BUSINESS BLOGGING TIPS
To Err Is Human, to Have a Copy Editor Is Divine
However, at some point you realize that they were absolutely right.
And that, my friends, is why you need a copy editor.
I know it feels like your work is ready, but you need a fresh set of eyes because it’s really easy to miss something. Spelling. Grammar. Making sure your work is consistent and flows well. When I write something, I read it over a few times to make sure it’s ready, but even after the words become imprinted on my brain, when I submit it into my supervisor I get a nice email that says, “Good job, but…”
Liam Green of Brafton discussed the results of a survey done back in 2002 by Stanford University. After surveying 1,600 American and European Internet users, they found that spelling mistakes and sloppy appearances in content made brands look unfavorable. This was 12 years ago, and with the Internet and social media being such a high focus now, those standards have increased tenfold. Heck, according to Danielle Prager of Rival IQ, some people can’t even hashtag properly. And that’s just hashtagging. But there are a bunch of articles out there about how annoying it is when people abuse hashtags, so you can only imagine how people feel when an entire blog post is littered with mistakes.
What Kind of Editor Do You Need?
There are several different kinds of editors out there, but I’m going to speak personally on this topic. I can wax on, wax off about copy editors, beta readers, proof-readers and things like that, but here’s the truth: you need an honest editor. Frankly, you need an editor who isn’t afraid to tell you the truth. Do not send your work to that friend who loves everything you do. This is because they’re going to tell you what you want to hear: that your work is amazing, you’re a writing god or goddess, and it left them speechless from the gloriousness of it all. And as writers, we all know that we have that friend in our group, but we know that’s not what we need. Your editor needs to be the honest friend, family member or partner, or whoever you have access to. Frankly, your editor needs to be someone who isn’t afraid to hurt your feelings.
For example: my partner.
I have a few books published, but before I even considered sending them to a publisher, I had her read over the entire manuscript. You know what she did with my first book? Had me rework the entire ending. The whole thing. I was so glad to be done writing this thing, had reread it multiple times, and when I gave it to her she said, “You need to change this, this doesn’t fit.” Now, was I glaring so hard at the back of her head that I could smell her hair catching on fire? You betcha! But in the end, after I took a deep breath, I
realized that she was absolutely right. It was hard to hear, and frustrating to look at the manuscript again and change such a big part of it, but she was right.
Now, that was just my partner. When the book was accepted for publication, my editor actually found something else that she felt needed to be changed, and that was, again, a big change. But, as the website Scribendi says, let them edit. In fact, they lay out – in nifty bullet points – how the editing process works and why it’s so vital. A good copy editor will:
- Check spelling and grammar
- Make sure the overall point of your work is clear
- Try and figure out how it can be improved and be more concise
- Try and figure out if the tone fits your audience
The most important thing to take away from all of this is to realize that the copy editor is there to help. It may feel like they’re out to destroy your work, but the copy editor is your friend and is there to make your work stronger. So, take advantage of writing and editing services.
So try your best to keep your glaring down to a minimum.
The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.