. Asimov could tell wonderful stories but he wasn’t much into writing dialog.)
After that, I dove headfirst into the deep end. Heinlein, Clark, Bradbury, Bester, Butler, Delaney, Dick, Ellison, Tolkien, Simak, Niven and Pournelle, Cherry, McCaffrey, Le Guin, Verne, and Wells; the Science Fiction Book Club, Astounding Stories and Dangerous Visions. I devoured it all.
Speaking the language of science fiction
Like any true science fiction fan, I also picked up the technobabble. Technobabble is strings of words that sounded sciencey enough to be plausible–as long as you don’t examine them too closely. For example, what exactly is a stargate? The term connotes the sense of interstellar travel beautifully. More technobabble: transporter, tricorder, lightsaber, death star, grok, unobtanium and tribbles. All made-up terms that convey an idea even the uninitiated understand. (Weirdly, my grammar checker recognized them all and corrected two misspellings.)
Technobabble generator
Writing this blog led me to wander through my library, dusting off the favorites and picking out the words I most loved. As a salute to the science fiction authors peering over my shoulder, I created my very own technobabble generator. Pick one word from each column and you’re on your way to speaking technobabble.
Have you read the 2021 Orbit Media survey on blog content strategies? Orbit Media has conducted this annual survey for nearly a decade so they have enough data to identify trends. This year’s results show some interesting shifts but the data supports my perspective: good writing wins out over SEO every time.
My Take-Aways
Blogging is most successful when you have a well thought out blog content strategy, know what metrics are important to you, then track them.
Wondering whether blogging is worth the work? The answer is indisputably yes. Seventy-seven percent of the 1,067 survey respondents agree blogging drives results; 20% say it delivers strong marketing results.
How-to blogs are the most common yet least read format. Content round-ups are much less popular with bloggers but much more appealing to readers. Good news: round-ups are easy to write once you have a process in place. (For a great example of content round-up, see NextDraft by Dave Pell.)
Blog length isn’t as important as content relevance and (ahem) good writing. The survey found the average blog runs a bit more than 1,400 words. That’s not a magic number that guarantees success; blog length should be driven by the content.
In sum, have a content strategy; implement it with well-written text that your audience cares about. If you need inspiration, curate content from relevant sources.
Don’t Let Blog Content Strategies Scare You
Creating a realistic blog content strategy that works for you takes a bit of thought. However, once in place, you’ll find it cuts down on the effort of creating a blog on a regular basis. I wrote a blog on this that will get you started. If you need more help, let me know.
Nothing like crash-and-burn to make me scrutinize my homepage content. What I found was ugly–and I can’t blame it all on WordPress glitches.
I like technology. I update my WordPress plug-ins myself; I pay attention to Google Analytics. Until recently, all was going swimmingly. Then I ran a bunch of routine (ahem) updates and all hell broke loose.
It turns out my hosting service hadn’t run the necessary server updates, thus taking my site down. However, they fixed their problem and brought my site back up the same day. Yay!
Not that I didn’t trust the very nice guy who helped me out, but I checked my website just to be sure. Ack! The updates had thrown everything wonky. It looked horrible. Worse, the homepage content was outdated. It didn’t flow logically. My story wasn’t clear. The reader’s experience was unforgivable. The calls to action I crafted so carefully were almost irrelevant. Ack! Ack!
I did what any recovering project manager does: I created a checklist to be sure every item was addressed. Then I organized it and condensed it for your use.
Websiste Homepage Content Audit Checklist
The Message
Take a look at your content.
Are you telling an engaging story?
Is your content organized in a way that makes sense for your audience?
Do your thoughts flow logically?
Is the content current and accurate?
The Reader Experience
Pretend you’re a prospective customer.
Is it easy and intuitive to access content?
Can readers quickly find what they’re looking for?
Will everyone feel welcome?
Do you make it tough to get to your content with pop-ups and videos?
Closing the Deal
Make it easy for someone to take the next step.
Do you have a clear call to action?
Is your contact information easy to find?
Do you make it easy for the reader to contact you?
Do you have social proof like testimonials, case studies and links to your business’s social media accounts?
The Tech
If you’re not into tech, get some help with this.
Do videos and images load quickly?
Is your website’s homepage meta description accurate? Does it encourage people to click through to your site?
Do keywords accurately support your current business?
Have you set up a Google Business account so you can take advantage of local search?
One Last Thought on Homepage Content
A poorly designed reader experience drives me crazy. Marketing gurus tell you to add a newsletter sign-up and launch at least one video when a viewer lands on a page. Add the legally required cookie statement and you’ve built three barriers to your website’s homepage content. These interrupt the flow and distract the reader. They also give your visitor three opportunities to leave.
That said, website content should support your marketing strategy. Videos and pop-ups can work for the right audience. Just think through what you’re doing.
If you’re not sure or you want to bounce some ideas around, let’s talk.
Small business search engine optimization (SEO) can be frustrating and expensive. How do you stand out from competitors with big advertising budgets? Even if you hire a pricey SEO expert, what are your chances of appearing on the first pages of search results?
You may want to invest in SEO for your small business because two trends are working in your favor right now.
Customers are actively seeking opportunities to support neighborhood small businesses. Local SEO helps you capitalize on this sentiment.
Consumers are getting increasingly specific in their searches. Use long tail keywords to reach these customers who are more likely to buy from you.
Local SEO
You’re out of town and you’re hungry. You’re in the mood for Italian, so you search for “pizza near me” on your smartphone. Google returns a map of pizzerias complete with distance from your location, rating, and links to find out more and get directions for each one. That’s local SEO in action.
It’s free, easy to set up, and you only have to do it once. Open Google My Business and follow the directions. (You will need a free Google account.) Give Google a day or two to index the information et vIola! Your small business will start showing up in local searches.
Long Tail Keywords
Your other opportunity is to exploit the power of long tail keywords in all your content. In a nutshell, these are descriptive phrases that searchers use to get more precise results. (If you’re curious and want to learn more, see my blog about SEO in which I explained long tail keywords.)
Most businesses rely on keywords to generate search results using one or two words, not long phrases. Competition for these short keywords is often intense and the odds of you showing up in search engine results are minuscule. You may be more successful using longer phrases–long tail keywords. Competition is lower and even better, you’ll be reaching an audience that has pre-qualified itself with a specific search.
Should I Bother With SEO for my Small Business?
It never hurts to do what you can to raise your search engine rankings, especially if just a few simple steps will improve your small business’ SEO. But the honest answer is your marketing strategy should drive the amount of effort you spend on it. Some things to consider:
How do your customers find you now?
Do you want to get more business from the internet?
Is your online reputation important for your business?
Do you depend on social media to get the word out?
If the answer to any of these questions is yes, then maybe you should invest in SEO for your business. Confused? Have questions? Give me a call and let’s talk it over.
I’ve invited Shawn Greene, noted author and speaker, to share her step-by-step approach to creating content using sticky notes. She’s generously let me repost her original blog here. While Shawn is known for sales training and instructional design, her method works for almost any content you need to create. Hope you enjoy it as much as I did.
Materials
You need a bunch of Post-its and something to write with.
It helps to use just one size and one color Post-it. However, that’s not vital — use what you have as long as they are large enough to write on.
However, do not plan to use different colors or sizes to organize, prioritize, and so on because that will be counter-productive
Step 1 – Brainstorm
Start thinking and put those thoughts onto Post-its. This should include any thoughts about your objectives or goals even if you think those are already set.
Important! Put just one thing on one Post-it. One idea. One thought. One sub-point. One sub-sub-point. One concern. One way-off-topic. One whatever. I repeat: one thing per Post-it.
As You Brainstorm
Do not analyze. Do not consider. Do not research. Do not check spelling. Do not put Post-its up on a white board as you brainstorm. Do not place each one on a white board and then write on it. Do not organize them. Do not put certain thoughts on one color Post-it and others on a different color. Do not discard thoughts that don’t fit the objective or because they won’t fly.
Just dump all of those thoughts, ideas, concerns, resources, questions, people, etc. onto Post-its.
Keep going until you have a pile of Post-its and come to a lull. Don’t force a continued brainstorm if you feel stuck because the next step will unstick you. Same goes if you don’t feel you have “enough” Post-its.
Next
Find a space that is wide open and smooth (so the Post-its will stick and stay). A clean white board, conference table, window, or door often work well.
You can also create a space by taping flipchart paper on walls, windows or doors, or even white boards. This has the added bonus of being easily transported later.
Step 2 – Lay Out the Post-its and Group Them
Complete this step standing up, unless you’re physically unable to do so, because physical movement is part of what makes the Post-it method work so well. (Do not forego standing because you’re tired or because there is little room. Park the chairs in the hall if you have to.)
Place the Post-its onto the open space. Start by placing them randomly. As you add more Post-its some form of grouping will become apparent, often by topic.
Move Post-its into those now-apparent groups but keep the grouping fairly loose until you have placed all of the Post-its. Do not try to decide if the grouping is “correct.” Feel free to use different kinds of groups, too, don’t try to make them consistent.
The exception to the above are any Post-its covering your objectives or goals. Group and place those somewhere that is in view but separate from the rest.
Throughout this step: physically step back so you can see the whole. Move stuff around as needed.
You may find some Post-its created during the brainstorm do not have a topic or category to which they belong. Add those topics and categories now.
Move Post-its around as needed. Put any that don’t fit off to one side. Put any Post-its covering an introduction or close off to one side, too.
The One Thought Per Post-it No Longer Applies
As you move the Post-its around, other thoughts, ideas and concerns will come to mind. Sometimes it’s best to add notes to existing Post-its, sometimes adding new Post-its is best because you can move them around. Don’t try to figure this out in advance and don’t worry if your approach here is inconsistent. You will organize in the next step.
When the Post-its Do Not Fit the Objectives and Goals
No matter how well considered the objectives and goals were, you may find the brainstormed Post-its don’t quite fit. This occurs in two situations:
(1) The most common situation is the original objectives/goals weren’t quite right.
If the bulk of the content Post-its make sense, pull the misfit objectives down so they don’t distract you. Circle back to these in Step 6 (they often just need edits).
(2) The brainstormed Post-its are not right.
It happens! If you’re absolutely sure the objectives/goals are right, take a break — walk away for a few minutes.
When you come back, take the first set of Post-its down and brainstorm again. (You may want to hold onto the first set because they may apply for other objectives/goals.)
Step 3 – Organize, Including Flow
Once you have the Post-its laid out in rough groups, clean up the groupings and make them consistent, adding or removing Post-its as needed.
Now organize the groups into a flow, experimenting with various versions. Don’t let yourself get stuck looking for the perfect flow. Settle on one that seems okay — you will adjust things later as you develop the program, talk, reference, etc.
Throughout this process – physically step back so you can see the whole. As needed: deal with duplicates, move stuff around, remove things…step back again and repeat as needed.
As you organize, you may find some Post-its no longer seem to fit or no longer seem important. Don’t toss these into recycling yet, put them to one side.
You may also find new thoughts come to mind. Add Post-its, or add notes to existing ones.
Step 4 – Add the Introduction and Close
You may have put aside Post-its with content for the opening/introduction, and close. Add these in the right places.
It’s also quite common to have an outline that is missing an opening/introduction and close. If these are missing, don’t fill them in at this time. Instead, add one Post-it to hold a spot for the opening. and another to hold a spot for the close. You’ll fill these in after you develop the rest of the content.
Step 5 – Prioritize as Needed
No matter what we’re using the Post-it method for, we almost always have more possible content than we’ll be able to use. It’s time to identify priorities and there are two ways to do this:
Add a “P” to priority topics and individual Post-its. Focus on these as you develop the content. Add in the rest only as time and space allow.
Bravely remove anything that is not a priority. (Keep these in case you want to add the content or use it separately.)
Step 6 – Revise Objectives/Goals, if Needed
As noted, it’s common to find the original objectives or goals don’t completely sync with the brainstormed content. They often just need slight edits, for example:
The original objective was “understand new work flow.” The content focused on using the new work flow, so the objective is now “understand and apply the new work flow.”
The original objective was “increase client retention.” The content focused on setting appropriate expectations and agreements, so the objective is now “setting shared expectations.”
Step 7 – Transfer if Needed
We often need to transfer the laid-out Post-its or their content onto something. Common options:
Type them up in outline form.
Stick the Post-its onto paper. Flipchart-size paper is perfect but legal and letter-size work, too. Layer the Post-its like shingles so they take up less room.
Take snapshots. Make sure you can read what’s on the Post-its. If you have to take several snapshots, number them so you have the correct order.
Ta Da
That covers the Post-it method, except to address what to do with all those nifty used stickies: recycle them, of course.
Not Sponsored by Post-its
Post-it is a registered trademark of the 3M company. Though there are many imitators, I have to say official Post-its work the best.
About Shawn Greene
Shawn Greene
Shawn’s sales expertise is founded in direct experience in selling services — including but not limited to banking. Shawn continues to develop business for Savage and Greene, ensuring our training equips reps to handle today’s challenges.
When Shawn was a sales rep for a training company, she learned her penchant for asking questions, talent as an explainer and writing skills could be combined in “instructional design.” She’s been a professional designer since 1993.
Shawn lives with her husband and monster kitty. For fun, she and her husband play golf, kick back and watch NASCAR, and try to resist the kitty’s attempts to persuade them it’s already dinnertime.
I’ve noticed some interesting content trends in 2021. Some are driven by the economic uncertainties businesses are facing, However, one thing stands out: good writing gets the reader’s attention.
More Focus on the Bottom of the Content Funnel
Instead of casting a wide content net to attract any lead, some of my clients are only looking for qualified prospects. It’s a smart tactic that saves them time and money–and they realize revenue more quickly. They use content rich in descriptions of features, benefits and the details someone would want to know as they research alternatives.
My thought: smart. It’s an approach that lends itself to re-purposing evergreen content, especially when you have a solid understanding of your audience.
@CreateHERStock, Nappy.co
Improving the Content Experience
One of my pet peeves is searching for something on my smartphone and then seeing the content blocked by all manner of interruptions. Pop-ups request my email address every time I return to a landing page. Videos start playing, eating up limited public bandwidth. Or I see two short lines of text then have to click “read more,” only to have to wade through even more pop-ups and panels. When I finally get to the content, it’s long-winded and takes forever to get to the point–if it ever does.
Designers and copywriters are starting to pay attention. One of the most positive content trends I’ve noticed in 2021 is these annoying interruptions are less common. Savvy copywriters are driving users to a product or service landing page for in-depth interactions. Content is segmented and organized so it’s easy to read with less intrusive calls to action.
My thought: long overdue.
More Focus on Shorter Pieces of High-Quality Content
Businesses are paying more attention to the customer journey. They’re delivering relevant content in shorter bites (though you can still find plenty of Top 10 Lists and Ultimate Guides). Writing is tighter; headers are less bombastic. Content is tightly focused on a single topic.
My thought: I’m all for anything that encourages good content. WIth apologies to fans of James Michener, we need more Earnest Hemingway–at least on websites.
The Most Unsurprising Content Trend for 2021: SEO Is Still Important
This 2021 content trend would have ranked on any list once Google launched. Big businesses have the budget clout to pay for the obvious keywords. Savvy smaller and niche businesses have learned how to leverage long tail keywords (descriptive phrases) to beat out the behemoths they compete against.
My thought: the search phrase “near me” is a blessing for small businesses because it helps local customers find you. Just make sure you complete your Google Business profile so the search engines can include you in local results.
Need some help writing a blog? Don’t know whether you should worry about SEO? Just want to bounce some ideas around? Drop me a line or give me a call; I’d be happy to help.
Have you ever “borrowed” content from someone else’s website? Did you give credit to the author? Sometimes reusing content is perfectly OK (“fair use”) and times when it isn’t, but how do you know which is which?
I invited Kelley Way, an attorney specializing in copyright law, to share her expertise with you. You can find this and other relevant content on her blog.
Take it away, Kelley….
Can I use Content From the Internet in My Work?
@MetaLlab on Nappy.co
I get this question a lot. Sometimes, it’s not even a question – the person assumes it’s fine as long as they [use less than a certain amount/don’t make money from it/clipped it from Google/insert justification here].
Unfortunately, the mere fact that the content is on the Internet and easy to copy or download does not mean that it is free to use. Just like anywhere else, the normal copyright rules apply. When in doubt, assume that the content is copyrighted.
How to Safely Find and Use Internet Content
Good news: you have choices.
Use awebsite that offers free content. If a website tells you that something is free to use, you’re reasonably safe using the content. Some search engines, like Google, also have filters that will only show content labeled for reuse. Just check and make sure that the website is legitimate, and the person who made the content has given permission for others to use it. The Internet is rife with stolen content, so do your due diligence before going this route.
Pay for a license. This is a safer route than the free websites, and it helps support the artists who created the content. There’s still a chance that the content was taken without permission, though, so you still want to make sure that the website is legitimate.
Reach out to the owner directly and ask permission. This option is a bit of a gamble. On the one hand, if the owner says yes, you’re golden; you have a green light to use the content, and they can’t take it back later. On the other hand, if they say no, you’re back to square one and have to find someone else’s content.
Fair Use
Fair use is a legal doctrine that permits the unlicensed use of copyright-protected works in certain circumstances. Criticism, comment, news reporting, teaching, scholarship, and research are examples of activities that may qualify as fair use.
You may try to rely on fair use, but in many cases fair use is a bigger gamble than the options above. The courts declared that every claim of fair use must be decided on a case by case basis. In other words, claiming fair use won’t stop copyright owners from suing you, and you won’t know for sure that your claim will hold up until the lawsuit is over.
Fair Use Test
Photo Courtesy Pixabay
Courts use a test to determine whether something qualifies as copyright infringement. You can apply this same test to see how likely you would be to win a copyright infringement lawsuit.
What’s the nature of the use? If you’re using the content in a way that benefits the public (such as for teaching, criticism or commentary), the court is more likely to find fair use. If you’re using the content to make money, the court is more likely to rule in favor of the copyright owner.
What kind of content are you using? Copyright protects creativity. The more creative the content, the more protection it gets. Fiction would get more protection than non-fiction, and an elaborately staged photograph would get more protection than a snapshot of your dinner.
How much of the content are you using? If you’re quoting one sentence from a full-page novel, the court is more likely to find fair use. However, the courts also look at quality, not just quantity. If that sentence is the major selling point of the book, the court is more likely to find copyright infringement.
How does your use affect the market for the content? This may be the most important question. If your use means the copyright owner can’t make money from their own copyright, then the courts will very likely find in favor of the copyright owner. On the other hand, if your use really doesn’t impact the owner’s bottom line, then there hasn’t been a lot of harm done.
If you would like to learn more about fair use, or any of the other options I wrote about, email me at kaway@kawaylaw.com.
Please note that this article does not constitute legal advice, and that an attorney-client relationship is not formed by reading the article or by commenting thereon.
And here we are, the culmination of all your hard work: writing and publishing.
Let the Fun Begin
Even with all the preparations you’ve made, writing can still seem daunting. Here’s a pro writer’s tip: just get words down. Follow the outline you created. Your goal is to complete the first draft of your blog not write The Great American Novel.
Pro Writer’s Tip
Photo by Nick Wright on Unsplash
Do. Not. Edit.
Let me repeat: Do. Not. Edit.
Too many writers spend so much time polishing their first paragraph that they never get the rest of the blog written.
So, again: Do. Not. Edit. That’s the next step. First things first: complete your draft, no matter how rough.
Editing
Walk away. Take a break. Do something else. Editing requires a very different mindset. I know few people (OK, nobody. Certainly not me.) who can easily shift from writing to effective quickly.
A Process for Editing
Editing is the hardest part of writing. Here’s the process I follow. Editing takes me several passes; please don’t feel you have to tackle everything in one go.
Structure. Are the paragraphs in the right order? Do your thoughts flow logically from beginning to end? Are you taking any detours that might confuse your target audience?
Paragraphs. Does each paragraph capture a discrete thought? Have you opened each paragraph with an interesting sentence? Does the last sentence and lead the reader on to the next paragraph?
Sentences. Unless you’re writing for academia, tighten up your sentences. Ruthlessly remove extraneous words. Make your point in as few words as you can. Vary sentence lengths for interest. Use active voice. Edit like a surgeon with a finely honed scalpel.
Words. Find the best word possible. Add color and pop. Are you using jargon? If so, will your readers understand it? If not, find a better way to say it. Make friends with the thesaurus.
SEO. Have you used your keywords effectively? Expert opinions vary, but I recommend using your main or focus keyword in:
The title of your blog
In at least one subheading
At least twice in the body of your text
I don’t usually do all my editing in one sitting. Very often I’ll tackle the overall structure and paragraphs, but will come back at least once more for the rest. I love wrangling the words, getting just the right phrase, but I need to police myself to be sure I don’t get lost in the dictionary. There is such a thing as good enough.
Proofreading
What’s the difference between editing and proofreading? Editing starts with a first draft and polishes content until it sparkles. Proofreading follows editing. It eliminates misspellings, grammatical and punctuation errors, inconsistencies, formatting errors, and other basic mistakes .
Always. Proofread. Your. Copy.
Always.
ALWAYS.
If you’re not good at catching your own errors (I’m not), get a friend or colleague to proofread for you. At this point, after all this work, it would be embarrassing to undermine yourself with small errors that detract from your expertise and authority.
Some things to look for:
Correct spelling for names.
Correct titles, organization names, addresses, phone numbers, and URLs.
All quotes have attributions. (You’ve given the source where you found the quote.)
All images have captions and are attributed to their sources including yourself, if you are using one of your own pictures. (Note on the uncaptioned photo above: I used a free stock photo site and they did not give attribution to this picture.)
Punctuation is correct.
Spelling and grammar are correct.
Publishing
Publishing is the easy part. Copy your blog into your website blog posting tool or content manager. Format headers, add images, insert relevant links, and be sure to proofread here, too. Save your work, set a publication date, and pat yourself on the back.
One more thing: let the world know you’ve just written something.
Scheduling Social Media Posts
If SEO is important, then this is your chance to let the interwebs know you’ve written something. Digital marketer Riley Haas says there are three steps to posting something on social media:
Tell the internet.
Tell the internet you’ve told the internet.
Remind the internet that you told the internet you told the internet.
Here’s a schedule you can follow:
Within 1-2 days of posting your blog, post to whatever social media media accounts you use for your business. Include a link to your blog. Use an image that you use in your blog, too.
Two to three days later, tell the internet you’ve told the internet.
About five days after your first social post, remind the internet. (“In case you missed it, here’s a link to my latest blog post on….”)
If you actively use LinkedIn, don’t forget to post your blog there as an article. Do this about two weeks after you’ve posted it to your blog for maximum effectiveness. And don’t forget to let LinkedIn know you’ve published the article.
Tools I Use
When it comes to proofreading, ’m in love with the AP Style Guide. The online version is kept up-to-the-minute current; useful when you’re writing about the topic du jour.
Stuck for just the right word? There’s always the online thesaurus but there are other great tools like Word Hippo and Related Words.
Grammar checkers have come a long way from the clunker built into Microsoft Word years ago. Google Docs has a pretty good built-in spelling-and-grammar checker, and there’s always Grammarly.
No tool will catch everything, and they all miss the finer nuances of writing. Don’t let an app be the boss of you. Sometimes writers break the rules. Just break the rules with purpose, not because of a lack of attention to detail.
Tips for Success
Photo by Jan Diepersloot
When editing, you’ll reach the point of diminishing returns and spend a lot of time on something that isn’t going to get much better. It’s a fine line, but pay attention to where your time is going. Get the problems fixed, yes, but don’t spin your wheels.
If you plan to do a lot of writing, you may want to create a content tracker so you know what was published where, and how you got the word out. Blog posts can become longer articles, or topics for speeches or white papers. Tracking how your content evolved can save a lot of time and confusion later on.
When you’re editing, read out loud to yourself. A paragraph that seems fine on the screen may sound awkward or senseless when spoken.
If remembering to post to social media seems as daunting to you as it does to me, use a social media publisher like Edgar, Hootsuite, or Buffer. You can create all your posts at the same time, schedule them, and forget about it.
Still Need Help?
Thanks for sticking with me. It’s been a long ride. If you’re still feeling stuck, don’t panic. If you need some inspiration and maybe a little help getting unstuck, schedule some time to talk with me. If nothing else, we can commiserate.
