Shina Neo, Editorial Manager

Shina Neo, Editorial Manager

With ample experience in news and business reporting, copy editing, and content management, Shina Neo is an invaluable asset to White Space. As editorial manager, Shina oversees all content production and coordination, including blogs, ebooks, website copy, and other marketing assets. Previously, Shina has written for numerous newspapers and magazines nationwide. Shina did her undergraduate work at University of North Carolina, both Greensboro and Charlotte, where she earned her BA in Political Science and BA in Communication Studies, respectively. Shina also has a Masters of Science degree in Journalism from Boston University.

Author's Posts

How To Optimize Your Content For The Greatest Engagement

Shina Neo, Editorial Manager

In past blogs, we’ve had plenty of discussions about creating content—whether the topic was how to keep content production on track, using storytelling to mix up repetitive subject matter, or getting SMEs to write for your blog within your budget constraints. The premise behind those conversations has been getting your content game off the ground--building a library of resources.

But, once you’ve accomplished that, what’s the next step? What do you do with the robust amount of content at your disposal? More importantly, how is it performing? It’s critical to know if all the time and effort you spend creating this content and deploying it is really paying off or simply a waste of time.

Read More
Topics: marketing strategy

Why Judging A Book By Its Cover Can Be A Good Thing

Shina Neo, Editorial Manager

"Don’t judge a book by its cover.”

“It’s not what’s on the outside, but what’s on the inside that counts.”

That’s nice to hear, but it couldn’t be further from the truth when it comes to marketing. Full disclosure, I’m quick to judge. I think a lot of people are, whether they own up to it or not.

Unfortunately, we tend to form assumptions and make hasty decisions based on personal experiences, preferences, and dislikes. So, while you may want to offer the benefit of the doubt or put on your self-righteous hat, the fact of the matter is, in marketing--as in most aspects of life--first impressions matter.

Read More

5 Ways To Create More Enjoyable Content

Shina Neo, Editorial Manager

Last week, while doing my Thanksgiving shopping at Trader Joe’s, I noticed a sign reading, “We are sorry we are closed Thanksgiving, but we will be open Friday, November 22.” Do you see what I see? Thanksgiving Day was November 22; the following day when the store would reopen was November 23.

Read More
Topics: content marketing

Why Companies Fail To Convey Brand Value

Shina Neo, Editorial Manager

I hate to admit this, but I’m a sucker for seasonal decor. To give you an idea just how much I enjoy seasonal transitions, I started planning for fall decorating at the beginning of September—as soon as summer’s shadow had barely passed. I bought a few more pumpkins, a couple throw pillows, and (surprise!) yet another faux fur throw to add to my collection.

Read More
Topics: marketing strategy

A Little Piece Of INBOUND: Top 4 Takeaways From This Year’s Event

Shina Neo, Editorial Manager

With all things content marketing, there is no one way to do the job. Instead of getting frustrated by constantly trying to figure out what works and what doesn’t, it’s more productive to turn to proven tactics.

I know now that’s the beauty of the INBOUND conference, which I attended last week—having all these experts come together to share ideas, best practices, and what worked for them and ultimately helped them succeed.

Read More
Topics: inbound marketing, content marketing

INBOUND 2018: Never Stop Learning

Shina Neo, Editorial Manager

One of the things I love most about my work at White Space—and the jobs I’ve held in the past—is the opportunity to constantly learn. Next week, I’m fortunate to be able to take that learning potential to the next level, when I’ll join more than 20,000 other professionals at the INBOUND 2018 conference in Boston.

 Here are a few of the sessions I’m excited to check out.

Read More
Topics: inbound marketing

How To Keep Content Production On Track (& On Budget)

Shina Neo, Editorial Manager

Content marketing doesn’t always get the props it deserves. The process is far more intricate than taking a piece of content and throwing it up on a website—and so much happens prior to it getting to that point.

Read More
Topics: content marketing

Sloppy Copy Kills Readership (And Undermines Biz Credibility)

Shina Neo, Editorial Manager

As an editor and writer, there’s nothing more cringe-worthy than reading a poorly written piece of copy—whether it’s a blog, brochure, or even a sloppy social media post. To be fair, social media often gets a pass due to character counts and the very succinct nature of that type of content. Still, there’s no excuse for careless copy, unless you’re actively trying to lose the faith of your audience.

Why would they stray?

Read More
Topics: content marketing

The Struggle Is Real: Quality vs. Quantity Content

Shina Neo, Editorial Manager

He was one of our greatest digital visionaries, but when Bill Gates released his “Content Is King” essay in 1996, I doubt he could have forecast just how vast content’s presence would be 22 years later. We’ve transitioned from Gates’ view of online content as a burgeoning entertainment and news medium to its permeation into every aspect of our online experience—including marketing.

Read More
Topics: content marketing

Is Your Blog Getting Yawns? Spark Engagement With A Solid Money Quote

Shina Neo, Editorial Manager

The concept of blogging has had a relatively short history when compared to other forms of content, but its rapid growth is impressive nonetheless. What started as a lone college student’s “personal homepage” in 1994 has become a standard content vehicle, with the total number of blogs in existence estimated to surpass 440 million worldwide.

Read More
Topics: inbound marketing

We're glad you're here.

We write about our marketing passions: building digital brands, digging deep for customer insights, tracking marketing effectiveness and ROI for better results. Ask a question, comment ... or get in touch!

Subscribe!

Whiteboard Consultation: Free Marketing Assessment and Consultation