The Vanguard View: Insight for Association Websites

The Agony of Delete: 3 Easy Ways to Clean Up Your Content

Posted by Ray van Hilst on Thu, Aug 07, 2014


Today's guest post is written by Susan Young, CEO at Get In Front Communications. Connect with Susan on Twitter at @sueyoungmedia or by email.


Here’s an unscientific poll that I want to share with you.

More than 80% of people who write press releases, blog posts, bylined articles, and white papers admit they struggle with how to edit content.

I’m happy to offer a few suggestions on how to approach the editing process:

Write the main purpose on the back of a business card. In one or two sentences, summarize the reason you are writing. This brings clarity, which (usually) leads to brevity. If your purpose is too long for the business card, rip it up and start again. It must be clear in your mind before you begin to write.

Dissect your words and sentences. Slowly read each sentence, one at a time. Then read the next one. If you removed one of the sentences, would your story change? Each sentence must build off of the previous one, adding value to your story. This practice can significantly shorten your content and change the flow of your message.

Consider your reader. Your word count will drop when you remove self-serving information that will be irrelevant–or annoying–to your audience. And don’t bother with jargon or rhetoric. Write to offer solutions to your reader’s challenges. Solve, don’t sell.  

Finally, the words ‘very’ and ‘that’ should be used sparingly, if at all.


Susan Young, CEO of Get in Front Communications, is an award-winning news reporter, entrepreneur, and communications consultant. She works with associations who want to publish relevant industry content withnewsfeeds that build visibility, credibility, and revenues.  Susan’s latest accomplishment: Being named one of the ’75 Badass Women on Twitter.’ 


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Topics: best practices, content strategy

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