Content Mastery Guide

Editor and Ghostwriter

How to Find the Best Research in the Least Time to Boost Your Blog’s Credibility

By

© viperagp – Depositphotos – Fotolia.com

Have you ever noticed underlined text or reference numbers when you’re reading health and wellness blogs? If you click on those, you’ll see that the author has backed up their writing with links to journal articles, studies, and other sources.

When I created my collection of five nutrition blogs I like, I noted Julie Daniluk’s commitment to research, and that it speaks volumes about her credibility and professionalism. And as nutritionist and health writer Leesa Klich points out in her post, there is no better way to make sure you’re delivering the most current recommendations and best value to your readers.

Leesa was my guest for a recent class in my Content Mastery Formula program, where she shared her tips for finding the best research in the least time.

She was even kind enough to stick around for a Q & A with our students, where we covered topics like how to shift from academic/professional/technical writing to conversational blog post writing, and how to structure the links and references within your blog post.

Here is an excerpt from our interview:

We all remember our days as students, spending hours poring over references for our academic papers. Is researching a blog post easier? (Please say yes!)

You can make it as easy as you want to! I see three main factors that would influence how long it would take:

 

  • What type of articles does your audience want (and expect) from you, and what type do you want to deliver and be known for? Short tips, updates, recipes and Q&As require less research time than “ultimate guides” or comprehensive protocols, but the latter will help you rank for SEO by giving away your best information.
  • The type of references you want to use. PubMed scientific peer-reviewed research articles will take a lot more time to decipher than reading a consumer-friendly NIH or Harvard Health newsletter, or another blog post on the same topic.
  • How specific you are. The more specific your search, the fewer references there will be. This is similar to the concept of a “long-tail keyword.”

 

If you go too far, and get too many references, consider breaking them up into a blog series.

A note from Linda: Remember that a blog post isn’t the same thing as a journal article or academic paper. This is a common myth amongst health and wellness professionals. You’re not writing to other professionals here (though of course your colleagues may also read your posts). Ultimately, you are writing for clients and prospective clients, so imagine you are speaking just to them and keep it simple.

What are your tips for being efficient with your research time?

 

  • Have a specific topic – Looking up references for “Is dairy healthy?” is very broad, versus looking at “Is milk a good source of calcium?”
  • Have a system – First, list your favourite sites to reference and use those sites each time (there’s no need to go down a “Google” black hole).
  • Batch it – Take your topic(s) and set a timer for 20-30 or up to 50 minutes. Search each of your preferred sites. Take a cursory look at the title of each potential reference. If it looks like it applies, copy the link into your draft blog article document. Don’t go and read through them yet.
  • Save good references for future use – They can give you some great ideas for future blog articles, and you already have a reference to start you off. Bookmark them, or copy the URL into a document for when you need to write your next article.

 

How about you? Have you ever gone down a Google black hole when researching a blog post? Or felt confused about the difference between a blog post and a journal article?

Hopefully these tips from Leesa Klich have given you a good place to start. With the boost to your credibility and the value for your blog readers, research is definitely worth the effort.

P.S. Leesa and I went on to discuss more about the three categories of references you might use in a blog post, and how to assess the credibility of a potential source. You can access that recording as a member of the Content Mastery Formula program. Learn more by joining me for my next free webinar.

How to Add Blog Post Links That Get Results

By

blog-links-heart
© Leigh Prather – Fotolia.com

Adding links to your wellness blog posts enhances your readers’ experience and can have benefits for your business as well. While it does take extra time and thought, it is well worth the effort.

Internal versus external links

There are two types of links you can add to a blog post:

  1. Internal links take the reader to another page on your site. This might be:
  • Another blog post about a related topic
  • A page about a product or service
  • A contact page
  • A landing page for a special event or offer
  1. External links take the reader to another site, such as:
  • A research study, abstract, or journal article
  • Related content you wrote on another site or social media network
  • A reference site that defines or explains a term or concept
  • Another resource or blog post for tips, products or services related to the topic

3 ways to add more effective links to your wellness blog

1. Choose meaningful anchor text

Anchor text is the word(s) people click on in order to visit your link. It is typically set apart from the rest of your text by being underlined and/or in a different color. Ideally, your website is set up so that once someone clicks on a link, it changes color so visitors can easily see which links they’ve already clicked.

It’s important to use meaningful anchor text, rather than non-descriptive terms like “Click here” or “Visit this link.” To help your site rank higher in search engine results, you can use keywords as your anchor text – with two important caveats:

  1. They must be natural – Ultimately you are writing for readers, not for search engines. If the phrase can’t be worked into the sentence clearly using proper English, do not sacrifice readability or credibility. Instead, Andy Crestodina suggests you add the full title of the post you’re linking to, either in parentheses or within the sentence (e.g., See Internal Linking: 9 Best Practices for SEO and Internal Links).
  2. They must be varied – This Moz post cautions us to not to always use the same phrase when linking back to a particular blog post or other page of your website. Doing so can look spammy – both to readers and to search engines.

2. Provide descriptive title text

The title text is what readers see when they move their mouse over the underlined text in your blog post. A little box pops up with whatever text you’ve entered. If you don’t enter any text, they may see the URL of your link at the bottom of their screen, or depending on their browser they may see nothing.

Providing title text gives your reader additional information about the link, and you can also incorporate a call to action. This is particularly important if your typical readers are not very web-savvy. Ask yourself, will they instantly recognize underlined text as a link and know they can click to read more, or would it be helpful to see a message like, “Click here to read the related post, “Post title”?

Note: When I wrote the original version of this post in 2014, I was setting title text for every link. Since then, my assistant and I decided to let that go in favour of a quicker and more efficient workflow. I still think title text is helpful though, and after this new look I’m thinking that a balanced approach to using title text might be the key.

3. Set target options with care

The target of a link refers to what will happen when a reader clicks on the link. By default, the new page will open in the same window and the user can use the “Back” button to return to your blog post.

You can also set the target so that the link opens up in a new window, though some argue against this and have even called it one of the most cardinal sins of web design.

I have a plugin installed on my site that automatically has external links open in a new window, while internal links open in the same window. I’m happy for visitors to get lost in my other blog posts or pages, because I know that wherever they are on my site, they are always one click away from more information about my topics or my business. But if they click away in that same window, they may not (remember to) find their way back.

If you do choose to have links open a new window, web accessibility experts recommend including a note in your title text that notifies users what will happen, e.g., “link opens in a new window.”

As I noted before, since writing this original article in 2014 I have stopped using title text, though now I am reconsidering this for all external links as well!

Here is a quick video tutorial for adding links, whether you’re working in Microsoft Word or WordPress. Tip: The same technique also works in Google Docs, you’ll just need to add your title text as a comment.

5 best practices for blog links

  1. Vary your links. While internal links serve up more useful information that reinforces your expert status, increase the time visitors spend on your site, and improve your search engine ranking, external links help you make valuable connections with other experts and showcase your industry knowledge.
  2. Limit your links. In Crestodina’s article, he suggests including no more than six internal links in the main text of your blog post. You can have between 75-100 in total, he writes, but that includes links in your navigation menus, sidebars and footer. Too many links can make your post look suspicious to search engines and can also seem cluttered to readers. Be sure every single link provides value.
  3. Position your links. Links closer to the beginning of your post will get more attention from both search engines and readers alike. Moz points out that Google will flat out ignore links and anchor text if you’ve already linked to that page earlier in your post.
  4. Monitor your links. Broken links create frustration for your visitors and can diminish your credibility. There are several tools for checking broken links on your website. Ask your web developer for recommendations. Also, review your older posts periodically to see what new resources you can link to that you’ve created or discovered since writing the original post.
  5. Highlight your links. Avoid using underlined text for emphasis on a blog or anywhere on a website. People have come to associate underlined text with hyperlinks and will assume you forgot to add the link or it is not working. This can then create additional confusion when visitors come across one of your actual links.

Links from your own site and across the web can enrich your blog posts immeasurably with valuable information for your readers. Using the above three techniques for adding links can grow your business by helping new people find your blog, and giving them a better experience once they arrive.

How do you use links in your blog posts? Do you lean more towards internal links or external links? What makes you appreciate links on other wellness blogs?

This post was updated from one that originally appeared on the SteamFeed blog, which is now closed.

How to Manage Your Blogging Tasks

By

© pixome – Fotolia.com

There is a productivity principle that what gets scheduled gets done. This concept has definitely been central in my both my personal and work life, and is even more important when the two connect. Meal times during work days, for example, are a non-negotiable break from the computer.

Aside from Google Calendar, my other essential scheduling tool is Wunderlist, a beautifully-designed task management application that seamlessly syncs across multiple devices. It’s completely free to use, or you can upgrade if you want additional features.

NOTE: Since I wrote this original post in 2014 for SteamFeed (now closed), Wunderlist was acquired by Microsoft, who are turning it into a new app called To-Do. The jury is still out on whether my favourite features will survive the transition. I have Todoist on the back burner, which I’ve heard is very similar to Wunderlist. It’s also comforting that I can easily import my data when/if the time comes.

Everything I discuss in today’s post is possible with the free version of Wunderlist, and the general ideas should also apply to whatever task management system you may already be using. We’ll cover:

  • Why scheduling is important for business blogging
  • The benefits of Wunderlist as a blog scheduling tool
  • How I use Wunderlist in my business blogging workflow
  • Three steps for scheduling your business blogging tasks

Why scheduling is important for business blogging

Though anyone can publish their thoughts online in an instant, effective blogging is not that simple. Before you even start writing a blog post, you need a marketing strategy, blogging plan, time for brainstorming, a place to capture random blog post ideas, and an outline you can build from later.

After drafting, shaping, editing and decorating, your post is ready to publish. Then there is the social media promotion!

You may have a set day you like to publish on your own site, or you have a specific submission date for your clinic site or a guest post. Either way, you need to make sure all those steps are completed in enough time to meet your goal.

The last thing you want is to be rushing through the blogging process so you’re tempted to skip an important step like proofreading, adding links, or creating a compelling image. Scheduling your blogging time makes sure nothing gets missed.

The benefits of Wunderlist as a scheduling tool

You already know that I think Wunderlist is beautiful, and that’s important to me. If I don’t enjoy the experience of using an app, I won’t use it consistently. If I do enjoy it, that tool quickly becomes entrenched in my day-to-day routines.

Case in point: I started out using Wunderlist for business tasks, but now I also have a “Health and Household” list for assorted personal tasks, shopping lists for the stores I frequent, and even packing lists for trips!

Because it syncs so efficiently across all my devices, Wunderlist makes an excellent idea catcher for Content Mastery Guide and the other sites where I blog. Wherever I am, I can add a new title or additional ideas to something I’ve already planned.

I also appreciate how in Wunderlist I can sort and display my lists in different ways. For blogging, I display tasks in order of the due date. That way I can quickly get a snapshot of what I need to be working on next for each blog or client.

Wunderlist also has smart lists like Today and Week, which display all tasks with due dates on those particular days. These help me stay realistic about what I can and will get done.

I use the Today list every morning day to plan my time for the day, and on the weekends I use the Week list to plot out my tasks and adjust any due dates based on my available time each day.

How I use Wunderlist in my blogging workflow

In addition to laying out the specific ways I use Wunderlist, I’ve included broader steps you can use in any scheduling system.

Step 1: Batch your blogging tasks into scheduled blocks that make sense for you, and name those blocks.

These are the blocks my team and I use for the clients who outsource their blogging to us:

  1. Initial draft (includes research, writing, editing, choosing photos, and social media promotion text) – complete once delivered to client
  2. Revisions (includes editing and proofreading) – complete once delivered to assistant
  3. Production (includes publishing to site with photo, SEO optimization, and scheduling social media updates) – completed by assistant

In Wunderlist, I have a separate list for every blog or client. In the appropriate list, I create a list item with the name of the blog post, and then add the name of the block, e.g., How to Manage Your Blogging Tasks – initial draft.

Step 2: Estimate the time you will need for each of those blocks.

This may be difficult at first. Overestimate your time at the beginning, until you get a clearer sense of your own blogging workflow.

I often use the Pomodoro Technique of working in concentrated 25-minute blocks, so sometimes I’ll add a hashtag to my Wunderlist item such as #2POM. That represents one hour, with a five-minute break in the middle.

Sometimes I’ll also note whether this is ideally a morning task versus an afternoon task (#AM or #PM), though I can usually determine that in a split second when reviewing my lists and planning my work day.

Step 3: Work backwards to schedule those blocks in enough time to meet your submission date.

If you know you want to publish or submit on a Tuesday, and you’ve determined you’ll need three blocks of one hour each, you might start the whole process on the preceding Wednesday or Thursday.

Your due dates for each blogging block will depend on what else is going on in your week, and when you typically like to do your blogging.

If you’re lucky enough to have help with your blogging, you need to work those people into your schedule as well. If your editor or assistant typically needs a turnaround time of two business days, that means your final day to submit to that person must be two days ahead of your actual due date.

In Wunderlist, once I’ve completed one phase of the blogging process, I revise the list item with the next block name and estimated time, and forward the task’s due date to the next date. For example, How to Manage Your Blogging Tasks – initial draft #2POM, becomes How to Manage Your Blogging Tasks – revisions #1POM.

Wunderlist does offer the option of creating sub-tasks, so why do I type these details manually into the task title? For a couple of reasons:

  1. Sometimes I like to print out all tasks due on a particular day (the “Today” smart list). Sub-tasks take up more space on the page, often requiring a second page.
  2. If the block name is part of the task name, I can see it at a glance when viewing a list or smart list. To see sub-tasks I’d have to click through to open up a particular task.

Whether you use Wunderlist or another task management system, if you want to keep blogging consistently and see results from your efforts, you must schedule time for your blogging tasks.

Note: An earlier version of this post appeared on the SteamFeed blog, which is now closed.

Top 5 Blog Editing Essentials That Build Credibility and Loyalty

By

© BillionPhotos.com – Fotolia.com

When I ask whether they edit their blog posts, people say things like, “I was so relieved to have finished the post, I just wanted to check it off my list and get it out there.” Can you relate?

By skipping the editing phase of the blog writing process, you may unintentionally turn off the people who land on your site. Instead of building credibility, you lose it; instead of loyalty, you create hesitation to click on more of your links in the future.

This post will:

  • Outline the five crucial elements of the editing process
  • Provide specific tools and filters to apply as you read through a draft blog post

1. Grammar and spelling

There’s a saying that how you do anything is how you do everything. If people see you haven’t taken care to proofread your blog posts, they may wonder how you take care of other details in your business.

Grammar and spelling problems distract the reader, creating a barrier and blocking your message from getting across. The blog post fails to fulfill its purpose to educate, inspire and help your readers, and you fail to make a connection with someone who could have become a client or fan.

No one can be perfect (I know I’m not!), but just a little effort can have a big impact on the quality of your writing. Here are a few ways to edit for grammar and spelling:

  • Step away. Build time into the blogging process so you can edit a few hours (or days) after you finish writing. This distance will help you spot errors.
  • Listen to your post. Read the post out loud, or use a text-to-speech feature via Mac or Windows. When reading, your mind tricks your eyes into seeing what you meant to type, rather than what you actually typed. What the eye misses, the ear can catch.
  • Look it up. Bookmark some go-to sources for grammar and spelling questions, such as Grammar Girl and Merriam-Webster.
  • De-capitalize. Resist the urge to capitalize words because you think they’re important. Here is an excellent article that explains the difference between legitimate capitalization and vanity capitalization.

2. White space

Even before they read a word of your blog post, people can be scared away by big blocks of text. Long paragraphs make it more difficult to keep their place on the page, let alone grasp the concepts they’re reading.

Eye strain, confusion, hard work – these are not the feelings that will draw in readers and keep them returning to your blog. People aren’t just searching for information they can trust, they want a pleasant reading experience.

Here are a few ways to edit for white space:

  • Paint a picture. Use images to break up the text and create visual interest and an emotional connection.
  • Use the return key. Cap each paragraph at three or four lines at the most.
  • List your points. Incorporate bulleted or numbered lists.
  • Head up your sections. Use sub-headings for each main topic in your article.

3. Focus

When people click on a link to visit your blog, it’s because they hope the post will answer a question they’ve had, validate something they already believe, teach them about something new, or just be a pleasant diversion.

If your post fails to deliver on its promise, or simply wasn’t what the person expected, they may hesitate to click on your other links in the future.

Here are a few ways to edit for focus:

  • Stay true to your title. If the post is turning into something other than you planned, either change the title to the new focus, or scrap the post and start again.
  • Be strategic and reader-focused. Know the main themes and topics that are most important to your audience, and stick with only those.
  • Plan ahead with an editorial calendar. When you’ve already decided what you’re going to post, you’re more likely to stay focused on that topic.
  • Be relentless. Constantly ask yourself, “What is my point?” If anything you’ve written doesn’t support that point, save it for another article.

4. Differentiation

There is a wealth of information out there today, and chances are you’re not the only one writing about your topic of expertise.

If your blog posts are too generic, you don’t give people a reason to keep reading or come back. They’ll also have a harder time remembering and using your ideas.

Here are a few ways to edit for differentiation:

  • Stick to your categories. Your categories are an intersection of your unique combination of skills, interests and experiences. They represent the specific questions your ideal clients want answered, and the topics you want to be known for.
  • Be bold. Express your opinions, even if they’re different from prevailing wisdom or what other people have said or written.
  • Be yourself. On your blog, give people a taste of what it’s like to do business with your company. Whether your blog has multiple voices, one main voice, or a company voice, use it to bring your personality to life.

5. Empathy

When someone arrives at your blog, it may be their very first visit, or their fiftieth. They may be an absolute novice at your topic, or an expert. While you can’t be everything to everybody, there are ways to meet your readers where they’re at to make a stronger connection and improve their experience at your site.

Here are a few ways to edit for empathy:

  • Eliminate jargon. Make each post friendly to someone who is brand new to your blog and your topic. Put yourself in their shoes and scan for any terms that need to be replaced or explained.
  • Provide links with more information, whether internal links to your own site or external links to other resources. Beginners can dig in to get background information they may be missing, and experienced readers can go deeper on particular topics.
  • Write for one reader at a time. As you read your post aloud (see #1), imagine your ideal reader is sitting across from you.

Blog editing is about much more than apostrophes or typos. By keeping a watchful eye on all five of these editing elements, you will earn readers’ trust and respect, and keep them coming back. Over time, that trust will convert to the right people saying yes when your offer fits their needs.

Editing is just one part of my 7-step blog writing process. You can learn the whole system by attending my next free webinar, Write Less, Earn More. Register now to save your spot!

Note: An earlier version of this post appeared on the SteamFeed blog, which is now closed.

Three Ways to Generate New Blog Post Ideas

By

© peshkova – Fotolia.com

Have you finished your blogging plan, chosen the perfect category topics, but you still don’t know what to blog about? This happens, and doesn’t mean you’re on the wrong track. What’s more likely is that you just need some ways to access the blogging ideas that are all around you.

Here is a three-step process that will help:

1. Receive – with blogging antennae

With your blogging antennae on (thanks to online visibility expert Denise Wakeman for coining this term), you’ll be more likely to recognize the blog-worthy moments in your day. Maybe a client asks a question that you’ve already answered several times this month, or someone in line at the grocery store asks how you plan to use one of the healthy ingredients in your shopping cart.

The key to keeping your blogging antennae in good working order is to have a keen focus on the most pressing problems and concerns of your ideal clients. This reader-focused approach helps you spot new solutions for them, and fresh ways of sharing your core pieces of wisdom and advice.

2. Record – with idea catchers

When these ideas spark, it’s so important to jot them down so you don’t forget them. Capturing these snippets in a central place also means they’ll be right at your fingertips the next time you sit down to outline or write your next post.

Which tools make the best idea catchers?/ Whichever ones you’ll actually use! Personally, I look for apps that sync across different devices, such as Wunderlist, Trello or Evernote. But no matter how many people tell you a tool is great, it has to feel right for you. I love Wunderlist, but Evernote has never clicked for me. Go with what works.

Always have a low-tech option at your fingertips as well, such as a simple notepad and pen, along with a process of regularly entering those into your digital file.

3. Refine – with questions

As you’re populating your editorial calendar and planning your next few blog posts, open up your idea catcher and review everything you’ve added. Here’s where focus and discernment come into the process. Always take a moment to filter your ideas through the unique lens of your blog’s main purpose. Who does it serve, and what have you committed to deliver to that audience?

Will this idea fulfill that purpose? Or is it something better suited to your personal journal or another setting? Does the idea firmly fit one of your blog’s established categories, or are you introducing a topic you probably won’t want to write about again?

When you apply these three steps, you’ll have a constantly flowing stream of new ideas to work with, so you can turn the best ones into valuable content for your audience of clients, prospective clients, and referral sources.

Want an easy way to create your own idea catcher? Join my next blog writing class, which includes templates for blog posts, editorial calendars, idea catchers, social media promotional text, and more!