Patti Podnar

Content Strategist, Developmental Editor, Editor, Ghostwriter, Writer

Content that means business

Almost all industries have one thing in common: Successful content publication and distribution has a business purpose.

If your primary income stream is based on ad revenue, you need traffic, likes, shares, etc.

But if your revenue comes from selling a product or service, social metrics won’t pay the bills — only conversions will do that. Anything else just takes up space.

That’s what I bring to the table: Almost three decades of writing experience backed by a thorough understanding of business. I look at things from the customers' perspective and ask the questions that your inside experts might assume customers already know (Hint: A lot of times they don't, especially if you're in tech.) Matching your customers' knowledge level with your business goals is what makes the magic.

Spending some time on my blog ( is a great way to learn more about my approach to content marketing, writing, and consulting.

Content Types
Blog Post, Article, Ebook, Website Copy, Whitepaper
More Information
University of Memphis, Journalism
Germantown, TN, USA|Languages

Content Marketing and Strategy

Procurement in the age of IoT: What skills do tomorrow’s managers need?
February 28th, 2017
Blog Post
Big Data and the Challenge of Unstructured Data
August 29th, 2017
Blog Post
What to consider before choosing a pallet supplier

How to choose a pallet supplier
Blog Post
The truth about why you’re not getting backlinks

The problem with marketing to marketers is that we know what you're doing.

October 7th, 2019
Blog Post
Did the Jetsons every wonder whether Rosie was a spy?

Most people have no idea how much information their "smart" devices are collecting, much less what they should be doing to protect their privacy.

September 16th, 2019
Blog Post
"Traffic is everything!" is the big lie of content marketing

Traffic should be your top priority only if you generate all of your income through ad revenue. If you're selling a product or service, traffic that doesn't convert just clogs up your server.

August 18th, 2019
Blog Post
How to Rock a Facebook Comments Contest or Giveaway

Strategies for running a contest or giveaway on Facebook, as well as a few precautions.

August 19th, 2019
Blog Post
Got online privacy? Not as much as you think.

Thanks to AI and "inferred data," the internet knows way more about you than you realize.

May 1st, 2019
Blog Post
What Brands Wish Content Writers Knew

Inside tips on what brands are really looking for from a content writer.

March 11th, 2019
Blog Post
Why “global warming” just might be the biggest marketing fail ever

Would we still be debating global warming if scientists had called it climate change from the beginning?

January 31st, 2019
Blog Post
How to revitalize your old blog posts with an extreme makeover

Instead of "repurposing" your content, update it by tweaking it for the latest best practices: keywords, metadata, semantic search, linking, mentions, etc.

January 7th, 2019
Blog Post
Raising tech-savvy kids to be smart digital consumers

We get so convinced that kids are way ahead of us on technology that we sometimes forget that we're way ahead of them on life.

November 1st, 2018
Blog Post
Addressing parental concerns when marketing technology for kids

Parents are concerned about how much screen time their kids have and the effects it has on their developing brains. Companies marketing technology targeted to teens and tweens would be wise to acknowledge and attempt to defuse those objections in their marketing messages.

October 18th, 2018
Blog Post
Personalization vs. Privacy: How to Make the Case for Consent

Nations all over the globe are tightening regulations regarding user privacy, and consumers themselves are voicing their own concerns. However, they also want personalized service and messaging. The challenge for today's marketers is figuring out how to balance privacy and personalization.

August 17th, 2018
The Curse of Knowledge: How It Could Be Undermining Your Small Business Content Marketing

One of the main mistakes small businesses make is overestimating their clients' knowledge level. It's essential to match your content to the customers' knowledge at that particular point in the sales funnel.

October 31st, 2016
Blog Post
Content marketing automation mistakes are killing your business

Marketing automation can be a lifesaver when it comes to the cost effectiveness of a marketing campaign. However, some types of AI do nothing but annoy prospective customers and should be avoided at all costs.

June 27th, 2018
The REAL Reason Employees Aren’t Sharing Your Content

I've always been surprised by how many businesses think the reason employees work there is because they're radical fans of the product/service, and that their friends must be fans, too. So they expect employees to eagerly share their content with their networks. That thinking reveals a big blind spot. Every company, in every industry, needs accountants, HR representatives, facility managers, etc. The truth is that a lot of your employees are there because you had an opening in their profession. Even if they love working for your company, that doesn't mean they're enthusiastic users of your product/service -- and neither are their friends. To get them to share your content, you have to show them how to make it relevant to their network. Otherwise, it's just weird and spammy.

March 3rd, 2017
Weathering the Storm: The Role of Social Media in Crisis Management

How your employees perform during a social media crisis can save the day -- or ruin it completely.

June 2nd, 2017
Blog Post
Everything you've heard about writing content for boring industries is wrong

There's no such thing as boring content as long as you remember that your target reader is a real person with the same needs and fears (like worrying about whether they'll meet their sales quota) as anyone else.

October 27th, 2016
Blog Post
6 surprising ways gated content can hurt your business

For many years, building your email list through gated content has been a marketing gold standard. Visitors give you their email list in exchange for an ebook, white paper, etc., and you then add that email to your marketing list. The GDPR made that risky for just about everybody. Because of that and a few other issues, businesses should think carefully about the value of gated content.

December 21st, 2017
Blog Post
Content marketing: Knowing your audience vs. being your audience

This post gets back to the curse of knowledge. You may know your personas better than you know your best friends, but that's not the same as seeing your company and offering through their eyes. What do you know that they don't, and how might that make your content less effective?

March 25th, 2017
Blog Post
Crisis Management in Social Media and Content Marketing

Tips for handling the unexpected crises that can flare up via your social media activity. The answer: Digital policies.

August 23rd, 2017
Blog Post
Let's get real: Content marketing is about business.

Marketplaces like Clearvoice have disrupted the content marketplace. More than ever before, both parties need to understand that they're evaluating a business deal. The writer has to make enough money to be worth the time, but a company can't continually pay more than the content is worth to them. The answer is for freelancers to get out of the "employee" mindset (where value is often set by hours worked) and start seeing themselves as business owners, who are interested in value added rather than time worked. That makes the process easier for everyone involved.

April 14th, 2017
Blog Post
Should your content have writer bylines?

The pros and cons of using writer bylines

August 25th, 2016
Sure, a full content strategy is ideal. But I live in the real world.

When it comes to content marketing on a shoestring budget, it's better to do a few things well than to do a lot of things poorly -- or to do nothing at all.

April 15th, 2016
Content marketing in the era of "fake news"

This article discusses how even true facts can be used to make a false argument as well as the best way to build confidence and trust in an era when almost everything is considered "fake news" by someone who disagrees.

February 23rd, 2017
Content Marketing: The Curse of Knowledge, Part 2

Do you remember what you didn't know before you were an expert? That question can tie your brain in knots, but it's important. Your content will resonate with prospective customers only if you can look through their eyes and remember the things you didn't always know.

May 9th, 2017
Trick or trust: How does your content measure up?

How to keep your content honest even when it looks like the click-baiters are winning.

October 27th, 2017
Finally: the theory of everything for content marketing

Is there a single theory that can tie all marketing models together?

July 30th, 2018
9 easy, inexpensive things you can do right now to improve your content marketing

How to get better results from your content.

June 1st, 2018
Blog Post
Memphis, Gone with the Wind, and content marketing gone wrong

How quickly social media can go wrong, and how a company's misguided response can make it even worse.

August 31st, 2017
Blog Post
If You're Not Posting Content In LinkedIn Groups, You're Missing Out

The importance of sharing your content in LinnkedIn groups.

April 7th, 2016
Blog Post
Publishing content on controversial topics: Risky or brilliant?

Tips for deciding whether to publish content you know will be controversial.

November 10th, 2016
Blog Post
Content marketing mistakes: 9 reasons people hate your site

Bad content can make prospective customers hate you. Even worse, it can cause them to ignore you.

September 16th, 2016

GDPR and other regulatory concerns

A Practical Guide to Minimizing Risk and Maximizing Opportunity for Your Organization eBook
The Power of Digital Policy: A Practical Guide to Minimizing Risk and Maximizing Opportunity for Your Organization

This is not an e-book; it's a soup-to-nuts handbook on how to develop a digital policy program for businesses of all sizes. I served as content strategist on this project. My primary contribution was tailoring the content and presentation of the information to the audience being addressed.

March 25th, 2019
Blog Post
What are digital policies, and why do you need them?
March 29th, 2019
Blog Post
Growing your email list in a GDPR world

If you use content downloads to build your email list, you need to take a good look at the GDPR's requirements.

April 25th, 2018
Blog Post
What You Need to Know Now About User-Generated Content

User-generated content (UGC) is extremely effective and, even better, it's basically free. But it also comes with some pretty big risks you may not know about.

April 20th, 2018
Blog Post
3 Surprising Ways Your Online Content May Be Illegal

The internet is becoming increasingly regulated, and what you don't know can be a disaster for you and your business.

March 20th, 2018
Blog Post
What content marketers should know about the GDPR

The internet is becoming increasingly regulated, and what you don't know can be disastrous for you and your business.

May 10th, 2018

SEO and best practices

Blog Post
What content marketing keyword research doesn’t tell you

Part of a continuing theme: Not all content marketing "best practices" make sense for all businesses.

December 4th, 2017
Blog Post
Content Marketing: The Perils of Posting Just Because The Calendar Says So

Part of a continuing theme: Not all content marketing "best practices" make sense for all businesses.

January 7th, 2017
Blog Post
Mythbusting: Content Marketing "Rules" Are Made to Be Broken

Part of a continuing theme: Not all content marketing "best practices" make sense for all businesses.

May 5th, 2016
Blog Post
Is your content successful? Maybe...if you know what "success" looks like.

Part of a continuing theme: Not all content marketing "best practices" make sense for all businesses.

June 13th, 2016
Blog Post
When content marketing best practices...aren't the best

Part of a continuing theme: Not all content marketing "best practices" make sense for all businesses. In particular, best practices designed for enterprise-level organization are often out of reach for SMBs.

August 14th, 2017
Blog Post
Content Marketing Best Practices: The Things You Think Are True

Part of a continuing theme: Not all content marketing "best practices" make sense for all businesses. In particular, best practices designed for enterprise-level organizations are often out of reach for SMBs.

May 7th, 2018
Blog Post
Is Traffic the Center of the Content Marketing Universe?

Traffic isn't the only metric that matters. In fact, unless ad revenue is your primary income stream, it may be one of the least important metrics. Before you can determine whether your content marketing efforts are effective, you have to know what you're trying to accomplish.

January 9th, 2017

Freelancing and Outsourcing

Blog Post
Digital nomads: An untapped army of brand ambassadors
August 24th, 2019
Blog Post
Editors and marketing managers: How to help your content writer succeed

How to get the best from your outsourced content writers.

September 5th, 2017
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