Content Creation (3)

Archive for the ‘Content Creation’ Category

How To Write While Going Over A 14 Foot Waterfall

Friday, December 4th, 2009

The quick answer? Take notes on the way down.

There’s a waterfall here in West Virginia on the Gauley River called Sweet’s Falls. As a ballpark estimate, I’ve run the falls around 500 times. Here’s how it works… Kaali River- kuttibalu

When you start, there’s a line of waves that runs right up against a cliff on the right side of the river. You have to line your boat up on the left side of those waves. Once you start into them, get ready; no backing out now.

Follow the waves as they get bigger and bigger, and then…

That’s when you start writing.

Meaning, your message goes right here.

The process of writing for the web is like paddling into the entrance to Sweet’s Falls. You want to put readers on a path, a line of waves.

One thing to consider: Really good guides would run the falls without anyone ever taking a stroke. The current did all the work for them.

That’s how your website should be. Each micro conversion (getting to your About page, downloading your PDF) carries readers toward where they want to go. They don’t have to work for it.

Long paragraphs, ambiguous menus, and big chunks of test are all swirling eddies that pull readers off course. It’s work to get out of an eddy, and if you make readers work, they’re gone.

It takes a lot of practice and training to drop the falls just right. But if you start with that end in mind, you’ll carry your readers through safely.

Tags: Ben Curnett, content marketing, Copywriting, writing
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A Sweet Business Blog

Tuesday, November 3rd, 2009

A secret about me? I’m not a huge fan of candy.

I know, I know. I’m a freak. A pariah. People look at me like I’ve got six heads. But I’m used to it. I eat candy every once in a while, I enjoy it, but I’ve never, ever had a sweet tooth. Go figure.

Still, I can’t say enough how much I like the Candy Dish Blog. Good writing, interesting topics, nice design. The style of the blog is very distinct, meaning it helps brand them, and it’s a great example of good business blogging (in this case, for the National Confectioners Association).

Here’s what’s cool about the writing: it’s light, personal, sometimes funny, doesn’t try too hard, and it’s topical. The “authors” tab lets you know exactly who’s saying what, which is especially near and dear to me. I haven’t read tons of posts, but it seems like they mix it up fairly well, topic-wise, between industry news and personal takes on the candy experience.

There are some blog elements that new business bloggers should pay attention to. Photos, for instance, are front and center, and there’s a flickr roll in the sidebar. Also in the sidebar is a big ol’ blogroll to promote their subject.

And, if you like candy, well, there’s a lot to make you salivate. It’s a great example of how to take your subject and run with it. In blog form.

If you’re thinking of starting or re-doing your business blog, there’s a lot here you should check out for ideas.

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The Two Things Your Site Absolutely Needs To Do

Friday, October 30th, 2009

If you’re in charge of your web site, you know everything about your business. There’s a real temptation to put up every piece of information about you have about yourself.

Most people who go that route end up with a big, wordy mess. The problem is, it’s hard to see it if you’re the one making the mess.

People only come to your site for two reasons: to get information, and to perform a task.

If a reader doesn’t instantly see how to do those things, they’re leaving. So you have use all that information you have to focus. To pare down. To get to the point.

Make it easy. Yes, you want to talk about your sale or your event. But do it in a way that allows people to immediately get their information, immediately perform their task.

Doing the opposite is a common mistake. If someone needs to find out the dates and times your event takes place, they shouldn’t have to search for it.

Likewise, if there’s some information that makes your business stand out (not just, “we’re better than the competition”), put that front and center. Give that information away- don’t make your readers hunt for it.

It should all be easy to read. Stay away from long paragraphs, or big blocks of text. Use subheads to break up your ideas. Use numbered and bulleted lists. Use your imagination.

The quicker your site gives people information, or helps them perform a task, the more conversions you’ll get. Always.

Tags: Ben Curnett, Digital Marketing, marketing mindset, marketing strategy, writing
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Marketing Failure

Wednesday, July 22nd, 2009

I read the word “transparency” what I would quantify as a lot of times each day. I see examples of it less than that. Here’s a good one that explains what transparency doesn’t mean.

I think that what good marketers mean when they talk transparency is different than a warts and all approach. In other words, don’t put everything you do online.

Making your entire process available digitally isn’t transparency. Let’s face it- that information is going to be edited and selected and weeded. That’s behind-the-scenes. Interesting maybe, but not transparent.

Instead, deal with mistakes. Talking openly about that kind of thing is attention grabbing and sticky.

I’ve written before about how much I like the Heath brothers’ Made To Stick, because it breaks marketing ideas down into their essential components. In a way, it turns language to math. It works great for understanding mistakes.

-Businesses that openly dissect mistakes are doing something unexpected, because not many businesses are doing it.

-They’re using a concrete idea -a mistake- that everyone can identify with, one that hooks into people’s memories.

-They’re credible; what’s more honest than admitting you were wrong?

-They’re emotional, because mistakes are ultimately linked to the people that make them.

-Mistakes tell stories, which are memorable. Comedy, for instance, is all about failure and mistakes.

Everyone makes them. It’s unavoidable. Sooner or later, process of elimination, it has to happen. It will happen. Here’s an example of what I’m talking about…

Michael Jordan Failure

Marketing a mistake is mental tai chi, I think. It uses the audience’s natural resistance to marketing against them. It’s winning people over through honesty. To me, that’s really appealing.

Recent mistakes? I’m going to work on letting fewer typos slip (I know- Me? Typos? It’s true.) You?

Tags: Ben Curnett, business relationships, content marketing, marketing strategy, social media mistakes
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Why Buy Content From a Writer?

Friday, July 17th, 2009

TH-IndexD

Small business owners know exactly what they want to say about their businesses. But they don’t know how to write it effectively, efficiently, briefly, succinctly, compellingly, or strategically. Usually.

Not all of our customers buy content from us. But I wish they did. Pro content writers help businesses in big ways.

There are lots of reasons to buy content. I know because, before I started writing for a living, I investigated them. If I was going to take the leap from outdoor pro to freelance writer, I had a lot of questions to answer.

Here’s what I came up with (and, btw, I did make the leap successfully- thanks to all who’ve helped):

-Time The one thing business owners need above all others is time. There’s never enough of it. Entrepreneurs and small business owners work 16 hour days and could easily make 24 if biology would quit getting in the way.

People have time to write memos and emails. They don’t have time to write brochures, web copy, folders, press kits, and sometimes, yes, their blog.

-Quality Using a professional writer makes a difference in quality. It’s like hiring a graphic designer; there are things that professionals do that others can’t. What’s tricky is that, while not everyone can draw, everyone can write.

But that’s a strictly utilitarian sense of the word “write”. Not everyone can write professionally, and pros do a better job. If an important project comes up- not email, not memos- and quality counts, hire a professional.

-Focus This speaks directly to the first line of this post. Professional writers mold and shape content. They add nuance and style. They add hooks. They tell stories. They can (or, should) make your message sticky.

It’s one thing to know a business inside and out; it’s entirely another thing to write about it.

-Cost To assess the cost of hiring a professional writer, think big. Imagine a big project, like an important speech or a new website: Why is it being created? Big projects are created to make conversions.

Conversions of money. Conversions of mindset. Conversions of information. The written word, if used properly, can do whatever we want it to do. That’s worth a lot.

So there’s my “Why Buy Content” mini-festo. Do you disagree? Do you know some good writers you’d like to plug? Feel free.

Tags: Ben Curnett, content marketing, marketing strategy, project management, writing
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The Secret, Simple Formula For Writing A Blog

Monday, July 13th, 2009

The best blogs are personal. Sorry, but I’ll just tell you right off the bat: there’s no formula for that. Good writing takes a lot of practice. It gets better the more you do it, but you have to put in the miles.

There is, however, a formula for blog structure. Actually, there are (most likely) thousands. What I’ll go over here is just one.

An aside: I love learning. I’m a student of being a student. One thing I’ve found to be true is that there are lots and lots of ways (the process) to get to your goal (the principle). Quite often, the most important part of your project is just choosing one.

O.k. Here’s one way to write a blog (this is what I do):

1) I think of a title. Usually, I’ve got some ideas for subjects, but the first step is to think of how I’ll frame that subject. The way I do that is with a title. If you need help writing titles, Brian Clark has good advice for you.

Also, I keep headlines in a file in Rustybudget. This is a really helpful tool that works in several ways. I can keep a scratch file of topics there. I can keep notes for headlines there. I can plan blog posts according to date, if I have seasonal topics (or for whatever reason, really). And, the feature I like best- I can add a bookmarklet to my browser that sends urls to my rustybudget files outomatically, without having to copy, open, then paste.

2) I have elements that I use every time. This tip comes from Matt Cutts, who’s works on SEO and spam among other things over at Google. The structure is this: 500 words, 5% keyword density, and 5 links.

That’s pretty cut and dried, which is what I like about it. It’s simple. But I also like how it accomplishes two parts of the process: SEO and post structure. I don’t always hit all the categories dead on, but that’s not what they’re for. They’re guidelines, and that’s the best way to use them.

3) I use a prioven, reproducable format. I don’t want to feel like I have to reinvent the wheel everytime I sit down to write a blog post, so I go back to what works. The format is this: Attention grabbing headline, point/conclusion/idea of the blog in the first couple of sentences, small sub-headed or numbered points to expand on the idea.

I got most of the ideas for the format from Ginny Redish, who’s written the most applicable information on writing for the digital space that I’ve come across. A little deeper into style, though, is William Zinnser‘s “On Writing Well”. Even though it was written more than thirty years ago, it’s still my favorite book on how to write.

4- kind of) I sometimes add a picture. I usually have an idea of the kind of image I’d like. But sometimes I have trouble finding something, or sometimes I just skip it, to tell you the truth. But I think people really like to see an image on a blog.

So, that’s what I do. How about you? Let me know if you found this helpful, and feel free to share any of your own process.

Tags: Ben Curnett, blogs, content marketing, getting started in social media
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What SNL Can Teach You About Blog Strategy

Tuesday, June 30th, 2009

SNL Original Cast A couple of weeks ago, I watched Saturday Night Live for the first time in, well, a long time. I’m glad I did it- it was a new show, but it still brought back memories.

What really struck me was this: the format has remained exactly the same. Not the sketches. Not the jokes. Not the music. The format.

I broke the show down into parts, and found that the show’s structure can substitute for a plan on how to write your blog. Here’s what I picked up on:

Start with strong, topical information. This bit is usually ripped from the headlines. The whole audience can identify with it. The show gives their take on a widely understood event or idea.

This is right where your blog starts. These posts establish who you are, what you’re writing about, and why people should tune in. Your “A Material” goes here.

Introduce someone that’s well known. This person is instantly recognizable to the audience. The audience trusts that they’re going to have something good to say.

This is the equivalent of hosting a guest blogger who’s an authority on your subject. Or, it could be a post from you about someone who’s an authority on your subject. Or it’s an interview. You’re bringing in another opinion, one that’s recognized and respected.

Compelling material goes here. It’s the bulk of the show, and they mix longer sketches with short takes and riffs.

You’ve already established who you are. Now you can expand upon it. The structure stays generally the same, and is recognized by your audience. These posts keep people coming back.

Music. I love the music part of SNL. Not every band is for everyone, but it will appeal to some people out there, and it’s introducing a lot of the audience to something new, or something they’re really fans of.

These posts would contain info that’s a bit more esoteric. Niche subjects fit here, or highlights for the hardcore audience. Also a place to revisit old favorites.

News. And not just news- opinions about the news (always my favorite, BTW). Every blog should have some. It’s worth discussing to remind readers that you not only know what you’re talking about, but you know what’s coming up.

Experimental material that usually fails. Remember the sketch about the cats from mars that were allergic to barbecue? Of course not. Nobody does. But SNL has always allowed room (OK, sometimes too much) to fail, and so should you.

Not every post is going to be the strongest thing you’ve ever written, and sometimes, your audience will disagree with you. That’s fine. You have to experiment and fail to learn and grow.

Thank yous. Always, at the end of every show, you get thanked. It’s a nice gesture, and it’s an important part of the production.

Your blog isn’t any different. Be sure to thank your readers regularly for coming, and thank your commenters for commenting.

Saxophone music is optional.

What do you think? Do you see the parallels, or is it all in my head?

Tags: Ben Curnett, content marketing, writing
Posted in Content Creation | 2 Comments »

You’re Not A Natural Storyteller

Thursday, June 25th, 2009

Doing what you love is tricky. On one hand, you’re working on something you’ve always dreamed of. There are very few pursuits higher than that. I don’t know what the statistics are, but the people in the world doing what they love seem to be very few in number.

storyteller-1 On the other hand, you’ve turned love into work. And there are going to be times when the love just isn’t there.

In my former life as a guide, I got to spend long days out in the world, exploring beautiful places with interesting people. But in reality, not every day was paradise. Sometimes the weather was terrible, or the people were boring, or I was mad at my dog for getting in the trash.

Things would go bad for a while. Not “terrible” bad- it’s a relative term. What I mean is, they just didn’t go as well as they could have. I always felt as if, on those days, people weren’t getting their time’s worth. On vacation. And I can’t think of much that’s more valuable than that.

But there was an obligation to be amazing. I was doing what I loved. Living the dream. In a way, my guests were there to be a part of that as much as they were to see an incredible place.

I had a strategy for days like that. And I can honestly say that, every time, using just a few well thought out tips saved the day, for me and my guests. Here’s what I did…

Plan

Just saying the word “strategy” insinuates that there was a plan. I never knew for sure which days were going to be bad. And they were very few and far between. But when they came, I was ready.

A plan involves having some go-to material. For me, these were stories that I had crafted relentlessly, over years. I could tell them, convincingly, in my sleep. What got you involved in the field, your product’s functions, the greatest act of customer service you can think of, and on and on.

Think about what connects those examples: they’re superlative. They are (or should be) things that really matter to you. The reason they matter is because they have a universal action within them. Risk. Excitement. Humor. There needs to be something in the story that everyone can relate to.

Get three ideas you like, and get to work.

Practice

You’ll never be able to tell a great story without practice. I think the best way to do that is experience. Your story needs some miles. You can get miles by creating a presentation, writing the story out, or telling it to your 6 month old ad infinitum.

A lot of times at conferences, I take notes knowing I will never look at them again. Just the act of recording something helps me to remember the important parts. I’ve practiced that act, so I know what parts I’ll take away. Would you be able to remember, without looking, the notes you took from the last presenter you watched? What about the story from E.T.?

Think about how much practice it took to finally tell the story of E.T. (almost 30 years ago!) I believe it when people say that they’re not natural storytellers. It’s learned.

Commit

Even when your day is lousy, be ready to commit to your three stories. No matter what happens with your day, leave it with those stories. Tell them to a group. Write them in a blog. Send a memo. Commit to telling them.

What you’re doing is leaving your “A material”. It doesn’t mean you’re not being genuine. On the contrary, you’re caring enough about the person you’re talking to, or the group you’re presenting to, to give them this story of yours.

If you commit to the story, there’s no way you fail. Here’s why:

We know from planning that our story has universal actions. If you’re committed, you’ll experience those actions as you tell the story. So you are excited, inspired, etc. as you tell your story.

We know from practice that we can tell the story convincingly. If you’re committed, you can “go there” anytime, no matter what kind of day you’re having, and, through your story, give something back.

Commitment invests a resource into your story: you. The people that are listening to you deserve a good story. What’s yours?

Tags: Ben Curnett, business relationships, content marketing, writing
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