Content Mastery Guide

Editor and Ghostwriter

Article endings: Send your readers on their way better than you found them

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"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." – Maya Angelou

When your readers come to the end of your article, what do you want them to take away?

Whether you give them a list of actionable tasks to apply or one powerful question to ponder, aim to inspire some sort of change. That inspiration, that hope that they can actually make that change, solve that problem or take that step is what they will remember.

This is your opportunity to create and deepen a relationship so they can get to know you better and see if you are the right one to help them make that change.

Writing prompt: At the end of your next article, consider what change you would like to inspire. For six types of exercises you can use at the end of an article, please see Chapter 23 of The Customizable Style Guide for Coaches Who Write.

How to turn a long article or book chapter into bite-size blog posts

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I've long talked about the danger of trying to write the article of a lifetime, and advised you to break up longer articles – especially if you're trying to make more than one point.

People who visit your blog may or may not know you, may or may not have time to read a longer item, and may or may not be interested in more than the one topic that brought them there in the first place.

But what if you're trying to explain a model, theory or method that has many pieces? You want to explore each of the pieces in depth, and those pieces may break down even further in several parts.

Does that mean you have to scrap this longer content and start again? Not at all! Here are four steps to help you turn a long article or book chapter into bite-size blog posts:

Step 1: Compose an introduction to the series. Sometimes this will be a stand-alone post, as I wrote here. Other times, your introduction will be part of the first post of the series, as in this example.

Step 2: Look at what you've written and find the natural breaking point(s), where you've finished talking about one element and you've started talking about another one.

Step 3: Decide on a format for each post in your series – will they be quick and to-the-point (example), or use a typical article format (example)?

Step 4: If you're going with an article format, compose an introduction and conclusion for each of your blog posts. Otherwise, just insert each separate point into its own blog post, using the format you chose.

Here are some additional helpful tips for turning your long article or book chapter into bite-size blog posts:

  • Language: Carry over some of the same language and phrasing in each post, so that you reinforce your unique writing style and personality. Above all, try to use some of the same language that your typical client might use when they discuss the topic.
  • Independence: Assume people are reading each piece as a stand-alone blog post. They may never read the related posts, or they may read them in a different order than you wrote them. Make sure each post makes sense on its own.

It IS possible to cover topics in more depth on your blog. And if you've taken the steps I've suggested, you've provided a road map of your ideas to the person who has the time and interest (and the good eyesight!) to sit and read them all at once.

The bonus is that you haven't lost the person who just came for a quick look! You gave them a quality taste of what you have to offer, and if they're a good match for you they will be back. That is the magic of content marketing.

Content Marketing à la Carte, Part Three: The core piece

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Other posts in this series:
Content Marketing à la Carte: Mix and match these three types of online content (Part One: The thought piece)
Content Marketing à la Carte, Part Two: The connective piece

The third and final type of online content we'll be discussing is the core piece. Core pieces are articles or blog posts where you present your concrete and systematic methods for solving the unique needs of your audience. Eventually you can combine these to create a larger "flagship product" that encompasses all of your products and services and reinforces your brand.

Unlike thought pieces, core pieces will always contain actionable, practical suggestions that your reader can apply to their situation. Of course there can also be coaching opportunities for reflection and learning.

Examples of core pieces are:

  • "How to" articles that take the reader through a specific set of actions (including lists)
  • Question and answer posts (a different format for "how to" material)
  • "How NOT to" articles that point out common mistakes or warning signs
  • Articles that illustrate a theory or model that your reader will learn to apply
  • Assessments that help your reader self-identify as a member of a tribe (YOUR tribe)

Continuing with the tribe metaphor, with a core piece you're taking the role of a tour guide versus an expedition leader, as Cath Duncan differentiates in her thought piece. You're guiding your audience along a path you've carved out of your own experience of using these methods yourself and/or with other clients.

The format is relatively short (500 words or so) and structured, with sub-headings and lists for better readability. There is one main topic that answers the question, "What's the point?" about a targeted topic that your ideal client cares about.

So what's better to write, a thought piece, a connective piece or a core piece? That depends on your stage of business (whether you are a Content Starter, a Content Marketer or a Content Master) and what you've got to say at this point. Your choice will also depend on your writing style and preferences. Some people write a lot of thought pieces.

Until I wrote this series and really sat down to think about these three different types of content, I was usually picturing a core piece when I wrote about article marketing or content marketing. Even though I used and recommended the other types, I wasn't clear about how or when.

Personally, I loved writing this series of thought pieces because I feel like I stepped fully into a realm I haven't always given myself permission to visit.

On the other hand, I also feel newly empowered to NOT write thought pieces if I don't want to, or feel any pressure to always produce mind-blowing or stunningly innovative work. The truth is that much of what we write will combine elements from thought pieces, connective pieces and core pieces.

Since any one of these content types can help you build a relationship with your ideal client, the only important thing is to keep publishing quality content consistently.

Five-Step Readability Checklist

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You’ve got great ideas that people will benefit from. Before you put those great ideas into writing, make sure people will keep reading them!

  1. Have you read it out loud? How does it sound? Does it sound like you? Do the sentences flow and make sense, or are there missing words or clumsy phrases?
  2. Have you printed it out? How does it look? Is there lots of white space surrounding short bits of text that are easy to skim, or are there large, dense blocks of content?
  3. Have you used simple language that’s easy to understand, or are you trying to sound smart with big words, complex sentences, jargon or technical terms?
  4. Is there structure and coherence to your writing? Do you define, introduce and conclude each topic, or do you expect your reader to connect the dots?
  5. Have you checked your punctuation, spelling, grammar, spacing, and sentence structure? Are your choices appropriate and consistent with other writing you’ve published? Hint: Use a style guide and/or a style sheet to make sure.

Green writing tips

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As I promised Joan Bell in my post about saving water, here are five ways to reduce your carbon footprint as a writer:

  1. Don’t use a whole sheet when a half will do. For my idea catchers, I use a small memo pad of lined paper, and I tear each sheet in half.
  2. Recycle your shredded paper. Whether you’re protecting your own ideas, or you’re like me and you’re writing for clients, make sure to recycle what you shred. If your local shredding service won’t do small pick ups, pool together with other business owners to organize a pick up at your regular networking or association meeting, and share the costs.
  3. Print sparingly. Install the free GreenPrint World program. It helps you save ink by not printing images or extra pages you don’t need.
  4. Recycle your printer cartridges. When I purchase a new cartridge, I can use the same box to dispose of the old one properly.
  5. Declare a computer-free day. This not only helps YOU to rest and recharge, it reduces the energy drain your computer draws from the grid every other day. David Suzuki has more power-saving tips.

What green writing strategies or other green business tips can you share? Write a comment below!