Showing posts with label Content Marketing. Show all posts
Showing posts with label Content Marketing. Show all posts

Thursday, 27 April 2017

The Art of Copywriting!

In the digital age, content is king. Businesses want to communicate with customers and targets on a regular basis. Firms are now producing more content than ever before for websites, blogs, newsletters, social media and press releases but the quality of that content can vary dramatically.

Many businesses create their content internally. It is usually produced by subject matter experts or enthusiastic amateurs. Others employ external experts to do the hard work. There is no right or wrong way of producing your content but it is important that there is a degree of consistency across all of your firm’s copy so that the brand values and “feel” of the messaging is consistent.  For example, if your brand majors on providing simple but effective solutions which are “to the point”, then allowing some of your people to produce long-winded content would go against your brand and could effectively undermine it.

Most businesses will have some sort of internal review process which content must go through before being approved for distribution. It is important to have an appropriate number of stakeholders involved in your approval process. Too many and they could drag the approval process out and make the copy very “watered down” compared to the original version. Too few and there is an increased risk of some inappropriate or incorrect content making it through and being published.

How many individuals are involved in the approval process depends on the type of business that you operate. For example, if your firm is a regulated entity, in say, financial services or the legal sector, then you may need to have compliance people involved in your approval process. However in a less regulated industry like fashion, perhaps the approval process should involve a subject matter expert and a product manager.

Regardless of the type of industry that you are in, creating engaging content is key. Whatever you produce must be on-message and should be of interest to your readers. You should aim to tell a story, draw your reader in and show how your product, service or knowledge adds value for your customers or potential customers. Your copy should be well crafted, balanced and should flow. If you are inserting key words for search engine optimisation (SEO) purposes, you should intersperse them throughout your text in a way that seems natural to your reader.

Finally, it is good to have a 4-eyes approach - i.e. 2 people read the content before it is finally published. This helps with sense checking and typo spotting.

Tuesday, 21 June 2016

3 Tips to Develop an Effective Content Marketing Strategy!

Most businesses will at some point, consider creating a content marketing strategy in order to engage with customers. When you develop a content marketing strategy, you should start by thinking about your target audience rather than just looking internally towards your business. Here are a few tips to help you to develop an effective content marketing strategy.

Educational Content 

When it comes to your firm’s content marketing strategy, you should focus on creating well written content that is of educational value to your readers. If you are selling HR advisory services, for example, then you might consider producing content that provides your readers with useful tips on how to create certain HR policies or manage staff absences, etc. Your readers will then consider that you and your firm understand these areas and may potentially decide to use your services as a result.

Leverage your content

After you publish your content, you will need to promote it. Perhaps you could create a social media strategy whereby you publish your content to your company website, then post links to Twitter, LinkedIn and other social media pages so that people can share your content with their network. You may also want to share your content via an email newsletter or client update. The key is to find as many ways as possible of sharing your content and re-purpose it in order to maximise the potential readership.

The WIIFM concept

WIIFM stands for What's In It For Me? What that means is that regardless of what you are selling (product, service, etc), all that matters to your customers is that you have the ability to solve a particular problem that they are experiencing at that particular moment. The way that you phrase your marketing content has a tremendous impact on how that target audience reacts to what they are reading.

In today’s increasingly connected business world, content is becoming more important. Some clients are more likely to visit your website or social media page than your office premises. As such, creating the right content strategy for your business is key.