Content Creation | 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.

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.

6 Storytelling Techniques To Write Better Business Content

Content writers who use a variety of storytelling techniques free themselves from business writing practices frozen in predictability. The result is lively content that gets noticed, nudges action, and nullifies any thought of your company being boring.

Focus

When writers can describe their content piece in three words they have achieved focus. These words usually come in the form of noun, verb and object. Take a cue from Hollywood screenwriters: boy meets girl or David versus Goliath. These words also insinuate what the protagonist (company or client) wants.

Set up a choice

Who is the decision maker and what choice will he or she be making? Introduce some conflict or tension. Identify an unexpected consequence and fill in the details. For example: John Smith began searching for more backhoes after realizing he underestimated the scale of a long-term construction project. A question kept racing through his mind – Should I rent or buy? After visiting ABC dealership he got the answer he needed, both – through a rent to buy agreement.

Build character

Products can be people too through personification. Establish character traits. Not just physical appearance, benefits or features, but something they/it hates. Speech patterns, sounds, smells, and textures will make your customer, employee or product unique to the reader.

Point of View

When you want to get personal, use “I”. It can be very powerful. A lot of customer-focused content emphasizes “you” putting the reader in the setting so they can see the possibilities. The know it all, omniscient point of view puts the reader at a distance but is good for overview or summary types of content.

Use Dialogue

Capture the real words your audience uses. On a page or screen, the eye is drawn to quotation marks. Use them. Speaking about writing tight for video, Al Tompkins says: “Tell only what the viewer can’t see. The words and pictures shouldn’t match. When writing for the ear use the most powerful phrase at the end of each dialogue.” Good information succinctly expressed.

Resolve the Conflict

When writing business content the best way to resolve conflict may be stating a clear-cut outcome. Most business people don’t want the conclusion to be left to interpretation. Offering a parallel to the beginning of a piece is a favorite technique of mine. It brings the reader full circle.

Using storytelling techniques writers can move away from the predictable towards the lively and unexpected. The world becomes a better place. Would you be more likely to read a David versus Goliath story, What David Lost or Goliath Wins! ?