Creating a content calendar goes beyond simply lining up haphazard topics into a grid with dates on it, and if that's how you've been treating your calendar, you're missing out on one of the most important considerations behind posting content online in the first place: your audience, the people you want as clients.

British expat, Andrew found himself in a Singaporean private hospital having what looked like a slight infection which resulted in a flare up of unidentifiable blisters on his face, causing his face to swell. After seven days of investigation which involved IV drips, pain killers, swabs and a medical biopsy, the doctors could not identify the condition or diagnose the infection.

I recently watched the sad news of another high school shooting in the U.S. The news reporter was emitting a tone of horror, sadness and sympathy when she interviewed a student witness. However, the student answered in a very objective, flat, almost disinterested, tone. The difference in the tone the student used and the tone the reporter expected were so different that the reporter actually mentioned it on air.