Digital platforms have redefined reading. I’m not referring only to tablets like kindle. These portable libraries may actually encourage us to have a book in hand. As a result, we can now do so with greater freedom and a lighter purse.
What is your attention span?
I feel that the vast number of digital articles, blogs, email campaigns etc. has changed (re-framed?) our attention span. Have you noticed, glued to a screen, how much reading you do in a day? Would you say you dive in or skim read? Do you still enjoy reading for pleasure? Is your attention span the same as it was 10 or 15 years ago?
Neuroscientists have discovered that reading a novel can improve brain function on a variety of levels.Christopher Bergland, Psychology Today
Recent reports show that Americans are reading less each year. No doubt many of us lack the time, but what most irks me is we don’t aim high with our attention spans. After all, we can click our way out of reading anything digital. Before we know it we’ve therefore opened 5 pages that take us in 5 directions. Or we extricate – grab the bullet points and go.
If you’re an average reader, I’ve got your attention for 15 seconds, so here goes: We are getting a lot wrong about the web these days. We confuse what people have clicked on for what they’ve read. We mistake sharing for reading. Tony Haile. Time Magazine
Has Everything Written Been Dumbed-down?
As a writer, I’m reading for research purposes more than for the joy of the story. I run my written work through editing software and sometimes through editors. In fact, one client wants the tone and syntax to be at eighth grade level understanding. You should know that ‘dumbing it down’ is often a key component to online writing. I do completely understand this. Online equals access to a wider audience – yes you millennials. It also means that built into many pieces is a guess that you won’t actually read what you’re reading. You’ll skim or look for the bullet points. It’s like going to the Grand Canyon, taking a selfie to show your followers and saying “I just explored this natural wonder!”. I’m trying to achieve a different intellectual balance in spite of my enthusiasm for creative and SEO writing. Truth told my eyes get tired after 8 hours of typing and staring at a computer screen. In addition, some of the books that I’ve picked up through book club recommendations (not the ones below) have disappointed me. They seem to have the same flavor as dumbed down web-based pieces, which does nothing for me. At least, nothing stimulating to my intellect.
What is on Your Reading List? Here’s Mine
Recently I’ve picked up a few noteworthy novels to share with you. So far, I’m 3/4 into All the Light We Cannot See and find it engrossing. For my taste, it has great character development and the chapters flow from one to the next. Consequently, I never feel like I’ve lost my place and always want to pick it up for more. I’m not a huge fan of punchy digital copy that has 3 words in a sentence – though I understand it. If you use any editing software, you can achieve this result. Yet I have spoken with women my age and we feel this style targets a younger (perhaps less professional) audience. Here are some features that I look for a novel:
Characters I can understand – not necessarily relate to
Author focus – not too many tangents
A plot I can follow and identify – good story telling
Vocabulary that makes me go to the dictionary a few times – but isn’t pseudo intellectual
Has some meaning to it – I am less drawn to fluff and more to substance (remember Steinbeck’s East of Eden?)
Well researched if the goal is to address a specific time period
If auto-biographical, not egotistical
What’s on your bookshelf? Anything that makes you feel enriched? Let’s start 2019 with a drive to get smarter. To expand our minds and nourish our soul.
Many people I talk to want to become more organized. Yes, staying organized is also a concern, but if you are already orderly, chances are you know how to do that. I’m interested today in how to set yourself up for success. In the process, you may discover that you enjoy your new behaviors and see the fruits of your labor.
What are the benefits of being organized?
The benefits of being organized include better work flow and time management. You’ll also become a top-notch problem solver as you uncover habits that don’t work for you. Shedding unproductive ways is like moving to high-speed internet or upgrading your operating system.
5 benefits of being and staying organized
To entice you to begin to think like an organized person (you’ve got your sh*t together), I’ve compiled a list. Call it the top 5 benefits of becoming and maintaining an organized lifestyle.
Getting a medal for helping my sister-in-law get out of boxes after her move
What is the best way to stay organized?
The best way to stay organized is to change a few behaviors. You have to create the conditions that move you away from chaos. Once you have a zest for it, you will want to maintain and even improve the way you do things. Here’s an example. A good friend of mine works from home, as I do. She saw a picture of my office and couldn’t believe how tidy my desk was. “I can’t seem to de-clutter” she moaned. “I love papers too much.” My suggestion was that she not try to be a different person. I recommended she keep her enthusiasm for post-its. “Color code them” I said. “Post them on a something like a white board.” Well, this seems to be working for her small space. She chose to put post-its on a board behind her computer desk. It helps her manage her projects. I think if you can see what you have, you will:
Buy less
Have better access to your things
Not waste time looking
Put alike items together for visual assistance
How do I become neat and organized?
The best way to become neat and tidy is to place like items together. Full disclaimer, I color code where possible. This system works well when I am getting dressed in the morning. You don’t have to go full in right away. My husband likes all his t-shirts together followed by hoodies. I prefer to put all my whites together. Are you a category person like him? Or are you a follow the rainbow person like me?
Preparation is the key to success
Truth told, my grandma taught me how to become organized. Not by drilling it into me. No. I must have learned by watching her. She too, worked from home. Back when hand-made knitting was in (before machines) she and Zaida had a knitting business. Since we lived with my grandparents, her hands were full (pun intended). I know many working women will relate. But it didn’t stop her from entertaining. Picture holiday meals with every family member, mah-jong games with ‘the girls’ and more. Grandma met the challenges of her life through old-fashioned preparation. I saw her make cookies days in advance of get togethers. Her suitcases were at the door 2 weeks ahead of take-off. The secret to her success with staying organized was to do what she could ahead of time. One little thing here and there broke down what some would call arduous into effortless. These skills are classic like a strand of pearls. Do one little thing today that isn’t due til next week. [bctt tweet=”The key to becoming organized is to do one thing today for tomorrow” username=”yoginiqueen”]
A Conscious Strategy
Becoming organized will take some conscious strategizing on your part. You’ll have to play detective with your own habits. What do you hate about your day? How would you like to re-write that story? If it is your desk, start there. If it is the fact you never know what to make for dinner, begin to solve that problem. It is easier to maintain a system when it makes sense to you.
I was going to write a classic #howto develop a resource mindset but then I stopped myself. ‘How to’s’ and ‘guide to’s’ presume the reader knows nothing. That s/he needs advice.
It is my belief that you have a resource mindset inside of you. Whether you know it or not. And, that when you activate yours, you will be as one hockey friend used to say, “on fire!”.
To help you activate your inner resourceful self, I thought I would share my story and values. If you relate in any way, the wisdom I have gained will fuel you to share with others.
I also want to help you tap into your sense of confidence. Flick the switch and you can start using your resource mindset whenever possible.
What is Resourcefulness?
If you want to crush life, a resource mindset is crucial. I know it helps me meet challenges. These are the moments when our innermost self shows up and says “show me what you’ve got or I’ll kick the shit out of you.”
Just What is a Resource Mindset?
A resource mindset is one that is pre-set to think outside the box. It is not daunted by an apparent lack of options and will keep trying to figure things out. I think it’s what my husband means when he calls me ‘tenacious.’
Resourcefulness is a mindset, and is especially relevant when the goals you have set are difficult to achieve or you cannot envision a clear path to get to where you desire to go.
Yes, resourcefulness is a skill that can be practiced and learned. I learned it at the foot of my grandmother when I watched her bake. She managed to take what she had and make it work.
Being a yoga student and yoga therapist also taught me how to adapt practices to an individual. It showed me you have to think on your feet and be in the moment. There isn’t a text book solution to every problem.
When you think there is only one way of doing things, you may be right. But what happens when circumstances change? Will you be able to handle life’s challenges without an open mind? [bctt tweet=”A resourceful mindset is the queen of problem-solving #resourcefulness ” username=”@yoginiqueen”]
Resourcefulness is the queen of problem-solving. It is the knowledge that there is another solution and it will present itself.
What is an example of resourcefulness?
A perfect example of resourcefulness is lemonade. “When you have lemons, make lemonade”. That’s as classic a statement as a pearl necklace. Lemons means anything that is unpalatable (sour). Adding some simple ingredients like patience (sugar) and fluidity (water), you get a whole new experience.
How Can I Be Resourceful?
To be resourceful, practice giving up the outcome and sometimes, the goal.
Surrendering all thoughts of outcome,
unperturbed, self reliant,
he does nothing at all, even
when fully engaged in actions.
Bhagavad Gita A New Translation, Stephen Mitchell
Below, I talk about five ways I practice the resource mindset in my life. My hope is that you will tap into this energy when obstacles rear their heads.
Rewrite your story. If life knocks you down, that is ok. Do your best to take a next step when you are ready. It’s not over. What other tools do you have at your disposal? Is there something you can do instead?” These are some questions that surf in a resource mindset. Hint, “I can’t do it” is not resourceful. Say “I can learn to do that”, “I won’t do that”, or something like “I can do it another way, but not the way I hoped.” Instead of “I don’t have that” say, “this is what I have”. What story could you re-write in order to come to a new point of view?
Figure it out. I used to find it annoying when people (you know who you are) would say, “we’ll figure it out”. I felt like it was a way of blowing things off. In fact, it is a great example of the resource mindset. It says, “I don’t know how now, but when it comes time, I trust I will know what to do.” Is there any situation where you could hit the pause button until the answer is clear to you?
Prepare yourself in increments. My grandmother used to prepare for trips a week ahead. She also prepared for family holidays like Passover, several weeks in advance. She did a little bit each day. I try to integrate this lesson by doing something today that will ease my tomorrow. Writing forward is one example. Is there any one thing you could do today to work towards a goal?
Adapt and respond. Adapting isn’t always fun, don’t get me wrong. It is hard work. But just think about this: Which is stronger, water or steel? Water is the more powerful. Learn from water to be fluid and responsive. Think of yourself as a great chef who makes the most amazing tomato sauce with tomatoes, salt, pepper and a drizzle of olive oil. How do you feel when you have fewer resources? Can you simplify?
Repurpose. Repurposing is a deep tissue massage for your resource mindset. I’m guilty of that as a writer. (See this vs that article). I’ve taken one message and written it for two distinct audiences. This action has helped me stretch my creative muscles. Truth be told, I also repurpose old t-shirts into pj’s. What old trick can you do in a new way?
The minute you practice one of these concepts in your own life is the minute you own your resource mindset. Go try!
Yoga Chez Vous is French for ‘yoga at your place’. It was a TV series that aired in Montreal and throughout Quebec on Vox TV from 2006 to 2008. It was also my brainchild.
I think, looking back from the window of my 50’s, it was THE most stressful project I’ve ever done. Also, an example of conscious strategy – what they call today ‘content strategy’. Before the internet kicked in. This is what makes it interesting to talk about now. Back then we did not have sophisticated tools and technology.
A few key points about Yoga Chez Vous. I had to conceive it from start to finish. From the content (website, promotional, script and dialogue), to the yoga postures and styling. In fact I secured -by myself- a local Montreal sponsor for the clothing, Sylvia.
Sylvia was someone I knew. Her store was on Sherbrooke St. and I worked in that neighborhood for several years way back in my 20s. During that time, I met all the local boutique owners and staff. We didn’t have social media then, it was all chit chat and saying hello on the street. Often, we supported one another, it was a mini-community. Relationships were key.
An entrepreneur, Sylvia was almost put out of business because Lululemon was moving a few blocks over. Lululemon wouldn’t allow her to carry and promote their brand because they wanted exclusivity.
I’ll segue. This part of the story is just fun to know. Lululemon’s flagship store was in my then apartment building – just gorgeous. The kind of apartment that would cost a zillion dollars in Rittenhouse Square.
Back to the sponsor. Sylvia ended up generously donated to me 28 episode’s worth of clothing. 2 outfits per show -one for me , the other for my colleague. That’s 56 sets of full matching outfits. Wow. Clothes were important because it’s TV and you can’t wear your sweats.
In return, we listed Sylvia’s store in the show credits, and got the opportunity to promote brands other than the big L. So all over, a great example of engaging your community with purpose and for the benefit of all participants.
Vox Tv Circa 2006
The show aired in 2006 on Vox television. Videotron (which is like a Comcast in Quebec) owned Vox which had local Montreal and province-wide programming. I think the show was renewed because of public interest. This was so unexpected I got to ask for 2 years worth of payment.
Gordon Donnelly was the producer and master of the ship. We met when I was interviewed by the hostess of a Montreal A.M. show which targeted francophone audiences. Joanne Vrakas who is still a TV goddess in Montreal is very chatty and great at speaking fast (in french). Also a very pretty and tall blonde. She could be – maybe is- a model.
On the set with Gordon and Joanne, discussing the moveable plastic rocks
I nailed the interview although for the life of me I can’t remember how. All I recall is how Gordon asked me to do the show on my birthday. He was the best. In fact, I can also recollect that he asked me to come up with the name for the show. But if you’re reading this and you know otherwise I will stand corrected.
The mission of the show from Vox’s point of view was for me to teach the hostess. As I am an anglophone, have dark hair and was older than she this presented a few challenges. But to pair us was important from a larger vision, I believe – for the network. They needed to fulfill their quota of bilingual content.
Consequently, Yoga Chez Vous was a pioneer TV show in Montreal, Quebec. It was the first TV show with a ‘reaching across the aisle’ flavor. Because there still are some language issues in the province.
It was also distinct in its format (interview-style but not specifically A.M.). And, finally, it was more common to have a teacher teaching an audience, or other students who presumably were familiar with yoga. She wasn’t and I think this made others feel at home too.
The Goals of Yoga Chez Vous
I had to factor in the corporate client’s goals as well as those of the show. To bring yoga to a variety of audiences in their homes. Some would use the TV as distraction. Others (my BFF and her daughters) would watch me while munching on popcorn.
Hopefully too, a few would follow along. Some would be novices like the hostess (she went onto MTV I think). Others may be somewhat more experienced with the lingo and flow. Or just follow along in their wheelchair. Like my grandma. She would always tell me “I did your class this morning” Then she’d giggle. But I know she followed the breathing.
I know because I factored all these audiences into the essence of my show. It was f—g hard. But I felt responsible to deliver an excellent product.
Advertising the show
Merging simple with complex
If you understand Yoga you know it is both extremely simple and complex at the same time. I mean, the human mind, body and spirit is a miracle. So the goals of Yoga Chez Vous were to:
Capture the essence of Yoga
Create 28 episodes (we actually ended up doing 30)
Determine which asanas (postures) would translate to TV and to promotional photos
Come up with promotional content for their website. I came up with “Feel better, think better, lead better” as an overall theme
Convey a simple yoga practice to several types of audiences – spectators & practitioners alike across the lifespan
Use a format that could broken up into segments in order for them to edit in commercials from the sponsors
Translate a very simple variation of yoga into accessible words (to the camera audience and host). Including postures, dialogue, and reflections that the hostess could translate from English to French
Respect that timing is key and everyIt was’t a live show so every take costs $$
Catchy phrases
A Few Words About Yoga
Yoga means union. I know many people think you have to do balancing poses to say you practice Yoga but that’s not the essence of yoga.
If anything, the essence of the postures is mindful movement. And the heart of yoga is the idea of aligning with spirit. Yoga makes me think of harmony, peace, symbiosis, hard work, discipline, compassion, compromise, wisdom.
Yoga Chez Vous also had to be perky to amp up the entertainment value. But reaching audiences made me think long and hard about my boundaries and who I was as a professional yoga teacher. I’m focused and careful for one.
Staying true to my brand (the essence of Yoga) and teaching mindfully were key. As a teacher this meant I had to structure the session for the student/hostess (specifically) and wider audiences generally. It was super challenging. She just couldn’t focus and I wanted her to know it was ok, however, I really needed her to pay attention.
Have you ever been in a situation like that? You’re trying to do your job and be yourself at the same time. Authenticity. Peeling a way at the layers of the onion, one at a time. SLOW…
It’s a Wrap
The practice of yoga involves bringing yourself into wholeness so that you can move through the world mindfully and with an open heart.
For us to do that, we have to understand what it means to breathe the same air as each other. You may be different from one another, but as humans you share the same functions. Do you know what I mean?
To come to these deeper insights involves self reflection (which can be fun), as well as the ability not to get pulled in all directions. Like during meditation.
If you’ve learned anything by reading about yoga that you didn’t know before, then the message of the show lives on. That to me is what good content is. It’s meaningful and something I still strive through with Conscious Strategies LLC.
In the end, the kind of story worth telling is one that makes a positive impact. Intuition helped me develop the show Yoga Chez Vous. Well before content strategy was a buzz word, kicking in with conscious strategies and common sense was all I had. Can anyone relate?
I was just asked for some samples of writing that showed my playful side. Scanning my portfolio whilst my eyes rolled up in my head, I began my task. Not sure why we look up to the ceiling for answers. But I did find 3 playful articles. Here they are…digital drum roll please.
The playful tone is usually positive, upbeat and pitchy but can also break down a more serious topic into bite sized easy to read pieces. Does playful content make for great SEO? Not sure. It can be redundant and a little choppy if you aren’t careful.
Generally, a paragraph that contains many consecutive sentences all starting with the same word, won’t be a nice read. The words will feel repetitive and the text will lack flow. That’s obviously not great for readability
I like the idea of playful writing. Shorter sentences. Using vernacular instead of proper syntax and grammar. I enjoy a snappy blog post too. Going to try and lighten my tone from here on in….
Getting in touch with my inner playful
Let me know if I can curate a few articles for YOU. Pick a genre from meditation to mortgages.
Do you wonder how to make it as a freelance writer? I’ve been a professional freelance writer for many years now. I’ve worked 50 hour weeks and 50 hour months. These ebbs and flows are the result of client budgets, not ability. It’s the kind of flux that is often super rewarding or downright challenging. Resilience, in other words, is a freelancer’s middle name.
5 Tips for Freelance Writers
To navigate the world of a freelancer writer, there are five things I find crucial. Here goes. Bullets first for the skimmers.
Create a Productive Workspace
Manage Your Time
Be Receptive to Feedback
Research and Develop
Have a Bottom Line
Create a Productive Workspace
If you work from home as a freelance writer, you’ll need a productive workspace. Clean and de-cluttered works for me. You show up at work and get right down to it. After all, if you don’t meet or come in ahead of deadlines, good luck getting a recommendation on LinkedIn.
Make sure you are professional
https://twitter.com/yoginiqueen?lang=en
Wise Freelance Writers Manage Time
The wise freelancer uses gaps in contracts. I’ve used mine to prepare invoices, re-write my resume, develop new business, blog and write forward.
Writing forward is about getting ahead. Yes you need a day off. But, writing for next month when you have time puts you in the position where you can accept new projects.
Blogging is obvious. You need to craft a writer identity. It can be different from what you write for others. In fact, many writers get their feet wet with a blog-on-the-side. I did. As a yoga therapist, I wrote about what I knew, then others asked me to write for them. Some initial gigs were free. Others paid.
Also, a blog is useful to drive traffic back to you (SEO 101). It also provides content for your social media feeds.
Be Receptive to Feedback
As freelancer writers, we work both for ourselves and for clients. Working for clients you may or may not get feedback on your submissions. Feedback is your metric, so if you don’t receive it, ask for it. The purpose isn’t to make you feel like the best writer in the whole world. It is to help you achieve optimal performance.
Research and Develop
Many freelancers stress the need to create a niche. Others speak of diversification. My feeling is that freelancer writers have to be in research and development mode. Maybe you are flipping a finance career into writing about finance. You’ll need to follow up on compliance, credible sources etc.
In my own case, my liberal arts background has fueled a strong interest in research. I’m also curious, inquisitive and love to learn. And I’m versatile. I can write for many industries. From education to yoga, mortgages, home decor – pretty much anything. Why?
I like to learn. Learning is vital to digital writers because search is changing. Searchers type and talk. Whatever you write about, just make sure you put in some legwork.
As the programming behind voice search gets more refined — in 2012 the word error rate was over 20%, but now it’s as low as 8% — it’s getting much better at picking up our speech quirks. This means that marketers interested in voice search SEO will need to reflect this in their strategies.
I also follow up on any platforms and tools that I read about. I may not use them now, but it helps me to develop insights. To have conversations with others that might lead to new business. This means I can pitch to a wide variety of potential clients.
Have a Bottom Line
As a freelancer, I work to help clients achieve their bottom line. This could be higher conversion, social engagement etc. At the same time, I have a bottom line.
For instance, I will not write other peoples’ term papers. I mistakenly signed up with VIP Writers thinking it was all about high quality writing. In fact, it is a platform where professional writers (or students) write (Master’s) theses and so on. Not for me. You need to decide where you draw the line. This also goes for your wages.
Yet, there is no clear cut answer to how much freelancer writers make per year. Some writers invoice at a flat rate, or per hour. A platform such as Upwork allows you to submit proposals with either terms. It does take a certain experience to calibrate how many hours each project needs.
Other freelancers bill per monthly retainer for frequent work and may thus extend a volume-based discount. If you are doing any social media, or routine blogging, subscriptions (rolling retainers) are the way to go. Great article by Stanford Business on why subscription services are taking over.
Some jobs pay per word but I am not sure this is favorable to writers. Fluff is out and usable is in, so using fewer words to sell a message is a skill that should pay higher (my view).
How Do I Get Started as a Freelance Writer?
Many freelance writers (I am one) started writing on the side for the pleasure. Do what you love, love what you do – right?
Outside WeWork in Northern Liberties
But enthusiasm aside, you need to treat yourself as a business. So get out there and be fiercely professional, creative and curious.
To prove that usability is contextual, I re-purposed an older post. The first one was specifically for my own blog. The second, below, a contribution to a marketing agency blog.
Psst: Is Our Content Usable?
Usability is the new buzzword for great content these days. No this isn’t a bad break up story called “he used me and its OVER”. Actually, usable means something different in the marketing world. It has more to do with the way we tell stories. How digestible the narrative, whether it provides clear and helpful information. Call these fresh user-centric metrics.
What Exactly is Usable Content?
Usable content is the pureed version of yesterday’s fluffy, uninformative dribble. It is easy to learn and engage with. It makes sense to your brain enough so that you connect with the message, product, service, CTA. You’ll be able to process it like a good dairy free protein shake. If you have lactose intolerance, you’ll understand.
The New Brand Narrative
Brand narratives shouldn’t be the person at the party who keeps on talking. FOREVER. Without letting you get a word in edgewise. The person who tells racy jokes where your kids could overhear the F word.
This person says a lot without saying anything useful. Somewhat like political debates. The candidates don’t seem to ever answer the questions posed to them. The new brand narrative by comparison reads the crowd, wants to speak their language. It knows a good punchline will keep you telling their joke forever.
“96% of the most successful content marketers agree their audience views their organization as a credible and trusted resource.”[1]
Great Take-Aways
Usable content earns its title the hard way. It answers the query you had. The one that brought you to this unique content’s doorstep (via search engine). It provides some great take-aways. Yes, this type of content satisfies you with 3 things:
effectiveness
efficiency
relevance
Usable content thus helps you (consumer/customer/inquiring mind) to meet your goals! In fact, says MOZ, “Usability and user experience are second order influences on search engine ranking success.”[2]
Metrics, Shmetrics
Recently I attended a Meetup at Seer Interactive, in Northern Liberties. It was a talk by Karen McGrane. She said something that is key when measuring usability. “Information seeking is a task…instead of metrics and reports on the usual stuff – did the information make it into people’s brains?” In other words, did the user come away with a connection to your narrative? If so, that could be $$ in your pocket, more organic traffic etc.
Arguably the skill here is multi-faceted. I agree with Rand Fishkin that to give a unique value with your content, it has to be:
one of a kind (not copied in any way)
relevant (prompt – no fluff, and targeted to the query)
helpful (you say “oh, cool I’ve never seen it explained so well)
valuable (easy to consume, creative, hard to forget info – like a protein shake)
Bonding: The New Storytelling
All of us in the business of SEO writing know content has to warm the spider bots’ hearts while driving up conversion rates. That’s no secret. But not all people listen and interact with content the same way. Ideally, storytellers and brand builders are only successful if they connect on a deeper level. And to get this, you need create a bond with your audience.
It makes sense to your brain and senses. You’ll be able to digest it. If you have lactose intolerance, this is an analogy you can grasp. Moreover, it answers the query you had that brought you to this unique content’s doorstep. Yes, this content satisfies you with 3 things:
effectiveness
efficiency
relevance
Usable content therefore helps you (consumer/customer/inquiring mind) to meet your goals!
CASE STUDY ON CONTENT USABILITY:
Did you ever notice how some sites draw you in (MOZ blog)? I watch their whiteboards. Midway, the person might suggest you hit pause and click on a link. You then scroll down the page to read the transcript of the mini-webinar. Click on the link you were looking for and voila. This to me is content that is usable.
In life, I mentioned ‘usability’ to one of my clients, an SEO analytics person. I noticed one of their competitors had a vote button on the bottom of their page. Whereas my client doesn’t, though they have strong SEO team that asks writers to make sure they answer targeted query streams. I asked what Marlene thought of usability vis a vis conversion rates. Her response:
They (competitor) have a voting feature on their page called “Was this page helpful.” Good catch that google is bringing this in as part of the meta description. I am 100% on board with the usability being the key! Thanks for sharing.
Metrics, Shmetrics
Last night, I went to a Meetup at Seer Interactive, in Northern Liberties (Philly). It was a talk by Karen McGrane. While the theme was Content Operations, she said something that is important when measuring usability. “Information seeking is a task…instead of metrics and reports on the usual stuff – did the information make it into people’s brains?” Did they come away from engaging with your content?
View from Seer Interactive, Northern Liberties, City of Philadelphia
Arguably the skill here is multi-faceted. I agree with Rand Fishkin that to give a unique value with your content it has to be:
one of a kind (not copied in any way)
relevant (prompt – no fluff, and targeted to the query)
helpful (you say “oh, cool I’ve never seen it explained so well)
valuable (easy to consume, creative, hard to forget info – like a protein shake)
Not Your Average Silo
As a freelancer, I can tell you it takes a village (of one?) to produce usable content. I also know that businesses often silo their teams (SEO, UX, Content Strategy). From what I gathered last night, more collaboration with the writers would kick ass.
I deliver consumer-centric content that converts. I ask as many questions as I can from the UX and SEO teams. Stack inquiry with methodological research, analytic thinking and creativity. Green light on content usability. Look around, every website and its brother are trying to get and measure feedback.
Measuring feedback to infuse a content strategy with content that is usable
Of course, this spawns a whole debate on whether you know your target audience. Writing to anyone else may decrease usability. Also, whether you know what success looks like. Hope this was helpful. I’m always looking to interview people and love to learn how to improve.
I am reminded of this because I taught my first restorative yoga class in Philadelphia. It’s a subbing role as I take care of Jodi’s students at Practice Yoga – like I was their aunt.
Yoga and the Art of Business
Neither yoga nor writing is new for me. Memorabilia suggests I wrote (illustrated early) as a youngster. This morphed into other creative writing projects. Back when hand written essays were a thing. Also, because I always wrote in a journal, getting thoughts on a page was – if not easy – then comfortable.
I became a professional writer during this journey. It’s a lot like teaching – you have to convey a message to your student in a way s/he will understand it. Sounds like “marketing to a target audience” to me.
Using Yogic Principles in Business
Many equate yoga with its physical aspect. Twist no shout. But it is actually a philosophical system with broader connotations. Let’s take a look.
Community (sangha)
Talking to a millennial the other day about community. She says today, community is inconvenient. Relationships take time and consistency and people are too busy for it. Hmm.
How do you build community?
“the sangha of, or community, of yoga teachers and students that forms around studios and and other places people practice, provides the kind of social support which scientific evidence suggests benefits health.”[1]
I argue that social media needs to generate shares, not likes. To build that kind of support, you’ve got to actually have someone to track the account and engage. To create and support community. Yes, it takes effort, skill and money. Your community is valuable though. Try and expand it. Understand and help it.
Helpful sells
Friendliness (ahimsa)
Building a community takes a certain friendliness. Friendliness of course, keeps our hearts open. Kindness, friendliness, non-violence and thoughtful consideration of all things is a yogic concept. It is part of a behavior pattern (one of the 5 Yamas) called Ahimsa. In business, friendliness is the basis of customer care. Even Google is going all “helpful” on us if you don’t believe me. See above “was this page helpful?”
At least I do not spend money in stores where the staff is snobby or blows me off. As a business owner, I would never hire anyone to represent me that way either. What are your thoughts?
Drip Marketing – all about nurturing clients and community
See – “Emma noted that nurtured leads make 47% larger purchases”.
Teacher – pupil (learn)
Yoga has taught me to keep learning. To listen for positive guidance and teach what I know. When I started to teach yoga in 1997, I was a voracious reader of yoga books. Remember highlighters and all that paper!? In them, most teachers told their story and how it filtered into their practice.
The knowers who have seen the Truth will instruct you in wisdom.[2]
How do you listen to your students, audience, team?
In business we do the same – keep on trend, read and study. Yet to do this well, it helps to know (and listen to) your audience. What are they asking? How can you answer the questions while staying authentic?
As a professional writer (yoga therapist), I like to know who that audience (student) is so that I can structure the content to reach them. Much like how I would teach a private yoga therapy session. Are you in tune with your audience? Are you limiting that audience for a reason? Does your content convert? Mine does (I am told).
Sattya – Truthfulness
As a writer, I have two distinct boundaries. One to stay clear of writing untruths. I will research and inquire before throwing something ‘out there’.
The other is I will not write someone’s term paper, thesis or dissertation. It feels deceptive. Yes, there are sites which offer this service.
As a teacher, I only teach what I have experienced. For this reason, I have tried to learn from excellent mentors. And, to extract the lesson from teachers I do not agree with. We can only ever have our own voice, even when we are not re-inventing the wheel. Don’t copy what you don’t understand.
I like what the character Jackson Maine said in A Star is Born (2018). “Just tell them what you want to say.” Be truthful in your message. Having integrity is preferable too but let’s leave that one aside. Use an authentic voice. Strive for this in business to build your community.
Jackson Maine: Look, talent comes everywhere, but having something to say and a way to say it so that people listen to it, that’s a whole other bag. And unless you get out and you try to do it, you’ll never know. That’s just the truth. And there’s one reason we’re supposed to be here is to say something so people want to hear. So you got to grab it, and you don’t apologize, and you don’t worry about why they’re listening, or how long they’re going to be listening for, you just tell them what you want to say. Don’t you understand what I’m trying to tell you? Ally: Yeah, I do. I don’t like it, but I understand it. Jackson Maine: Oh, I think you like it a little bit.[3]
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