Mary Klest | Content for Biz Inc.

Need Original Content? Trust Your Writer

Strategy, research and refinement are important aspects of creating original content. Yet something more is required. Smart Thinking author Art Markman says that how we describe a problem is the start line for our memory to find related concepts. If you start with a traditional way of thinking you are likely to stay stuck with stale, traditional ideas. That’s why at the beginning of a content project the writer’s mind needs to wander.

Give Access

Writers often re-frame the problem and explore existing knowledge in new ways. They hold off on quick judgments. The writer seeks full access to the people, places and things that make a company or publication succeed.

John Bredar, author of The President’s Photographer, says U.S. Presidents who allowed their chief photographer unrestricted access (e.g. John Kennedy) left a more thorough and engaging record of their presidency than those who limited their photographers’ access (e.g. Richard Nixon). Bredar’s book is full of presidential images that are both ceremonial and personal. His narrative includes details that only an on-site, knowledgeable writer could reveal.

Broaden the vision

Writers often think of the big picture first. When the mind is open it welcomes the unexpected. Fresh content ideas emerge. Research on academically gifted children shows that they are more likely to think about the big picture first and work their understanding down to the finer details. Starting this way can connect seemingly unrelated thoughts. The result is original ideas that intrigue and engage.

Stir up ideas

Here are some ways writers jumpstart the creative process when they are writing an article, blog post, website copy or ads. The example below uses lemons as a subject for content.

Personification. Choose an inanimate object such as lemons and give it a personal trait. “If lemons could talk they would ask for …what?” Fill in the blank.

Context. Lemons are generally thought of as being sour, but when served as part of a dessert their sweet side comes out.

Opposites. What is the opposite of the initial thought when thinking of lemons? Tart vs. sweet, tropical vs. polar. Writers play with ideas.

Stay Curious

When performing creative tasks people tend to narrow their vision if they are being evaluated or judged by some external force. Consequences actually threaten new ideas. One’s focus turns to the consequence rather than the creative act. To explore original ideas, writers put curiosity in the driver’s seat.

Research shows that creative ideas cannot be forced. They pop up at unexpected times. Showerhead supplier, Hansgrohe, conducted research that revealed a whopping 72 percent of people studied said they came up with new ideas while in the shower.

Like the U.S. presidents who decided to trust their photographers, companies and publishers need to trust their content writers. Each company or publication is one of a kind. Their content should be too.

Magazine Editor or Marketing Manager – All Want Good Content

The lines between editorial and advertising/marketing once strongly understood to never cross, seem to be intersecting more often than not. I can understand that. As a writer, I approach a source and ask nearly the same questions whether I am on assignment for a marketing manager or a magazine editor. That’s because I want to write good content. I am seeking expertise. When endorsements are needed, I am upfront about asking for that and always get permission to use the comment.

What magazine editors and marketing managers want is good content. I may be writing a magazine article, a company newsletter, or a blog post but I approach my assignments with equal vigor towards delivering good content that is useful and of interest to the audience. Still, there are some differences when writing for editors and marketing managers. Here are some of them.

Writing for editors

When editors hire a professional writer they are usually comfortable with letting the writer develop the topic. Because magazine editors often interview readers, talk with expert sources, read industry publications, and know industry suppliers they are alert to good ideas, scheduling, checking facts and writing style. They seem to know their audience better than most companies know their customers. They stay on top of industry news and have a chain of reliable sources to call on. They are deadline driven. Without content, they have no product. If the content needs to be tweaked the process is quick between editor and writer. Editors often acknowledge the writer’s work by giving her or him a byline.

Writing for marketing managers

Some marketing managers are still confused about what kind of content they want. They may have no clear idea of what content will generate interest. One way to close this gap is to conduct customer interviews. Or, look at what topics resonate with their audience on other media sources and social media.

They may be determined to only feature their product or team in the content that is created. Marketing managers often rely on the writer to come up with good ideas and find sources. Projects tend to take longer because there are more layers of approval needed. Priorities may shift. Content often isn’t at the top of the manager’s to-do list.

Writing for companies requires the writer to satisfy the customers’ thirst for information and the marketing manager’s desire for results. Writers are rarely acknowledged but generally earn more money writing for companies than for magazines.

Using content wisely

It depends on what the parties agree to, but it is standard that after the writer gets paid the magazine or company can do what they want with the content. It is often shared on social media sites. Magazines usually archive the information so it’s always available through their website. When somebody does a search on the site by topic, the information comes up.

Some companies never archive their newsletters and let good content rest only on their blogs. It may be hard to find when searching their sites. They rarely cross reference (link) to other existing, related content. Some magazines and some companies are getting better at building user-friendly searchable databases. Searchable content provides a great service to the customer or reader.

While at times editors and marketing managers may seem like they live on different planets, they both want to reach their goals – providing good content that attracts advertisers and subscribers or customers and investors. In other words, they want well-written content that reaches and satisfies their audience.

Assessing Your Content Appeal – Shark Tank Style

Fans of the TV show Shark Tank are familiar with the phrase “For That Reason, I’m Out.” Potential Shark investors speak these words when they realize the investment idea presented to them is not worth their time and/or money. The reasons they give for opting out are always interesting.

I don’t trust you
I don’t like the product
It’s too early, no proof of concept
I can’t help you with this product category
Too much competition
The numbers don’t add up

Some of these reasons may apply to why your audience is not engaging with your content. Time and money are always at the forefront when investors are considering a deal. Does your content appeal or detract? What kind of content is time worthy? Shark Tank investor Kevin O’Leary (a.k.a. “Mr. Wonderful”) might say: “The kind that makes me money.” You may think, ‘I will engage readers with promises of profit.’ Don’t. Any savvy businessperson knows that there are nuances to making a profit. Their radar goes up – “I don’t trust you.”

Instead, offer valuable advice in an open-ended fashion, express empathy, provide alternatives for a solution, and tell a story – the way the Shark Investors often do. That’s what Harvard professors David A. Garvin and Joshua D. Margolis advise in a Harvard Business Review post on building credibility through advice giving. They write: “It takes a long time to build trust and political capital, but you can lose credibility very fast.”

“I don’t like the product.” Don’t bother trying to get people to use your app if they don’t like apps. The content could be great but the customer is never going to download it. Period. Move on.

“It’s too early, no proof of concept.” Use case studies for proof of concept. Reveal how-to information in an environment or situation your audience can relate to. It’s not too early if others have succeeded
with it.

“I can’t help you in this product category.” Target your content to the right audience. Never send content to someone when you know it is of no benefit to him or her. You are not helping them. Be gracious and recognize that you can’t help everyone.

“Too much competition.” You haven’t differentiated yourself. Get creative. Be original.

“The numbers don’t add up.” This is another way of saying either you don’t know what you are doing or you know what you are doing but your valuation is too high. The former is a credibility issue. The latter goes back to trust.

When you are asking someone for their time or money through your content make sure it is aligned with their interests and objectives. That’s how content appeals and delivers – just ask a Shark.

Why Participatory Content Marketers Go Beyond Messaging

The role of a content marketer is changing and expanding. In a post on Mashable’s website Shafqat Isllam predicted that content marketing for 2015 will be people focused, brand owned, crafted by storytellers and also distributed in real time via video. That’s why I’m taking a page from participatory journalist George Plimpton’s playbook and engaging in participatory marketing – content marketing from the source.

A participatory content marketer goes beyond the boardrooms, slide presentations and press releases seeking and engaging in interesting activities that the customer will relate to. By participating at the source, the marketer conveys an authentic experience similar to what the customer wants to experience or know about. For example, in 1960 writer George Plimpton wanted his readers to know how the average guy would fend pitching against a line up of professional baseball players. He pitched during an All-Star exhibition game and reported on it in his book Out of my League. He moved on to become a part of the football training camp of the 1963 Detroit Lions and wrote Paper Lion, a chronicle of his attempt to become the team’s third string quarterback. When companies encourage their content creators to participate in on-the-scene reporting the story comes alive.

Know the product

Believe it or not, some content marketers have never used the product they are writing about and promoting. Not only should they use it, they should be able to demonstrate it to people who know nothing about it. Doing this exposes the content marketer to real people who have questions and opinions and trust issues.

The participatory marketer spends a day in the trenches visiting where the product is manufactured or learning why the service was conceived. He or she talks with line workers, engineers and other team members putting the customer in their shoes, thus making them aware of what it takes to get this product made or service delivered.

Know more than the product

In what environment does the product exist? Who or what is competing against it? Where does its success lay? The participatory content marketer goes to trade shows and product launches to see how the product is positioned. He or she interviews visitors. Observes how the competition is positioned and where the largest crowds are forming. They spend time in the trade booth with the sales staff listening to conversations and trying to close a deal or at least arrange for a follow up meeting.

Assertive, on-the-scene reporting is interesting and conveys information without the “messaging” madness that so many behind-the-desk content marketers rely on. When I write about foodservice I want to see the kitchen, interview chefs, ask them for the recipe, make the dish myself, and eat it. When I’m writing about a construction project I want to visit the site, talk with the senior project manager and the backhoe operator. This is how content marketing becomes people focused, brand-owned, crafted and/or created on the spot. Let the world know how problems are being solved and what opportunities are being created by the brand.

Is It Time to Update Your Content Code of Ethics?

The Society of Professional Journalists revised their Code of Ethics recently. In its entirety the updated SPJ Code of Ethics serves as a guide for journalists. Aspects of it can be considered by anyone who creates and publishes content. Here are some of the principles from their Code that content creators may share with journalists.

Take responsibility for the accuracy of their work. Verify information before releasing it. Use original sources whenever possible.

Provide context. Take special care not to misrepresent or oversimplify in promoting, previewing or summarizing a story.

Never deliberately distort facts or context, including visual information. Clearly label illustrations and re-enactments.

Never plagiarize. Always attribute.

Avoid pandering to lurid curiosity, even if others do.

Consider the long-term implications of the extended reach and permanence of publication. Provide updated and more complete information as appropriate.

Identify content provided by outside sources, whether paid or not.

Prominently label sponsored content.

Respond quickly to questions about accuracy, clarity and fairness.

Acknowledge mistakes and correct them promptly and prominently.

These are principles that build trust with an audience whether you are creating content for a news outlet, trade magazine, blog, brand, or vendor.

Companies that are publishing content can establish and follow their own code of ethics or take the advice of other organizations such as The Institute for Advertising Ethics (IAE). Their code was created in partnership with the well-respected Reynolds Journalism Institute and the Missouri School of Journalism.

Principle 1 from IAE states: Advertising, public relations, marketing communications, news and editorial all share a common objective of truth and high ethical standards in serving the public.

Other principles promoted by the IAE are personal responsibility, transparency, fairness, privacy issues, and being lawful.

The Public Relations Society of America Code of Ethics holds its members to a high standard as well: …protecting integrity and the public trust are fundamental to the profession’s role and reputation.

The PRSA Code addresses responsible advocacy, honesty, professional expertise, independence, loyalty, and fairness. The Code also includes Provisions of Conduct concerning the free flow of information, competition, information disclosure, keeping confidences, and conflicts of interest.

While a company’s objectives are clearly different from those of the Society of Professional Journalists, brand and business-owned content should be guided by ethical standards. In doing so, everyone wins. Earning the buyer’s trust requires an ethical approach. Serving the audience well in this way is a vital part of content development.