what is content marketing? content marketing strategy (2019)
In, order for your content marketing to be relevant and effective you. Must create your buyer personas. And buyer journeys. Most. Companies have many different types of buyers these are your personas, these, are the people that you connect with each day with all of your marketing activities most. Companies have multiple. Different, people that buy your product or service so you want to make sure that you create content that is relevant and, effective for, each individual, person and. Each. Of these personas will have their own buying journey this. Is essentially, the journey that they take from, when they initially start, researching a topic to, when they make a purchase each. Buying journey has multiple, different steps, and it's critical, that your content marketing really, address each, of the different questions, and concerns that, a buyer has in each step of this process in. Order. For your content to be relevant and effective it, must speak, to both your buyer personas, and their, journeys. So. Creating buyer personas, help you essentially. Choose what, type of content you want to create not, every type of content, is going to work for every single buyer it also. Allows you to target the right topics, that your buyers actually care, about so, by doing the research to determine what are your different personas, care about and what do they want to read you, can certainly target. What type of content you're creating your. Personas, also help set the tone in the voice for. All of your content assets you might have one buyer persona, that likes to hear their content, in a more conversational, way another. Type of persona might want more of an authoritative. More, research driven type. Of content, and by doing buyer persona, research, you can really determine, what, type and tone and voice of your content needs to be, buyer. Journeys help you know what content create for each buying stage like, I said each journey has multiple, different stages, in a proper content plan will have content, that speaks to, the questions and concerns your buyers have at each stage buyer. Journeys also help you know where your buyers consume, your content at each buying stage so. Somebody, who's initially, researching, your product might, be finding out about your content on social media, whereas, somebody that's close, to making a purchase decision my. Looking at a content, syndication site or potentially, your website so, it's important, to know where exactly your buyers look at each stage of the journey. So. How do you find out this information how, do you create your personas, and your journeys you are gonna have to conduct interviews and, research, so, how do you do this so first you're gonna want to speak with your sales teams your, sales teams are really on the front lines of speaking, with your prospects. Every CH and every day they. Know exactly what. Types of questions, and concerns your, potential customers have so. Sit down and speak with your sales team to determine what, exactly they, know about your current customers, your. Customer service teams are also on the front lines with your customers each and every day in fact, they know very very closely, what. Type of concerns, your current customers, might have so speak with your customer service teams to, determine what. Type of issues, problems and, questions your current, customers ask you. Also want to speak with current customers it's. Important, to get both sides of the story so speak to both happy, and unhappy customers. This will give you a well-rounded perspective. When, determining what, you should write content, about and then. Also if possible, speak with prospects, the people that have yet to become customers, but who hopefully will in the future.
During. Your interviews, you want to find out some of the following information and, this could be limited. To what's here or you could well expand, it into what makes sense for your own business, the type of information, you'll want to find out to actually create your persona, as information. About background, potentially. Job details, the goals and challenges of, your personas, where do they source their information, watch, their preferred content, medium some, people like to read content in an e-book form other people, might want to watch a video get. Some actual quotes from customers, what, about their objections, what type of objections, do they commonly say if they're speaking to a salesperson and then, watch their role in the purchase process you. Might have multiple personas, that, are the decision-maker, and then some personas, might also be, assistants. To the decision-maker so lots of especially, long sale cycle these days have, large buying teams so, you might want to create personas, for each member of the buying team and. Create a sample, marketing message for each one of your personas, so that you know exactly, how you're speaking to them in. Addition. To your sample buyer persona, you also want to create a sample, buyer journey, the. Information, from all of your interviews will, lend itself very well to creating. This type of journey remember. That a buyer journey has each different stage and they might be different stages, depending on your own sales cycle in your own buyers but, here's just an example it could. Be calm, status, quo shattered, search, around problem. Frame, problem in solution, consult, peers and experts engage. Potential, providers so, those are just an example of some of your buyer journey stages, and then, in addition to each stage you want to provide an explanation and, potentially, any questions. Or concerns that, buyers bring up at each stage, now. That you've created your personas. And your journeys it's time to align your content, it's, extremely, important to create content that speaks to each persona, and each stage in the buying journey and that will make up your content mix so. Now that I've gone over persona. And journey sit, down with your stakeholders, in your organization, determine, what questions you should ask and now create your own. To. Make sure that your content is consistent. You want to work on developing your brand voice, your. Brand voice presents, a consistent, experience across channels, giving your brand a recognisable. Persona. This. Is extremely important, because your brand voice will ultimately, help you stand out there's. A ton of information out there and a ton of noise out there online so. You want to make sure that your content, is specific. And unique and by developing a brand voice that really speaks to your organization. Your, content, will stand out from the noise first. You'll want to create your brand voice persona, your. Brand voice persona, is essentially, the feeling that you'll want your content, to convey, your. Persona, might be conversational. Accessible. Humanistic. Educational. Authoritative. Professional. There's. A wide variety of attributes, that you can use to apply to your brand voice persona. Next. You'll have the brand voice tone your, brand voice tone is essentially. The way that your content, will sound it could, be friendly, direct, honest, formal, perhaps, its scientific. Humanistic. There's. A wide variety of attributes, in ways that your content can sound. Next. You'll want to determine your, brand voice language, this, is essentially, the language, in which your content is written this, could be simple wordy, complex, jargony. It depends. On your business and who you're selling to. Next. Step is to create a style, guide once you have your persona, and your language your tone all dialed, in you'll, want to put that down on paper so. That you your, content, team and any external writers that work with your company to, determine the exact style in which you write for. Your style guide you might want to answer questions, such as who, is your company who, do you sell to who. Makes up the content, team your, style and writing tone, specific. Grammar guidelines. As well as content types and structure this, could be sure or as lengthy, as you want the more information, you put in there the easier it'll be to train incoming. Content marketers on your, company and your style, one. Thing to know is that your tone might, differ slightly for, each persona, as you, build out your DIF personas, and learn what, each persona, likes, for their content, you, might learn that one persona might have a different tone than another so, it's important to make sure that you're writing content, that's relevant for each persona, but.
Overall Your voice should stay consistent. Throughout your content. Now. That we've walked through how to create brand voice and tone now, it's time to sit down and write your own style, guide get. Together map, out what you want your content and your brand to look like put it down on paper and put it into action. In. Order for your content marketing to be successful, you must set, your content, goals. You. Should always have goals for your content marketing and they. Should be the first thing that you set up, goals. Help, you choose the right assets for your organization. Design. Content, to be measurable upfront and help you define success a content. Marketing plan without, goals will simply not go anywhere, so, goals are critical to ensure that the content you're creating is, the right content, and now, you're able to appropriately. Define success. So. What are the steps you need to take in order to set your content marketing goals, step. 1 meet. With stakeholders to get their point of view on goals, you. Need to determine who, is involved in creating content, there's most likely a variety of team and a variety of team leaders who are involved in creating. Content and promoting, it so. Get together your marketing, team leaders sales, team leaders and customer, service team leaders, step. Number two ask, yourself, some foundational. Questions. Why. Are you creating content, what, programs, are you planning on using your content in what. Are your short-term goals and, what, are your long-term goals. Asking. Yourself and your stakeholders, these questions, will, help you set a solid foundation for, creating your content marketing strategy. Step. Number three define, your qualitative, goals these, are goals like brand recognition, thought, leadership social. Engagement. Relationship. Building trust, these. Are all extremely, important goals to content marketing so although these particular, goals might not have a number assigned to them they, are critical. Step. Number four define, your quantitative, goals so, these are goals that actually do have a number associated with them so. These might be number, of new leads number. Of downloads for each content, asset. Specific. Number of social shares, percentage. Of leads that turn to opportunities. That turn to closed deals. How. Much pipeline, your content has generated how much revenue all. Of, these quantitative, goals are measurable, and should be measured and they should be measured in addition, to the qualitative, goals so that you have a holistic, view of. All of your content marketing goals. How. Do you track your goals you, can track your goals in your marketing, automation platform. This is great for tracking those quantitative. Goals like, number of leads downloads. And revenue Google. Analytics, is great for traffic, and conversions, you. Want to track your social channels for, increase in social, shares your. CRM, tool you could track for customer, engagement, and your, content management tool, you can also track, stuff like downloads, and engagement, and. Then. Add your goals to a plan put it down on paper you'll. Want to socialize your, goals with your team present. It to the stakeholders, you, can schedule weekly or monthly metrics. Check-ins meetings, and hold yourself accountable to, your goals you, can't create a Content, plan within a vacuum so. By showing your organization. That you are able to tie your content efforts to goals you ultimately, get, more budget and more, team and bandwidth to create more content over time, now. That we've sat down to discuss how to create your goals for your content marketing sit. Down talk to your stakeholders, ask yourself, questions put. Everything down on paper and ultimately. Create. Your plan. Before. You can start actually creating, your content you need to brainstorm your ideas and create your content arts. Coming. Up with content ideas can, be daunting, it is. Easy to have writer's block when it comes to content. But. Before you start actually writing your content you need to determine what, topics, should you consider for, your content and this, will vary based on your business. Often. It's great to first start by taking into consideration your, business priorities this. Could be new markets, that you might be trying to launch in additional. Product launches or service launches, branding. Initiatives, within the business are different, thought leadership topics, that you want to become leaders in the industry about these, are all great topics, to write content form. You. Also want to take into consideration your personas, and who you want to sell to you might be writing different content, for different personas. You, might find that different topics, will resonate with each one of your personas so you want to also take that into, consideration. Industry. Trends, that's a great place to start you, want to make sure that you're on the cutting edge of what's going on in your industry many.
Businesses, Want to be on the forefront and you want to be able to write thought leadership about. What's going on with, your peers so, creating content and industry trends is certainly a great place to start. Search. Engine optimization priorities. Are also an important thing to keep in mind many. Companies, will want to make sure that their content is SEO, optimized, meaning, their, content, will show up in search results and, you might have specific keywords, that our company priorities, for example, if your. Company sells mobile, applications. Mobile might be one of your keywords and you want to make sure that you write plenty, of content around mobile. Competitor. Content, is also an important thing to keep in mind take. Stock on what exactly your competitors, are writing about you, can find this out through following them on social media using a competitor, content, tracking platform or just, keeping up to date and researching, and. Then. Do some of your own digging within, your organization, to determine what. Other teams want you to write about meet. With key stakeholders, in your company, to figure out what are our key initiatives, make. Sure you get your product or service roadmap, so you know what exactly is coming down the pipeline ask. Your sales and customer teams what type of content would help them not, only sell deals but also keep customers. Listen. On social media to determine, what your markets talking about you. Also want to ask your audience on social media what they might want to hear send, out a tweet put, a Facebook, post out there and simply, ask your followers what type of content they'd like to see from you. Once. You have a solid brainstorm, of topics that you want to write about then, you can create your content arts. Content. ARC's our monthly quarterly by yearly or, yearly, content, themes that you can write about by, organizing, your content and content, arcs that makes it easier for you to determine and select what, to prioritize when writing your content but, then you also have ongoing initiatives, throughout each of these quarters, these, might be product, launches, or items, based on the type of business units you sell into so, in addition to your arcs you also need to keep into consideration any. Ongoing initiatives. That you might have so. Now that you've sat down and done some serious brainstorming. About what type of content to include sit. Down write your plan map, out your arcs, and let's get started. Mapping. Your content, to your sales funnel helps, to ensure that you're moving, new buyers to actually become customers. Once. You understand, your buyer journey and have created your content themes and brainstormed, ideas you. Need to map your content, to your sales funnel why. Well, you need to create content that speaks to your buyer at every stage of your sales funnel. First. You need to know your sales funnel this could be different based on your business whether. You're a b2b business, or b2c business that'll make a difference your. Sales funnel typically, starts, at a top of funnel stage where, most of your new buyers and your new leads are coming in it gets. A little narrower in the middle of your funnel where, you're actually starting to nurture. Your leads and you know who they are and then, at the bottom of your funnel you have leaves that are very close to becoming customers, and then they are customers, so, again this will vary based on your business but it's important, to understand, your funnel and to, start to map your content, to these different stages so let's walk through, let's.
Start With your top of funnel tofu. Content. This, person is at the beginning of your sales and marketing funnel, she, is aware of your service but she is not ready to buy this. Person might have found you through social media she, may have gotten on your website offered types for your top of funnel content, or educational. And thought leadership do, not mix this with content, that has too much product information. Let's. Take a look at some tofu content, in action, all of these examples are, ebooks. That are best practice, and thought leadership that each of these vendor publishers, have created, to help educate, their audience so. Now, let's go to the middle of your funnel your mo foo content, this. Person has displayed, buying behavior, is engaged, with your content and it's potentially a sales lead so, this person knows who you are and you might be nurturing them over time offer types. Here are third-party reports. Return. On investment, calculators, for your products or buying guides to, help these people make a decision to purchase your product so. Now let's take a look at mo foo content, in action, in contrast. With the tofu content assets all of, these three examples actually, speak. A bit about the product in the core business case. Each of these companies are trying to sell so. The one on the left developing, a business case from marketing automation the. One in the middle is a third-party asset, that talks, about the total and economic, impact of the company and then, the one on the right is a buyer's guide so. All of these pieces are working to push the buyer through that funnel. Now. Let's talk about your bo foo content, that bottom of the funnel content, this. Person, is very close to becoming a customer your. Offers here are very specific, to your product, or your service so. Your offer types are promotional. And return on investment, proving. Some. Examples, here, are to, prove competitive. And value, so. Some ideas could be pricing sheets these could be customer, case studies you. Really want to show a customer, in the bo foo stage that your product is the correct choice. Now. That you understand, your own sales funnel you can take your content and you can map it to each of the stages in your funnel then. You can make sure that you're pushing leads, to eventually, become customers. You. Want to make sure you have a solid content, mix so, you need to choose your content, types. When. It comes to content there are a lot of types to choose from, you. Can choose your content types based on your brand look and feel the, different content topic you choose your, content, goals and your proposed promotional, channels first let's talk about blog, posts, blog, posts, are a short piece of content, that are regularly updated on your company blog your.
Blog Post can range anywhere from about 300. To 700 words, and they, can be about a variety of topics blogs. Are fantastic. For trend related content and when. You need to put out a point of view at a very fast pace now. Let's talk about cheat, sheets cheat, sheets are short pieces of downloadable, content that. Are created for the purpose of giving the reader quick, access to a series of tips or best practices, your, cheat sheets are typically, one-page, they, can be front and back and they, don't have too much design these, are simple, easy to digest content. Assets you. May or may not want to create a content piece similar to a definitive guide a definitive. Guide is a very large content, piece often over, 60 pages that you can then break, apart into smaller, supplemental. Content items, these. Take a lot of effort and are often in conjunction with a large promotional, plan these. Can really anchor your content, themes for a quarter ebooks. Are the bread and butter of your content strategy particularly. If you are in a b2b company an e-book, is an electronic, version of a shortened book it is, designed to contain salt leadership and best practices, on a particular, topic, ebooks. Can be short four to five pages or they can be much longer at around 50 pages your. Ebooks should be designed to fit your brand and give, you the opportunity to present your information in, a creative way, infographics. Take information, like statistics. Or best practices, and present. It in a visual way, infographics. Are generally, vertical, graphics, that are short and easy to consume your. Graphics should be highly visual with an interesting, hook, typically. Infographics. Are created, to be presented, on your blog and then, you can promote them out for inbound links in media attention, reports. Can be created by collecting, survey and industry data and, presenting it in a comprehensive document, reports. Often contain, lots of statistics, a strong, point of view and are generally formatted. Like an e-book reports. Can be a critical cornerstone. Of your content, and gained a lot of recognition in, your industry don't. Just stop a downloadable, content, think about what else you can create that is interesting, fun shareable. And engaging for your audience think, outside of the box because content, can take many forms videos. Are an engaging in visual form of live-action content. That can be filmed and promoted on YouTube social channels and your website your, videos can range from product, related topics, to stories, music videos and more they, can also range in length from 30, seconds to 10 minutes however, note, that best practices, here are for most of your videos to clock in at around 1 to 2 minutes people, have short attention spans. Visual. Slide decks present, information, statistics. And best practices, in a highly, visual format, using slides, often. Your slide decks can almost be like an infographic chopped-up, you, can publish them on SlideShare, and promote out on your website in social channels a caution. Here is to make sure each of your slides are professionally. Designed and does, not include too much text, a webinar, is either live or recorded presentation. That a speaker presents, along with a slide deck these are generally, events for your audience signs up attends and asks questions, webinars. Are generally topical, and can be easily recorded. For later viewing a. Downloadable. Workbook, provides, your readers with an actionable template to fill in his or her own answers, to questions these, are great if you're trying to teach your audience something in particular using a checklist table. Or fill in the blanks now, that we've broken down all the different content types you can then start to really formulate what your content marketing mix, is going to look like. Once. You have a good idea what types of content you will be creating next. You have to plan your editorial, calendar. Before. You create your calendar, you need to think about your content mix what, are the different types of content you're creating and how are you going to fit them in your plan to make a diverse, content, plan. Think. About your content in food groups this is actually a great analogy developed, by Ann Handley, to, help you determine what should be in your content, mix. First. You have your roasts, these, are your large content, initiatives, this, would be if you're planning to create a definitive guide a large, ebook, or anything that has a promotional. Plan that's extensive, behind, it these, would be your big rock pieces.
Next. You need to make sure you have your Raisin Bran these, are everyday pieces, of content they, are quick and consumable, like cheat sheets checklists. And best practices, these. Should also be a big part of your content mix in addition to those roasts. Next. We have our spinach, these, are content items packed with nutrients, this, is your high-level thought leadership, this, could be a report, that, presents findings. That you have in a survey it could, be a really high-level ebook, an executive. Piece of thought leadership either, way you need to make sure that these items are included in your overall content, plan. Next. We have chocolate cake these. Are your fun light-hearted, and, indulgent, pieces of content this. Could be infographics. Any type of special, projects, you're creating, fun videos. Ideally. These are pieces of content that you're sharing on, a regular basis on social, channels and. Then. You have your Tabasco, sauce this, is content, with some spice content. That challenges, asks hard questions, or provokes responses. Your, Tabasco, content, is often best on a blog post so. Definitely take that into consideration but. Make. Sure you're not saying anything that's, off-brand, a Content. Plan and an editorial calendar can, help you stay organized, so, you need to make sure that you are adhering. To this mix you don't want your content to be homogenized, and you don't want to be putting out things, that are the same day in and day out. An editorial, calendar also helps you increase visibility, across, your organization, so that people in your company know, exactly. What content you're creating and, when it. Also, helps, to align your teams you, might have different content, that you're creating on demand, gen versus, customer, versus, brand. So. How do you organize your calendar, first the content mix that we spoke about earlier, then. You should organize based, on different, teams depending, on who you're creating content for, any. Ongoing campaigns. That you have to keep in mind and strategic. Initiatives these should all be on your editorial, calendar. What. Calendar, platforms, should you use there, are many options here basically, you, just need to make sure that you're putting them down into a calendar form, you. Can use a calendar in your content management tool, consider. A Google Calendar that you can share with folks across the organization. Or a, Google, spreadsheet even, if you don't necessarily want, to put it in a calendar form or. Your marketing automation calendar. Many. Marketing, automation platforms. Today have calendar, functionality, that you can add your content mix to. Who. Should see my calendar your. Editorial, calendar should be available to marketing, sales customer. Service executives. Or anybody else who wants to know what specific content. That you're creating. Here's. A few examples of different types of calendars calendar, example, number one is a detailed, spreadsheet, a spreadsheet. Could be useful if you have multiple, different content, types you, want to include the status, production. Start and completion date maybe, you want to say what business unit this is for your persona, right resource, section, type if you have lots of different items that you need to put in a calendar form sometimes a spreadsheet.
Type Format works great. Calendar. Example number two is within, a content management platform this. One is from Divi HQ. This. One has an actual calendar, format where you can toggle based, on specific due dates, what, calendar, so what business unit is for the team, member it's assigned to content. Type or your content strategy, no. Matter how you decide to organize your editorial. Under in what you include in your calendar, make sure it has that content, mix that we spoke about and that, everything, is organized, so go ahead write, down your plan and put, it in a calendar. You. Now, that you have a solid plan in place you have to start writing and editing to actually get that content done. Writing. Content, can be extremely. Hard work and. Building. A repeatable, process helps. So. Let's take a look at some steps to take in order to build that repeatable, process, so, that you're ensuring all your written content, is consistent. On brand, and that, is engaging so. Step one find, a subject-matter expert so. You need to determine who, in your organization knows. About your topic and then. You can schedule a brain dump and record, a brain, dump can be a thirty to one hour session, whether, in person or over the phone where. You're asking that subject, matter expert, various, questions, about the topic essentially. Having them do a brain dump if, there. Is no subject matter expert, be prepared, to do the research yourself. Step. Number two create, an outline creating. An outline is extremely, important, to keep you organized, and on track with, your content, creation make. Sure you include your thesis in this outline your, thesis is the point that you're trying to get across with your particular, content, asset, make. Sure you set up your different sections, particularly. If it's an e-book and then socialize. Your outline to, people outside of your content, team to make sure that what you're writing about makes, sense and it's the right thing note. That it has the title it has the different parts, an explanation. Of, what the different parts might be and some, links so that you have places to reference, when you need to go write the full piece. Step. 3 write, your first draft this. Is arguably one of the most difficult parts to content creation, make. Sure your thesis is clear, make, sure this thesis is clear upfront and that, it's clear throughout your document and also make sure you're constantly, referring back to your main point, break. Your content, up with, h1s. H2s and. Other headers you, can find these in your word processing, program that you're using like word it's, important, to break your document, up in this way so you know where each section, lives use. Lots of bullets lists. And numbers, this, is important for scan ability, note. That your reader won't necessarily read. Everything, word of your document, so by using bullets, and lists, it could be easy to scan make. Sure you have an intro in a conclusion, you. Want your document, to flow step. Number four always review. This, is an extremely, critical part, of content, creation the more people you have review, the, better off you are so, typically, have one to two people review, each draft more, if you have the ability each.
Person, Will generally, catch different mistakes, refer. To a style guide make, sure that you have a style guide created that, goes over tone and brand and now, you're always referring, back to that, always. Copy edit for grammar and structure. You. Want to make sure your content is grammatically, correct and you, want to make sure it's structurally, sound and, then. Always edit for content, and concepts. Make, sure you going through the document, to determine what makes sense and what does it and then. Use track changes in word and commenting. For optimal, editing this. Is definitely recommended particularly. If you have more than one to two people writing the document, and reviewing it this is important for collaboration. Step. Number five write, a second, draft once. You have your first draft created, and you have all of your edits incorporate. All of them read. Over it an additional one to two times to ensure that it's a final copy and then make sure all your stakeholders, have seen the copy make. Sure everybody, knows that the content is correct and everybody that needs to has signed off on that content and once. You have your final draft then, you're ready to send a design. Once. You have your content, created written then, it's time to send it to design. Good. Content, equals, good design, all, of. Your content should be highly, visual it's important, part of creating content in today's market, but how do you make all of your content visual, so. Let's go over a few design, guidelines, to keep in mind when creating your content, first. Make, sure that your logo and icon usage, is on brand and correct, you. Need to take into consideration, typography. You might have a certain font that, is appropriate. For your brand that you need to use make. Sure you're consistently, using brand colors, even, though you can be creative, with your content, design you want to make sure it looks like your company is a non brand and then. You also want to use photography, and image styles that also make sense for your brand and that are engaging and visual. So. Let's walk through some major types of content design starting, with ebook. Your. Ebook cover should be visual, and engaging this, is how you're going to get people to download your ebook and this is what's going to attract them to your content, the cover the. Title should be clear, make, sure that you don't have lots of different, design around your title so that it obstructs it make. Sure your title is clear at all times, watch. For proper templating. Keep. Your design clean, again, make sure that your ebook cover and your ebook interior, is extremely. Clean and easy to read and then use images, that relate to the content, something. That you need to be aware of is, having images throughout, an e-book that have nothing to do with the content, make sure your images are relatable, and they make sense and, then. Let's take a look at an example interior. Page from that same, piece, of content the. Interior, page is clean the, way it's template it makes sense it has. A call-out that pops out and the, title is obvious, for the different headings and sections you, want to make sure that it's easy to read. Now. Let's go over infographic. Design your. Infographic design should be engaging and shareable this, is definitely your opportunity, to be creative into pop kin. A theme for your infographic. Make. Sure that your statistics. Are presented, in an interesting, but legible, way so. Make sure it's clear what those stats are so that your readers don't have any questions, and then. Don't make your infographic too, long don't. Make it too long and that people have to scroll down quite, a bit and don't make it way to copy heavy, now. You have your content design it's important, to make sure you edit that design when.
Editing And design here are some items to watch for page. Layout you. Want to make sure that all of your pages are laid out appropriately, and, that they're easy to follow and clean you. Also want to watch for orphan words these, are words or short lines, at the beginning or the end of a paragraph which are left dangling, at the bottom of the column separate, it from the rest of the paragraph if your see any orphan words make sure they're included in the above paragraph, you. Also want to look for photography. And image usage, making. Sure the images go along with the text as well, as the placement in the document. Look. At typography, make sure everything, is the same size and that if you do have a brand font it's being used in an. Ad edits, using commenting. In Adobe, this is the best and easiest way, for designers, to look at your edits so, sit down and make sure that you're reviewing all of your items once, they're InDesign if you, don't you really run the risk of having, unfinished, content. So. Make sure that you're looking over all your design content, and edit, it to completion. You.