Thank you for considering contributing to our digital publication. Before we dive into the specifics of content writing, here are our values:
Be conversational.
Copy should be simple—easy to read and digest. For example: “I am” might be proper, but “I’m” is more conversational and easier to connect with.
Be personal.
Don’t be afraid to get vulnerable. Sharing your experience, especially something you learned from a “mistake” or difficult circumstance, is a great way to connect with readers.
Be of service.
Just like when you’re teaching, ask yourself how you can be of service in your writing. Write as an invitation: Imagine you are speaking to a student.
Be informative.
While this is a creative outlet, we must maintain journalistic integrity. For instance, there may be an opportunity to share a poem or other form of creative writing within your article, if you feel called to do so.
However, the majority of the text should be structured and service-driven (see below for specific outline examples).
Be inclusive.
Use language that speaks to everyone, whenever/wherever possible (i.e. “partner” instead of “boyfriend” or “husband”, etc.).
Who are you speaking to?
It might sound counterintuitive, but the more specific you are about who your audience is the more likely you are to connect with even more people. Think of it like trying to please everyone – it’s impossible. However, if you own your truth and who your audience is, you will be more likely to connect with them. And eventually others will take notice. It’s kind of like what you teach: You can’t offer a class that encompasses every type of yoga, but, if you stay authentic to what you know, you will attract a range of students from all different backgrounds.
Consider the following questions:
Determine which section you’re writing for:
And what kind of article you’re writing:
Headlines
Each writer will have a different process. I usually don’t write my headline until the very end to ensure it encompasses everything I’ve covered within the article. However, others may find it helpful to start with a headline to stay on track. Here are some tips for crafting a compelling headline that site visitors will want to click on:
Consider the following questions:
SEO (search engine optimization) headline formula examples:
Give it your best shot. At the end of the day, changes may be made to keep things consistent on the website, and this should not be taken personally (see side note below). If we do make major edits, we will be sure to reach out to you beforehand to go over them.
Introductions
No matter what type of article you’re writing, all should start with an opening paragraph that grabs the reader’s attention from the get-go.
Personal essay
Keep articles simple and straightforward. When in doubt, you can always revert to this simple outline:
Listicles + Interviews:
The format of these types of articles is a little different, since the majority of text will be in listicle or Q&A format. In this case, introduction paragraphs should be more substantial—in addition to what you are talking about, include why it is important, what your intention for sharing is and key takeaways. The rest of the article will be listing or interview questions and responses. No conclusion necessary, although you might want to add one line at the end with resource information (for instance: a link to the interviewee’s website, book, workshop, etc.)
Recipes + Video tutorials
Similarly, recipe and tutorial features will be lighter on text, since the bulk of your content is the recipe or video. Still, the intro should be substantial and combine the elements of the personal essay’s introduction and conclusion paragraphs.
Expert vs. reporter
As spiritual teachers, we all have incredible knowledge to share. Many of you have so many years of experience under your belts. And yet, we have to discern if we are actual experts. For instance, we all know that eating kitchari is great for our health, but are we all qualified to offer dietary advice to readers? For BTO, the answer is: Not unless you have the proper credentials. However, you may still be able to report about the topic, if you source reliable experts to support your article and weigh in.
Approved experts
A note on self-appointed experts (NO):
We have to be careful in today’s “everyone’s-an-influencer” world. Here’s an example: Recently, I was writing an article for ELLE and had a potential source tell me her title was “Celebrity Beauty Expert” and that she had to be referred to as such. But what did that mean? Did someone anoint her “Celebrity Beauty Expert”? Did she graduate from a special school and earn that title? Or did she land one reality TV client and then personally give it to herself? Most likely, the latter. Use your best judgment, and channel your inner Kali to cut through the BS.
Cite your sources
Example #1: “Shoulds”
Avoid spiritual superiority.
NO: Why You Should Be Eating Kitchari Three Times a Week
YES: Consider Cleansing with Kitchari for These Health Benefits
Example #2: Overpromising
If recommending products to readers, we need to be mindful of legal issues and offering false claims.
NO: This essential oil will cure your acne (or other ailment).
YES: This essential oil may reduce the appearance of acne (or minimize symptoms of other ailment).
Other things to avoid:
Practice non-attachment:
Ultimately, everything you submit is subject to editing. As mentioned above, changes should not be taken personally; rather, style choices are to ensure BTO’s voice is consistent and cohesive throughout the website. Plus, since you’ll also own your content, you can word things as you see fit when publishing on your personal website and channels.