The Content Authority Blog

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I decided I wanted to make an impact on the content world. I wanted to start making a real difference, not just creating content… I mean, really, anyone can write words, place them into their WordPress CMS, and click “Publish”, but what is that? What have I “published”? What impact have I truly made with the words I have blasted out into the web? What have I written? What does my team of writers, here at The Content Authority, really write? Words. Are they words that matter? Are they words that change? Are they words with a message or just “keywords” that hopefully influence search rankings?

Rather listen to the blog? Real Content, Real Meaning, Realization

Words have been around from the beginning of time. They have inspired. They have brought joy. They have brought pain. Words have transformed common men and women into giants and gotten us all in trouble with our moms and dads at some point. The wise guard their words, and the fool spews them out for all to see their folly. Words have a big impact on every aspect of our lives. Pictures, paintings, snapshots, film, videos; they all tell us stories, give us a message, form words in our minds and hearts. In the end, all words are content and content drives us to buy, sell, move, love, hate, inspire, and be inspired. We all know how powerful words are personally. It is no different for a business, especially a business in the business of content.

As mentioned, I want to start to make a real difference instead of what I have been doing in the recent past, which personally has been less about making an impact and more about creating content just because I knew that if I did not, I would never rank in the search engines. On the other hand, creating content for clients has become a highly automated system, where little engagement happens between writers and clients, and somehow through this sterile controlled environment, I expected to create lasting relationships and content that really impacts. Huh?!?

You see, just a few weeks ago, the TCA Marketing team, which is made up of a marketing consultant and an aspiring marketing manager, and I decided it was time that The Content Authority started making a difference instead of just existing as a content creation company. We decided that there was no reason why we could not take our collective smarts and reinvent our blog as a platform to share where we wanted to move ahead as a business and how we wanted to be viewed in the content arena. With that, we worked through a quick draft of the core areas of our skill sets and how those might align with areas of content. After a few meetings, we arrived at the fact that we, The Content Authority, could have something to say and share in the following areas of Content Strategy, Content Creation, Content Management, Content Promotion, and Content Metrics.

Well, isn’t that fantastic?!? It is, except, over the last week as I have attempted to start and stop this blog post, the beginning of the new and exciting Five Pillars of Content Components from The Content Authority, I have found myself overwhelmed and perplexed by how vast the content industry really is! It is apparent that as I have started to study Content Strategy, Creation, Management, Promotion and Metrics, that it is much more broad, deep, and full of substance than I had first thought. It is as if I am seeing that there are so many paths to take right now, I am at a loss of knowing where to start, and which path is best to take. Not all is lost though!

While I feel this sense of being lost, overwhelmed and uneasy, I know enough that I must start some place to get to where I want to go. I know that, as a business, one of the best first steps in moving ahead is planning and that by planning you help to form a good foundation! What should be the next steps?

Our first step is to tackle Content Strategy and from there, I will see where that takes us.

Join me. Join us as we look to make a difference with the content that we share with others!

Tell us what you think by leaving a comment below.

About Shawn Manaher

Shawn Manaher has written 384 post in this blog.


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Comments
Harvey Specter
Posted at 4:48 pm August 15, 2012
Nida Sea
Reply
Author

I think tackling Content Strategy will be a good move. I can understand it becoming overwhelming; I sometimes find myself in that same position with keyword research and content marketing. Will these new ideas open more writing opportunities for writers? Thanks for posting this!

    Harvey Specter
    Posted at 7:11 pm August 15, 2012
    Shawn Manaher
    Reply
    Author

    Nida, thanks for taking time to respond to my post! Anything we do to position ourselves and provide services in these content areas changes the perception of everyone on the team, including our writers. While these changes were not done to affect these sort of results, it was something I see as a natural by-product.

Harvey Specter
Posted at 6:52 pm August 15, 2012
Cari
Reply
Author

Great post! I think one of the biggest challenges in creating content is managing SEO and keyword optimization while remembering that we are writing for a real live audience, not just a search engine. One of the things I love about writing content is seamlessly blending both objectives into a really great piece of writing.

    Harvey Specter
    Posted at 7:15 pm August 15, 2012
    Shawn Manaher
    Reply
    Author

    Cari, thanks for your comment! What you said exemplifies exactly why I believe adjusting our perspective needs to happen. I am not sure that we truly can create great content unless the blending together of those things happen and when it does happen, you said it, “love”! The vast majority of writing online does very little to evoke the emotion of love and that is something that can change.

Harvey Specter
Posted at 8:24 am August 16, 2012
US Joomla Force
Reply
Author

Trerrific Article Shawn.
Everyone should realize how important quality content is. Search Engines are getting smarter these days and when you draft a content, it should not only be rich in terms of keywords but should be easily readable by an average internet user.
And yes, “Content is always the King”…

    Harvey Specter
    Posted at 12:25 pm August 16, 2012
    Shawn Manaher
    Reply
    Author

    Hi UJF, thanks for the comment! Optimization is what really has gotten SEOs in trouble. Certainly making sure one if found in the search engines is key, but the over manipulation is something that will continue the battle between search engines and those trying to over manipulate things. “Easily readable”, “Easily understood”, “Easy”…. Make it easy for users.

Harvey Specter
Posted at 10:31 am August 16, 2012
DENSU
Reply
Author

I am deeply compelled that we should aim at attaining and sustaining the reputation of delivering content that is ‘one of a kind’,crowned with informing,appealing and transforming properties.

    Harvey Specter
    Posted at 12:29 pm August 16, 2012
    Shawn Manaher
    Reply
    Author

    Densu, thanks for the feedback! Can you elaborate on your thoughts of “attaining and sustaining”?

      Harvey Specter
      Posted at 9:03 pm August 20, 2012
      DENSU
      Reply
      Author

      Yes.
      One Kaizen practitioner told me that our current way of doing things could probably be the worst, implying that we should identify both our significant and trivial inadequacies and improve in order to hit the top notch and remain top.
      I mean that optimization should not be without the sense of touch and flow and we need to change our way of thinking.

Harvey Specter
Posted at 6:01 am August 17, 2012
Rick
Reply
Author

Your broad look on the issue of content is very enlightening and revolutionary. The five pillars of content components will mean more value to clients and will broaden the horizon of the writer. Content has always been king because since time immemorial their has been need to express ideas to fellow men. I believe in articles that are not meant for search engines only but also add value to the lives of real people.

    Harvey Specter
    Posted at 10:26 am August 17, 2012
    Shawn Manaher
    Reply
    Author

    Rick, thanks for the comment! I hope my adventure into this is anything close to what you say it is as “enlightening and revolutionary”. At this stage, I will settle for the fact that I might be able to change the way a few think about this subject as I dive and and learn it as well.

    Does anyone have any recommended readings on this subject? I have a couple of books I am going to start with, but would be interested in hearing your thoughts on this.

Harvey Specter
Posted at 3:34 pm August 17, 2012
Shawn Manaher
Reply
Author

Great feedback Shirley!

In the areas of materials for writers, what would you say are the greatest gaps in most writers you see online today?
Is it getting the basics down? Is there a lack of research? Is it just the overall quality begs for rewrite?

Thanks!

Harvey Specter
Posted at 9:23 pm August 19, 2012
Jess
Reply
Author

As a ghostwriter, I see too many online ploys to simply type words that have no relationship and rewrite articles that had no passion in the first place. Simply said, most information found on the web is jam-packed full of junk. Writers tend to fulfill the basic requirements for “minimum words” “SEO” and let’s not forget, “must pass copyscape.” The vast majority of articles today lack value.

When a client request an outline from me, the first rule of business is for me to investigate what hasn’t been said. What can I create for my client that puts him ahead of the game? When money motivates more than quality, you’ll always end up with mediocre work.

    Harvey Specter
    Posted at 1:47 pm August 22, 2012
    Shawn Manaher
    Reply
    Author

    Jess, this is the exact way I think all content should be written, as I mentioned to Ron below, it might take some time, but change can really happen. Thanks for taking time to give me your feedback!

Harvey Specter
Posted at 6:04 pm August 21, 2012
Dakota
Reply
Author

I’ve never minded being an SEO copywriter, but this is an interesting moment. As a rather inexperienced writer, I look forward to getting more detailed and meaningful articles. It’s good to see someone taking a step forward.

Harvey Specter
Posted at 4:51 am August 22, 2012
PMenezes
Reply
Author

Hello Shawn,

I really understand what you are trying to say. The content industry is literally huge and writers tend to diversify their skills. I feel that picking writers to match niche fields is really necessary. But to be fair, I write out of my field and I find that proper research can really make an article pop. CA on the whole has one of the best writing platforms I’ve seen. I don’t really know what can be done to improve it but any changes that you do will only improve CA. Looking forward to new developments.

Ta for now

Harvey Specter
Posted at 5:44 am August 22, 2012
ron
Reply
Author

Shawn, I admire you for your research, study, and effort to understand the absolutely boggling world of seo, keyword, bots, and so many other terms I do not understand clearly. It sounds like your team is in the process of starting another business entirely.
When started writing, I found a site where I could post short stories and articles on my heart, which became the true ‘content’ of the writings. I stumbled upon The Content Authority, where the only ‘content’ desired by most clients came in the form of keyword count or word count. In the 60’s, one of the most popular and economical cars around was the VW. Interestingly enough, these same manufacturers also produced the Porsche, which was one of the more exotic cars around. They were able to produce two very different, but successful cars, which appealed to two very different types of customers. It will be interesting to see where your search for content takes you… The only thing I know for sure is that our technologically driven society is in the process of radically changing everything. (If this was an article for submission, I would read it, edit, and then submit, however if I were to actually reread this, I don’t think I would even end up sending it.) These rhetorical ramblings are a consequence of being out of assignment to write. :) Blessings
ron

    Harvey Specter
    Posted at 1:44 pm August 22, 2012
    Shawn Manaher
    Reply
    Author

    Ron, thanks for the feedback and support! I think it doesn’t take many to make a change, even so slight as it may be. Shawn

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