The Ultimate Content Writing Holiday Calendar: 20 Pieces of Sweet Advice

What's better? A chocolate holiday countdown calendar or a Content Writing Holiday Calendar? Depends on how good the chocolate is.

Here's my argument for the Content Writing Holiday Calendar:

1. Your dog can't chew it up (i.e. literally eat your holiday budget with hospital costs). It's happened.
2. I know this advice works. My writing has been published in Inc.com and industry publications. A single article improved SEO traffic by 400% for Internships.com.
3. Every tip is actionable. You can implement them immediately.
4. I am a full-time content writer and strategist. This advice is rooted in my experience—I'm not recycling content from other sites. (Though I fully support recycling waste materials.)
5. This calendar isn't static. Want to know more about a piece of chocolate advice? All you gotta do is ask!

How I Created This

I posted one content writing tip each weekday 12/4/17-12/29/17. All twenty posts were hashtagged #RileyWrites, embedded into this article, and hyperlinked to the original post so you can join the conversation. (Seriously, engage with me. That's what makes LinkedIn so cool.)

Without further ado.

How to Write Better Content (That People Actually Enjoy Reading)

Tip #1 - Ask Why

Why? 

When I onboard new clients, the first question I ask is, "Why? What's the goal of this article, email, or web copy?"

Content marketing can be incredibly effective, but you must know what "effective" looks like for you. Some of my clients want to inform and educate, others want to recruit, whereas others want to establish themselves as thought leaders in their industry. (Or all three!)

Whether you handle your writing in-house or outsource this portion of your business, understanding the 'Why' is essential. Before I write, I need to know where I'm going.

I actually type "Goal: ..." at the top of the page. It's my homing beacon.

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Tip #2 - Write To a Specific Audience

Writing great content is like giving someone a gift. 

Let's pretend it's your BEST friend's birthday next week. 

You could give them a gift card. Always a safe option. You probably even have one that you can re-gift. (Like that obsolete iTunes gift card.)

[If you're a good friend], you're probably thinking, "Nah, that's too impersonal. I don't want them to think I FORGOT their birthday." 

Why? Because gift cards are generic. You can give anyone a gift card. You need to choose a gift based on their personality. What do they like? What do they need? What are they dreaming of?

Just as you would avoid giving a generic gift to your best friend. You should refrain from publishing generic content. Great content is produced with a specific audience in mind.

One effective way to define your audience is by creating a buyer persona. A buyer persona details things like your target reader's education level, career, family, and personality. 

Always define your audience. Empathizing and relating to your ideal reader is at the heart of effective writing. No one wants an impersonal gift (or piece of content).

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Tip #3 - Understand Your Voice

You need to understand your voice. 

In this example, let's assume you're writing on behalf of yourself for a blog or LinkedIn post. (But the same holds true if you're ghostwriting for a person or company—you must understand the desired voice.)

When you write for yourself, use your authentic voice. You may ask, "But what is my authentic voice?" 

Since we rarely analyze how we speak, it can be helpful to ask a few close friends, colleagues, or LinkedIn connections: "What's my voice?" "Describe me in five adjectives." Your voice and personality are intertwined.

One of my graduate school professors told me, "I hope you keep moving through the world in the way you write: creatively, introspectively, humorously, with risk, insightfully, and with a lot of wisdom. I really admire how—in your writing and in person—you present your ideas in a quiet and gentle way, but they boldly stand out."

I am SO grateful for her insight. THAT is my voice. Find a perceptive friend who knows your voice better than you do.

Using your own voice makes writing easier, sustainable, and more enjoyable!

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Tip #4 - Listen To Your Writing

How many times have you sent an email—absolutely certain there are no typos—only to realize there was a fricken typo?!

Tip #3 was all about understanding your voice. Here's a related tip I discovered out of necessity.

When I started freelance writing in 2016, I completed a lot of projects without an editor—yet more than 75% of the articles I sent to clients required zero edits. Here's my trick:

I LISTEN to my writing using text-to-speech technology (already on most computers).

According to psychologist Tom Stafford, who studies typos at the University of Sheffield, "...we take in sensory information and combine it with what we expect, and we extract meaning." 

When we proof our own writing, we know what we want to say. And since we expect that meaning to be there, it’s easy for us to miss typos. We essentially project our intention on our writing—even if it's not actually there.

On my MacBook, the text-to-speech function is OPTION + ESC. I select the text I want to hear and my computer reads the content. I can even adjust the speed and voice of the reader.

How sweet are computers?! Bye typos.

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Tip #5 - Create a Strategic Content Plan

You know the saying, "Throw spaghetti on the wall and see if it sticks"? It's trash advice. People throw spaghetti on the wall to see if it's fully cooked, but it's inherently flawed because overcooked spaghetti also sticks to the wall.

It's also a terrible analogy for marketing. Throwing spaghetti at the wall is an ineffective and inefficient way to produce content. You gotta be strategic. 

My point: Effective writing rarely exists without a strategic content plan. Whether you are a solopreneur posting LinkedIn updates or a company publishing articles, your content should be backed by a content plan. 

It can be as simple as a hub and spoke content map. Grab a piece of paper and write your core message in the center of the map. That's your 'Why' (see Tip #1). Then surround that core message with related ideas and subtopics. This can help you create consistent, branded content.

Want to make a spaghetti wall masterpiece? Choose your pieces carefully.

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Tip #6 - Read More Books

To borrow a question from Tim Ferriss’ book, Tribe of Mentors, “What are one to three books that have greatly influenced your life?”

I risk being a little cliché, but I don’t think this can be said enough: If you want to become a better writer, you gotta read more!

We celebrated our family Christmas this weekend and my mom picked out this AWESOME collection of books for me.

My sister and I were glued to Tribe of Mentors and Tools of Titans last night. (She actually Amazon-ed herself a copy at 1:00 am the night/morning before she flew home.)

You don’t need to read books about writing to improve as a writer. I intentionally read a wide variety of books and authors to analyze voice, tone, style, structure, and ideas. When a line resonates with me, I highlight it or make a note in my phone.

Read, write, repeat.

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Tip #7 - Write Nonobvious Content

Nonobvious. Here's my theory: A single element of nonobvious-ness helps create good writing. Buckle up and stay with me.

Nonobvious is defined as "not immediately apparent or ordinarily expected."

Take a second to think of a piece of writing (e.g. book, article, letter) that has stuck with you over time. 

I'm willing to bet it's not cliche fluff. Good content is graced by a nonobvious element that makes it unique, surprising, or refreshing.

Here are few ways you can write nonobvious content:

1. Write about familiar content in a new way. Tell a story only you know.

2. Combine two familiar concepts in an unfamiliar way.

3. Use an uncommon analogy or metaphor to describe a familiar idea.

4. Introduce a novel idea using a relatable story or analogy.

Yes, there's a ton of content in this world. Like an unfathomable amount. But that doesn't mean you can't produce nonobvious, unexpected content. I challenge you to catch people off guard.

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Tip #8 - Adapt when necessary. Automate where possible.

How do you feel about adaptive cruise control? I used it for the first time today. What a time to be alive.

Here's my declaration: good content is like adaptive cruise control.

Adaptive (or autonomous) cruise control automatically adjusts the vehicle speed to maintain a safe distance. It's one part adaptive, one part autonomous. 

So is good content.

Take this 20-day #RileyWrites campaign as an example. Part of this campaign is automated--not like a robot (I'm sitting here typing this)--but automated nonetheless.

Here's what's automated (in the sense that I don't have to think about it):

> Duration: 20-day campaign (12/4-12/29)

> Schedule: One post per week day

> Topic: Content writing tips

> Format: Text post (1300 characters/200-250 words)

> Purpose: Inform

At the same time, I can adapt as necessary. I have a list of post ideas to pull from, but at times, something (or someone) inspires a new idea. This campaign has room to adapt based on what performs well, what doesn't, follow-up questions, and suggestions from LinkedIn readers like yourself.

Adapt when necessary. Automate where possible.

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Tip #9 - Harness The Power of Observation

How much time have you spent observing today? Kind of a weird question, I know. But observation is central to good writing.

I flew from Milwaukee, WI to Orlando, FL yesterday and in the midst of a zoo-like airplane—everyone and their mom (literally) is going to Disney World—I watched an episode of Abstract: The Art of Design, a Netflix original documentary series.

[If you're wondering how I watched it over the screeching children, the answer is BOSE noise-cancelling headphones. An early (and awesome) Christmas gift.]

Anyway, the episode I watched explored the life and impact of British photographer, Platon. If you don't know his name, you know his work. He's photographed well-known world figures like Obama and Putin.

Out of the 45-minute episode, here's the line that stuck with me:

"When you're still and sitting, your powers of observation go through the roof."

This is so true. Observation helps us connect with the human condition. And by understanding the human condition, we can write content that connects with readers.

Go observe something. Then come back and tell me about it.

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Tip #10 - Engage, Add Value, and Summarize

Is there a magic structure for an effective article? Chuck Stricker asked how to structure content for the greatest impact.

You'll be disappointed when I say, "Intro, Body, Conclusion," but structure-wise, that's what's consistent with every article I write. Here's more detail.

INTRO. This is high school English 101: Grab your reader's attention. HOW you do this should differ based on your target reader. Since I specialize in writing tech and business articles, I cite a reputable source in the intro to quickly establish credibility. For example, "According to recent data collected by Accenture, '48 percent of healthcare executives report extensive use of automation for IT tasks.'"

BODY. Add value. Add value. Add value. Who am I to waste my readers' time? My articles are backed by research from peer-reviewed journals and studies (not the 1st page of Google). My content is not only informative but actionable. And I research the target market so I know who my readers are and what they want.

CONCLUSION. Sum it up. Call your readers to action. And simplify. Good content isn’t complicated.

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Tip #11 - Fact Check and Cite Sources

How do you outrun an alligator? I've spent the last 5 days in Florida and was lucky enough to see an alligator in Lake Lotus.

Side note: Spotting wildlife is one of my FAVORITE activities. This year I've seen a whale in CA, big-horned sheep in OR, and elk in CO.

I returned to the house and asked my friend (a Florida native), "What do you do if an alligator chases you?" She said, "I know you run in a zig-zag so they can't catch you." Sounds plausible.

While I don't inherently distrust my friend, being me, I had to research it. According to the San Diego Zoo, crocodilians can swim up to 20 mph, but on land, they can only run up to 11 mph for short distances. (And they rarely attack on land.) If you avoid the initial lunge, most people can outrun a croc—zig-zag or straight line.

Moral of the story: do your research. Compare references. Cite reputable sources. Some of my favorites: Harvard Business Review, NPR, industry publications, and peer-reviewed journals.

Whether you're mentally preparing for a croc attack, or writing an article for your company, research is central to your success.

What are your go-to sources?

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Tip #12 - Be Consistent and Reliable

Today I went to Applebee's with my Mom and she ordered the Clubhouse Grille. A few bites in, she realized two ingredients were missing: mayo and BBQ sauce. (While not as transformative as Wisconsin ranch, both condiments are still important.)

When you eat at a chain restaurant, you expect consistent and reliable service and food. And though the waitress brought out a side of mayo and BBQ sauce (after my mom had eaten half her sandwich), it's not quite the same. She said her favorite sandwich was "just okay."

Here's the point: when you publish content, it needs to be reliable and consistent. Your readers and/or clients expect this. (That's why I'm publishing a LinkedIn post at 10:53 PM.)

My client testimonials say things like: "On-time and error-free," "...delivers on time," and "...never has issues meeting a deadline." This is REALLY important to me.

Consistent reliability is a hallmark of good writing. After all, you don't want your content to be "just okay."

What processes aid in your consistency?

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Tip #13 - Ask Stupid Questions

When's the last time you intentionally asked a stupid question? I do it all the time.

As a full-time writer, I work with many different clients across a variety of industries. Before a project, I research the company and industry to gain a solid understanding of the people I may get to work with.

Let's say we both do our due diligence and determine, "Whadyaknow, we're a match made in digital marketing heaven!" Then we schedule an onboarding call.

This is when I start asking stupid questions. (Whether you're writing for yourself or another company or person, this is helpful.)

Let's say I'm working with a software company. I read the company's website and understand the software it provides. On the call, I still ask the team to tell me about their software.

I don't ask this because I'm too lazy to read their website and collateral. It's the opposite. I've read everything I have access to and I want to know more. I want to know HOW an employee describes the software. I want to pick up on idiosyncrasies, jargon, personality, and tone.

You only figure this out by asking stupid (but secretly smart) questions.

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Tip #14 - Help People

This is a good one. 😂 Do you remember the first time you used an automatic car wash? Today my Dad went to the car wash and had to wait in a line of vehicles.

As my Dad was waiting in line, he quickly realized that the first driver didn't know to pull forward until the indicator light switched from green to red. So the driver sat in the car wash and waited... and waited... for like THREE MINUTES. Oh, the struggles.

The 2nd driver didn't do anything. The 3rd driver didn't do anything. The 4th driver didn't do anything. So, my Dad got out of his vehicle, walked into the car wash, and told the teenager, "Hey, you gotta pull up more." And raised his hands to signal how much room he had.

Well, what happens when a car triggers the sensors in a car wash? The garage door shuts. And the water starts. My Dad sprinted for the door and was able to grab it (right before it trapped him in), pull it up, and sneak out.

What's the point? HELP people. (In life.) And with your writing.

Help people think critically. Teach people something new. Clarify instructions. Make a referral. Say thank you.

How can you help someone with your writing?

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Tip #15 - Short or long, make it good.

"Is around 1000 words good for an average blog post?" This question was posted in a Facebook group. Here are my thoughts:

It depends.

I hate fluff.

If I can deliver a message effectively in less words, I use less words.

Responses to this question varied from, "The shorter you can make [a post] (and keep its value), the better," to, "I personally hate short posts. It's almost always a waste of time because no real value can be conveyed in 300-500 words. *Usually—not always."

I fully disagree with the second statement.

I write 300-500 word articles that are packed with value. And the best part? People have time to read them!

If you can't write something beneficial in 300-500 words, you need to work on your writing. Seriously. LinkedIn posts are limited to 1300 characters (200 words) and I read powerful posts every day.

Short content can still engage an audience, tell a story, and call readers to action (CTA).

On the flip side, I've also written 10,000-word articles (basically non-fiction novellas) and they hold immense value and help with SEO ranking.

Moral of the story: short or long, make it good.

Tip #16 - Write About Your Favorite Things

“What should I write about?” This is one of the most common questions I receive. And I get it, narrowing down a topic is hard.

Here’s a good starting point:

Write about your favorite things.

Write about something you are truly passionate about and familiar with. This passion and understanding will come through your writing.

Some ideas for LinkedIn:

Tell us about your favorite...

🕉️ Self-care practice

👭 Colleague or LI connection

⏭ Productivity hack

📚 Book

🔊 Podcast

🤝 Networking strategy

These are a few of my favorite self-care practices:

▪️Playing piano (video)

▪️Spending time near water

▪️Practicing guided yoga

▪️Cooking

▪️Taking a break from my phone (If you celebrate Christmas, join me in a no phone pact.)

You have a story to share. Value to add. If you’ve never posted on LinkedIn, I challenge you to select a topic from the list above and write your first post. Tell me about your favorite things. (And tag me so I don’t miss it!)

🎶 SONG: My Favorite Things from The Sound of Music

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Tip #17 - Title Your Content After You Write (or when it makes the most sense for you)

When You Find Out What I Did, Your Jaw Will Drop! (← Cringe-worthy) #SayNoToClickBait

When should you write a title? I just read an article that says you should write the title first. This doesn't work for me.

Here's my writing process:

1. Determine WHY (Tip #1: http://bit.ly/2lcPcPz)

2. Define the audience (Tip #2: http://bit.ly/2BGDa8t)

3. Understand the voice (Tip #3: http://bit.ly/2pEZ3Dc)

4. Choose a topic from the content plan (Tip #5: http://bit.ly/2l16CPX)

5. Abide by a length requirement (if applicable)

6. Analyze the publication platform

These details MUST inform the title.

Before I write, I create a placeholder title. I mostly do this to benefit my team—and at times, to ask a client for feedback on a proposed topic.

But I never finalize a title before I actually write the article. It's too restricting. 

The title should be informed by the content. And for me, the content shifts based on research that occurs during the writing process.

Developing a great title takes time. But if you don't write an irresistible headline, your content will never be seen. 

And promise me one thing: Don't get clickbaity.

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Tip #18 - Use Data to Inform Your Content

How does this make you feel? 2X + 10 = 60. I LOVE it.

I like numbers almost as much as I like writing. I even like writing about numbers. Investment calculators. Monthly budgets. Love em'. 

The point: Use data to inform your content marketing efforts. 

Likes, retweets, comments, shares—these metrics can help you gauge the effectiveness of your writing.

Here's some #RileyWrites data (as of 12/27/17 at 9:30 AM). These numbers are based on seventeen 1300-character LinkedIn posts. I manually pulled these numbers from post analytics.

• 17 posts
• 72,969 views
• 738 likes
• 192 comments

For reference, the average engagement for a company LinkedIn page is .054% (according to Forrester). My engagement rate* was 3%-7%. *Formula: "Engagement rate is users’ interactions with a brands’ posts as a percentage of a brands’ followers."

I also downloaded my LinkedIn data—posts, connections, and more. (Available in your settings.)

Since day one of #RileyWrites, I have gained 346 connections. And before you get on my back, I get it: LinkedIn is more about engagement than followers. BUT it still makes a pretty graph.

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Tip #19 - Cultivate Trust

Who do you trust the MOST in the entire world?

Your mom? Your partner? Your best friend?

I'm willing to bet it's someone you've spent significant time with. 

Because trust is something we cultivate–and earn–over time.

Yesterday, I wrote about the importance of data (Tip #18: https://lnkd.in/e3_EKPA). Though data is incredibly powerful, so is the warm and fuzzy flip-side.

Earlier in the #RileyWrites campaign, I discussed how empathy is fundamental to effective writing–you need to understand and relate to your audience.

Well, your audience wants to do the same.

They want to know YOU.

I'm not encouraging forced vulnerability. No need to publicly share your most painful memories (unless you want to). But I do recommend integrating li'l snippets of your personality into your content.

When you reveal your personality, you build relationships. And through meaningful relationships, you can build trust.

By telling stories, using your own voice, and writing content you are passionate about, readers will effortlessly get to know you.

Trust me on this one. 😉

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Tip #20 - Make Sustainable Adjustments

Have you ever seen a bulldog receive a chiropractic adjustment?

Today I went to the chiropractor and I saw just that. So stinkin' cute.

But not only was it cute, the li'l doggo inspired this final post—DAY TWENTY of my 20-day #RileyWrites series.

The backstory (pun intended): I'm going to the chiropractor because "Adult softball... something, something... mid-twenties... blah, blah... I'm fragile."

If you've ever been to the chiropractor, you know treatments are called "adjustments." The chiropractor adjusts your spine and other joints to provide pain relief and improve your health.

My chiropractor focuses on making adjustments that are sustainable. Last week she said, "Anyone can make you feel good. It is my goal to get you to a place where you don't need to see me so frequently."

Guess what?

Same goes for your content writing.

Adjust your content strategy until you feel good about it.

AND make sure it's sustainable.

I loved posting a 1300-character content writing tip every day for #RileyWrites, but it's not sustainable. And it doesn't leave time to properly respond to comments.

In 2018, I'll post less so I can engage in meaningful conversation before throwing new ideas into the world.

Where can you make an adjustment in 2018?

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Wrapping It Up

Good writing takes time. But the extra effort is worth it! Whether you want to boost brand awareness, increase your sales or leads, or establish yourself as a thought leader—quality content will help you get there.

All right, go grab a piece of chocolate. I apologize for putting it in your head.

P.S. Bookmark this post so you don't miss any future tips. If you have a specific question or want me to elaborate on something, comment on this article. And—by all means—if you have a tip of your own, share with the class!

—

About Me: Hey, I'm Laura! I write fluff-free articles for companies. I specialize in topics related to business, tech, and all things career. I have a B.B.A. in Marketing and an M.S. in Student Affairs in Higher Education. When I’m not writing, I’m practicing yoga, reading nonfiction, or flying to my next adventure. Learn more.