writing & editing
Today is better known in certain circles as May the 4th Be with You, a loose play on the most famous line in a long list of Star Wars movies. But we’re going to open with another sci-fi classic: Blade Runner. If you caught the last half hour of the Oscars the other weekend, then you likely laughed at Harrison Ford reading a list of feedback from producers to director Ridley Scott after a screening...
There’s a lot of buzz these days around non-fungible tokens, or NFTs, tied to blockchains and smart contracts previously outside creatives’ domains. But recent sales of $300 million in cryptocurrency for digital art assets is turning heads—and shaking them too. Just what is going on, and do these tech topics benefit creatives (beyond the obvious financial gains)? I’ve listened to numerous podcasts and scoured a dozen articles on the topic. Though less hazy on what’s...
In prehistoric times, people relied on images alone to convey a story. In the Information Age, images have great significance in every form of communication along with words. It’s a designer’s job to present both imagery and words together in impactful and original ways. Connecting with an audience using high-quality images that are paired with content raises the profile and perception of a business, which in turn, builds trust and respect. Here’s how to...
Anecdotes in articles, whether in print, broadcast or digital media, are one of the best ways to attract someone’s attention. People want real-life examples that underscore a point or illustrate a problem. But these same people will pick a bone if that example doesn’t deliver. That’s why it’s important that any brief story or scenario you incorporate align with the rest of the content. A tale of two Austin area residents Take the case of...
February 2021
The B2B Writer, Reader and ‘New to Know’
Generating content that appeals to a variety of audiences is among the more perplexing aspects of B2B writing. The high-level, highly scannable copy favored by chief executives likely will disappoint the detail-oriented practitioner in need of instruction, not just insight. That’s why it’s critical the intended audience and/or personas for any content marketing be well defined. What also is important, and sometimes overlooked, is the writer’s comfort level with a given topic. Does this person...
January 2021
Some Content to Help You Get Through … Whatever
I spent a lot of the last two weeks of 2020 finally catching up on books, blogs, podcasts, television shows and movies I’d long ignored. So, I figured I’d open a new year of Twirling Tiger Tales with some recommendations for what to consume in the coming days or weeks—whether you find yourself swept up in a coronavirus surge or just in need of a distraction. Watch: Death to 2020 It hasn’t received the kindest...
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 further down the...
February 2020
Creating Sponsored Content People Want to See
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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