Trying to make a piece perfect for publication can make you feel like Dorothy in the Land of Oz: overwhelmed and stuck in a strange world with rules that don’t quite make sense to you. (Commas and colons and verbs — oh my!) Tweet this
When it comes to producing great content, however, spelling, grammar, and structure matter. Clean, error-free content demonstrates purposeful action, a high level of knowledge, and an attention to detail that consumers look for in any business.
The content you produce sends two messages to the reader: First, there’s the message you intended to deliver with your words. Then, there’s the underlying message your copy sends.
It’s really very simple. Accuracy supports a company’s expertise, and inaccuracy shows sloppiness and carelessness. Put yourself in the reader’s shoes. If you’re careless enough to make a mistake with your personal content online, why should readers think you’ll handle their account without making obvious errors?
When publishing content, it’s important to remember that your voice isn’t the only one in your industry vying for consumers’ attention. With so much online content available, sloppy content will fade into the background and won’t be viewed as reliable expert knowledge.
If you don’t want your readers to go somewhere else to find the answers to their questions, your content should be:
Over the past 2 1/2 years, Influence & Co. has turned the Yellow Brick Road of content creation into the Autobahn. We’ve refined our editorial process at least a dozen times to reach the efficient process we use today. Our entire team is highly trained in content creation, and each step in the process acts as quality control for the next.
Whether it’s for our clients or internal employees, every piece of content we create undergoes a process that includes:
We have a highly developed, top-notch editorial team because we’re in the content business. However, we understand that hiring an editorial team — or developing one in-house — may not be financially feasible for some companies. Here are a few tips for company leaders who want to develop high-quality content without building their own team or hiring ours:
Your content needs two things to make a positive impact on your content marketing strategy: a strong message and clean copy. We know you’ve got the message under control, but even the best writers need editors. After all, even though Dorothy always had the power to get home, she never would have made it to the Emerald City without the lion, the tin man, and the scarecrow.
Post by Brittany Dowell______________________________________________________________
Want to learn more about using content to grow your brand’s influence? Check out our “5 Steps to Creating and Implementing a Thought Leadership Strategy” webinar replay.
Brittany Dowell is the Vice President of Content with Influence & Co. They help companies establish key leaders as industry experts by getting articles published in reputable publications that reach their target audience.