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  • Lindsey McCaffrey, Writer, Editor

Why Content Writers Are Basically Professional Organizers


I write words. I edit words. I proofread words.

And I organize words.

Essentially, my job is to fuse together a bunch of different-yet-related ideas and thoughts using the written word...in a way that people can easily understand.

In that sense, you could call me a professional organizer.

In fact, I only came to this shocking realization recently, although I've been organizing content for years!

After all, just like a professional organizer of "stuff" would help homeowners, I also provide the guidance and means to get people's "clutter" (in this case, content clutter) under control.

Allow me to explain further...


Is your website content cluttered?

A lot of my work is focused on revising and updating older website content.

What I've realized is that a lot of websites are rather messy (so to speak) in the content department. For example, they may have:

  • Too much repetition: Non-strategic, overly repetitive content from page to page (to page) - which clutters up the entire website

  • Wasted opportunities for stronger messaging: Critical information that should be front-and-centre, but for some reason is hidden within the depths of the content

  • Extreme content imbalances: Websites where most pages are chock-full of way too much content - but then they'll have a couple pages with only one line of content

  • Formatting issues: Long sentences, even longer paragraphs, and little to no white space - making the content a chore to read

Ultimately, all of these things simultaneously overwhelm and underwhelm the very people you're trying to attract:

  • You overwhelm them with too much unnecessary information that is hard to follow.

  • And you underwhelm them with lacklustre, aimless content that doesn't really speak to them or their needs.

How organizing content removes the "overwhelm" and "underwhelm"

Let's say you decided to hire me to revamp your website content.

A big part of my job is to declutter and simplify the overall entity.

To do so, here's how I generally apply my organizational skills:

1. First, we work together to determine your goals, which content you would like to keep, the content you need to keep, content that should be completely trashed, and any content that could be rewritten.

2. I then sort through your content, and organize "like" with "like." That is, I go through your content carefully, combining ideas and messages that fit together. I may move certain pieces of information to new pages, and also create brand-new content for other pages.

3. Sometimes during this process, I come across content that is of value, but just doesn't "fit" within the new website. I may remove it from the overall website, but often recommend repurposing it into a blog or other marketing-communications piece.

In the end, you get a cleaner, more powerfully worded, organized website that people will actually want to visit (and read).

Interestingly, sometimes my clients don't even realize how impressive they are until they get a chance to see their story told in an organized fashion!

And that, my friends, is the beauty of professionally polished content.

Mary Poppins approves. And why wouldn't she? She's the QUEEN of organizing.

Get smart, strategic, clear PREMIUM content for your organization or business! With 20 years of expertise, Lindsey McCaffrey is an award-winning writer, editor and content strategist specializing in website content, case studies, industry and annual reports, article writing, white papers, direct mail and more. Contact Lindsey today to discuss your custom content needs.

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© 2020 Lindsey McCaffrey, Writer, Editor, Content Strategist.

 

BASED IN OTTAWA, ONTARIO, CANADA, WITH CLIENTS WORLDWIDE.