People will no longer trust your content if they know you aren’t contributing the big ideas. If editors can trace your “original” ideas back to someone else’s work, it could look like plagiarism and damage your credibility. It’s fine to expand on someone else’s ideas just make sure to give credit where credit is due. Most publications require statistics, figures, or strong opinions to be properly attributed. Keep everyone in the loop about the marketing goals that are driving each article. If they have a different idea in mind, the end result could look dramatically different than you originally intended. You might have a specific goal or objective for each article or blog post, but members of your content team will never know unless you tell them. We refer to these details at every stage so our clients’ preferred tone comes through. My company creates client guidelines the way publications create content guidelines. Find a tone you’re comfortable with, and make sure it remains intact throughout the creative process. If you don’t define your tone, you can’t expect others to replicate it when writing, editing, or even distributing your content. Otherwise, the final product might be unrecognizable. Whether you work with an internal or external content team, you need to have the final say before the copy goes out to the public. Personally approve your content.Īlthough your initial draft might be fleshed out, a few rounds of edits can give your content a major facelift. At the very least, you should agree with everything that’s attributed to your name. The opinions and ideas that appear under your byline should ideally be yours.
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Having a team bring your ideas to life with the help of a knowledge management template or other system can streamline the content creation process and free you up to focus on other marketing objectives.īut when someone else is dreaming up the big ideas, you can easily lose track of what’s being written on your behalf. Make sure the ideas and opinions are yours. The only way to keep up with your words is to take the reins in the content creation process. You should be an expert on the themes your content regularly features. You shouldn’t have to take a crash course on your own content before speaking on a panel or discussing it with some colleagues. But what would happen to your credibility if you mentioned someone in an article but couldn’t explain why when you saw him or her in person? Or what if you were asked to speak on the topics you wrote about?
Okay, so maybe you haven’t written seven books. Can You Account for Your Published Content? Still, there’s an underlying lesson here for busy marketers who need help creating content. To be fair, Green has published seven books-it’s unreasonable to expect him to remember every sentence he’s written on this scale. His online store even sold merchandise advertising the quote. And with the online world fueling the fire, Green assumed the sentence appeared somewhere in his book. Melody Truong, a 13-year-old blogger, did.īecause Truong often quoted Green on her blog, her original words were confused for his and falsely attributed to his book Paper Towns. The problem is that Green never wrote it. When John Green’s apparent words began flooding online forums and blog posts-even making it onto posters, luggage, and T-shirts-the author of The Fault in Our Stars continued collecting royalties for his ingenuity. “I’m in love with cities I’ve never been to and people I’ve never met.”
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