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How to De-Fluff and Write Better Blog Content

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Content, content everywhere but not a useful post to read!

With the advent of content marketing, everyone – from small businesses to huge MNCs are going content crazy. With everyone churning out tonnes of content, how to make yours stand out? It’s simple really, make it valuable – actionable steps over good old advice, research over speculation, findings over predictions.

Writer and his Content

If you’re aiming for valuable, actionable and engaging, it’s time you start to de-fluff content.

Here are some tips to get you started:

1. Less jargon – ‘sounding’ smart is not the goal

Have you ever come across writings like this, “In order to facilitate such a process effectively and accurately, we have conditioned our customer service agents to be meticulous and …..yada yada yada…”

Here is my tip – well, Don’t. Do.That.

You are not writing a research oriented paper for a journal; Cut out the complicated, and unnecessary jargon – both technical and literary. Learn to write in a way that even a school kid can understand your point.

I have come across many writers, who use thesaurus to find more sophisticated words to replace simple ones, and in doing so, they ruin the purpose of the article, which is to get through to readers. How can you get through them, if they can’t understand what is written? Instead of focusing on using sophisticated words, spend that effort on giving your article a flow, and see if you can turn it into a narrative or a business story.

That way anyone will be able to understand your point plus, there will be more reader engagement.

2. Kill redundant writing style

How many 2000+ words articles have you come across that actually deserve to be that long? Not many, am sure. Trying to hit a target word count will encourage redundancy in your writing, which in turn will affect your ability to drive your points home.

Here is what redundancy does to your post:

  • For starters, the post gets very boring. Given our short attention spans, I would be surprised if anyone even finish the article.
  • It will mask the truly important points and messages you have to offer.
  • People will not respect your content or your writing, because redundancy indicates lack of command on the subject.

Here is a funny example,

“They’ve written their own number – it’s an original number and it’s written by themselves.”

So remember, don’t have target word counts, instead use just as many number of words, and sentences required to deliver your point.

3. Edit out the fluff – ruthlessly

Yes, it is painful to slash out beautiful sentences that you have written, but it needs to be done.

When editing, force yourself to get detached from the content, be ruthless, because you know as well as I do that, when you give your article a second read you will definitely find some lines which are completely non-essential. A few tips on ways to be ruthless while editing.

Even though we know this, we are unlikely to scratch off those lines, because we tend to form a cognitive bias towards our writing.

When we first outsourced our content creation at Hiver, we ended up with fluffy articles which exaggerated and unnecessarily romanticized our business stories and our bounce rate went through the roof.

We then came up with a rule that we will refuse to accept content if there isn’t a takeaway every 50 words, and if there is more than 1 argument per paragraph – this managed to contain the bounce rate to a very large extent.

Here is how you can go about it:

  1. Finish the article.
  2. Take some time away from the article. Work on something else, or sleep on it.
  3. Refer to the framework and the purpose of the article.
  4. Mentally prepare yourself to cut out the junk.
  5. Now, go give it a second read. Stay objective, and true to the purpose of the article.

4. Don’t tell them what they already know

When I say eliminate fluff, it’s not just about having a succinct and crisp writing style, it’s also about creating content that has real value. Most of the writers encounter this problem, when they try to make the content accessible to everyone.

For example, if you are writing a post about unconventional tips for content marketing, you must write with the assumption that your readers know the basics of content marketing. You can explain the meaning of SEO, data analytics etc in that post. If you try to cover the post from the very basics, your most important readers (who will be content marketers in the above scenario) will get bored, and annoyed even.

If you really want to help your not-so-knowledgeable readers catch up, then direct them to other posts which can help them do so.

5. Go by a framework and a plan

If you write without a well-defined framework and a plan, chances are, you will ramble away  and lose your readers. Let’s admit it, we writers sometimes have the annoying habit of getting into the details of details of details.

But if you have a rough outline, for example if you tell yourself –

I will cover the history in the first para of introduction, the ‘why’ in the second para of introduction, and the ‘how’ in the body of the article, you can direct your thought process, and research accordingly. This way, you can avoid fluff even before it happens.

“Words can be like X-rays if you use them properly — they’ll go through anything. You read and you’re pierced.” Aldous Huxley, Brave New World

Now that you’ve had a chance to read through some of my best writing tips, be sure to implement them into your own upcoming content.

Writing

3 Best Practices for Effective Copywriting and Blogging in 2019

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Copywriting and blogging are both essential in any business, but when it comes to their purpose, each one differs. Copywriting advertises a service or product as it directly encourages the audience to make a purchase, while blogging, on the other hand, entertains and informs the audience about the product through a related article. It is not as advertorial as copywriting.

Both, however, help generate leads and advertise products. Whether you’re blogging or copywriting or doing both, you should consider these important practices:

  1. Know Your Audience

Knowing and understanding who and what makes up your audience is a must, whether you’re copywriting or blogging. No matter how much traffic you get, your content is useless if no leads are generated. Just like any conversation, knowing a person’s interests, preferences, and the like is one way to create a meaningful conversation. If you want to know more about your target audience, consider working with companies like Make Your Mark Digital so that they can help you analyze the characteristics of your target audience so you can engage with them successfully.

team brainstorming

When you’re blogging, you need to create content that relates to your audience. In copywriting, what you write should depend on whether your audience desperately needs your product or if they are simply interested in it.

Create content that can increase your leads by understanding your audience. You can do this by considering the following strategies:

 

  • Create an Audience Persona – First, gather data about your audience by using Facebook Audience insights, interviewing customers, reviewing analytics, and creating surveys. After compiling the data, create a fictitious profile of your ideal customer. You can then use this persona to think of your audience’s needs, wants, and thoughts upon which you could base your content.
  • Use Analytics Tools – Tools like Google Analytics will help you figure out whether the person is convertible into a buying customer or not. It can also help in finding keywords that your target audience is using when typing in their queries. Use these keywords when writing content for a specific audience.
  • Be Empathetic – After creating your content, use your audience’s point of view to evaluate it. Consider varying perspectives, such as someone who is using the product, someone who wants to use it, or someone who is disappointed from using it. Thus, these perspectives will help you write to cater to their needs.

 

  1. Write Valuable Content

People who need useful information search the internet. Thus, the content of your writing must be valuable, as well as optimized if you want to have high-ranking copywriting articles and blogs.

In copywriting, the first information that must be displayed should be the most important. After which, you can add details to support it. Following the inverted pyramid—wherein the order of information must begin with the most important to the least—you must capture your audience’s attention with the most vital piece of information. Then, the statements that follow must engage the audience.

For blogging, on the other hand, your content should be engaging, useful, and original. Applying all these can increase your ranking, thus inviting more traffic, leads, or even a blog email list. Just like copywriting, you must present the most vital part of your content through a strong headline. Then, add thought-provoking and engaging content while also providing answers to your audience’s most common questions. Lastly, your final output must be easy to read but accurate.

 

To create valuable content, whether for blogging or copywriting, you must practice the following:

  • Use Power Words – Instead of using dull words, use vibrant words, but don’t overdo it. These are trigger words that make your audience respond positively or negatively. For instance, you can use “breathtaking” instead of “beautiful” for more impact.
  • Proofread Your Content – Mistakes are inevitable, even if you think you’ve been very careful with your writing. The best way to proofread is to sleep or leave your output for some time before rereading it so that your brain would be fresh when you review your piece.
  • Rebut Their Objections – Make a list of possible arguments from your readers and make counter-arguments so you can address them.
  1. SEO

Search engine ranking is vital as it affects your traffic and leads. Making your website rank high on search engines through an unpaid and organic process is called Search Engine Optimization (SEO). When your content is optimized, you can increase your potential readers or customers. Thus, copywriting and blogging must be SEO-friendly.

There are a lot of SEO tips on the internet, and here are some of the most important ones to remember:

  • Use Keywords Correctly – Include keywords in the title, first sentence, and other parts of your page, but don’t overdo it. Instead, use alternative keywords or synonyms.
  • Use Headlines – Easy-to-read copies and blog posts engage more readers. Headlines can spell the difference between an interested reader or not.
  • Write More Content – Writing one blog a day does not help your page if it’s only a hundred words or so. Google acknowledges content with more than a thousand words that are useful and of high-quality.

Conclusion

Just because you’re selling or promoting a product or service doesn’t mean you can’t produce a well-written blog or copy. Applying the best practices mentioned above will help you achieve your goal. Just remember that when you write, you have to make it SEO-friendly without sacrificing the quality of your content.

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Do Your Homework: How to Do Online Research Before Writing a Blog Post

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Unlike academic research, which we all learn in school and often get bogged down in, online content research is pretty simple. Unfortunately it is that simplicity that can often lead to mistakes, or just bare facts that don’t hold as much detail as our readers could use.

Your pre-content online research consists of two stages. The first is the research you do before, and the second is the research you do during the article writing process.

Pre-Research

Before you write is the pre-research, as in pre-writing. This is where you are going to find your general facts that will support your post. This is also where you are going to draw your primary sources, which will be linked through the body of your content.

I always prefer to follow the 3x rule. You want to find three times as many sources as you will use, and pair them against one another. You keep finding sources in batches of three until you are able to verify each against one another.

This is a simple way to ensure you are finding non-biased, verifiable facts, and not baseless opinions. With misinformation running rampant thanks to lazy bloggers and social media, this is a very important process.

You don’t want to become one of those bloggers posting factual inaccuracies like they are gospel truth. Not only does this add to a serious problem in online content creation, but it impacts your authority. We all know how important that authority is to the growth of a brand.

Your article is going to be broken into sections and subheadings. These will steer your research in many ways giving you more ideas which angles and problems to cover.

Text Optimizer helps you research related questions. TextOptimizer is the semantic research tool that extracts related concepts and questions right from Google search results:

textoptimizer questions

All of these questions may become subheadings of your future article (or inspire follow-up articles). You can export them in Excel and sort them into “existing content”, “currently working on” and “future articles”.

Supporting Research

Next, you have the research you do while you are creating your post. These are supporting details related to the above citations you have found. It is also where you will narrow down the links you intend to embed, if you don’t choose all three supporting posts.

This part is much simpler, and it more about giving readers additional information to follow. Sometimes I just provide a small masterlist of links for more data if the reader chooses, so I can focus more the quality of the content.

6 Tools To Make Research a Breeze

1. Google Drive Research Box

I use Google Drive for pretty much everything, including writing and backing up posts. I find it much more manageable than other cloud services. One of the features I love best is the research box. You highlight a keyword or phrase, and right click. It will have an option to research the highlighted section.

This brings up a side box with related sources, which you can view right in your screen. Because it uses Google results you have to be just as selective as you would be from a straight search, but it is much more convenient. Google Drive includes lots of useful information visualization and organization tools including Google Slides, Google Drawings, and more.

2. Mind Meister

Mind Meister

This is a great tool if you are dealing with a large post that is going to have a lot of involved research. Breaking the task down into simpler, smaller parts is a tried and true tactic.

MindMeister is a mindmapper tool that lets you do that. You can plan out the entire post, including linking sources so everything you need ends up in one place. All using a template that lets you easily move, edit and reformat before you ever get to the writing process.

3. Keyword.io

You may be wondering what an SEO tool is doing here. After all, this is about researching for articles, not for marketing. I would argue that they are technically in the same vein, but that isn’t why I included it.

I have used this tool to create lists of related key phrases I may not have thought of. This helps me to broaden my research based on what people have published or searched for online. So I may end up with sources I never would have found, because I wasn’t using the right combination of keywords.

If you have Yoast plugin installed, you have keyword optimization basically covered. Plus there a few more plugins that will help you keep content research and optimization under control.

4. Digital Research Tool (DiRT)

This is a fantastic masterlist of tools aimed at scholars, especially those in the social science and humanities. However, I think it is a great place for bloggers to find research tools they need for any number of purposes. They are broken down into categories, which you can select on the front page.

You are then taken to the tool that is best for the job at hand. It is the best collection of research redirects I have ever found, and much more efficient than trying to keep track of everything on your own.

5. Quora

Quora

Normally I would avoid social media like the plague when it comes to research. There is just too much garbage floating around, and opinion outweighs facts and logic at almost all times. But I will make an exception for Quora. In spite the fact that it is a platform that is very easy to abuse, it is full of genuine experts with backed up information.

It requires you to offer well thought out answers, and to provide a source or reason for your knowledge. I go there all the time to find great links to scholarly articles, studies, website tools, or to get first hand soundbites from major players in the industry that know about topics first hand.

6. MyBlogU

Speaking of experts, MyBlogU is another great place to find them. I usually go here for expert quotes as part of the secondary research process (finding backup information and supporting details). It is an easy way to add further gravity to something you have already officially cited, straight from the mouths of the people who know best.

Do you have a research tool to put on the list? Let us know in the comments!

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4 Blogging Tips for Freelance Writers

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Freelance writers, do you blog?

You better be blogging.

Running a well-stocked, self-hosted, WordPress blog showing off your writing skills is the most direct way to earn a lucrative living through freelance writing. Why? People with ample means get to see what you can offer through your blog, then, pay up. Both parties win. You have fun rendering a useful service. Clients get helpful, business-building content.

Blogging is a skill freelance writers need learn, and practice, to grow their business through blogging.

Follow these 4 tips to make money freelance writing through your blog.

1: Show Off Your Writing Skills by Publishing Content

Most aspiring freelance writers expect to make money freelancing without showing off their writing skills for free. Why in the heck would anybody hire you if they have no idea what you do, how you do it and why you do it?

Show off your writing skills by publishing content to your blog. Be generous. Publish one post weekly, at a minimum. Running a freelance writing blog seems smart to me. Along with teaching people how to be a skilled freelance writer, you build your friend network and show prospective clients your writing stuff.

Note; do not hold back. Many freelance writing blogger newbies publish one post and expect the floodgates of traffic, profits and clients to open up. Nope. Be generous, patient and persistent to gain client trust and to build your business over the long haul.

2: Network with Fellow Freelancers to Grow Your Reach

Get out of a competitive, poverty conscious vibe.

Enter into an abundant, generous, vibe.

Comment genuinely on fellow freelance blogs. Promote freelancers on your blog. Promote freelance writers on social media.

Here’s how money works, guys; if you do not fear losing money or clients to other freelance writers, you make tons of money through freelance writing over the long haul because all freelance buddies you make through your generosity promote you, endorse you and heck, some may even hire you.

Be generous. Help people. Make friends. Amplify your reach. Grow your business.

3: Build a Clear Freelance Writing Services Page

If you claim to be a freelance writer you better publish a clear, easy to understand, freelance writer page.

List specific services offered. Be clear to attract ideal clients who love what you offer.

Consider adding your writing rates to avoid tire kickers and other folks who want to bargain, barter and do other silly stuff. You are a business person. Bartering is for people in a Middle Eastern Souq. Set fixed prices. If people cannot afford your prices they can move on to another freelancer. Have posture.

Feel free to show off client testimonials if you have these endorsements but I have found this; if you get clear on your writing skills, show off your work through free content and clearly state what you offer, clients will find you and hire you. I did not even have a freelance business page when I landed my highest paying client. This shows you the power of clarity and mental alignment.

4: Build Blogging and Freelance Writing Posture

Please guys, do not barter, bargain or debate your writing rates. Do not charge $5 for a 600 word post. Do not work for peanuts just to say you landed a client. Do not work for demanding, overbearing clients. Never work for someone unless the person aligns with you, your values and your work.

Work for nice people who appreciate what you have to offer. This is the path toward great success online.

You choose clients. You pick clients. Have posture. Think and act abundantly.

Most freelancers struggle terribly because they have little or no posture. Believe in yourself. Believe in your abilities. Have faith. Trust in yourself.

The more you practice writing the more you gain confidence and clarity in your offering.

Enjoy your freelance writing success!

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