Everybody wants to produce quality content.
But scaling quality is hard.
Many fail.
Here's my framework—everything content creators need to guarantee every piece of content is valuable:
But scaling quality is hard.
Many fail.
Here's my framework—everything content creators need to guarantee every piece of content is valuable:
High-quality content:
-Is creative, interesting, & memorable
-Teaches people how to do something
-Speaks to a specific audience
-Injects unique insights
-Includes examples
-Answers "the why"
-Explains "how"
-Has a purpose
-Is helpful
-Is logical
-Flows
-Is creative, interesting, & memorable
-Teaches people how to do something
-Speaks to a specific audience
-Injects unique insights
-Includes examples
-Answers "the why"
-Explains "how"
-Has a purpose
-Is helpful
-Is logical
-Flows
Low-quality content sucks.
It's boring, not helpful, often regurgitated, and totally forgettable.
Problem is, when you produce content at scale, it's all too easy to sacrifice standards for the sake of consistency.
This is where systems save you.
It's boring, not helpful, often regurgitated, and totally forgettable.
Problem is, when you produce content at scale, it's all too easy to sacrifice standards for the sake of consistency.
This is where systems save you.
👑 Editorial standards are queen
Think of them like your mission, vision, and values statement.
At the start of your content journey, document your:
-Editorial goals
-Editorial values
-Editorial integrity
Think of them like your mission, vision, and values statement.
At the start of your content journey, document your:
-Editorial goals
-Editorial values
-Editorial integrity
🔸 Editorial goals
The why & the who.
Why you're creating content in the first place.
Who you're creating it for.
E.g.
I am creating content to help people produce better content.
It's for content writers, editors, marketers, and anyone that uses writing to communicate.
The why & the who.
Why you're creating content in the first place.
Who you're creating it for.
E.g.
I am creating content to help people produce better content.
It's for content writers, editors, marketers, and anyone that uses writing to communicate.
🔸 Editorial values
The how & your differentiators.
How you will achieve your goals.
How you will stand out.
E.g.
I want to help ppl produce better content.
But lots of ppl do that already.
I'm going to stand out by providing tons of examples and overloading value.
The how & your differentiators.
How you will achieve your goals.
How you will stand out.
E.g.
I want to help ppl produce better content.
But lots of ppl do that already.
I'm going to stand out by providing tons of examples and overloading value.
🔸 Editorial integrity
Your sense check.
How you will maintain quality control.
These are your content guidelines.
E.g.
Preferences for:
Tone of voice, style, formatting, punctuation, how to cite and attribute stats & sources, competitor & partner references, CTAs, etc.
Your sense check.
How you will maintain quality control.
These are your content guidelines.
E.g.
Preferences for:
Tone of voice, style, formatting, punctuation, how to cite and attribute stats & sources, competitor & partner references, CTAs, etc.
Once documented, house your editorial standards in one place.
Make it easy for creators and stakeholders to access and refer back to it.
At Grizzle, we house everything in a “Writing with BRAND” resource.
It acts as a true north doc and holds everyone accountable.
Make it easy for creators and stakeholders to access and refer back to it.
At Grizzle, we house everything in a “Writing with BRAND” resource.
It acts as a true north doc and holds everyone accountable.
Editorial standards set a strong foundation.
But they aren't a magic bullet.
You need A-players that:
-Believe in the power of quality content
-Will follow the standards
-Will hold themselves and others accountable
But they aren't a magic bullet.
You need A-players that:
-Believe in the power of quality content
-Will follow the standards
-Will hold themselves and others accountable
⚡️A-players are the glue
Strong writers & editors are:
-Great at writing
-Live by a quality mindset
Good sentences live in bad content.
Great creators understand the value of a quality experience.
Learn the difference & strive for the latter.
(AI is coming for the former.)
Strong writers & editors are:
-Great at writing
-Live by a quality mindset
Good sentences live in bad content.
Great creators understand the value of a quality experience.
Learn the difference & strive for the latter.
(AI is coming for the former.)
🔩 Systems organize the chaos
Content creation is hectic.
You can't maintain quality without strong systems.
You'll also waste time and money.
Editorial calendars are nice, but not nearly enough.
Dedicated workflows for each stage of the process keep you organized.
Content creation is hectic.
You can't maintain quality without strong systems.
You'll also waste time and money.
Editorial calendars are nice, but not nearly enough.
Dedicated workflows for each stage of the process keep you organized.
I talk about all of this in detail in an article I recently published on the @getgrizzle blog.
Read it to learn how to:
-Build your own editorial standards
-Hire A-players
-Set up organized systems
grizzle.io
Read it to learn how to:
-Build your own editorial standards
-Hire A-players
-Set up organized systems
grizzle.io
If you learned something, follow @ericasmyname for more expertise on content writing, editing, and marketing.
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