Julia Porter’s Post

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Senior Director, Content Marketing, Optimizely

Listen up folks, I hope you’re taking notes. [God I love Arrested Development. It’s so weird and so funny. It’s an almost impossible decision but I think Tobias is my favourite character. Not just because this GIF sort of lines up with this LinkedIn post of course. But in this very moment, that does help. OK Tobias or Gob. Do I have to choose?] Wait, where was I? The blog* is not the graveyard of broken promises to sales, to partners, to your brother you forgot to call last week. It’s not a spot for repurposed press releases. What is it? Well, that’s up to you of course (D’uh Julia, of course it is) For us, we’ve spent time nailing down our editorial guidelines and I’m excited with what we’ve come up with. I’ll share more on the content, the process we went through and, if useful, some tips and templates for anyone looking to do / revamp similar. A preview of the core principles we’ve aligned on are: 🌟 Quality First: Are you so proud of this content idea that you can’t stop thinking or talking about it? Would you share this content with a customer, share it with a friend, your mom? If you were up for your dream job, would you share this content as an example of your work? That’s the standard we’re operating at here – and we hold all content creators to the same high standards 🌟 Audience First: Now’s the time to really drill into those personas. But who are you writing for beyond a thoughtful face on a PowerPoint slide?   Before you pick up that camera, pen, start tapping out your article, stop and think (and care deeply) about who you are creating for. Why would they care about your content? How does it address their pain points? How does it help them?  🌟 Human First: If it sounds like ChatGPT wrote your article (and come on, we can all tell now what 100% AI generated work looks like) that won’t cut the mustard here. AI tools are great for kickstarting and accelerating the content creation process but need to be operated with a human touch and thoughtful oversight.  What do you think of these core principles? Anything you'd add / change? Have you documented similar as part of your content strategy? Happy to share more on this in coming weeks - guidelines, how we came up with them, also templates and tips for anyone interested Musings on Arrested Development also welcome... #contentmarketing #contentcreation #contentstrategy #editorialguidelines #contentmarketingtips

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Masooma Memon ✍️

Freelance content marketer for B2B SaaS companies like Shopify, Vimeo, and Calendly

3mo

That question about: would you share it with a customer or a peer, always – like always – makes you rethink your content ideas (and so promoting quality)

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Vivek Shankar

Fintech Content Writing and Strategy | Financial Writer

3mo

Given recent news, I've been rewatching Carl Weathers' appearances in the show...

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