How social Media Creators Are Writing Our Future
Against the backdrop of the COVID-19 pandemic, misinformation about the virus and vaccines spread online. Therefore, many public health leaders partnered with social influencers in attempts to educate audiences they couldn’t reach through more traditional modes.
We’ll only see more of that in the future, argues Taylor Lorenz, a tech columnist at The Washington Post, and the author of Extremely Online: The Untold Story of Fame, Influence, and Power on the Internet.
The book is a social history of the last 20 years of our increasingly online lives.
I talked with her about what she’s learned throughout her career reporting on the front lines of the internet, and how social media platforms have transformed society.
Why did you write this book?
TL: I wanted to write a kind of people's history of the internet. I wanted to talk about the rise of social media from the user perspective and specifically through the lens of the half-trillion-dollar content creator industry. This narrative has been completely left out of the Silicon Valley corporate stories you'll read in books on the platforms themselves. Although I do love those books and read them, they really only tell one side of the story. I wanted to tell a different story, and force people to reexamine this recent history of the internet.
What lessons can we learn about the rise of the online creator industry?
TL: Many millions of people are not served by the traditional media landscape that speaks almost exclusively to rich, conservative, white men. This is a very narrow audience and it's a very ideologically homogeneous group of men. If the creator industry has taught us anything, it's that we have a much wider range of perspectives on issues than are represented in the traditional media.
How have influencers utilized their platforms for good, upholding democracy and speaking to audiences the establishment media is missing?
TL: A lot of creators have used their platform for good. People like Aidan Kohn-Murphy from Gen-Z for Change and other creators like Victoria Hammett use their platform to push for progressive values and change. It's really crucial for content creators to push back on the establishment media and fact-check information, and not simply accept what the establishment media says about a specific issue. Content creators are often the ones holding the establishment accountable. Look at the young Gen Z content creator Elise Joshi who pressed the White House press secretary on Biden's record on climate change and approving drilling projects. It's really crucial to have a robust independent media ecosystem to fact-check traditional corporate media and institutional power.
How is influencer culture reshaping the health ecosystem?
TL: Influencer culture and the creator economy has warped our health ecosystem. Because most people in this country don't have access to robust health care, they turn to the internet and specifically health care influencers and lifestyle influencers to tell them how to keep healthy and how to manage sickness. They're turning to psychologists on TikTok, for instance, to try to self-diagnose certain conditions or they're looking to big Twitter personalities to decide whether or not to get the latest COVID vaccine.
Pharmaceutical companies have recognized this for years. That's why they spend a massive amount of money on influencer marketing and why you have an entire industry of patient influencers who essentially act as small media companies informing people about their specific diagnosis.
How can influencers push back against misinformation being spread online?
TL: Content creators are the new media, and so it's crucial that they're responsible in how they educate and inform their audience. But a creator can't effectively educate their audience if they themselves don't have a robust understanding of media literacy. The first thing that needs to happen is more content creators need to learn how to discern what's misinformation and not misinformation before they can educate their audience. This means talking to experts in different subject areas, building relationships with reliable journalists, and having a trusted circle of people that they can fact-check information with before sharing it to their broader audience.
A new book charts the rise of the creator industry.
Source: Simon & Schuster, used with permission
How has the creator industry disrupted traditional gatekeeping in publishing and art?
TL: The creator industry has completely upended the media ecosystem and the entertainment world. It's reshaped pretty much every single aspect of our society. That's why things like #BookTtok emerge, where instead of book reviews, TikToks about books are what drive sales now. You see it in sports with young athletes able to sign major brand deals and getting recruited because of clips of them that have gone viral online. Even Dr. Fauci worked with influencers to talk about the vaccines when he was promoting the COVID vaccination for young people. He didn't he didn't go to traditional celebrities—he went to these TikTokers and content creators because at this point these creators are more influential than traditional celebrities.
How can the creator industry tell stories that are more representative of our communities, with voices that are often ignored in more traditional media?
TL: The content creator ecosystem inherently operates outside the traditional media ecosystem. It's much more diverse. It's much more representative of certain communities. There are niches and channels and newsletters for every subgroup or niche community. It's really important again to have this robust creator-driven independent media ecosystem because it pushes back on institutional power, which is generally very un-diverse.
Why is the online creator industry growing so quickly?
TL: It is exploding because more and more people are using the internet and putting their lives online. We're spending more time online than ever and we're all consuming more and more content on the internet primarily from content creators. People want news, information, and entertainment. And they're increasingly turning to social media platforms and the internet to get that. With the writers strike and actors strike—and so many people taking breaks from traditional entertainment—the content creator industry is only going to continue to grow.
02
Writing Content from A Search Engine’s Perspective – A Checklist
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Recent stats show that the number of active websites on the web is well above 2 billion. All these websites are competing against each other to earn the top spot on SERPs (Search Engine Result Pages) against relevant keywords. Since thousands of websites are working on a single niche, the competition becomes even tougher. Moreover, you won’t see average netizens going beyond a few top positions on the first SERP against a particular search query. Hence, websites need to come up with content that not only addresses the requirements of the target audience but ticks search engine boxes as well.
Having said that, it is also worth mentioning that in the modern era, SEO and content marketing work in tandem with each other. Both rely heavily on each other to take a website to the top of search engine rankings. If there is a compromise on any of the aforementioned practices, the chances of a website getting the top spot on Search Engines get pretty limited. Hence, digital marketers and website content writers must ensure quality content according to the search engine’s perspective. Otherwise, it will be ignored even if it is highly valuable for the target audience. This article will discuss a checklist of all the necessary elements to ensure while writing website content.
Further details are given below:
Come Up with a Click-Worthy Title
The first thing you need to do to ensure that search engines pay attention to the content you have posted on a web page is to create a click-worthy title. The page title serves as the most important signal to search engines when it comes to rankings. Titles help search engines understand the intent and relevancy of a page’s content.
Hence, you must ensure a click-worthy title that features highly competitive and high-volume keywords. However, overstuffing the title with keywords is not the right approach. Just implement a balanced approach while doing so.
Strategic Use of Keywords
This point of checklist is pretty relevant to the one discussed above. Overstuffing keywords is never the right approach, whether it is a title or the page’s content. Gone are the days when websites used to acquire top spots on SERPs by loading content with all types of keywords. Now, search engines have become pretty sensitive regarding this matter.
They want meaningful use of keywords in the content that ensures easily readable and understandable content. Moreover, overstuffing keywords will also confuse search engine crawlers regarding the relevancy of the page’s content. Hence, strategic use of keywords is a must.
Ensure Quality Content
It goes without saying that search engines have become pretty sensitive about the user experience. Content is one of the essential elements that help any website offer optimum UX (user experience). Therefore, a website must ensure impeccable content to earn the top spot on SERPs. Overlooking the importance of quality content means limiting the chances of higher rankings yourself.
When it comes to quality content, it should tick the E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) box. Moreover, the content should be free of grammar, punctuation, and spelling mistakes. Lastly, the content should be unique. Digital marketers can take the help of advanced tools like a grammar checker and plagiarism checker to ensure quality content.
Divide Content into Substantial Headings and Subheadings
While search engines prefer ranking pages with longer content, you can’t add long blocks of text without any division. It will annoy search engines and irritate Readers who visit a page to read the content. According to the search engine’s perspective, the best way to make your content easily readable and perfect is by categorizing its sections in multiple headings and subheadings.
Doing so will not only make your content easily readable but also increase the chances of random sections of your content appearing on the top of SERPs as snippets. It is observed that most users prefer visiting the web page that shows its content as a snippet on the top of SERPs.
Optimize Meta Data
In addition to writing quality content, you also need to make sure that the metadata of the web page featuring the content is substantially optimized to signal search engines for top rankings. Failure to optimize metadata, including Meta Tags and Descriptions, can seriously affect the ability of any page to rank at the top of search engines.
Make sure you have shaped Meta Tags well to let search engines know what your page is about. Additionally, ensure the Meta description perfectly describes the content of your page briefly. Search engines will consider your Meta description to rank your page, while users will consider it to visit the page. This practice will help you grab the attention of users and search engines alike. Moreover, the chances of your website getting higher rankings will become significantly higher.
03
Mastering The Clarity Code: 10 Expert Techniques For Writing Clear Marketing Content
Use the 10 techniques in the clarity code to hit the bullseye with your readers.
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In my last article, I talked about clarity—what it is and why it matters in content creation. I also provided five questions you can ask if you’re struggling with clarity or want to ensure your piece is as clear as possible.
The goal was to get you started in producing clear, influential content that educates, persuades, and leads to action.
You may be ready for even more clarity if you read that piece. I assure you— your readers are prepared for more clarity now.
To give them the clarity they’re hungry for, put the following 10 ideas to work. By doing so, you’ll create content that builds trust and spurs sales.
1. Define undefined terms and overloaded words
Understanding your audience is the first step to effective communication. Common jargon in one field may be completely foreign in another.
On the one hand, if you’re writing for a specialized audience, like gastroenterologists, you need not spell out or define industry-specific terms like EGD, or esophagogastroduodenoscopy. On the other hand, if you’re writing to patients undergoing an EGD, spell out the abbreviation, define it, and explain the procedure in layperson’s terms.
Several years ago, I worked as a development editor for a technical publishing house. That’s where I learned how overloaded words can be a minefield because, in programming languages, the same word can have different connotations.
For instance, “arrays” exist in the programming languages Python and C++, but the word means different things to programmers in each language. Same thing with “variables.” Some languages like C/C++ and Java have strict rules about what variables can be but in others, like Python and JavaScript, you can make variables anything you want.
If a term has multiple meanings that may confuse readers, tell them which meaning you're referring to—and give yourself one point for content clarity.
A lack of clarity in your content will leave readers frustrated. Photo by JHU Sheridan ... [+] Libraries/Gado/Getty Images.
Getty Images 2. Handle new topics as they come up
If you find yourself introducing a new topic while writing, handle it then or tell readers you’ll cover it later. Don’t leave readers hanging.
For instance, suppose you work for a cybersecurity firm and are writing a blog post about the importance of strong passwords. Midway through, you mention two-factor authentication (2FA) as another layer of security. Either explain what 2Fa is right there or say, “We’ll delve into the details of two-factor authentication in an upcoming post.”
When you take the time to handle new topics as they come up, the reader’s flow will remain unbroken. You want your content to flow so well that readers can read straight through, follow your thought processes, nod along with you, and be ready to say YES to the next step in the buying journey.
The alternative is that you don’t handle new topics. When that happens, the reader’s flow is broken, even if momentarily. If the question or gap in their understanding is too large, you risk readers leaving your content to search Google. They might get distracted and never return to your content.
3. Address prerequisites
Include content or pointers to content that readers should understand before they dig into your materials.
For instance, if you’re writing a technical blog post on machine learning algorithms, you might include a sentence in the introduction that says, “Before you proceed, make sure you’re familiar with basic Python programming and statistical concepts,” adding links so readers who need it can explore the prerequisite topics.
If you’re writing an ebook focused on sous-vide cooking, you might note, “This ebook assumes you have a sous-vide machine. If you’re new to sous-vide, here’s a guide to get you started.”
Prerequisites allow readers to get up to speed before digging into your content. Without prerequisites, you risk readers quickly becoming frustrated and clicking away.
4. Emphasize takeaways and key points
Imagine a busy reader scanning your document. What do you want them to stop at, be drawn to, or otherwise engage with? Emphasize those points with summaries, callouts, sidebars, and pull quotes to let readers know what’s most important in your content.
The book Third-Party JavaScript sets readers up well by including a bulleted list of what’s to come at the start of each chapter.
The book "Third-Party JavaScript" sets readers up well by including a bulleted list of what's to ... [+] come at the start of each chapter.
Used by permission from the author, Ben Vinegar
If you’re creating a business report on market trends, you might begin each section with a similar bulleted list or a one- or two-sentence summary of what the section will cover.
If you’re writing an ebook on personal finance, consider using sidebars to explain financial terms and concepts. You might also end each chapter with a summary and key takeaways to reinforce the material.
Throughout your ebooks and other documents, you can also use callouts to highlight key statistics or quotes from industry experts. For its content creators, North Carolina State University provides examples of a few different callout designs.
Emphasizing takeaways and key points lets readers know what to focus on. It’s as if you’re right there on the page with them saying, “Hey, check this out; it’s important.”
5. Provide a sense of forward flow
Help readers maintain a sense of forward flow while consuming your content by using segues, ... [+] connectors, and repeated words and graphics.
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The next technique, forward flow, is about how you can help readers maintain a sense of momentum as they’re reading. There are four techniques: Segues, connectors, repeated words, and repeated graphics. Each helps readers transition between sections, ideas, and paragraphs and provides an ongoing sense of forward movement.
Segues
The word segue comes from the music tradition in the sense of a transition from one song or melody to another without interruption.
It’s pronounced like Segway®, the upright scooter.
In the writing world, segues are smooth transitions that link two different but related topics or sections. They serve as bridges to guide readers from one point to the next.
For example, in an academic journal article, a segue might look like this: “Having discussed the limitations of the previous study, let’s now explore the methodology of our research.”
In a business presentation, you might say, “Now that we’ve covered our Q2 performance, let’s look forward to Q3.”
Segues give your writing a sense of cohesiveness and let the readers know you’re moving from one point to another.
Connectors
Connectors are words that serve as bridges, linking sentences and paragraphs to ensure the logical flow of your content. They’re critical for guiding readers through your ideas and helping them follow complex concepts.
Here are several standard connectors:
Therefore
Moreover
Also
Furthermore
Conversely
Nonetheless
Similarly
To illustrate
For example
Yet
Still
Using connectors lets readers easily follow your thought process. Connectors also enhance readability—another plus.
Repeated words and phrases
Repeated words and phrases are another way to maintain forward flow.
For example, in an article on remote work productivity, you might write these two paragraphs, with connectors italicized:
Paragraph 1: Flexibility is one of the key advantages of remote work. Employees can set their schedules, allowing them to work during their most productive hours. This flexibility can lead to increased job satisfaction and better work-life balance.
Paragraph 2: But flexibility can also be a double-edged sword.
Repeated graphics
Repeated graphics prevent readers from having to look backward.
Suppose your ebook presents a complex graphic on page 6. Then, on page 10, you refer to the graphic again. Instead of making readers turn back to page 6 to see what the graphic looked like, why not present it again on page 10, right when readers need to see it?
Third-Party JavaScript uses this technique. On page 5, the authors present a large graphic
In Third-Party JavaScript, the authors present a large graphic that encompasses all of page 5. ... [+] Although they'll refer to the graphic again, they won't make readers turn back to the previous page.
used with permission from the author, Ben Vinegar
Then, on pages 9 and 10, the authors refer to the graphic again. But instead of making readers turn back to page 5, they repeat the relevant portion of the graphic, making only tiny tweaks to adapt it to the new context.
Repeating a graphic—even a part of it—helps readers maintain forward flow.
used with permission from the author, Ben Vinegar
This technique works not just in books. You can use it in course content, cornerstone blog posts, ebooks, and other in-depth content.
No matter the content, the more you can do to maintain a reader’s forward flow, the more clarity you bring.
6. Use concrete examples and real-life stories
Use concrete, real-world examples and stories to help readers understand your content.
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Use concrete, simple, real-world examples and practical stories to illustrate to readers why what they’re reading is worthwhile.
For instance, in the article on cybersecurity for small businesses, you might share the story of a local bakery that lost thousands of dollars in revenue when hackers broke into its online ordering system.
In a business report on employee engagement, you might talk about a company that saw a 15% increase in productivity after implementing the employee engagement program, translating to an extra $2 million in annual revenue.
If you’re teaching a technical topic, as my authors did at the technical publishing house, open each section with a concrete example—before you dive into the training. The example lets readers know that the teaching to come is essential and will result in an outcome like the opening example.
Real-life examples and concrete examples help readers feel trust in your content. Use them whenever you can.
7. Ask yourself “why?” and “so what?”
By asking “why” and “so what” about your content, you can make sure to answer those questions for readers, too.
For instance, if you’re writing an article on time management, the “why” might be to help people become more productive. The “so what” might be so readers know techniques that can save them several hours each week.
Share the “why” and “so what” with your readers by bringing those elements into your content. Here’s an example for an article on the Pomodoro technique:
“By adopting the Pomodoro technique, you can break your work into intervals to improve focus. Intervals are important because they maximize your productivity. You’ll find yourself completing tasks faster and having more free time.”
When you take the time to ask high-level questions about your content—preferably before you begin writing—you ensure that what you’re writing is relevant to readers.
8. Ask what transformation you want readers to experience
What transformation will your reader experience? Describe the reader's current and future states and ... [+] weave those elements into your content.
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Knowing the transformation you want readers to experience also serves as a guiding light for your content. Ask about the transformation before you begin writing so you can design your content to carry readers from their current state to the state they want to be in.
For instance, if you’re planning a webinar on thought-leadership writing, your transformation statements might read as follows.
Current state
Many executives publish generic content that blends into the sea of online sameness; such content fails to establish them as industry experts.
Future state
The best executive thought-leaders post insightful, data-driven content that addresses pressing issues and trends in their industry, offers unique perspectives backed by data and research, provides actionable insights and solutions for readers, and is frequently cited or shared, further establishing their authority.
Transformation
The webinar will guide executives from a state of producing generic, forgettable content to a state where they’re recognized thought leaders. To achieve this transformation involves
Identifying niche topics where they can offer unique insights.
Learning how to conduct and incorporate research into their content.
Understanding the art of storytelling to make complex ideas relatable.
Learning best practices for promoting their content to a wider, targeted audience.
Building those thoughts into your content will help readers understand and look forward to the promised transformation.
9. Identify your content’s top three takeaways
Identify the top takeaways you want readers to leave with, tell readers what those takeaways are, ... [+] and make sure your content delivers.
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Takeaways are another guiding framework for your content. They ensure readers leave with the big ideas you want them to have.
For example, the top three takeaways for a white paper on AI in healthcare might be:
Understanding the potential applications of AI in healthcare.
Recognizing the ethical considerations involved.
Identifying steps for healthcare organizations to implement AI solutions.
Just like asking “why” and “so what,” identifying your key takeaways helps you to help readers get what they need and what the content promises.
10. Identify a single top takeaway
Zeroing in on the most critical takeaway can help you sharpen the focus of your content even further.
For instance, the top takeaway for the white paper on AI in healthcare might be to understand the transformative potential of AI in healthcare.
To ensure the paper delivers on its promise, you could open and close with real-world examples demonstrating how AI revolutionizes healthcare.
Can you guess the single top takeaway from this article?
The takeaway is this: Your readers arehungry for clarity. Use the 10 techniques in this article to infuse your content with clarity, build trust with readers, and publish content that sells.
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