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25 Writing Tips For Business Owners And Content Marketers: Part 5
Renae Gregoire
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I help you create great content experiences that win trust and sales.
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Jul 22, 2024,09:44am EDT
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Welcome back, content creators and wordsmiths. Ready to take your writing from good to great? In this fifth and final installment of my writing tips series, Iāll discuss advanced techniques that separate the pros from the amateurs.
If you missed any of the first four parts, you can find them here:
Part 1āincludes tips on varying sentence length, using active voice, and tapping the power of specificity.
Part 2ātalks about simplifying complex topics, using analogies, injecting emotion, creating compelling headlines, and using the power of social proof.
Part 3 explores the visual side of content creation, from formatting for skimmability to strategically using whitespace, fonts, and colors.
Part 4ācovers the art of empathetic writing, showing instead of telling, and creating a shared narrative with your reader.
As you work through this final installment, consider your content a rough diamond. You've mined and shaped it, but now it's time for the finishing touches to make it truly shine. That's what these tips are all aboutāthe polish that turns your words into brilliant content.
In this article, discover:
Why self-editing is your secret weapon (and how to wield it like a pro).
The surprising power of criticism (yes, you read that right).
The tools and partnerships that can elevate your writing quality.
How to make your content work harder through clever repurposing.
The art of keeping your best pieces fresh and relevant, year after year.
Let's dive in.
Tip 21: Self-editingāyour secret weapon
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Isnāt āself-editingā just reading a draft several times? Yesā¦ but thereās more. Think of self-editing as a content personal trainer. It whips your words into shape, trimming the fat and building muscle where it counts. The work is not always comfortable, but the results? They're worth every moment you spend scrutinizing your work.
Here's what self-editing does for your content:
Clarifies your messageāis your main point shining through or hiding behind fluff?
Strengthens your languageāare your verbs doing heavy lifting or napping on the job?
Improves your flowādoes your content run smoothly from point to point or stumble over awkward transitions?
Trims the fatācan you say more with less? In writing, less is often more.
My best advice is not to rush to publish the next time you finish a draft. Take a break, whether for hours or days, then return with fresh eyes and give your work the edit your brilliant ideas deserve.
Here are a few ways to self-edit:
Read the content aloudāyouāll hear awkward transitions and areas that donāt make sense.
Read the content backwardsāthis is a pro proofreaderās tip for when 100% accuracy is a must.
Create a reverse outlineāuse your finished draft to create an outline to see the structure of your work and find areas that need help.
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Tip 22: Embrace constructive feedback
Not all criticism is helpful. But you have to [+]
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Have you ever hit 'publish,' beaming with pride, only to receive... criticism? Ouch. Your first instinct might be to defend your work or dismiss the feedback. But criticism could be your greatest ally in content creation.
Think of constructive feedback as a GPS for your writing. It helps you avoid traffic jams, discover more scenic routes, and reach your destination more pleasantly and efficiently. When you open yourself to input from others, you can tap into fresh perspectives and ideas.
Embracing feedback can help you:
Identify blind spotsālike angles you hadn't considered and areas not as clear as you thought.
Spark new ideasāa reader's question could lead to your next great piece of content.
Strengthen your skillsāconstructive criticism is a chance to improve your writing.
Here's a practical tip: The next time you receive feedback, resist the urge to respond right away. Instead, take a deep breath, sleep on it if you can, and then approach the feedback with curiosity.
Ask yourself:
Is the feedback coming from a place of genuine helpfulness, or is it just negativity?
Is it in line with your goals and values, or does it pull you in a different direction?
Can you use it to improve your work, or is it just a matter of personal preference?
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The goal isn't to please everyoneāit's to create the best content you can. And sometimes, a fresh perspective is just what you need to take your writing from good to great.
Tip 23: Use writing tools, apps, and partners
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Every writer needs tools and support. Bring your skills and ideas to the table and use the right tools and partners to help you create something remarkable.
Let's start with the tools. Writing apps like Grammarly and Hemingway help you create clear, readable content. Grammarly has free and paid versions; I use the paid version every day. It helps me catch grammar and spelling errors and suggests style improvements. It's a great first-line defense against the little mistakes that undermine your message.
Hemingway is all about improving your writing's readability. It highlights complex sentences, passive voice, and other readability issues, pushing you to make your writing as clear and punchy as possible.
Partners are another key ingredient for great content. Although writing is often a solitary pursuit, the best content happens through collaboration and external input. That's where editing and content coaching come in.
When you work with an editor or writing coach like me, you get a second set of eyes on your work, plus a fresh, well-trained mind that can spot opportunities for improvement, suggest new approaches, and help you develop your unique writing voice. It's like having a personal trainer for your writing skillsāsomeone to push, guide, and celebrate your progress.
Of course, not every piece needs the full editorial treatment. But that extra level of professional polish can make all the difference for your most important workāyour cornerstone content, thought leadership pieces, and the messages you really want to land.
And partnership doesn't have to mean a long-term commitment. Even a one-time edit or coaching session can make a difference. The key is finding the level of support that fits your budget and goals.
Tip 24: Repurpose your content for maximum mileage
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Content repurposing, or content atomization, is the art of turning one piece of content into several to reach new audiences. It's about working smarter, not harder, and getting the most juice out of every piece you create.
Imagine, for example, that you've written a stellar blog post. You've researched the topic, created a compelling narrative, and packed the post with insights. That's great! But why stop there? With a little creative thinking, that one blog post could become:
A series of social media posts, each highlighting a key takeaway.
An infographic that visually represents your main points.
A video script for a YouTube tutorial or explainer.
A podcast episode or audio version for on-the-go listening.
A chapter in an ebook or a section of a whitepaper.
Each new format allows you to reach new people, cater to different learning styles, and reinforce your message across multiple touchpoints. And because you're starting from a solid foundation, repurposing will be much quicker and easier than creating something from scratch.
The benefits of repurposing go beyond efficiency. It can also help you:
Boost SEOāmore content means more opportunities to target keywords, earn backlinks, and improve your search engine rankings.
Reinforce your messageārepetition is key to learning and retention. When you present ideas in multiple ways, you help your audience internalize and remember key points.
Show off your versatilityārepurposing helps you communicate across media and adapt to different contexts, positioning you as a multifaceted, adaptable content creator.
Of course, repurposing doesn't mean simply copying and pasting your content into a new format. You have to tailor each piece to the medium and audience, which might mean:
Adjusting the length and pacing to suit the format.
Modifying the language and tone to match the platform.
Adding or removing elements to fit the context.
Updating examples or references to keep the content fresh and relevant.
The key is to view your original content as a starting point, not an endpoint. With each repurposing, you can refine, expand, and enhance your ideas.
Tip 25: Refresh your content regularly for lasting impact
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Content refreshing is the practice of periodically revisiting and updating your content to keep it accurate, engaging, and optimized for search engines and readers. It keeps your best content your best, no matter how much time passes.
Consider your cornerstone contentāthe pieces that define your brand, showcase your expertise, and attract the most traffic. You want to keep those pieces in prime condition. Experts recommend refreshing this type of content at least every six months. But what does that refreshing process look like?
It could mean:
Adding a new video or multimedia element to improve the readerās experience.
Updating statistics, examples, or case studies to reflect the latest data and trends.
Revising the call-to-action or download offer to match current marketing goals.
Fixing links that donāt work, outdated references, or broken buttons.
Optimizing the title, headers, and meta descriptions for SEO.
Regular updates signal to search engines and readers that your content is current, credible, and worthy of attention. They keep your piece in the spotlight, attracting new readers and keeping the interest of returning ones.
Regular updates can also help you:
Improve your search rankingsāsearch engines favor fresh, relevant content. Updating regularly increases your chances of ranking higher in search results.
Boost engagementānew elements, updated information, and refreshed CTAs give readers new reasons to engage, whether it's their first time or fifth.
Extend the content lifespanārefreshing helps your best pieces stay relevant and valuable for longer so you can get the most return on your content investment.
Identify new opportunitiesāin updating, you might discover new angles to explore, gaps to fill, or reader needs to address. Each refresh is a chance to make your content even better.
Of course, not every piece needs a full overhaul every six months. The frequency and depth of your refreshes will depend on factors like:
The nature of your industry (fast-moving fields might require more frequent updates).
The type of content (news-based pieces might need more regular attention than evergreen how-tos).
The piece's performance (high-traffic, high-converting content should be a refreshing priority).
Don't let your best pieces gather digital dust. Give them the regular refresh they need to shine.
Whatās next? The journey to content mastery continues
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Congratulations. Youāand Iājust made it through this five-part series on writing tips for business owners and content marketers! From the fundamentals of great writing to advanced techniques for optimization and repurposing, you now have a solid toolkit for creating content that informs, engages, and inspires.
But as you likely know, the journey to content mastery is ongoing. There's always more to learn, new strategies to try, and other ways to refine your craft. The most successful content creators embrace this continual learning and growth.
I invite you to follow me on Forbes to continue your journey. As a regular contributor here, I'm constantly sharing new insights, tips, and strategies for content creation and marketing. By following me, you'll get practical, actionable advice to help you keep leveling up your content.
I also invite you to sign up for my Beyond Copy newsletter for even more in-depth guidance. I share my most detailed tutorials, behind-the-scenes insights, and exclusive resources here. It's your VIP pass to ongoing content education and inspiration.
And remember, you don't have to go on this content journey alone. Whether you need a skilled writer to create compelling pieces, an eagle-eyed editor to refine your work, a strategic consultant to guide your content planning, or a coach to develop your skills, I can help.
Thank you for joining me on this journey. It's been a pleasure sharing these tips and techniques with you. Now, go forth and create content that matters, content that moves, content that makes a difference.
