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Sharpening Your Content Creation Saw

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“Imagine if you learned 1% more today. That doesn’t seem like very much, right? Now, imagine you learned 1% more every day, 365 days a year. You would have increased your knowledge 365%,” estate planning attorney Brian Eagle wrote in honor of the March 2nd Read Across America Day, emphasizing that reading can keep your mind sharp and creative..

At Say It For You, we couldn’t agree more. Reasons our content writers make “reading around” such an important part of our daily routine include:

  • We need to keep up with what others are saying on the topic we’re handling. What’s in the news? What problems and questions have been surfacing that relate to the industries/professions of our clients?
  • We need a constant flow of ideas, and those ideas can come from unexpected sources.
  • We improve our own writing skills by reading books and articles about good writing.
  • By reading, we uncover little-known facts that we can use to explain our clients’ products, services, and “corporate culture”.
  • Since we’re in the business of selling and marketing, books and articles on those topics are interesting to us and important to our work.

Not only does “reading around” itself sharpen our skills and broaden our horizons, we often both collate and “curate” others’ material for the benefit of our own readers.

Collating is one important way in which content marketers can bring value to readers. Using content from our own former blog posts, newsletters, or even emails, then adding material from other people’s blogs and articles, from magazine content, or from books, we “collate”, or sort, that material into new categories, summarizing the main ideas we think our clients’ readers will find useful. When we curate content, on the other hand, we are giving credit to the authors of an article or post, but then adding our own “take” on that topic.

The term “sharpen the saw”, spica.com explains, comes from a story about two foresters. Competing to see who could cut down trees faster. While the younger man kept hard at work, the older of the two took a break during which he sharpened his saw. Although he had worked less time, he ended up winning the contest.

For us content marketers at Say It For You, reading around is our way of sharpening our saws!

 

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Don’t Lead Readers Into Content Word Traps

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My favorite article in the monthly Mensa Bulletin always seem to come from Richard Lederer, who excels in making witty observations about the use of language. In his latest “April Foolishness”, Lederer demonstrates how easy it is to unintentionally mislead readers….

  • “Pronounce out loud the words formed by each of these titles: B-O-A-S-T, C-O-A-S-T, R-O-A-S-T. Now, what do we put in a toaster?” (See how easy it is to answer TOAST? You don’t put toast into a toaster; you put in bread and it comes out toast!)
  • “How many times can you subtract 5 from 25?” (Only once. After that, the number is 20.)
  • What was the highest mountain on earth before Mount Everest was discovered? (Before it was discovered, it was there!)

Did you get all three answers right??

Mythbusting

Mythbusting is used in many fields to counteract what researchers suspect is counterproductive thinking, and I’m a firm believer in using debunking in content marketing. In the normal course of doing business, misunderstandings about your product or surface might surface in the form of customer questions and comments.  (It’s even worse when those myths and misunderstandings don’t surface, but still have the power to interrupt the selling process!)

The technique of mythbuting is not without risk, because customers and prospects don’t like to be proven wrong or feel stupid.  The trick is to engage interest, but not in “Gotcha!” fashion. In other words, business owners and professional practitioners can use blog, newsletter, and landing page content to showcase their own expertise without “showing up” their readers’ lack of it.

Engaging, but honest headlines

Don’t mislead readers by using sensational headlines, fastercapital.com cautions, because readers will be turned off if they feel they’ve been tricked into clicking on your content. It’s OK to use attention-grabbing words that evoke curiosity and emotion, but be specific about what readers can expect to learn or gain, Prova Biswas writes in Quora.

Unclear words and phrases

“On the surface, language traps refer to words or phrases whose meaning isn’t clear to readers and, worse, can potentially mislead them into thinking you mean something you don’t, hureywrite.com explains.

Mis/disinformation

“Knowing how to shield your company from mis/disinformation can be challenging. Your audience may lack the ability to critically evaluate media content, and this can negatively impact your brand,” Clara Doyle admits in publicrelay.com. “If you are not prepared to manage fake news, your audience may be likely to believe stories containing misleading information.” Since, at Say It For You, our writing team often functions as “communications director” for clients who hire us to bring their message to online readers, we know the important for mounting a strong defensive “play” in the form of blog content.

Content marketing is actually the perfect vehicle for defusing false news, correcting misunderstandings, and protecting readers from word traps.

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Connecting With Buyers A’ La Ford

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“Ford Motor Co. set out to put the world on wheels with the Model T.  Here’s how the company attempted to brand itself through advertising and how it pitched its product to early everyday drivers including women,” USA Network writes in the special section of the March 10 issue of my newspaper.

As I analyzed the Model T ad reproduced  in my Indianapolis Star (an ad created fully one hundred years ago!) I noticed a number of smart marketing principles at work, guidelines we content marketers can put to use today…

Market with the end in mind

“To the woman at the wheel of a Ford car, every road seems straight and smooth; hills melt away and rough places are easy.”  The goal of content marketing should be to leave readers absolutely knowing why they need to care, not about your product or service, but about the way they are going to feel after using it! 

Your Unique Selling Proposition

“Don’t tell them what you do.  Tell them what you do for them,” Certified Business Coach Andrew Valley advised in a guest post years ago in this Say It For You blog. “You must tell the listener how your product or service can benefit that person, and how you can do it better or differently than others who do what you do.”

 

Understand buyers’ concerns

“When a woman hesitates to manage a heavy car, when she needs an extra one for personal of family use, or when her means forbid the drain of high upkeep cost…” In content marketing, making claims such as “least expensive, or “most affordable” are totally ineffective compared to communicating that you understand and are ready to address buyers’ deepest concerns.

In his business skills and development book The Presentation Secrets of Steve Jobs, Carmine Gallo reminds marketers to focus on results. “Remember, your widget doesn’t inspire,” he reminds us. Ford marketers obviously knew how to address potential buyers’ deepest concerns. – “She should have the easily handled, easily parked, reliable service of a Ford,”

Aim to inspire

While a company’s website, brochure and blog typically explain what products and services are offered, who the “players” are and in what geographical area they operate, the better content pieces give at least a taste of the corporate culture and some of the owners’ core beliefs.

As the author of the piece on the Model-T observes, “This ad uses the automobile as a symbol of freedom”.

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More Content Sips and Tips

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This week’s Say It For You blog posts are inspired by items in issues of Wine Spectator which I think offer clues to the most attention-grabbing and impactful ways of marketing a product or service through content……(Today’s quotes come from the Jan.-Feb. 2024 issue of the magazine).

Offering everyday advice
“Everyday Moments” recommends “smart buys” for weeknight dinners, movies at home, Sunday brunches, “and all the daily occasions in between”.
There’s a reason “how-to” and “advice column” content works – readers have a sense of immediate benefit. Create content readers can put to use right now, using statistics to document both the problem and the proposed solution.

Using a celebrity connection
Celebrity chefs Jose Andres, Eric Ripert, and Emeril Lagasse are shown taking part in the Chefs’ Challenge, an annual pairing showdown covered by a Wine Spectator editor.

“Tweak” material so that the content is tied to the doings of popular figures that audiences love to hear about.

Putting questions in readers’ mouths and minds
“Why do red wines give some people headaches?” Mitch Frank answers his own question by citing a University of California study showing that the polyphenols in red wine may keep some people from quickly metabolizing alcohol.

In content marketing, you’re often providing answers to questions that your potential customer might ask. The specific genius lies in forcing readers to recognize their own uncertainties and need for answers.

Keeping readers up to date on industry news
In “Duckhorn to buy Sonoma-Cutree for $400 Million”, Daniel Marsteller keeps Wine Spectator readers in the know about an important corporate takeover.

Showing that you are keeping abreast of the latest thinking and developments in your field is the key to earning “expert power”, showing readers that you are in a good position to spot both threats and opportunities.

Offering Opinion Pieces
In “the Necessary Luxury”, senior editor Mitch Frank shares his perceptions of the relationship between value and luxury. Good wine, he points out, helps us thrive, enhancing the meal on our plate, easing the shyness of guests, and sparking the sharing of stories and ideas.

We must be influencers, I advise clients and content writers alike. Whether it’s business-to-business or business to consumer writing, the content itself needs to use opinion to clarify what differentiates that business, that professional practice, or that organization from its peers.

No, becoming a wine connoisseur may not be the future you have in mind, but these “sips” from Wine Spectator can offer valuable insights for creators of marketing content.

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Content That Connects Theme to Character

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“It might seem like nonfiction writers get off easy when it comes to developing characters; we don’t have to create them from whole cloth…the people we’re writing about already exist,”  everand.com remarks..True, but when it comes to creating content for online marketing, what I’ve found is that, while the “characters” certainly exist, readers too often have never been properly introduced to them!

In one of the very earliest books I read on content creation, Creating Buzz With Blogs, Ted Demopoulos posited that content creates buzz when people feel as if they know you, because “people like to do business with people they know”.  In other words, content needs to provide valuable information to readers, but that content needs to introduce the people who are providing the products and services being marketed.

Scott Greggory of Forbes calls it “highlighting your humanity to help your brand stand out”. “If your company sells a certain brand of tires, cell phones, or frozen pizza, you are literally no different from every other establishment that sells the same item,” Greggory says. What differentiates your company and builds loyalty is only a more human experience.

Writer’s Digest  contributor Sharon Short uses the Wizard of Oz  as an example:

What’s the story really about? Finding value and joy in home and family.  But that’s hardly memorable enough to entice a book purchase, Stone admits.  It’s the characters – Dorothy herself, Scarecrow, the Tin Man, the Cowardly Lion, the Wicked Witch of West,  Aunt Em, who connect with and impact readers.

 There are many aspects to be considered in creating online marketing content, including offering how-to tips, emphasizing unique aspects of the product or service being offered, opinion pieces on industry issues, and offering “startling statistics” to emphasize the scope of the problem you’re offering to help solve.

At Say It For You, we know that, when searchers find your post or article, they already have an interest in (and probably some core knowledge about) your subject. To move them to the next step, you need to “prove your case”, demonstrating that you know a lot about the problem you’re proposing to solve, and that you and your staff have the experience, training, and degrees needed to solve that problem. You might even “get into the weeds” by offering specific recommendations.

But, as an integral part of “brand positioning”, highlight the “characters” in the story, we remind business owners and professional practitioners, those people who have been — and who will be — delivering on that brand. In marketing content, it’s vital to connect theme to character.

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