“Stepping Out in Style” With Great Content – 10 Tips!
Planning for an upcoming seminar on “Developing Great Online Content” has got us thinking…perhaps the hardest job we have as marketers is writing about ourselves. It’s hard to stand out in a competitive marketplace. But without great copy, you are just like all the others shoes in the closet!
So, we compiled a list of tips to help you get that message across and really step out in style!
10. Be brief
Especially in today’s fast paced, online world, we have attention deficit disorder. Skip the wordy, flowery language in exchange for sharply impactful brevity. A great tip is to write as you normally would, then go back and cut out at least 1/3 of your content. There are always extra words, leaving cleaner phrasing after edits.
9. Recycle content
You wouldn’t pay to produce a television spot and then only air it once. Often times we forget the age old rules of “reach and frequency” also apply to online content. One blog post or press release can be parsed apart into dozens of online posts. Remember to recycle content, tweaking for different distribution platforms as you go. It will keep you in distribution mode rather than always in creation mode.
8. Think backwards
Too often we start our sentences with “I, We, or our company name”, making it hard for our target market to connect with us. We bury our understanding of our customers problem at the end of the sentence. Instead, flip your sentences around and try leading with the customer’s problem, then address how you, as an organization can solve it.
7. Talk through it
The way we write about ourselves is often acutely different than the way we talk about ourselves. Stuck with phrases that sound fake, boring or disconnected? Record yourself “just talking” about the subject when there is no pressure to do so. Try a recording app for your smartphone. You might look funny talking to yourself in the car, but some great sound bytes will be worth the embarrassment!
6. TMI applies
Avoid culturally, religious or politically charged content. That’s “too much information.” Reserve those topics for your personal platform, but remember that everything you say, even as an individual, has a reflection on your brand.
5. Mix curation with creation
New, original content is always great. But, remember to curate other peoples work as well. As a curator, you can share links, posts, and resources that are applicable to your target market. Just make sure it’s a reliable source and always give credit where it’s due!
4. Apply (or find) your passion
As a marketer, it is much easier to write content for a brand you are passionate about. Persuasive writing is a direct derivative of passion. Passion for your brand = great writing.
3. Don’t make perfect your enemy
Blog content, social media posts, and other online forums are not necessarily the venue for “perfection.” While it’s important to have clean grammar and spelling, most online forums are rooted in conversation rather than perfection. If you spend too much time polishing that post, you may miss the chance to engage in dialogue.
2. Keep an inspiration file
Even if you don’t have time to write it now, keep it on file for later use. A simple checklist of blog topics, articles to share and examples of riveting marketing content are great tools for later use. (Note, the same goes for design too. Make sure you have that go-to inspiration file so you don’t get stuck in a rut).
And, the number one tip….
1. Write when you are in the mood to write
So many people schedule time to blog, write social media posts, etc. While it’s important to have regular exposure, your voice will come across much more natural if it isn’t forced. Don’t force yourself to write when you are facing writer’s block, wait for that spark of creativity and create a bulk of content that can be used later when your muse is nowhere to be found.
Still need help finding or “shoe” polishing that message? Give us a call and we’ll be connecting with your target market in no time!