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When you are writing, what is your first thought?

If it is what you are going to write, I expect that would put you in with the majority.

“Who for” is perhaps a more important part of the equation. Connecting to your audience, bringing them something value, means addressing who they are.

A much overlooked aspect though is “So What?”. What should the reader take away? Where is the benefit? Why should we listen to you?

Look over your recent posts. Is the “So What” clear or are you assuming the reader will be able to work it out?

So often we think the “So What” is plain, but that is making a big assumption. Without benefiting from what you write the reader is unlikely to stick around. If they can’t relate what you write to what they need they are unlikely to perceive any benefit.

Picture a snotty, loud-mouthed brat shouting it after every sentence. “So What So What So What”. That will make you remember that “Because I say so” does not cut it, for the brat or for your non-bratty audience.

Just the facts is not going to work, back up “features and facts” with something meaningful to what matters to your audience right now.

If you offer advice, tell them why they should take it. When offering a service or solution, spell out the benefits in a way that will resonate. If you are warning about a potential problem, tell them the consequences.

My advice is to not only address your readers concerns but also tell them exactly why they should care.

• Why? Because if you do then they are more likely to take your advice.
• So What? Because if they take your advice they are more likely to benefit and therefore value it.
• So What? If they value your advice they are more likely to spend money with you or tell their friends.
• So What? That is where long term growth and value comes from.

And we all want that, right?

In the comments of my How to Get More Bookmarks and Better Links article Lucy Dee asks:

I’m having difficult assessing how “bookmarkable” content is any different from authority content in general. Yes, bookmarkable content is “optimized” and you want to “get a second look” but that’s not far off from pillar content that a good blogger would write otherwise. I guess what I’m missing is, what *distinction* to make it “bookmarkable”? Or is there one at all?

It’s a great question. How do you separate “Authority Content” from “Bookmarkable Content”? Further to that, another question I was asked lately us what is the difference between “Pillar Content” and “Flagship Content”.

First we need to define “Bookmarkable” versus “Authority”.

Authority, Bookmarks and Bait

There is no versus, actually. You can have either, both or neither.

Authority content provides value for the reader in a way that builds the profile of the author, but it is not a given that they will gather bookmarks. Think of Seth Godin, he posts small, thoughtful articles usually. You can read and understand those posts very quickly and do not really ever need to return to them. Over time a blog that consistently puts out such information will grow links steadily, and it will grow a loyal following, but they might not get the big landslide of links that a Flagship article might. You get the love but not necessarily the links and bookmarks.

Along the same lines I could post an article here that is funny, sexy, provocative or offbeat and entertain so much I get a ton of links and bookmarks, but my authority needle will not have shifted a millimeter from where it was before. Diggbait will get you a spike in traffic but not improve your brand or create loyal visitors. Certain types controversial linkbait can get you a ton of links but damage your reputation.

Pillars and Flagships

Now the difference between Pillar Content and Flagship Content. Pillar Content is a phrase coined by Yaro Starak who describes it as:

A pillar article is usually a tutorial style article aimed to teach your audience something. Generally they are longer than 500 words and have lots of very practical tips or advice. This article you are currently reading could be considered a pillar article since it is very practical and a good “how-to” lesson. This style of article has long term appeal, stays current (it isn’t news or time dependent) and offers real value and insight. The more pillars you have on your blog the better.

Again, an article can be both Pillar and Flagship, and that is where the confusion lies, as it is not exactly clear what the difference is.

The way I would put it is to picture Pillar Content as being the foundation of your blog. The pillars support the structure. If you launch with a good, strong foundation, everything you build on top of it will also be strengthened. If you are launching a blog about a breed of dogs then you might want to have pillar articles about where to find your puppy, the first few days of dog ownership, training and obedience, feeding, insurance, etc. All good, valuable, useful stuff which over time will contribute greatly to your authority. Yes, if you follow my optimization tips from my previous post you will be able to make it bookmarkable too!

Flagship Content takes the concept a notch further. As well as being valuable, it builds its own momentum and delivers targeted visitors back to you. It works as an ambassador for your blog and for your brand. Flagship Content is content that represents you in the most positive light. It’s an authority builder.

• When I think of Yaro now I often think of his Blog Profits Blue Print ebook.
• I’m sure there are those among you who originally found me through my free Killer Flagship Content ebook.
• Brian’s example would be his Copywriting 101 series.
• If you are a keen digital photographer I have no doubt you have read David’s Strobist Lighting 101.

Viral versus Flagship

Someone asked me if I thought the DoshDosh Technorati Favorites campaign was Flagship Content. While I am sure this did contribute greatly to the massive momentum and success of Makis blog, I think the exchange is viral rather than Flagship. It certainly had the effect of adding authority in the respect of “social proof” (getting into the top favorites places the blog amongst the a-list no matter how sneakily achieved, heh) but it did not directly improve the brand. Maki’s content builds the brand, the favorites exchange created the momentum and awareness.

In fact, proving Yaro’s concept, you could say Maki’s blog is stuffed full of pillar content, you just need to look at the blogs sidebar to see that.

The Content Value Ladder

So in my mind there is:

1. Filler content - The me-too stuff that many blogs copy and paste from press releases and other blogs.
2. Good, original content - Anything that delivers on the blogs promise in an original and valuable way
3. Authority building content - Content that positions the blogger as an authority in the niche
4. Pillar content - A blogs solid foundation of resource posts and tutorials
5. Flagship content - Articles and reports that go above and beyond, creating significant value in a way that draws in readers for years to come

Conclusion

Could I be wrong? Certainly, I can’t speak for Yaro! You have to make up your own mind, but that is never a bad thing.

The point is not the definitions but the intentions. How can you consistently create the most compelling, remarkable and viral content that provides significant reader value and builds your brand? If you can answer that it won’t matter what you call it

A bookmark is the standard compliment for online writers. We applaud singers, we laugh at comedians jokes, and we bookmark articles we find on the web. Bookmarks and links fuel your blogs success.

What can we do to get more bookmarks?

Why then do some get bookmarked while others get largely ignored?

It’s not just about writing great content. You can create valuable, interesting, well-written articles that get zero bookmarks.

You can also build a fantastic blog that entertains or informs your loyal readers but hardly ever gets linked to.

Why would you want bookmarks?

First of all a bookmark means an intention to return. That in itself is a good sign. Repeat visitors have always been very valuable to have. It’s the knock-on effects that bring greatest value, though.

Repeat-visitors can become loyal, longer term readers. Loyal readers are more likely to refer others.

Then, of course, there are the shared bookmarks which help your content become viral, driving more traffic and helping to attract links.

The sorts of articles that get bookmarked get more links. They are exactly the sorts of articles that will get maximum referrals from other bloggers because they know their readers will want to know about them too. This builds links, search engine traffic and increased positive brand awareness.

I guess a better question might be “why would you not want bookmarks”!

If bookmarks are so great, for both readers and authors, why are we not bookmarking all the time? The difference happens when you take the next step and create something not just worthwhile but “bookmarkable”.

What makes something bookmarkable? Imagine yourself in the readers role for a moment …

What goes through your readers mind when they bookmark an article?

1. “No time to read this now but it looks interesting” - This is the ultimate skimmer. They give your article a quick look and if it passes the smell test then you get a bookmark. It often turns out that they never do come back.
2. “I will definitely come back and read again this later” - Unlike the above, this person does intend to come back and probably even quickly read the article one time but wants to give it more concentration.
3. “This will be a handy reference” - Cooks bookmark recipes. As a programmer I used to have lots of cheat sheets, pieces of code, etc bookmarked. As a writer for a long while I had a swipe-file of useful headlines and such.
4. “These instructions will be useful” - From “how to fix the plumbing” to “10 things to do in case of earthquake”, it is good to keep instructions around.
5. “My friends will love this” - Social bookmarkers don’t just bookmark for their own use. The more they share the more benefits to you!
6. “LOL!” - Part of the reason for Dilbert’s popularity I am sure is the amount of times strips were cut out and pinned to cubicle walls. Perhaps bookmarking is the online version?
7. “I need to keep checking this” - Your reference doesn’t have to be a one-time thing. Think of constantly updated articles with updates as the story progresses, event calendars, world-time planners, or tools like stock tickers.
8. “While I don’t need this right now it might come in handy later” - Some readers are hoarders, they have bookmarked lots of articles Sometimes you bookmark just in case.
9. “Nice content, I will reward you with a bookmark!” - It’s true, sometimes people will Digg, Stumble or Delicious out of gratitude or as a compliment.
10. “Well you did ask nicely” - If your good friend asks for a Digg, and you like their article, you give them a vote, right?

If you think as a reader you can have a better idea of which of your articles are going to get more bookmarks. In general a bookmarkable post will have the following qualities …

What are the properties of bookmarkable content?

Bookmarkable content is going to have several or all of these factors:

• It’s got to have obvious value - At a glance the reader has to be able to see what is in it for them. No benefit, no bookmark.
• It’s got to be remarkable - If what they are looking at seems old news then why bookmark?
• It’s got to be worth a second look - Sometimes you can get a lot out of an article but never return, is it still going to be valuable on a second or third look?
• It’s got to need a second look - Some of the best resources can’t be consumed all in one go. Is your article a snack or a banquet?
• It’s got to be timeless or constantly updated - If your article is dated after only a few days then it will not gain maximum traction, on the other hand if it is timeless or always up to date then people will come back again and again.
• It’s got to be comprehensive - Don’t just nibble away at the corner of a topic, give your reader your all.
• It’s got to be specific - While I said it has to be comprehensive, don’t take that to mean you should try to cram everything imaginable into it. Stay on the topic, deliver the promise you make in the headline. Solve one problem. Focus on one clear benefit.

So we know the kind of thing we are looking for, how exactly do we make sure we get more bookmarks?

How do you get more bookmarks?

If you have any barriers to bookmarking then you will get fewer bookmarks. Common sense, right? You would think so but sometimes people seem to try to make it hard on their readers. Follow this list to make sure you have the basics …

1. Give people the tools - Widgets and plugins exist to make it easy for people to bookmark. Use them.
2. Make it easy as one click - Don’t make people have to register with unusual services or hunt around for your links. In general the first person to bookmark has the hard work so get someone to do the initial submission first.
3. Ask for bookmarks from the reader - Sometimes you need to prompt readers to take action, but be polite.
4. Tell your friends - To start getting traction ask your friends for some help.
5. Inform “sneezers” - Politely inform people you know who like to spread links. Point out the benefits simply, and do not demand. Don’t spam. A good place to share your link is Twitter, while not as direct it is less annoying than unsolicited email.

So you have put together what you think is a great resource and told your friends. Everything should be golden, right? Right?

What should you not do?

Anyone who spends time using Digg, StumbleUpon or Del.icio.us will see the same mistakes made over and over …

1. Do not steal - This is a case where copying is not flattery, it is theft. Don’t even try to get bookmarks to copied material.
2. Do not hype - Your headline makes a promise that your content has to deliver. Over hyping will just set you up for a fail or come across as snake oil.
3. Do not rush - Spend time crafting your article. The better the finished product the more benefit you will get.
4. Do not spam - The temptation will be to try to cram every article into Digg, and tell everyone in the world about each submission - woah, don’t get carried away, pick your battles.
5. Do not over monetize - Once you get some links and traffic you might want to grab some cash by putting ads all around your content. In fact this will make you less likely to receive the bookmarks you so need as people will think they are being scammed for your financial benefit.

You have your original content, you have trimmed back the ads to the bare minimum, and you have told only selected people. What now? How can we put this baby to bed? …

How can you increase your chances of being bookmarked?

Once you have the bones of a killer resource there are still some tweaks that you can apply to be in the best place to get tons of bookmarks. While there are no guarantees, the following tips will help:

1. Optimize headlines - The first thing your reader will see will normally be the headline. Make it scream out to be clicked.
2. Optimize your introduction - Your headline sells the click but the intro sells the article. Create a killer first sentence. Then follow it up with another. Bookmarks live or die based on a snap judgment so make sure the introduction, and therefore article, begs to be read.
3. Optimize URLs/Slug - If your article is to be shared around via email, forums and IM, then you need a simple URL. In most CMS you can specify a short and snappy URL, filename or in WordPress the “slug”.
4. Optimize appearance - Pictures are worth many words but they also break up the wall of text, plus help the reader make that snap “yes” decision. Great pics can be found on Flickr.
5. Optimize phrasing and sentence structure - Is your article skimmable? Do you have lots of complicated jargon? Do you use long meandering sentences? Simplify to clarify!

If you have followed the advice so far you should be well placed, but there is one last important tip to share …

The final, and biggest tip

Make it a habit to think like a reader! Get into the bookmarking mindset. Take notice when and why you bookmark. Notice which articles get popular on Del.icio.us and Digg.

I hope this article has given you some ideas for how you can get more bookmarks and links. Please share your thoughts and advice in the comments, and of course, bookmarks would be most welcome

In my last post I said you have to choose a goal for your communication. If you don’t decide a goal first, don’t be surprised if you end up with a random outcome.

A few people have wondered if you can write with multiple goals. It was pointed out that the examples I listed overlap. You might want your audience to get to know you, feel positive about your brand or accept your message all at once.

I’m sure you are not shocked that I chose these examples precisely to start a discussion. Those goals are flawed for more reasons than has been pointed out. I do think about this stuff you know! Read on and all will become clear …

It would be so easy for everyone if my examples were sell your product, entertain, gain a new subscriber. Those are just as likely but clearly different goals. In your mind you can see yourself deciding between them. They are easy goals to pick and actionable.

In fact those examples in practice are just as overlapping for many people as my prior examples. People routinely try to sell a product, gain a new subscriber and entertain. Though in the context of this discussion it might seem crazy, people really do try. So by selecting examples that are even closer in intention I hope you started thinking exactly how you approach your communication.

Goals can be specific or vague. Choose specific.

Take the first two examples, “get to know you” and “build brand”. Are they really the same? I would argue not. Spreading a message and brand building, the same? I don’t think so. I will tell you the reason. Each motivation is missing a “why“.

When someone says they want to be rich, do they mean they want to be able to buy anything they like, in which case what is the real need they are trying to fill?, or do they really want freedom, in which case would they be just as happy having freedom an alternative way?

Why do you want your audience to get to know you? The approach you take to help someone know you better will be different depending on the actual outcome you want. Are you looking to make friends? Is this a networking activity? Do you want a potential client to know your service offering?

“Branding” is often bandied around as a means to an end, but the activity of branding can never be separated from the experience of dealing with you. You can communicate “brand messages” all you like but your reality will always speak louder. What exactly do you want to get across to the audience and how does that related to the truth of you and what you do?

Lastly there is spreading your ideas and messages. This is a very millennial thing to want to do. Why do you want to spread your ideas? What purpose will it solve. Which ideas do you need to spread? There are many YouTube celebrities that wish their message had not spread. There has to be a further outcome you are trying to bring about.

Know your destination. Decide how you are going to get there

One piece of communication is a single cog in a complex machine. You have to know the purpose and place for each component. It is possible for each part to do more than one job, but the more you try to do at once the more clearly directed you need to be.

You do not have to have exact answers for any of this. The point I am trying to make is this:

Clarity of intention helps create clarity of communication. If you are clear on the outcome you want you are much more likely to achieve it.

Photograph by DADAcco71

What exactly are you wanting your audience to do?

This is an important question.

• Do you want your reader to get to know you?
• Do you want them to have “positive associations” with your brand?
• Are you trying to spread a message?

Good communication starts with your goal. Fuzzy goals create fuzzy thinking. Fuzzy thinking leads to fuzzy communication.

It’s like setting out on a journey, but not being quite sure where you want to be, you just enjoy the scenery until you run out of gas.

Before you write or speak, decide the outcome you want, and drive towards that destination.

It’s incredibly easy to be misunderstood. What people think you are putting out is never exactly what you intend.

We all read and listen through our own brain filters, biases and broken ideas about the world.

You can’t blame your audience. It is up to us to speak and write clearly.

How can you communicate in a way that will make sure you are understood every single time?

1. Use simple words - I love the English language but so many words we use have more than one meaning, plus if you make it too fancy your reader is not likely to pick up a dictionary, they will just find something else to read.
2. Make it snappy - Short sentences, short paragraphs, use a phrase in place of a sentence and a word in favor of a phrase. Don’t overload your audiences brain.
3. Be visual - You know what they say, a picture is worth many words. If you can’t use an actual picture, paint a picture with colorful words.
4. Repeat - OK, you might get bored of saying the same things but for the people you are talking to it will likely be their first time. Repetition helps people understand. Advertisers know it takes repetition to get a point across and have it remembered.
5. Rephrase - If you don’t get it right first time, try again with another approach.
6. Mean what you say - Don’t say what you don’t believe. People have great BS detectors.
7. Say what you mean - Don’t muddle your words trying to please everyone. Say exactly what is on your mind if you actually want people to get your point.
8. Freshen up - Make your message new. If your content seems like something they have heard before you will switch off your audience.
9. WIIFM - Answer “What’s in it for me?” - Get over yourself, it is about your audience not you.
10. So What? - Spell out why what you are saying is important. If your audience doesn’t get why they should listen then they won’t.

It’s so easy to not be understood. Just look at poor Sverre at the top of this article. Poor Sverre, you couldn’t ask for a softer, gentler human being but for some reason people think he is frightening

Have you ever visited a tourist location then browsed Flickr only to find everyone seems to have taken the same photograph? One of the principal techniques of better photography is to move around, look at the scene in different ways, approach from new angles. The same is true for writing. While the direct approach, the writing equivalent of taking a picture from where you stand, might not be the best you can produce.

Yes, there is a lot to be said for developing a writing instinct. It will certainly allow you to produce content at a brisker pace. Spending a little time exploring a topic, poking and prodding at its submerged pockets, could take your idea from being just about “ok” to sock-popping splendor.

Blogs that make an effort to stretch, to break out from norms and provide something unique are the ones people remember, talk about and return to. Do you aim to be one of those blogs or a me-too?

We will be tempted to simply think of what you need to say, impart it, maybe fiddle with the headline a bit, then hit “post”. The trick is to spend time working out what the bones of the article will be. Bullet point the facts and put them into some sort of order. After you know the basic map it is now a case of how you explore the landscape.

In writing we have many ways to express an idea. You could write it as

• a story,
• a letter,
• a discussion,
• humor,
• suspense …

It’s not just those sorts of styles that could help you spice up your writing:

• Could you take an opposing view, show both sides as it were?
• Zoom in to one tiny detail, or take a 1000 feet clouds-eye view?
• The more theatrical amongst us might like to see the world from a fictional characters viewpoint.
• Perhaps call in friends to provide their take in quote form? I asked Darren to provide a quote for this post …

Every day thousands of bloggers jostle to draw attention to posts that say largely the same things as the next blogger. One of the keys to rising above the noise of the rest is to find a way to explore the topic in a new and fresh way.

Maybe changing where your blog, your physical perspective, could impact your writing? Try writing from a cafe as Darren does, or from a park bench.

It might all sound like a lot of hard work. What is the point of this exercice?

The fact is if we get stuck in a routine, if we don’t try to mix it up a bit, then we will lose our mojo which will cause our audience to be less engaged.

Having an occasional break out of the norm keeps all of us on our toes. It’s also fun sometimes to have a play with your writing so that it doesn’t become a chore.

Which ways do you change up your writing? Do you know anyone who has a particularly off-beat way of working? Please share in the comments …

In the previous post I recommended that you should find your own stories or develop a unique take on the news. Basically implying that repeating was bad. Here’s the funny thing … repeating yourself can be good …

Now don’t get me wrong, I do not for a minute suggest that you simply drone on each and every day about the same old tired topic. Repeating themes or revisiting advice though can be very effective.

As Sonia says in the post comments, there are many bloggers like Seth Godin and Brian Clark who repeat themes.

You will have picked up themes here I am sure:

• Use standout content to attract an audience
• Content alone does not work
• Focus on people
• Long term trust is more valuable than short term profit
• You get what you give
• Etc

Repetition is a powerful teaching tactic. If you want to spread your ideas then you have to repeat yourself occasionally while targeting different reading and processing styles.

The key is to present the information in a new way, come from a different angle, use different styles, for you to explain a different aspect of a lesson and to bring the story alive in new ways.

Providing your audience doesn’t get bored (and if they do then you need to try harder), repeating yourself can be a good thing.

Where are ewe?,
originally uploaded by foxypar4.

Several bloggers have complained to me about the number of feeds they find lately that simply echo the same old information. Think about your blog … have you fallen into this trap?

It’s an easy habit to get into. Fear of not having something to say, or fear of being the only person not covering this particular news. I think there is also a large element where people do not want to stick their neck out and be found to be wrong.

Fact is people come to your blog to hear from you. You must create, not simply follow the pack.

• What is your experience?
• Share your ideas
• Tell us your anecdotes
• Which tactics work for you
• Give us your take on the news

The last one is I think the main way people can break out of the echo chamber. I know what it is like to try to cover current niche events in an original way and it can be tough. My solution is to have opinions. Yes, fill the reader in on what is going on, but do that while you are explaining your thoughts, feelings, objections, enthusiasm or insight.

There are just too many ways a reader can be informed now for you to simply pass on what you hear and read unedited. Take the lead and your readers will respond.

In normal, polite conversation, people tell us that we should stay away from the topics of politics and religion. Does the same go for social media and blog discussions?

There are probably other topics just as controversial, but I think in most cases these topics come under the heading of politics or beliefs for shorthand.

This year the politics discussions will go into overdrive. In the last USA presidential elections political blogs did very well, both in terms of traffic and revenue. I expect this time round for it to be even more of a phenomenenenon.

If you are not a political blogger though, should you mention political opinions? What about if you have both political and non-political blogs, could this cause problems? Can your religious beliefs get you into trouble?

Topic Friction

Politics is an obvious cause for friction, if you didn’t know better you would think friction was the whole point. People make all sorts of assumptions about a person once they discover they lean left or right politically.

Religion is politicized more than ever now. If you believe the media you would think that religion is politics.

But, you might think, aren’t we supposed to let our readers in on a bit of our personality? Didn’t you say we should paint a picture of ourselves being three dimensional human beings? There is the problem, many people see their politics, and certainly their beliefs, as being core to who they are. Should you hide this part of yourself?

How Much to Share?

I think it comes down to how you work, what your goals are, how open you want to be, and how forceful you are in your opinions.

If you are a freelancer or a consultant, I would caution against risking losing work through expressing your opinions off topic from your business blog. By all means have a separate blog where those opinions are discussed, but know the risks if your leads follow you around and find something they vehemently disagree with.

Openness is a two-edged sword. Sometimes you can share too much and put off the very readers you were wanting to get closer to. Again, this might be a good thing or a bad thing. If someone is so intolerant that they boycott you because of a privately held belief then you might not want them as readers, but on the other hand if you are beating people over the head with it I can fully understand why someone might be put off.

In most cases merely mentioning something will not do too much harm but getting into a heated argument almost always causes lasting issues. Polarizing an audience can be a route to success, but it forever labels you, and the internet has a long memory. You might find in a job or media interview it comes back to haunt you.

The way I deal with this stuff is to mostly keep it to myself, which you might think is the cowards way out, but there are some things I don’t think I need to share. Having said that some people have made assumptions anyway based on innocent things like newspapers I mentioned, my clients and who I write with.

Twitter Quotes

I asked for peoples experiences on the subject over at Twitter, here are two selected replies. First a great quote from Lyndon:

lyndoman Talking politics and religion in a commercial blog is like trying to diet whilst ingesting large amounts of Ben and Jerry’s. You think it’s a cool thing to do at the time, but in the end you always regret it.

Then I asked Muhammad if he received negative reactions because of his religion/politics:
msaleem does getting called terrorist on Digg and my blog, multiple times count? Cost of doing business?

Over to You

Do you mention politics or religion in your blog or social media conversations?