Content Strategy for the Web by Kristina Halvorson, a Book Review

Content Strategy for the Web by Kristina Halvorson

Kristina Halvorson has really got something here.

Content Strategy for the Web is a short, snappy read that combines information about Content Strategy as a discipline with tips and tricks for throwing a lasso around your own company/site’s content.

Kristina Halvorson
content-strategy-burger (Photo credit: raphaelle_ridarch)

Kristina Halvorson is essentially the doyenne of Content Strategy. Her main ideas:

  • You probably need less content and not more.

Figure out which content you’ve got and archive whatever isn’t working for you, e. g. fulfilling some sort of purpose. Good purposes include building trust and expertise, answering customer questions and facilitating sales. Not such good purposes are things like get some content out there because we’re naked without it!

Archive that Stuff!

  • For whatever currently published content that does not fulfill a good purpose, either archive it or get rid of it entirely. It does not help you, and it may very well harm your company.

Get Organized

  • Get someone in charge of content. Not surprisingly, a Content Strategist comes to mind but definitely get someone to steer the ship.
  • Listen to the customers and the company regarding content. The company may be setting out content that’s confusing to the users. The users may be asking for something that can’t quite work. It may or may not be in the company’s best interests to fix either problem, but at least you’ll know what the issue is and,
  • Start asking why content exists out there in the first place.

This process begins with a content audit, e. g. know what you’ve got out there. Then talk to the users. And, once these processes are completed, one can start to think of a strategy.

Yes, it’s really that much time before actually creating any content. Why? Because doing the ramp-up now will save a lot of headaches later. Think it’s a bear to audit and check every single piece of content on your site now? How are you going to feel about it next year?

I bet you’d be thrilled to only have as much content to deal with as you have right now, at this very moment. So start swinging that lasso now. It’s time to audit.

I have to say, while I can see where Ms. Halvorson is coming from. Furthermore, there was also a large chunk of the book devoted to, essentially, justifying the Content Strategist’s existence. And perhaps this is necessary with a new discipline — I don’t know. But it does make for an edge of defiance, e. g. this discipline is good enough!

It is. Don’t worry.

Rating

4/5

 

Reinvention

Reinvention

Reinvention for fun and, hopefully, some profit?

Moving Onward and Upward

Reinvention is such a lonely word, isn’t it? We are so used to being one way, and the world is used to it, too. But then there we go, screwing it all up.

I mean, changing it up.

Oops, I mean, improving ourselves.

Changes

For quite a while, Adventures in Career Changing ended up somewhat stagnant. At the same time, I ran a blog for independent writers called Lonely Writer. The numbers for that other blog were not so great, and they fell off dramatically after I graduated in the summer of 2016. Furthermore, it was costing me some bucks. Hence I decided to simply not allow that URL to renew when it came up again.

Instead, I decided to combine the two works, back here, on Adventures. Because career changing, for me, has also been about writing.

Cosmetics

You may have noticed me making some housekeeping changes. There is a lot more color. The theme is considerably livelier. But beneath the surface there is another change, and it is not merely a cosmetic one. For these changes also contain adding the Lonely Writer videos, updating what I post here, and what I put on Facebook as well. And Twitter (or Twitter here). Plus of course there is still a YouTube channel, although I may eventually figure out a way to rebrand it.

Some things cannot be changed (such as the audio in preexisting YouTube videos). But for the most part, I have changed anything that can possibly be changed.

Going Pro

These transformations are folding Lonely Writer into my professional social media brand.

But please do not worry! What is free is still free! Rather, I want to introduce you to what I can do. So, that is another purpose behind this particular blog post, okay?

I can blog about virtually any topic. I can create WordPress sites, and I can develop and manage them. See, I can get you started on social media platforms. And I can help you with SEO.

As a freelance blogger, my job is to write about maritime law one day and ad retargeting the next, and then about real estate a few days later.

In the old, pre-Internet days, people like me would put out a shingle.

So here’s my shingle.

The Future of the Lonely Writer

The Future

The future? Well, more specifically, I mean the future of the Lonely Writer website.

Lonely Writer Speculating About the Future
The Future of the Lonely Writer

Wait, what?

So as some readers may recall, I started this website as my capstone project at Quinnipiac University. I needed the project in order to graduate with a Master’s in Science in Communications (social media). Well, graduation happened in August of 2016. However, I had paid for the domain until the end of March of 2017. It seemed silly to try to cancel early.

But now it’s March of 2017.

Changes

Hence I want to change things up. My life has gotten considerably more busy since I graduated. I currently work four part-time work from home jobs, all centered around various tasks having to do with blogging. I also podcast every month and I blog for that podcast and for its parent podcast. Furthermore, I still blog about social media and even about fan fiction.

In addition, I still write and still work. I always try to get more of my work published. As a result, I just plain don’t have the time for yet another domain. Most noteworthy, I’d also like to save a few bucks. This project does … okay. Yet Adventures in Career Changing does better.

Therefore, I realized: I should combine the two.

What Will Happen?

The Lonely Writer YouTube channel and Facebook groups will both live on. And the Twitter stream won’t be going away, either. They do not require as much work as a separate blog. Plus, they are also free of charge. I am only talking about this domain and the blog posts.

So, where are they going? Why, they are off to Adventures in Career Changing! As a result, the blog URLs will change, and the blog posts themselves will be removed for later re-posting. I will change them up, too, so they will be more up to date. That’s all. So don’t worry, okay? This advice and this work will not be gone. It’ll all just move down the street.

Thank you so much for reading.

The Future of Lonely Writer and Adventures in Career Changing

The Future of Lonely Writer and Adventures in Career Changing

The Future

The future? Well, more specifically, I mean the future of the Lonely Writer website.

Adventures in Career Changing | Lonely Writer | Speculating about the Future
Speculating about the Future

Wait, what?

So as some readers may recall, I started that website as my capstone project at Quinnipiac University. I needed the project in order to graduate with a Master’s in Science in Communications (social media). Well, graduation happened in August of 2016. However, I had paid for the domain until the end of March of 2017. It seemed silly to try to cancel early.

But now it’s March of 2017.

Changes

Hence I want to change things up. My life has gotten considerably more busy since I graduated. I currently hold down four part-time work from home jobs, all centered around various tasks having to do with blogging. I also podcast every month and I blog for that podcast and for its parent podcast. Furthermore, I still blog about social media and even about fan fiction.

In addition, I still write and still work. I always try to get more of my work published. As a result, I just plain don’t have the time for yet another domain. Most noteworthy, I’d also like to save a few bucks. This project does … okay. Yet Adventures in Career Changing does better.

Therefore, I realized: I should combine the two.

What Will Happen?

The Lonely Writer YouTube channel and Facebook groups will both live on. And the Twitter stream won’t be going away, either. They do not require as much work as a separate blog. Plus, they are also free of charge. I am only talking about the other domain and those particular blog posts.

So, where are they going? Why, they are coming here! As a result, the blog URLs will change, and the blog posts themselves will be removed for later re-posting. I will change them up, too, so they will be more up to date. That’s all. So don’t worry, okay? That advice and that work will not go away. It’ll all just move here, down the street. I am excited about the move. I think it will help to freshen up Adventures without losing the focus, which is altering my career and also embracing social media. And the writing-related posts, of course, will give that more of a writing bent. That’s all.

Thank you so much for reading.

Feeding the Content Monster

Feeding the Content Monster

Content Monster?

I don’t mean the happy, contented monster. Because that one wouldn’t need any feeding.

I mean the concept of adding content regularly.

Content Monster

I enjoy writing about as much as, perhaps, any blogger. But sometimes the words just don’t come. And, in the meantime, you need to be pumping out content! C’mon, chop chop! What the devil is wrong with you? Why aren’t you yammering, 24/7, like you’re supposed to?

Egad, it’s enough to put you off your feed. Or, at least, put you off blogging.

Case in Point

Content Monster
Write (Photo credit: spaceamoeba)

I used to write for the Examiner. Here is a nice recent post I wrote. I like writing, and I enjoy writing about my weight loss. However, there are days when I’m just not feelin’ it. It does not help when I have gained some weight (a perfectly normal part of weight loss maintenance, I might add).

I was supposed to post every month. And I do so. I liked having an active status there, even if it was fairly marginal by the end. It’s not like I was buying groceries with my big earnings from there. And, truthfully, they did pay me one time. It thrilled me at the time. These days, I want an actual salary for my musings. Hence a pittance from the Examiner, while considerably better than a kick in the teeth, stopped cutting it.

And it was not enough for them, anyway. Instead, they would send me a reminder every two weeks.

Whining

This being constantly reminded never gave me content ideas. Going to their content idea bank never gave me ideas, either, although I knew they tried and did not fault them for that. I tend to zig when I should be zagging (or perhaps it’s the other way around). And, in the meantime, being prodded every fortnight never made me a happy blogger.

Instead, it made me feel like I was listening to a spoiled, petulant child who was dissatisfied with what I had provided, and only wanted more, more, more!

I gave you a Honda. And now you want a BMW? Cripes. Leave me alone.

Solutions

So far as I’m concerned, there are three real solutions for feeding the monster.

  1. Make a list, brainstorming, of everything that could possibly, ever, be associated with your topic. This list will change as time goes by, as you evolve, as the sun sinks slowly in the west, etc. etc. Refer to the list often, and record when you’ve written about a particular subtopic. Let’s take my old weight loss column, shall we? The list included things like carbs, aerobic exercise, running 5K races, shopping for clothes, etc. If I last wrote about clothes shopping in 2010, then I could write about that activity again. If I last wrote about it last week, though, then forget it. So I would need to cast about for something else. Keep updating the last, even splitting out larger topics if that’s appropriate. The subject of clothes shopping could divide by season. Or write one post just devoted to buying a swimsuit.
  2. Strike while the iron is hot. That is, if you’re feeling inspired, don’t just write the current  blog entry. If you’ve got the time, write the next five. Just go until you run out of gas.  Any blogging software worth its salt provides the ability to schedule posts in advance. Take advantage of this.
  3. Repurpose, repackage, reply, rethink. Go online. Look at others’ takes on your topic. There are few new topics under the sun. Someone has written about your topic – I can practically guarantee that. And that’s fine. Just don’t out and out plagiarize. But I don’t see any laws against referencing someone else’s blog or article on a topic and then expanding on it.

Upshot

Nourish the beast when you can, for there will be fallow times, and you must prepare for them. And, when it works for you, even silence can be golden. After all, if you’ve got absolutely nothing to say, who needs to hear that?

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Book Review: On Writing Well, by William Zinsser

Book Review: On Writing Well, by William Zinsser

As a part of our required readings for the social media writing class at Quinnipiac, we were required to purchase and read On Writing Well, by William Zinsser. This was a terrific book.

On Writing Well covers a multitude of issues that writers can face. Zinsser gives writers the freedom to occasionally break some rules, or at least to bend them. Moreover, he gives reasons why one type of construction might work better than another.

William Zinsser
On Writing Well by William Zinsser

What’s Important

For Zinsser, the start and the end pack heavy punches. On Page 54, he writes,

“The most important sentence in any article is the first one. If it doesn’t induce the reader to proceed to the second sentence, your article is dead. And if the second sentence doesn’t induce him to continue to the third sentence, it’s equally dead. Of such a progression of sentences, each tugging the reader forward until he’s hooked, a writer constructs that fateful unit, the ‘lead’.”

Not only is this good advice for fiction writing, it’s excellent for report writing and for writing for the web. How many times have we had to slog through a ton of prose before getting to the good stuff? How many times have we tried to hang in there when we’d rather be doing anything but tackling an opaque garbage can full of prose?

Active Versus Passive Tense

Many writers are told to prefer active to passive tense when writing. Zinsser explains why, on Page 67,

“Use active verbs unless there is no comfortable way to get around using a passive verb. The difference between an active-verb style and a passive-verb style – in clarity and vigor – is the difference between life and death for a writer.”

A little over the top, maybe, but it does get the point across.

Don’t dance around your subject. Be bold. Be clear. Be terse.

Review: 5/5 stars.

Book Review: The Yahoo! Style Guide

Book Review: The Yahoo! Style Guide

The Yahoo! Style Guide. For my social media writing class at Quinnipiac University, we were required to purchase this book and use it as a reference.

However, instead of just referencing the guide as needed, I read it from cover to cover. And it is a fantastic guide.

Writing Online

So for most people, the act of writing online seems to mainly consist of ejecting words and hoping that they will somehow collide in a manner that is coherent or at least semi-understandable. The Yahoo! Style Guide, instead, serves to provide some well-needed guidance.

Book Review: The Yahoo! Style Guide
Cover of The Yahoo! Style Guide via Amazon

Rather than displaying seemingly antiquated grammar rules, the guide provides logical explanations. Hence as the guide says on Page 50,

“Scan an article reading only the headlines. If you can understand the flow and substance of the story, your content passed the test. If something seems confusing, you may need to rewrite the headings or even reorder some paragraphs.”

So to my mind, this makes infinite sense. Consider how quickly we all skim articles and newspapers these days, whether online or in dead tree format. Headlines and graphics grab our attention. Perhaps they are more fraught with meaning than they should be, but those are the current rules of the game. Therefore, writers on the Internet need to understand that headings, image captions and the like are important to the human reader.

In addition, and unsurprisingly, these elements are also important to machine readers, e. g. search engine bots.

Worth the Price of Admission

And then on Page 4, the guide talks about eye tracking. Yahoo! has surveyed users, and they have come up with an understanding of a general pattern as  to how people browse websites. Here’s what they said:

  • “People scan the main sections of a page to determine what it’s about and whether they want to stay longer
  • They make decisions about the page in as little as three seconds
  • If they decide to stay, they pay the most attention to the content in the upper top part of the screen”

So you’d better get your pages and posts in gear, and pay particularly close attention to headings and the content that sits above the fold. Because the guide shows you the way.

Review: 5/5 stars.

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… And Facebook for All

… And Facebook for All

At least, that’s what Mark Zuckerberg would want us all to think, wish and feel. I can understand that, a desire to make a website about as universal as possible. Once the site stopped being exclusive to collegians, the inevitable business model was to universalize it. And Facebook, today (although that will probably change), has about the best chance to become a truly universal web experience as any site.

Universality

Facebook for All
Mark Zuckerberg, founder of Facebook (Photo credit: Wikipedia)

So, are you on Facebook? About 1.6 billion users are, as of this writing. But, wait, not so fast. Is that number truly accurate? Absolutely not. After all (and for different reasons), my husband and I each have more than one account. Do you? Even if you don’t, I bet you’ve got at least one friend who does, and probably lots more.

And that is perfectly all right, and is absolutely permitted by Facebook (although they’d like to change that).

Why Facebook?

Facebook’s main purpose (in case you’re just coming into the light after a few years on a desert island), is to sell advertising. Its offshoot purpose is to connect people, of all stripes, for free. But it’s those connections that sell the advertising.

There’s a lot else to it, at least on a general basis. But it’s still a valuable business tool for any Social Media Marketing Campaign.

The Best Parts of Facebook for Social Media Marketing

Facebook’s main virtues, when it comes to your business, can currently be divided into three basic areas:

  • Personal pages and peripheral connections to same
  • Company pages and groups and peripheral connections thereto, and,
  • Offsite connections back to Facebook

By “peripherals”, I mean all the extra stuff that goes along with Facebook, and not computer hardware peripherals.

Next: Your Facebook Profile Page

Facebook for All

Google+ Tips to Quickly Boost Results

Google+ Tips to Quickly Boost Results

Tips to Quickly Boost Results. Rebekah Radice of Canva offers some great ideas for how to improve your engagement on Google+, a social platform that even a lot of experienced social media managers can find rather confusing and daunting, and hard to break into.

Google+ Tips to Quickly Boost Results
Google Plus (Photo credit: ivanpw)

Images

It should come as no great shock that images are key. But that is true for pretty much all social media platforms these days. Posts without images are just contributing to the enormous tidal wave of text that we are all dealing with, all the time.

The 800 x 1200 size is optimal for Google+.

Share Fun, Inspirational and Educational Content

Well, sure, that makes sense. For most social media platforms, the mix should be of fun and smart content, with a smattering of inspirational. If your business is angel flights for children, you’ve got no shortage of inspirational content. If it’s The Daily Show, you’ll never have to hunt around for fun content. And if you’ve got Harvard to promote, you can get educational content.

Then there’s the rest of us.

But Radice has some great ideas for engagement, printed here in their entirety –

  • “Share your thoughts, expertise, mission, vision and values.
  • Give a nice shout out to your favorite blogs and websites.
  • Share inspirational thoughts, funny quotes and timely news stories.
  • Share other peoples content with context around it.
  • Don’t post and run away. Interact, connect and engage!
  • Be grateful. Thank people that share your content.
  • Be personable and share details about your business in a fun and interactive way.
  • Follow people within your industry and niche and create a conversation. Get to know them, share their content and spread the good word about their business. This creates reciprocity and more meaningful interactions.
  • Repurpose your content. Just because it’s old to you, doesn’t mean it’s not new to someone else.”

Optimize Your Profile

This includes adding details about what you do, links to your other online content, and sprucing up your profile/logo image and cover image.   The 2120 x 1192 size is optimal for Google+ cover images.

Return to Your Buyer Personae

Why are people on Google+? And how can you align your strategy, and what you provide, to what they want, need, and crave?

Don’t forget about Google Plus.

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What Do You Look Like Online?

What Do You Look Like Online?

This post is a riff on Do You Know What You Look Like Online. Essentially, the question is, if you were searching for someone

Look Like Online
English: Graph of social media activities (Photo credit: Wikipedia)

(someone just like you, perhaps), what sorts of judgments would you make? What seems off? What’s being suppressed, which should be promoted, and vice versa? Is the picture clear or fuzzy?

The gist of that article is, take control of your information, keep it as a uniform brand and check it every month or so. The corollary to this is one from Shama Hyder Khabani, which is, essentially, don’t spread yourself too thin. Concentrate in only a few places.

My Own Information

Absolutely agreed. When I google my own last name, 502,000 hits come up. And, fortunately, my own website is at the top (Yay, SEO!). My two Facebook profiles (I have one for work) come up as fourth and fifth. Then comes my LinkedIn profile, and then Twitter. Then there’s my Examiner profile and then the last entry on the first page of results is a link to my profile at Go Articles.

Putting my last name into quotation marks yields only 2,800 hits. Most of the same usual suspects come up on Page One of the results although one place called Jobs In Social Media comes up. Classmates is at the bottom of the page. But nothing is too weird or scandalous.

How Accurate is the Information?

To my mind, checking and rechecking every single month might just be a bit excessive. Is there a need to keep your profile accurate? Sure. Flattering, or at least not damaging? Yes, particularly if you are looking for work. But to keep it sterile and perfect, as you scramble to make it perfect every moment of every day? Eh, probably not so much.

I would like to think (am I naive? Perhaps I am) that potential clients and employers will see the occasional typo and will, for the most part, let it slide unless the person is in copyediting. I am not saying that resumes, for example, should not be as get-out perfect as possible. What I am saying, though, is that this kind of obsessive and constant vigilance seems a bit, I dunno, much.

Will the world end if I accidentally type there instead of their on this blog? And, does it matter oh so much if I don’t catch the accident immediately?

I mean, with all of this brushing behind ourselves to cover up and/or perfect our tracks, and all of the things we are leaving behind, where’s the time and energy to make fresh, new content and look in front of ourselves?

Clean Up Your Presence

To me, there is little joy in reading a blog post or website that looks like it was put together by someone who’s barely literate. But there is also little joy in reading sterile, obsessively perfect websites and blog posts. A little imperfection, I feel, is a bit of letting the ole personality creep in there. Genuineness – isn’t that what the whole Social Media experience is supposed to be about, anyway?

I refuse to believe — I hope and I pray — that a bit of individuality isn’t costing me potential jobs or the company potential clients. And if it is, then that saddens me, to feel that, perhaps, there is a lot of lip service being paid to the genuineness of Social Media but, when the chips are down, it’s just the same ole, same ole.

Genuineness is great. One you can fake that, you’ve got it made? Gawd, please, say it ain’t so.

Look Like Online