The Key to Curating Quality Blog Content
As ubiquitous as short-form, image-centric content has become for branding, creating quality text content is more imperative now than ever. Have you ever found a really interesting or inspiring Instagram page, only to get to the site and discover what is behind the curtain is a total let down? It’s only getting worse. As we’ve culture shifted from early long-form communication like hand-written letters to today's digital dalliances like emoji-only conversations, we’re eliminating the art, and necessity, of writing well for every occasion.
Many ‘visual storytellers’ have an eye for getting a good shot that they can manipulate with filters to create an ultimate FOMO experience, but if stellar content doesn’t proceed the picture, that salient message is soon lost. Alas, the necessity of creating site content is definitely one of the top displeasures of my clients; and it’s a valid gripe— ideating, creating and curating quality blogs, articles or resource guides can feel complicated. Much more so than snapping an image or utilizing today’s many doesn’t-look-a-stock-image stock images that are widely available for social.
It’s so much easier to create content when you feel that you don’t have to stress over the process that precedes the actual creation, stress that will always affect how much you produce and the quality of that work. Utilizing a simple master document with fresh ideas alleviates a lot of time wasted time staring at a blinking cursor or rewriting something that's just not working. Most importantly, taking this step also allows you to enhance your visual branding—elevating it beyond an image, building an even stronger connection with a potential customer. A picture may speak a thousand words, but it also doesn’t excuse sub-par writing.
For TNW, I have a ‘master content key’ (image below) that has over 100 topic ideas including images that I can pull from whenever I’m not sure what I’m going to write about. If I have concrete thoughts about the topic, I’ll write them in the notes section underneath the slide, but usually, an idea will come to me and I’ll just pop it in the calendar for the future. Sometimes, if I can’t think of any ideas off of the top of my head, I’ll find an image first, utilizing sites like Pexels and Reshot—if you’ve got some cash to burn Storyblocks is an awesome option too—and curate the content around an image, searching with keywords that pertain to my content.
Avoiding writing on the fly, unless it’s a stroke of inspiration, is so important. If you’re just not into writing about something, even when it’s planned, your copy can fall flat, or worse yet, you may not finish it at all. Creating a deck that’s filled with evergreen article ideas alleviates the issues of inefficiency and inability to produce almost entirely. I’ve known content managers to create these calendars several different ways— usually in Word or Excel —I prefer Keynote, as it streamlines the process; just add an image and title, it truly can be that easy.