Editor-in-Chief, Speaker, Host of 'Content Lab' Podcast
April 24th, 2020
Normally, we dedicate episodes of Content Lab to a broad topic or lesson about how the content sausage gets made in the digital sales and marketing world.
This week, however, we're doing something a little bit different. We're going to take a fully dissect "how a bill became a law" (so to speak) with a specific piece of content, so we can share with you our favorite tips, tricks, and personal processes and philosophies of content creation.
And in this episode, I'm in the hot seat with a blog article I wrote and published for IMPACT on Tuesday about Google's new SERP feature... and I completed it in under 24 hours.
While I was excited to share my experience with John of how I pulled this piece together, it wasn't until the end of the conversation that I realized how illuminating and educational this kind of deep-dive into a single piece of content can be.
In this conversation we addressed the following questions:
How did I choose what to write about?
How did I develop the strategy for the piece?
Do I make any assumptions about my audience, and how did that influence how I wrote the article?
What was my drafting process like?
How did I handle moments where I didn't have all the answers to the questions the audience might have about the topic I chose?
How did I choose the imagery for the article?
What are the behind-the-scenes choices I made for the meta description, social posts, and so on?
I also talk about how great sentences come together (like it did in this article), and how that's not always easy to do.
To illustrate this point, I shared the painfully ironic story of the melodramatic existential crisis I had earlier this week. I just couldn't get the right words on the page for an issue of THE LATEST I was writing at the exact same time I was writing that article, where the ideas seemed to come together so easily.
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