Content Mastery Guide

Editor and Ghostwriter

Fame is Fleeting But a Blog Post is Forever

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“When you share a well-written, relevant, helpful article, it’s like a bright flash that lights up the online world for a moment, an hour or a day. There are links, tweets, retweets, accolades, introductions, referrals and maybe even a sale or two. Then, in the span of a moment, an hour or a day, someone else shines their light and people move on. Good writing is pointless unless you’re doing it consistently.” – Content Creation Manifesto #3

Another benefit of building a mountain of high-quality content happens long after your brief moment of fame, retweets, comments and emails. And that’s when people stumble upon your blog posts on their own.

I experienced a nice example of this last week when creativity coach Sue Mitchell posted a link to a blog post I wrote in December 2010 (her tweet is the third one shown below). The next thing you know, TWO people from her network posted the same link to THEIR networks. What a wonderful way to introduce my work to a new audience – the best way, in my humble opinion.

Drill-post-retweets-apr20-2011

Here are five ways to produce “forever” blog posts, and help them be discovered, re-discovered and shared for years to come:

  1. Balance your blog – Aim to write at least one “how to” or thought leadership post per month, and then build on that with connective connect to consistently keep in touch with your readers.
  2. Connect the dots – Speaking of connecting, be sure to include links to other posts you’ve written about the topic – I also use the service LinkWithin, which automatically displays and links to similar stories at the bottom of each post. This step will help your readers find your earlier work so you can continue the conversation.
  3. Be green – While you can find inspiration for new posts from seasonal themes or current events, make sure that most of your content will be relevant no matter when someone sees it – we call this “evergreen content.”
  4. Say the same thing in different ways – Some of the most popular blogs cover the same topic many, many times, so don’t worry about repeating yourself. You just never know which analogy or collection of tips will finally help someone say, “Oh, NOW I get it!”
  5. Check your work – Don’t let typos or grammatical errors linger out there for the world to see. Remember to use this simple and effective proofreading strategy.

Want to write more “forever” blog posts? Contact us today to learn how we can help.

And by the way:

Drill-post-retweets-reply-apr20-2011

If it’s free on my blog, why would someone pay for it?

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Free-samples I’ve heard several variations of this question, but the most recent one came from an Action Club member. She’s working on a pink spoon for her website, and she’s going to be repurposing some of her blog posts.

She was planning to remove those blog posts from her website, until I strongly recommended she leave them where they are.

“But Linda,” she asked, “If they sign up to get the report and then discover later they could have found the same information without signing up, won’t they be mad?”

I can’t say for sure how every individual will react, but I can tell you that two of my own books (Ten Ways to Thrive as a Creative Artist and Write Your Way to More Clients Online) are made up of content that is freely available on my blogs (Everyday Artist and Content Mastery Guide).

I love the analogy that Andrea J. Lee uses in response to this question. She’ll ask, “Who is your favourite musician?” and then, “Well, if you have their CDs or MP3s, why would you ever go to a concert?”

Did that get you thinking about this a little differently?

The way I see it, there are five reasons people will happily pay (or sign up) for something they can find for free on your blog:

  1. It’s prettier – The book, report, bundle or package is usually neater and prettier than what they’ll find on your blog (Charie Gilkey took this up a few thousand notches with Living the Good Life, a beautifully illustrated compilation of blog posts, together with audio recordings that tell the stories behind the posts).
  2. It’s handier – The information is organized for them, and right at their fingertips (saving them time and energy when they’re looking for a specific solution).
  3. It’s deeper – They’re looking to start or deepen a relationship with you by connecting on another level.
  4. It’s friendlier – It creates a feeling of belonging to your tribe and being in an inner circle.
  5. It’s bigger – When you combine many parts to make a whole, you can offer a wider and/or more detailed perspective. You can also combine your written content with other media, supportive services or bonuses.

And it works the other way, as well. You can take pieces of your bigger projects and share those on your blog, or adapt them into blog posts.

I hear just as many concerns about giving away something you’re already selling. Here are my five reasons to post excerpts of your paid resources freely on your blog:

  1. It’s a reminder – We all buy things and forget about them. Seeing an excerpt on your blog can get your existing readers excited about the product again.
  2. It’s an update – As time passes and you learn and discover new ideas, you may choose to update the content, and people will appreciate your commitment to their learning and development (and your own!).
  3. It’s new to someone – What if you’ve only reached the tip of the iceberg of all the people you’re going to help in this world. Maybe some have seen/read/bought your materials, but what about all those who haven’t?
  4. It’s a backstage pass – It also gives prospective clients and readers a glimpse into that “inner circle” you’ve created of the people who already appreciate your ideas, and are successfully implementing them.
  5. It’s a sample – Prospective clients and readers will learn more about you and what you’re offering. They’ll also get a sense of whether you’ll be a good fit if or when they’re ready to buy. This is the heart of content marketing.

I know that you have content you could be packaging together or dividing apart. When a new visitor lands on your site, what masterful content will be there waiting?

How to Make Any Space a Blogging Retreat Destination – Some Creative Juju from Cynthia Morris

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On our upcoming Content Mastery Action Day call, I'll be revealing "How to Create Your Own Blogging Retreat."

I know for a fact that even if you need a blogging retreat, it may not be possible right now for you to travel to a spa, retreat centre or anywhere at all.

Does that mean you have to abandon the idea of a blogging retreat and just keep posting sporadically, hoping something will work?

Not at all!

You can make any space a blogging retreat destination – even the one you're in now. To help you do it, I went straight to my go-to expert on all things related to creativity and travel, Cynthia Morris of Original Impulse. The following list is an excerpt from her full article, Snuggling in for a Creativity Retreat at Home, and is reprinted with her permission:

1. Schedule your retreat on your calendar. Find a day or two that are free and X them out for your retreat. When people suggest getting together on those days, say no.

What else can you do to make these days inviolable?

2. Pretend you’re leaving. The week before your retreat, act as if you are going out of town. Take care of all the work and home obligations that need your attention. Consider what needs to be taken care of when you are flying the coop – pet and plant care, clothes for the trip, etc. Don’t let these projects lure you into dismissing your retreat time – the basement declutter project will wait while you write.

What loose ends can you wrap up or set aside to be focused?

3. Retreat from your other roles. Make a list of the roles you play in life: mother, spouse, employee, and writer. Give yourself permission to take time off from those roles to focus on one role.

What roles can you set aside for the weekend?

4. Choose a focus for your retreat. Work on one creative project or several, but know beforehand what this time is devoted to. This will help when you enter the writing zone to get down to work right away.

What do you want to have accomplished by the end of your retreat?

5. Enroll allies. Alert your people to your plans and make it easier to keep your boundaries. If your retreat means simply that you are tucked away in your bedroom or office while the rest of the family goes about their day, make sure they know that. Better yet, help plan an outing for them so they can have their own adventure while you write.

Who do you need to alert to your plan so they don’t inadvertently thwart your efforts?

6. Stock the kitchen. Have healthy snacks, tea or other beverages on hand. Prepare meals in advance or plan to order out so you can eat well but not get distracted by food preparation.

What foods will fuel your writing retreat?

7. Plan your exercise. Moving aids the thought process and helps counter all the time sitting and working. Plan walks, yoga or your regular workout, and don’t skip them!

What exercise will you commit to?

8. Tune out. Unplug the phone, leave your e-mail program off for the day and shroud the TV.

What else can you set aside to be on retreat?

9. Plan evening recreation. Perhaps rent a film about a writer or artist to inspire you. Have a juicy book to read, or make a date with another creative buddy.

What activities will enhance your retreat goals?

10. Consider other fuel that supports your creativity. Inspiring books about the writing life, favorite quotations, photos of artists who are role models may all be part of your retreat. Don’t forget music to encourage your creativity.

What goodies can you line up for your retreat?

11. Get out! Being on retreat doesn’t mean being holed up at home. If working in a cafe or at the library supports your writing, plan for excursions out of the house. Watch out for the errand monkey, who will try to yank you around town on a bunch of his missions!

What outings may you want to plan or enjoy spontaneously?

12. Give yourself permission to step away from your normal routine. Take this time to focus and be in full creative mode. A retreat of even a few hours can be a huge boon to progress on your writing or art.

Cynthia Morris, CPCC of Original Impulse helps writers and visionaries make their brilliant ideas a reality. Speaker, coach and author of Create Your Writer’s Life: A Guide to Writing with Joy and Ease, and Go For It! Leading Tours for Fun and Profit, Cynthia can be found at http://www.originalimpulse.com.

Thanks for your input, Cynthia – this is going to be great!

Weekly Blog Posts I’d Like to See From Plush Text Communications

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I was delighted to receive this blog post idea request from Ashleigh Grange, owner of Plush Text Communications – a writing and translation company specializing in multicultural communications. Though we haven't met in person yet, Asheligh was one of the first Barrie business owners I connected with as I was preparing to move here. Of course, we met on Twitter.

According to Ashleigh, her audience is "primarily local and national businesses competing internationally, selling products and services to other provincial, territorial or global markets. They use translation services to market their products and services to new and foreign audiences who don't necessarily speak English as a first language."

Her blogging goals are to keep their content relevant, valuable and in response to their target audience's concerns/pain points. She says she often struggles to keep her blog topics consistent with brand messaging.

I browsed the Plush Text blog, with posts dating back to June 2009 (quite different from the last submission!), and one of the first things I noticed was how varied her target audiences were.

Your groups and goals

Let's break down who these audience groups are, and the goals behind reaching out to them.

Some posts, like this one about translation specialties, are aimed at fellow translators. This content does an excellent job of positioning Ashleigh and her agency as industry experts – both to her colleagues and to potential clients.

Asheligh continues to claim her expertise with do-it-yourself tips for writing online content, such as this great post about creating multicultural websites.

(Categories: Tips for Translators, Writing Tips, Website Tips) 

Other posts on the site are designed to educate her target market about translation tools and services, such as this one about Google Translate or this one about how to choose a translation company.

(Categories: Hiring a Translator, Online Translators)

Language-dictionairies To address common issues that her customers face, Ashleigh and her team published some posts about doing business in other countries. Here's one about business etiquette in Mexico (I'd love to see a series here on a variety of countries), and another about business travel.

(Categories: International Business Etiquette, Business Travel)

Another way of positioning herself as an industry leader is to compile relevant news of interest to her target market. In a series of early posts (possibly worth revisiting), they browsed the headlines for stories related to writing and translation.

What I liked even more was how Asheligh used a national holiday as inspiration for this excellent post about workplace safety and how translators keep your employees safe.

(Category: Translation in the News)

Let's categorize your content

Ashleigh, you're doing great with the blog! What I recommend is that you assign blog categories to all of your posts. You can start with the eight I've suggested above, but of course you'll want to make sure these are aligned with the branding strategy you've identified for your company.

Yes, it will take you an hour or two to go back through your mountain of content, but consider the benefits:

  • Your visitors will be able to quickly find relevant content, whether they're fellow translators, potential clients or just curious about the topic
  • You can focus on creating a balance of posts in all categories, which will help with your content strategy and planning
  • You can look back at which categories/posts have gotten the most response, and write similar posts

If you're interesting in automating a newsletter, I believe you can create category-specific RSS feeds in WordPress. Then you could set up automatic RSS-to-email newsletters (see this post for links and more details) where each type of reader can receive the exact content they're interested in.

So keep doing what you're doing, and aim for balance so that each of your audience groups can consistently return and find new relevant and valuable content.

Would you like me to come up with some weekly blog post ideas for your business?

Click here to apply now.

A glowing review for Write Your Way to More Clients Online in choice, the magazine of professional coaching

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choice magazine mar 2011 cover The March 2011 issue of choice, the magazine of professional coaching, includes a review of Write Your Way to More Clients Online.

The review is found in Marcy Nelson-Garrison's regular column, "Coaching Tools: Creative and Innovative Ways to Enliven and Refresh Your Coaching Business."

As the Founder of Coaching Toys, one of the book's vendors, Marcy certainly has a trained eye for helpful resources for coaches. I'm thrilled with the review, and our continued relationship.

Click here or on the photo to read the review.