blogging

The Art of Self-Editing

self-editing tips
Tiffany Razzano Content Creation July 13, 2020

Whether you’re a freelance copywriter tearing through contract gigs at home, a journalist working out of a newsroom with an increasingly shrinking editorial staff, or somewhere in between, it should go without saying that self-editing is an important part of your writing process.

But I still have to say it because it’s so easy to forget how necessary self-editing is. 

It’s also the most difficult part of the writing process for many people. Personally, it’s my least favorite task – my adult ADD can’t handle reviewing the same content multiple times. Still, I know it’s important.

Here are my secrets. Check out a few things I do to make self-editing a less tedious chore.

Edit as You Write

I read through my intro to this piece more times than I would have liked (and I should probably read through it again), but proofreading content as you write it is one of the easiest ways to ensure tight, well-written copy.

Not many people will want to do this from the start. Admittedly, it’s easy to get stuck in the mires and never move on. But I tend to edit my work section by section, finishing one before moving on to the next. You still need to proofread the entire piece once it is completed, but it makes for less work than if you never looked at it until that moment.

Outlines Keep You on Track

Before I begin writing any piece, I start taking notes and outline each blog post or article.

This keeps my work on track and makes life easier later. If I don’t know what to write about or if I get stuck, I can easily move on to the next section.

When self-editing, if I focus on each section, rather than the piece as a whole, I can determine if my writing has met the goal of that specific section. When each section meets the needs that I wrote in the outline, then the article as a whole will start to come together.

Read Aloud to Yourself

Hands down the easiest way to determine if something you’ve written is garbage is to read it aloud to yourself. (I just read this to myself and moved a few words around.)

If you stumble over something as you read it out loud, assume your reader will have the same problem.

This has always been the best, fastest, and easiest way to find mistakes. If it sounds awful when you read it to yourself, then it’s not well-written or useful copy.

Ask Someone Else to Look It Over

Whenever possible, have another pair of eyes look over your work. Because you’re so close to what you’ve written, it’s going to be hard for you to find typos and other problems.

Again, I say whenever possible. I know it’s hard to find people available to give your work a proofread, whether in-depth or cursory, exactly when you need it. But if you can, ask a friend or colleague or loved one to give your content a quick once over, especially if that’s the final stop before publishing something.

My girlfriend loves looking over my work and finding mistakes. (In fact, she just read through all of this.)

No matter what you’re writing, it’s hard to catch your own mistakes.

Never Fully Trust Spellcheck

Notice that I didn’t say not to use spellcheck. I use spellcheck (and Grammarly) all the time and so should you. I just disregard most of the changes it tells me to make. 

Before using it, you need to be knowledgeable about grammar. Sometimes you might have specific style guides to follow. So, you need to know which suggestions to ignore.

At the same time, spellcheck has highlighted some massive mistakes, including spelling and grammar errors. Modern technology means these tools are constantly learning and improving. (Somehow it knew I spelled Instagram wrong earlier today. I didn’t know it even knew what Instagram was.)

There are other useful websites out there as well, including Grammarly and Hemingway Editor, that help with self-editing and readability. Again, some cautionary advice: you might not agree with all of their suggestions for your particular project. 

If your publication has a style guide, make sure it’s available in advance. If there is no style guide, create an informal one for yourself including any specific spellings or irregular grammatical rules your publication uses.

Create a Self-Editing Checklist for Yourself

Before you write anything, create a self-editing checklist. Depending on who is publishing your work, you might want to create a checklist for each outlet as they might have different requirements.

Things to consider include:

  • Your headline. Does it immediately create a sense of what you’re writing about and invite readers to learn more?
  • Your introduction. Does it get straight to the point?
  • Your subheads. Do you cover everything you need to? How is your formatting? Do you have enough visual breaks?
  • Your conclusion. Do you wrap it all up succinctly?

If you create a checklist for the things you want to consider before hitting submit, you’ll end up with a better piece.

Preview Your Post

You’re probably already doing this, but make sure you give your article one final read before submitting it. If you’ve done a lot of work to it after the first draft, you might find an errant word or two.

Hopefully, these suggestions bring you through the self-editing process which can help you to create a more polished piece.

Tiffany Razzano is a journalist and copywriter living in the Tampa Bay area. For the past 8 years, she served as an editor at Tampa Bay Newspapers. She also writes regularly for La Gaceta, Watermark, The Free Press, and Creative Pinellas. She’s the founder/president/creative director of the literary arts nonprofit Wordier Than Thou, which supports Florida writers and readers through community events, publishing projects, and educational opportunities.

How Often Should You Publish Blog Content Anyway?

publish blog content
Amanda Dodge Content Creation February 15, 2020

The short answer:

Most small businesses can get away with publishing blog content 2-3 times per month, or scaling up to one post weekly. This will boost their organic search efforts and give them social media content without overwhelming them.

Keep reading for the long answer

One of the most common questions that clients ask is how often they need to publish blog content. Oftentimes, this question is used to mentally evaluate what kind of budget or time commitment they will need to get their desired results. Like all things related to SEO, there is no magic number for the exact amount of posts you need to rank first in Google. Plenty of blogs publish content daily or weekly and don’t get the results they want. 

Let’s look at what the experts have to say in regard to blog post frequency to determine how often you should publish blog content.

How Often Should You Publish for Good SEO? 

The main reason why blog owners try to publish a certain number of times per week is to boost their search rankings. They want to keep an active blog and increase their daily traffic and keyword quality. However, the frequency with which you publish blog content does not have any impact on your search results. 

Chris Lee at RankXL explains that while publishing less often doesn’t hurt your SEO, it can limit your growth. He uses his own website as an example: if he publishes content once per month, he isn’t slowing his growth, but his site will take longer to grow than another one that publishes twice per week. Twelve posts versus 104 posts over the course of the year is a significant difference and the latter blog will have had more opportunities to drive traffic and rank well. 

It is more important that you post high-quality content on your site that keeps people checking on your blog instead of sticking to an arbitrary posting amount in hopes of winning over Google’s favor.

It is Better to Publish and Promote Than to Overpublish

You do not need to post every day and you do not need to keep up with some mythical amount of posts to grow your business. Instead, look at how you plan to promote your blog content and determine when people will be interested in your content. 

Dries Cronje wrote a fantastic piece for Smartblogger on why posting every day is a terrible idea. His premise is simple: your audiences don’t care what you have to say every day. You are not the Huffington Post or the New York Times. There are very few things that you have to talk about that will attract customers daily. 

If you publish content five times per week, then you need to command the attention of your social media following each one of those times to visit those pages. 

You have to highlight the content in an email blast and hope your audience clicks on multiple links. 

Your marketing efforts will become solely focused on driving traffic to your blog instead of promoting your actual products or services. 

Instead, consider the benefits of posting weekly. You can feature the blog in a weekly email, schedule a few social media posts around one piece, and then use your free time to highlight the amazing work you do. You will get more traffic to one high-quality piece instead of spreading it across five average posts.  

Post at a Frequency Where You Won’t Burn Out

Blog burnout is a very real issue that content marketers face. They set high expectations for posting every week (or even multiple times per week) and then quickly feel overwhelmed with the amount of content they need to create. At any given point in the week, they are writing, editing, publishing, or brainstorming ideas for various posts. It becomes incredibly easy to fall behind or skip your blog content entirely.

It is better to start out at a slower pace, posting only a few times per month, than to have to pull back or pause your blog content because you have run out of energy, ideas, or time to get work done.

Don’t Stop Publishing During Your Busy Season

Your frequency also depends on the ebbs and flows of your workload. We’ve all had weeks where we don’t have the time or energy to complete everything on our to-do lists. More often than not, it’s the blog content that gets cut. A company will go a week or two without posting, which will then turn into a month or two without posting. 

In fact, it’s not uncommon for companies to experience a roller coaster publishing schedule where they only publish one article per month, then go dark for three months, and then suddenly publishes four posts within a few weeks. This will negatively impact any following that you have.    

There are a few ways you can prevent this content roller coaster from tearing through your blog: 

  • Make sure you can handle your blog workload. Either hire someone to manage your blog or carve out a specific amount of time to work on content.
  • Schedule content ahead of busy times. If you know that a certain month or quarter is busier than the rest of the year, schedule content a few months out so the blog functions on autopilot. 
  • Pull back on your publishing schedule without completely shutting down. It is better to reduce your posts from twice weekly to weekly publishing than to completely give up on posting for a month or two.   

Even if you don’t have a busy season, a vacation or internal deadline can completely derail your editorial calendar. Try to anticipate and plan for this ahead of time when possible.

Start Small and Scale Your Publishing Efforts

If you recently launched a website with a blog, or have just started your content marketing initiatives, start with a publishing schedule that you know you can handle. Test out your content creation efforts for the first three months and get into a habit of writing, editing, and publishing. 

If you can’t make it through the first 10 blog posts without delaying a publish date or scrambling to get something live, then you need to adjust your frequency. 

Once you get into a groove and feel like you can publish more often, start to scale your efforts. Add a few more posts each month or increase the length of your blog content. Test to see how your improved content boosts your traffic and organic rankings.  

One more thing: if you decide to work with an outside contractor to help you publish blog content, remember that managing them takes time, too. Set aside a set number of hours per week to review their work, provide feedback, and talk about strategy moving forward. This is especially important if this contractor is working with your brand for the first time. You may know certain industry terms and best practices, but they might not. However, once this person knows what is expected of them, they will be able to create better content at a faster pace. 

Publish at a Rate That Works of You

Some brands need to publish weekly (or multiple times per week) in order to stay competitive. These are typically either larger companies with a big social media following or brands that have constant news and updates they need to send out. However, if you are just posting evergreen content (blog content that isn’t tied to a particular timeline), then you likely don’t need to keep up with the rates that “SEO gurus” expect. 

Start small and scale up – or down – depending on what you can handle. You will reap more benefits from publishing high-quality content consistently than by haphazardly posting whenever you have free time.

Image by Werner Moser from Pixabay

How to Brainstorm 50 Blog Post Ideas in an Hour

blog post ideas
Amanda Dodge Content Creation January 15, 2020

One of the best ways to target keywords and improve your organic rankings is to create blog content. However, in my experience, convincing clients to start a blog (much less regularly maintain one) often elicits confusion and even derision. MySpace and LiveJournal still have a stronghold on what people consider a “blog”. They picture food bloggers talking about how much their hubby just loved the cauliflower mac and cheese they made and wonder how something like that could fit in with their brand. 

Your blog is one of your main platforms for communicating with your customers. You can post news updates, industry insights, success stories, and even product reviews for new items that you offer. You choose the length. You choose the frequency. You choose the keywords. 

This guide will serve as a tool to show you how to develop a content plan that benefits your current marketing strategy. You don’t need to constantly feel pressure to come up with new blog post ideas. As long as you focus on your goals, you can come up with dozens of ideas in just one hour. Follow this process to create goal-driven content that drives results.

1. Use the Hub and Spoke Model

If you are looking for an organized way to develop blog post ideas, consider the hub-and-spoke model. Simply put, you start with a hub of core products, services, or goals and then expand them into spokes of keywords which then turn into ideas. You can focus on specific hubs when you need to push certain products while keeping an eye on the various keywords that you use. 

We are going to use this model as the base for the brainstorming and content creation process. For the duration of this post, we are going to use a nonprofit organization as an ideation example.

2. Identify Your Top Goals 

Start by assembling your top products or goals that you want to drive traffic to. What services need more exposure? What pages do you wish would rank higher? You can have as many hubs as you want, but your team will likely only be able to focus on one at a time. 

Below, the nonprofit that we are using as an example identified four key services that they wanted to support through their blog content:

  • Increase donated items to their main location.
  • Grow financial donations from individuals and corporations.
  • Encourage more volunteers and community participation.
  • Boost exposure of the nonprofit within the local community.

These become the key hubs.

nonprofit blog post ideas

(For another example, a bakery would develop hubs like wedding catering, corporate catering, and birthdays. A SaaS company would build ideas around different features or target audiences.)

For now, you can ignore the other hubs and focus on one core goal, then you can return to the other topic when you are ready.

3. Build Keywords Around Your Main Hubs

Once you have your hubs, it’s time to develop keywords that you can use to create blog post ideas. You can develop these in multiple ways. Some companies do keyword research through sites like SEMRush (here is a great resource list with keyword tools), but if you’re just starting out you can pick keywords that you know relate to your brand and that you want to specifically target. 

Below, we have added to the flow chart to show what these keywords look like once they are added to the main hubs. These are the spokes that you will build onto your hub. Those with a keen eye can see how these keywords will quickly become ideas for your blog.

how to blog post ideas

4. Create Blog Topics Based on Your Keywords

Now that you have your hub and spokes, you can turn your spokes into concrete ideas. (This is why keyword research is important. If you only have a few keywords and phrases, then you will likely struggle to come up with fresh blog post ideas.) 

You can also use this process to stagger your keywords to meet your SEO goals. Add long-tail, hyper-local, and competitive keywords, and then determine which ones you want to prioritize.

Below, you can see how blog topics have been added to the spokes of our chart.

blog post ideation guide

So far, this process has generated 10 unique blog topics around specific keywords that your brand would want to rank for. If you complete this process with your various other spokes, you could develop 30-50 blog ideas just within an hour of ideation. 

You can speed up this process by making it interactive. You can send out a spreadsheet and ask your coworkers to create blog content around a list of keywords. You can also meet together for a brainstorming meeting that uses this controlled method for coming up with relevant ideas.

5. Add Descriptions to Your Blog Post Ideas

Oftentimes, team members will come up with several ideas, feel excited and inspired to write about them, and then forget what various ideas meant or needed to cover by the time they return to their desks. During your ideation meeting, ask one person to take notes and fill in descriptions or ask everyone to add context to their ideas before they leave. 

I typically switch these ideas to spreadsheet form. I also use the same spreadsheet to track the keywords I have already used for a brand and to easily find similar internal links that I can add. Your content spreadsheet should include:

  • Blog title or proposed headline
  • Description of expected content
  • Examples of subheads
  • Resource links

This is what the spreadsheet would look like based on the nonprofit’s ideation.

blog content for charities

What started as a hub with four goals has developed into multiple blog topics that you can start writing today.

6. Fill In Your Editorial Calendar

The final step in this process is to add the blog topics to your editorial calendar. While you may have dozens of blog post ideas, you likely only have a small bandwidth to write about them. Consider picking a theme for each month or varying the topics each week to change up the content.

Don’t let writer’s block keep you from blogging. This process should help you come up with as many ideas as you need and show you how strategic blog content can support your marketing efforts.

Header Image by Johannes Plenio from Pixabay