Wednesday, July 19, 2023

Your Checklist for the Components of a Nonfiction Book


There is more to a nonfiction book than a catchy cover and table of contents… much more.

Wherever you are in the process of writing your book, if the chapters adequately convey your message, everything else you write must attract, inform, clarify, or sell.

Book covers
Front cover: If the book is a hardback, it will have a book jacket; if it is a soft cover, the cover will contain the same information as a jacket. The front cover contains the title, your name, an illustration, and perhaps an endorsement or quote from a favorable review.
Back cover: The back cover is your billboard. It should include a description of the main features of the book, a category, your photo and a brief bio, the publisher, an ISBN number, a Library of Congress number, a bar code, and the price. Much of this will already exist in your book proposal and can easily be converted to the appropriate language if the book is being translated.

Front matter
Copyright page: This page is usually provided by the publisher, whether that publisher is a conventional one, a print-on-demand, or you (if you self- publish). It contains certain basic information, such as the title, the author’s name, the copyright date, a paragraph explaining copyright rules, the country in which the book is printed, the ISBN number, a Library of Congress number, the publisher and its location, and contact information.
Preface: This is written by you (the author) and explains why and how you wrote the book. It can tell your story in a very personal way, if you wish.
Foreword: This should be written by someone other than the author and is particularly powerful when an expert in the field writes it. If the writer is a person with a recognized name or title, you might want to mention “Foreword by [name]” on the cover. Sometimes, it is helpful to write a draft of the foreword yourself to demonstrate to the expert what you would like to see in their version.
Introduction: Think of the introduction as a practical guide to using the book. It should explain what the book is about, why it was written, and how it should be read, if there is more than one way. If you are expressing a point of view that will enhance the reader’s understanding, include it in the introduction. If the story behind the story is interesting, by all means include that, as well. This is your chance to editorialize and explain your rationale, so take advantage of it.
Acknowledgments: Few of us write our books without help, no matter how well versed we are on the subject matter. There are hundreds of ways in which assistance is given, from people willing to share their expertise and knowledge to editors who turn our rough prose into pearls. Friends or professionals transcribe interview tapes, proofread manuscripts, listen to us read aloud, and encourage us when we feel we have become brain dead. Those who help deserve to be acknowledged, and some of these sections are wonderful to read. That’s how you want yours to be.


The chapters
Of course, the bulk of the writing takes place between the front and back matter. By now, you should have mapped out your main headings, which will become your Table of Contents, the key points under each heading, and one-paragraph chapter summaries. The question is how do you get from a paragraph to a chapter? Each key point becomes a subhead of your chapter. A summary is the big picture; the subheads are the way you will organize the material. This is the time to fill in the meat — your research, narrative, quotes from interviewees, resource materials, and graphics. The important thing is to get all of the pertinent information under each subhead. Then, you can refine the writing and build your transitions.

Back matter
Index: When a book is filled with facts or topics a reader might want to find quickly, an index is the fastest way to find them. There are two types of indexes — subject matter and detailed. You can create your indexes in Microsoft Word or hire an indexer to do it for you. The published authors I know strongly recommend that you use an experienced indexer.
Bibliography: If you have read other books and quoted other authors, a bibliography acknowledges these sources. Of course, you should attribute quotes in the copy or with footnotes. In some cases, you will have to secure written permission to use other people’s work and may even be charged a fee. A bibliography also gives readers a list of references to read if they wish to dig more deeply into the subject.
Appendices: Sometimes, you have so much background information or detail that, if you included all of it in the main body of work, you might overwhelm your reader. That’s what appendices are for. They are a good place to put scientific data, charts, reports, and detailed explanations without ruining the flow of your text.
Glossary: This is an optional, alphabetically arranged dictionary of terms particular to the subject of the book. Try to define such words in the text.
Epilogue: If you have “one last thought,” this is the place to express it.


Building a book is like building anything else: You begin with the basics, and you add one element at a time. The most important content is in the middle — the chapters. Logically, you should write those first. What goes in the introduction, for example, depends on how the book is organized, as well as several other factors. You can’t write the index until you have finished the book. If this looks overwhelming at the beginning, remember, you don’t have to write the whole book in one sitting, nor should you.

Remember this: Nothing becomes published that hasn’t been written first!

Culled from Book Baby

Tuesday, July 18, 2023

Breaking the Wall between Productivity and Creativity


Productivity and creativity in writing, sometimes seem to be two opposing forces that are impossible to be reconciled. The wall between the duo is the contrast between quantity and quality. While productivity likes tidiness – that is, a streamlined process to get the tasks done before the deadline – creativity thrives on chaos. You let your mind wander as you take time to explore new topics, perhaps you would stumble upon a new idea.

And here comes the battle! How to be productive without submerging creativity! As a writer, how do you sustain your consistency in terms of quantity, yet maintain the quality of your articles? It is obvious that creativity enriches, and helps the writer to stand out in an overcrowded market. Hence, the quality of your writings is primary to all other factors.

Are you itching to demolish the wall, increasing your productivity and expanding your creativity? Let’s go for a ride.

Identify the benefits of being creative

Is creativity valuable anymore? For budding writers and authors, it is easy to conclude that the way to expand one’s presence is by the number of articles or books published. Consequently, one drags oneself into scribbling shabby ideas and publishing poorly edited content. However, the fact remains that most readers or organisations value creativity and craft in content creation and production.

Ann Handley, a regular keynote speaker on content marketing, writes, “Metrics and measurement are important. But the art in marketing is just as important as the science!” In other words, the craft of your content is as important as the figures.

The best way to attract a loyal audience is to nurture our voice and to stand out. So, we need to be creative.

Set boundaries for your creativity

Setting boundaries for creativity means finding a spot between chasing productivity and welcoming creativity, order and chaos, strict planning and freewheeling, staying safe and exploring new territory.

Imagine how frustrating it is sitting before your computer system or with your pen and paper, and you are just blank. You searched and travelled through your mind, but it seems like you have been formatted. However, creativity benefits from such limitations.

Therefore, instead of looking for a random idea, limit your idea generation to a specific topic. When the mind is focused on a topic, ideas are generated sporadically. Meanwhile, your choice of topic should be what resonates with the needs of your clients or readers now. For instance, as a life coach, ask yourself: What’s the main aim of your clients? Perhaps, they want to find more balance in their lives and feel less stressed. So, how can you help them achieve that? It is amazing how ideas that seem erased begin to crowd the head and become the answers to questions.

By setting boundaries for your creativity, you save more time and reduce the stress of planning. This then improves your productivity.

“Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something. It seemed obvious to them after a while. That’s because they were able to connect experiences they’ve had and synthesize new things.” – Steve Jobs

Go down rabbit holes

While in a hurry to get things done, it is crucial to foster your curiosity to be detailed. Work flows easily when you allow serendipity to guide. Be adventurous in doing your tasks. You get more inspiration for writing when you follow your curiosity and read widely.

Don’t wait till you finish your first draft before searching for a quote you are curious about. Be wide in your reading. Taking on reading and writing challenges on different topics opens your eyes, gives you a fresh perspective, and might even boost your productivity.

You can also foster creativity by asking “Why” more often. Why do clients struggle with a specific problem? Why do they make certain mistakes? Walter Isaacson writes that Leonardo da Vinci—possibly the most creative person ever—embraced his inner child, and kept asking “Why?”

“He never outgrew the child’s need not just to admire the beauty of a blue sky but to ask why it is that colour.” – Walter Isaacson

Learn to switch between the creative desk and the productive desk.

Austin Kleon has two different desks to switch between his productive and creative mindset: An “analog” desk for creative work, and a digital desk for productivity. As he writes in his book “Steal Like an Artist,”

I have two desks in my office—one is “analog” and one is “digital.” The analog desk has nothing but markers, pens, pencils, paper, index cards, and newspapers. (…) This is where most of my work is born (…). The digital desk has my laptop, my monitor, my scanner, and my drawing tablet. This is where I edit and publish my work.

You should learn to switch between the productive and creative modes. When you sit down to work, ask yourself: What is the main objective of the next half hour? Do I need to write as much as possible of my first draft? (that’s a productive mode). Or do I have time to explore ideas before finalizing an outline? (that’s a creative mode).

Rabbit holes are only dangerous when you don’t limit your time. Know when you should be on the “analog” and when to move to the “digital.”

Launch into the deep

Each blog post or article you write should give you a tip on your next topic. Have you identified 10 Characteristics of a leader? Go deeper by picking each feature as a topic one after another. So, you have 11 articles already. Lovely!

Don’t be generic with your writings. The magic in writing appears when you learn to listen better, dig deeper into your topic, and force yourself to learn more.

Being creative doesn’t require a lot of extra time or extra work. You just need to allow for a limited dose of chaos in your process, to foster curiosity, to formulate questions and look for answers, to admit your ignorance, to be brave enough to explore unfamiliar territories.

Writing becomes more fun, you procrastinate less and boost your productivity.

8 Proofreading Tips and Techniques


Whether you are writing a magazine article, a college essay or an email to a client, getting your text free of mistakes is essential. The spelling checker helps, but it is far from foolproof. That is where proofreading comes in. Below you will find eight tips and techniques to make your proofreading sessions more effective.

1. Concentration is key.

To spot mistakes, you need to concentrate. That means getting rid of distractions and potential interruptions. Switch off the cell phone, turn off the television or radio and stay out of your email.

2. Put it on paper.

People read differently on screen and on paper, so print out a copy of your writing. If you read aloud, your ear might catch errors that your eye may have missed.

3. Watch out for homonyms.

Homonyms are words that have (roughly) the same pronunciation but mean different things. Switching accept with except or complement with compliment could be disastrous, so pay special attention to them.

4. Watch out for contractions and apostrophes.

People often mix up their and they’reits and it’syour and you’re and so on. Make sure you don’t leave the wrong one in place, lest the error hurt the credibility of your text. Also, remember that the apostrophe is never used to form plurals.

5. Check the punctuation.

Focusing on the words is good, but do not neglect the punctuation. Pay attention to capitalized words, missing or extra commas, periods used incorrectly and so on.

6. Read it backward.

When writing, we can become blind to our own mistakes because the brain automatically “corrects” wrong words inside sentences. In order to break this pattern, read the text backward, word by word.

7. Check the numbers.

Stating that the value of an acquisition was $10,000 instead of $100,000 is definitely not the same thing. What about the population of China—is it 1.2 million or 1.2 billion? Make sure your numbers are correct.

8. Get someone else to proofread it.

After checking all the previous points, do not forget to get a friend to proofread it for you. You will be amazed at the mistakes you’ve missed. A second person will also be in a better position to evaluate whether the sentences make sense.

Culled from Ragan

6 Secrets to Success as a Social Media Manager


Being a social media manager is a multifaceted job: You’re a data analyst one minute, a community moderator the next and an innovator and entrepreneur after that. Whether you’re a freelancer looking to score your next big client or a job seeker eager to land a new opportunity, here are tactics you can employ right now to rise up in social media management.

How to Succeed as a Social Media Manager

1. Know Your Channels

You won’t land gigs, or an interview, if you’re not experienced in programming content on the top social media channels. Being comfortable in Facebook and Twitter is a good start, but depending on your skills and client list, consider taking some time to work with other platforms like StumbleUponPinterest and YouTube. Also on your to-do list: Keep up with channels that are gaining momentum like video hub Vine, shopping site Wanelo and slide hosting service SlideShare.

2. Beef Up Your Graphic Design Skills

You don’t have to be a Photoshop god, but having a keen eye for design will place you far above the competition. Social media is saturated with content, and the posts with fine-tuned images are the ones that stand out. Graphic design skills carry over into every corner of marketing, as well.

3. Make an Infographic to Show ROI

One of the biggest challenges in social media management is showing return on investment (ROI): in short, proving to clients and potential employers that your hard work generates real results. Take the data from your best campaigns and put it all in one place.

Then, use that finely tuned graphic design skill (or hire a designer) to make a stunning infographic that you can send to future employers and hand out at conferences to promote yourself. The benefit is vast: Not only will an infographic support your claims with stats, but you will demonstrate that ability to communicate visually.

4. Demonstrate Your Ability to Handle Sticky Situations

Responding quickly and tactfully to online disasters not only proves your aptitude as a social media manager, but it proves your ability to stay calm amidst chaos—a skill essential to any media job.

5. Get Some Testimonials

Can you think of a time you got some excellent feedback after a stellar social media campaign? Whether it’s from a coworker, client or former employer, a few affirmative sentences from others can go a long way. Post these on your website or solicit them on LinkedIn to lend some real-world credibility to your hard work.

6. Target Your Next Goal

The strategy you employ now will vary depending on the role you seek. If you’re striving for a social media manager job at a targeted company, you’ll want to keep honing your skills as a jack of all trades. But if your long-term hope is to secure a C-level position or start your own company, now would be a great time to build a social media consulting practice. Work on your sales know-how to grow your client base and follow the big players in your field of choice.

Monday, July 17, 2023

8 Important Questions to Ask Before You Publish Your Book


Right now, I feel like I’m drowning.

I’m in the final frenzy of preparing for the launch week of my new print business book, The Pocket Small Business Owner’s Guide to Starting Your Business on a Shoestring.

I’ve learned a lot about book marketing since my previous print book, How They Started, came out, and I’m excited to apply some of the ideas.

In going through this process, I realized there are some basic questions all authors should ask themselves if they are preparing to publish a book, whether self-published ebook, print-on-demand, or physical, traditional press, fiction or nonfiction.

These questions provide a roadmap that will clue you in on whether now is a good time to put your book out, and will steer you to use what marketing time you have productively.

Ask yourself:

1. Who will care about and buy my book?

These days, book sales are all about who you know. How big is your network? Who can you promote this book to? Most importantly, who do you know who has a big audience of their own who’d be willing to review it, interview you, or otherwise help you promote your book?

If you’ve been sitting in your garret writing and are thinking your book is so amazing and irresistible that it will sell itself (as I saw one writer boast recently on LinkedIn)…prepare to be disappointed.

I meet too many writers who write their book and then decide to start blogging to promote it. That gets the order backwards. First, start building your audience and making connections with others in your planned book niche, so that you have a way to market your book.

2. Who will blurb my book?

I saw this eye-opening comment on one of LinkedIn’s author groups recently — a new nonfiction book author wanted to know how she could get the top thought leaders in her niche to give her book some raves for the cover.

She wondered if a traditional publisher could line that up for her. The answer is no. It doesn’t work like that.

The people who blurb your book tend to be people you know well and who likely you have done favors for in the past. If you don’t know him, Bill Gates is not going to blurb your business book, and J.K. Rowling isn’t going to rave about your children’s book.

Blurbing a book is actually a big pain because you have to really read the entire book to make a coherent review comment! It’s a lot of ask as a favor of someone.

I had interviewed quite a few business-book authors over the years as a business reporter and built some relationships there that helped. But if I hadn’t attended SOBCon, I would have been hard up for book-cover blurbs on my first book — about half of them came from relationships I formed there.

3. Who will review my book?

The next thing you need is people willing to read advance copies and post Amazon and GoodReads reviews on publication day, so that readers get the idea it’s a happening tome with an active reader base.

Could you get 50 or 100 people to do that? If so, that will get your book off to a good start. Once you’ve got a nice number of reviews up, other buyers will tend to chime in and add to them.

4. What forms of marketing can I do?

Lots of writers hate talking about themselves, and hate marketing in general. But selling a book involves butt-loads of marketing. Start thinking about what types of marketing you’d be willing to dive into. Could you hit trade shows and do a book tour? Bookstore-based book talks and signings? Rent a billboard? Start thinking about what’s within your comfort zone, time availability, and budget.

Consider what marketing will make the most impact for your particular book. There are only so many hours for book marketing, and you cannot do it all.

Because I’ve been blogging and writing about business for years, I’m focusing most of my energy on tapping the blogging community. I’m submitting my book to business-book review sites, guesting on business podcasts, doing guest posts, and Skype interviews.

That comes naturally to me, and I’m well-connected there. I’m doing a bit of in-person, but since I live in a small town it’s more impactful for me to concentrate on Internet marketing, where I can reach a much larger audience.

5. Can I tap my network for marketing ideas?

The best advice I can give about book marketing is to start asking around about what you should do. You’ll learn a lot.

For instance, I did one post on Facebook and Twitter asking for suggestions and immediately got three leads of business blogs I hadn’t thought to approach, even though they were names I knew.

One of them I turned out to become an instant new best friend on Skype. We turned out to have loads in common. she introduced me to a large Skype mastermind group she’s in, and asked for a video post! You will greatly increase your marketing reach when you ask for help.

I asked one personal friend for ideas and she reminded me that — duh — our town has a daily paper, a monthly lifestyle magazine, and a regional business journal, all of which might write about my book launch event here in town. In fact, as I write this, I see the business journal has posted a release about my local book launch party. That’s a great bit of great exposure I would have probably would have forgotten to pursue without the nudge.

6. How much free time have I got?

In my case, the answer is not a ton, since I need to spend a lot of time helping Freelance Writers Den members. I have dropped some freelance clients, but still have family responsibilities, too.

Unless you can drop everything to become a book-marketing machine, you’ll need to pick and choose your promotional methods. Also, start earlier if you know you’ll need to juggle your schedule with other commitments.

For instance, I gather GoodReads does only marginally well for nonfiction books, and that you should spend an hour a day on there interacting with people to get some real traction. Given that it’s not an ideal platform for my type of book, I decided to fill out my profile and do a giveaway contest (check it out in the sidebar!), but otherwise not make this a big focus.

I think the most important sanity-saver here is realizing book marketing is a bottomless pit. In the end, you need to do all you can with the time and resources you have, and then let it go.

7. Can I do something creative?

I took a book marketing training this week, and one of the things I learned that works well in book marketing is the element of surprise or something unusual. How will you make your book stand out in the sea of new releases?

For instance, the trainer had worked with a Christian book author who did some book-signings in brewpubs, because his theme was taking Christianity to blue-collar people. I’m still brainstorming about what I might do that would be off-the-wall.

8. How does this fit with my goals?

We only have so much time in our writing careers. Each book you write leads your career in the direction of that type of subject matter. Is it something you love? Will you enjoy the opportunities that come out of this particular topic and book type?

As a longtime business writer, I jumped at the chance to boil down 20 years of business interviews into a single, handy guide full of great stories of success and failure that will help other owners stay in business. Writing about business is one of my passions and my future goal is to ghost business books for CEOs, so to me this book was in line with my plan for my writing career.


Culled from Make A Living Writing

7 Ways to Correct a Failing Marketing Strategy


No entrepreneur has a perfect first marketing campaign. Even if you’re experienced as a marketer or entrepreneur, you can’t really dial things in until you have data to inform your campaign.

So let’s say you have a marketing strategy that’s, for the most part, “failing.” You aren’t seeing the results you predicted, and from what you can tell, your return on investment (ROI) is either negligible or negative. I’m going to assume that this isn’t just a gut feeling or an early reaction, either – you’ve looked up the hard numbers, and can objectively demonstrate that your marketing strategy isn’t working the way you’d hoped.

You don’t want to abandon your strategy altogether, so what can you do to correct it?

 

1. Give it more time.

First, I want to acknowledge that some strategies – like SEO – take a long time to start paying off. If you’re investing in your brand image, or if you’re relying on inbound channels of traffic to bring you more customers, don’t get discouraged after only a few weeks of effort.

On the other hand, some strategies – like PPC advertising – should start working immediately and improve over time as you make adjustments based on the data. If you’re working on a long-term strategy, consider giving your campaign more time to develop. Otherwise, try one of the approaches below.

 

2. Differentiate it.

The marketing world is a competitive one, especially in popular realms like content marketing and social media. There are thousands of brands competing for your target audience’s attention, so what makes your strategy unique?

If you’re saying the same things that your competitors are saying, or if your design blends in as background noise, your campaign is going to falter. Correct this by saying something unique that only your brand could say. Sometimes, it’s the only way to cut through the noise.

 

3. Make a more valuable offer.

All forms of marketing target some interaction as an end goal, whether that’s buying a product or visiting a website. To take that action, your customers need something valuable in return. Sometimes, that’s an affordable product. Other times, it’s a gift, such as a free downloadable eBook.

If you aren’t getting enough interactions from your campaign, it may be a sign to increase the value of your offer. That could mean offering a discount on your main product, adding more free gifts, or otherwise incentivizing users to take your desired action.

 

4. Retarget to fit your audience.

Targeting a generic audience may seem like a smarter choice for getting a higher return. After all, you’ll be reaching a larger number of people.

However, it’s almost always better to target a smaller audience with more relevant messaging.

If your generic messaging isn’t reaching the audience segment that you want to reach, take a step back, run some new research on your target demographics and adjust your messaging to fit the people you’re trying to reach.

 

5. Segment (and AB test) your strategy.

Alternatively, you could see better results by segmenting your strategy into discrete paths.

For example, you could target one audience segment on a primary channel, and another audience segment on a secondary channel.

You could also experiment with different types of messages and mediums, running AB tests to see which one performs better in a controlled environment. This way, you’ll have more specific data about which marketing components work and which ones don’t.

 

6. Align your individual tactics.

Marketing strategies work best as individual components of an overall machine, rather than wholly independent units. Examine how your latest marketing tactics play into your strategy as a whole.

This can help you identify problems with your brand voice, your direction and missed opportunities for cross-promotion. Try to keep everything tied together as much as possible.

 

7. Try a new strategy (or scale up).

If none of these strategies are working and you feel your strategy is a lost cause, pull out and try something new. That “something new” could be the same strategy with an entirely new angle (or new budget), or a new strategy altogether.

This doesn’t necessarily mean the strategy is useless, but it does mean you should focus on something else – at least in the short term.

Marketing strategies are rarely total successes or total failures. Even if you perform well, there will be factors beyond your reach and key opportunities to learn from your mistakes.

Even if you perform poorly, you’ll always have time to make up for your errors and begin anew. Experiment with these different approaches when modifying your existing marketing strategies, and eventually, you’ll be able to form more audience-appropriate and effective strategies from the beginning.

There’s always something new to learn, and always more ways to get better.

 

Culled from Entrepreneur

How to Keep Your Writing Juice Flowing


If you are a writer and it is your primary source of income, then you know you can’t afford to let your writing stop for too long. So, in order not to get to the point where you are stuck and don’t know what to write, here are some things you can do to keep your creative juice flowing.

1. Keep Reading. As a writer, you should never take a break from reading. You can follow some respected blogs about varying subjects and read them.  You can also read books such as The Underground Railroad by Colson Whitehead, Beloved by Toni Morrison, The Alchemist by Paulo Coelho, A Brief History of Time by Stephen Hawking and Tiny Beautiful Things by Cheryl Strayed. They are great stories that would help aid your creative mind.

2. Take Care of Your Body. Sometimes, thinking takes a hiatus when our bodies aren’t healthy. Ensure you take care of your body by sleeping well, eating well, taking supplements and visiting the doctor regularly for a checkup.

3. Exercise. It is also advisable that you exercise regularly to raise your heart rate and fire your neurons for the creativity needed to write.

4. Take a Break. Although you should never take a break from reading, you can take a break from writing. How many breaks you decide to take depends on you but sometimes you need to rest well in order to keep having ideas on what to write.

5. Listen to Songs. Research has proven that there are some songs that have a positive result in increasing the creativity and performance of the brain. When you listen to them, you get more creative in your thinking. Some classical music such as those composed by Bach, Mozart, and Beethoven fall in the category of songs that can help you increase your productivity and focus.

6. Mentor a Writer. Teaching or mentoring a writer, will also keep you in the game of writing and give you constant ideas you need in your writing career.

7. Be Involved in your Environment. In order to keep your writing juice flowing, it is important that you are aware of things happening around you and you connect with people in your surroundings too. That will help you get frequent ideas on what to write.

8. Pray. Are you a believer? Then you should never underestimate the power of prayer. Praying for constant ideas and inspiration is one of the surest ways to keep your writing juice flowing.

 

By following some of the tips, you will be surprised that you would always be filled with ideas on what to write.

Share with us. What are the ways you get your writing juice flowing?

Wednesday, July 12, 2023

5 Steps To Build Trust Using Content Marketing


Have you ever stopped to think about what content marketing is really all about?

Sure, it is about telling the story of your brand and answering questions that your customers have about your products and services in a “non-salesly” fashion, but deep down, brands that do content marketing well do it for something more than those things.

The brands that do content marketing better than their competition are the companies that realize at the end of the day that content marketing is about building trust.

Whether you are creating content for new prospects, current customers, industry analysts or someone else entirely, the real purpose behind those efforts should be to build a higher level of trust between the consumer of the content and the brand creating it.

How to ensure content marketing gets through the online noise

If you stop to consider the fact that there are 347 blog posts created every minute, you will probably come to the conclusion that we have entered the age of information overload. Beyond blogs, there are videos, Facebook and Twitter posts and of course all of the information that comes our way over email.

Beyond the new content being created and shared online every day, we are exposed to a massive amount of advertisements. Indeed, the average internet user will see about five thousand advertisements a day.

With so much information being created for us and thrown at us every day, it is important to remember what will make us stand out.

Some companies will argue that it is the frequency of content or the quality of the content. I believe that both of those things play a role but would tell you that they are less important than you may think.


For most brands, especially those that don’t have the endless financial wherewithal to spend on their marketing efforts, it comes down to creating content that builds trust between the brand and the consumer.

If you are a brand looking to increase trust between your company and those you are creating content for, read the following five steps. They are the key to building greater levels of trust with your audience.

1. Define your audience and outcomes.

Brands must always be thinking about who they are writing for and why they are writing. It is much easier to build trust (and sales) when the right reader is given the right content. Then brands must think about why they are writing: What is the goal of our content-marketing campaign. If trust is the object, then make sure not to push too hard, too soon.

2. Determine content type, frequency and location.

While the type, frequency and placement won’t in itself build trust, it helps. Trust starts by putting the information they want in places where they can benefit from it. So, if your audience primarily seeks content via email then make sure you make it available to them. Great content marketing that isn’t seen will not build trust – or anything for that matter.

3. Share, promote and engage.

Part of the process of building trust is making sure that the word is out that your content is available. Having said that, there is a fine line between helpful awareness and spammy promotion. Make sure that sharing is done on the platforms where your audience is active. Further, curate content carefully and help the reader quickly see why they may want to consume the content. Finally, if a reader takes the time to engage with the content, reach out to them and let them know you appreciate their support.

4. Make connecting with your brand simple.

If you do all the work to create great content, then you should be highly motivated to make it easy for someone to connect with your brand. Make sure it is easy for interested readers to become more meaningfully connected to your brand through email, phone, RSS or other means.

5. Analyze the response, optimize and pivot.

Brands must look at the content to see what is being viewed, shared and engaged with. If certain content is drawing a great response while some is largely being ignored then brands should pivot to create more of what their audience is connecting with. This doesn’t only drive more readers but also more opportunities to build trust with an audience.

Keep in mind that these five steps, like any process worth doing, take time. Once informed it comes down to being active, connected and available for the customer to learn and find out more. Then brands must continue to self-actualize and ask themselves, “Are we providing the content our audience wants”? And pivot when necessary.


This article first appeared in Millenial CEO