I recently travelled to Sweden for the first time, visiting Stockholm for a friend’s wedding. The weekend away also marked the first time my wife and I had travelled abroad with our one-year-old son.
Planning the trip was simple enough, but as departure day neared, the stress began to mount. It suddenly seemed there were quite a few things that could go wrong. And in the event, some of them did.
On balance, though, the weekend was a success, providing us all with some incredible memories, and me with a so-so idea for a blog about how to write the best possible content.
1. Planning is everything, so think ahead and factor in contingencies
On a good day, Heathrow is around two-and-a-half hours from our house.
We gave ourselves six. And still barely made it… arriving at Terminal 2 on a brand-new set of AA-fitted front tyres, negotiating with a cross lady at the check-in desk, and running to the gate, luggage clattering.
Which is to say, give yourself plenty of time, factor in contingencies, and plan ahead.
If you want to write an article to celebrate a particular local event or awareness day, put something in your calendar to remind you.
Research the event first and think about the things you want to include in the article, long before you sit down to write. You might even draw up a rough outline.
If you plan to write a timely Budget update, for example, read everything you can in the days, weeks, and months prior. Some announcements are leaked in the run-up to the big day, so give yourself a head start.
And remember that plans can change.
By all means, compile a content timetable for the next 12 months but be flexible. Surprise announcements could change your plans, and you need to be willing and able to adapt.
2. Stockholm is clean and easy to navigate, and your writing should be too
Excitable claims about a city’s cleanliness are a travel cliché. And you should always strive to avoid clichés in your writing.
But Stockholm really is very clean.
It’s also incredibly well signposted, and the public transport system works.
To ensure your writing is clean, sweep away superfluous words and stay on topic.
Signposting means guiding your reader through your article. You can do this using clear subheadings that tell your reader what to expect from the paragraph that follows.
Then use simple, short sentences and bullet points to make the journey through that paragraph as seamless as possible.
3. “Fika” is a mindful coffee break and a lesson on the importance of regular content
The term “fika” – used as a noun and a verb – refers to a break for coffee, often accompanied by a sweet pastry.
Usually scheduled into the working day, it’s a chance to unwind, catch up, and be present in a social moment outside the stresses of work.
As a daily ritual with deep cultural significance, it’s about connection.
Normally, fika would involve turning off your mobile phone and enjoying the company of others. But as you’re reaching out to your clients digitally, just be sure you stick to a definite routine.
Try to post content at similar times and send newsletters around the same time each month.
You want your content to arrive like an old friend popping round for coffee, not like a harassed young family barrelling through airport security as their names ring out over the Tannoy.
Get in touch
You don’t need to travel to Sweden to write well-planned, concise, and on-topic blogs. You just need to speak to Yardstick’s team of talented and dedicated writers.
We’re on hand to provide financial and lifestyle content aimed specifically at your clients, ensuring they feel listened to and understood, while positioning you as their go-to expert.
Email hi@theyardstickagency.co.uk or call 0115 8965 300 to learn more.
