Content Boost’s next content marketing Crash Course is rapidly approaching, and the team here is putting the final touches on our presentations and preparing for an engaging, productive day of discussions with all of our attendees! I am fortunate enough to have the opportunity to speak from 10:30-11:00 a.m. on Tuesday, April 21 in a presentation entitled, “Blogging: How to Nurture Your Audience at Every Touch Point” (you can get a little preview of my talk and the rest of the agenda here!)
Without giving too much away, putting together this talk has given me a chance to reflect on everything I’ve learned about blogging in the years since I moved from journalism into content marketing. When I made that switch, I have to admit that I didn’t know much about what a company blog should look like or its primary purpose. Through extensive time working with clients and the talented team here, I’ve picked up a wealth of knowledge, some of which I’ll be covering during the upcoming workshop. Here are a few of of the other valuable tips and tricks I gathered over the years—hopefully they will help you as much as they did me!
For Ghostwriting, Listen Carefully for the “Author’s” Voice
Ghostwriting for C-level executives has been the most challenging and rewarding experience I’ve had at Content Boost. These are leaders in their respective industries who would be fascinating to speak with even if I wasn’t turning those conversations into blog posts. What I noticed over time was that the better I got to know these individuals as people, the better the content turned out. When I had the opportunity to engage with them, listen to them talk about a variety of topics and get some insight into their personality, it made it easier to ghostwrite for these executives and produce copy that they loved. Being present and focusing intently on what made these people tick was the secret sauce to my ghostwriting success.
Keep it Simple, Keep it Macro
As marketers and content creators, we are prone to chasing that ideal lead or conclusion, tweaking endlessly as we obsesses over small details. The danger in falling into that trap is that you can lose the purpose of writing the blog in the first place. These pieces are about telling a message and driving consumers toward an action—not about writing the perfect sentence. It comes down to never losing that macro view of your work and working hard to avoid getting so granular that you begin to overlook what is truly important.
Don’t Play Defense
Nobody likes to get significant edits on content they have created. It can feel like a letdown, especially if you thought the piece was on the mark. And it’s easy to get defensive when that happens, because it can seem like a negative reflection on your work. In reality, however, edits are opportunities. They are a chance to improve your skills and to get a look into somebody else’s mindset. You won’t always agree with the edits—and that’s fine as well. But when we get defensive, we lose the opportunity to gain value from feedback.
I hope to see many of you at the Crash Course coming up and to discussing blogging and a wealth of other topics!
Known around the office as the unofficial (or official if you ask him) “Content Boost Mayor,” Eric Lebowitz is one of Content Boost’s Digital Content Editors. Before joining the team, Eric worked in development at the Child Guidance Center of Southern Connecticut in Stamford, Connecticut, and “Golf Digest Magazine.” With experience in account management and content creation, Eric has helped dozens of clients bolster their Web traffic and customer acquisition. When he’s not cracking jokes in the cubes, you can find him on the golf course working on his handicap. He’s also a recent newlywed. Eric earned his Bachelor of Arts and Sciences in Journalism from Purchase College in Purchase, New York.