writing & editing

The custom content order made it clear this piece of content marketing would be a challenge. Not because of the topic—pharmacogenomics—but because of the target audience: pretty much everyone in healthcare. And I had 750 words to satisfy senior executives, clinicians and frontline IT professionals. Anyone in content marketing will tell you that’s a tall order. Executives think strategically and seek top-line information to make better informed decisions around organizational growth. Those farther down the...

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In early January, content posted on Teen Vogue’s website began trending on social media, which should have delighted the magazine’s editorial team. The article focused on how Facebook planned to tackle politically-driven misinformation campaigns on its platform. But the article itself was misleading. Though appearing as editorial content, it actually was a paid piece from Facebook. Teen Vogue initially added an editor’s note labeling it as sponsored content. When the controversy failed to die down,...

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Those who create content need their space, especially when suffering from writer’s block. Some need quiet. Some need motion. Some need deadlines. Some need extensions. Some need clutter. Some need clean. What they all need, though, to break a creative impasse is to ditch their smartphone. Not permanently, of course. Just until you have a breakthrough. Unlike cellphones of old, we now carry Internet-connected computers in our hands, so we can work or play online...

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At recent networking events, I’ve been mingling with other small business owners and professionals who are interested in advancing their brand online. From financial advisors and real estate brokers to web service providers, wellness coaches and more—most are flummoxed by how to begin to gain attention and traction from prospects while on a tight budget. One piece of advice I offer to jump-start marketing for either their company or personal brand: Create an active blog. ...

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There are numerous ways to make headlines—as in craft a great title to a piece of content marketing in order to grab attention. Just make sure that it’s the kind of attention you want for your article, blog post, white paper, case study, advertisement, and so on. Here are some tips to create great headlines for a wide variety of deliverables. The medium influences the message The first step in creating a compelling headline is...

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Our editorial and creative teams at Twirling Tiger Media recently celebrated industry awards in two different competitions. It was the fourth year in a row that we earned outside recognition for our writing and design. I’ve worked both sides of competitions and can tell you that sometimes the best work doesn’t always win gold, but in general all prize-winners are exceptional. If or where you place depends largely on two factors: what you enter and...

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Over the years I’ve used different note-taking modes in meetings and conference sessions. Sometimes I use a laptop or tablet; other times, I go with paper and pen. One thing I’ve noticed in that time is how little I actually retain when I am taking notes electronically. Then again, I can make sense of my notes, which isn’t always the case with handwritten ones. Several years ago, a Harvard Business Review intern  wrote about what we...

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We all want to be better in our chosen careers, right? One of the places where I frequently find motivation and inspiration is in a handful of competitive television shows that bring out the creative in me. And one that I’m currently binging on is the start of this month’s recommendations. [watch] The Great British Baking Show. Season 5 is now on Netflix, and I couldn’t be happier. I’ve been a fan of this competitive...

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