I didn’t pay much attention in Sunday school, but apparently there used to be this thing called a “lion’s den.” From what I hear, if you stumbled across one you should just keep on walking. These days we have the Internet, where everyone is subject to judgment and condemnation for pretty much any and everything we say or do. And the Internet lions are especially vicious to those who aren’t knowledgeable about the content they produce. A poorly researched and constructed piece will undoubtedly be torn apart by its audience—especially if they’re familiar with your subject. Don’t try to “wing it.” Prepare yourself by doing your homework (really), interviewing experts and verifying your facts. Done right, your audience will have no doubt that you’re a subject matter expert.
Sometimes, however, you may have to write about a subject outside our area of expertise. In this article, HubSpot explains how reading social media posts to get a sense of public opinion, hitting up Google and Facebook for general research, and accumulating reliable data and relevant quotes all help you write an article about something you previously knew nothing about. Guess you could say that you’ll be prepared to bound right into that lion’s den and grab that joker by the tail!
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Creating engaging content for your brand can be a challenge, but it doesn’t have to be akin to a walk through the Fire Swamp or a frantic swim in eel-infested waters. Keep these points in mind, and with a little patience, energy, research and maybe even a few metaphors, you too can navigate this treacherous landscape and live to tell the story.