Content is digital stuff for real people.
The medium is based around machines. Content shouldn't be. Writing and ideas - for a video script, app, website or anything else - should be entertaining, moving, persuasive or informative. Content means an opportunity to endear your brand to people. So it’s important not to downgrade it to something that fills a box.
Start with the idea, and stay with it.
Because if you give the real people on the other side of those screens what they want or need, they’ll reward you by coming back again.
Increase your audience with a blog.
A blog is your chance to communicate new information, let people know what you’ve been up to, solve a problem or increase awareness of your brand.
How’s your app?
Is it clear what the user can achieve with your app? Even the copy on the buttons - does it have clarity while staying true to your brand? Is the hierarchy of information going to help them find what they need?
Use video.
You can use animation, presentations, ads, how-tos and reviews. And costs have come right down, so video is available to any business. With a solid idea and good writing, video can take your message to a huge audience – especially if it goes viral.
Improve your website copy.
Copywriting for websites is often neglected when it comes to tone of voice, probably because people are concerned with SEO and the mechanics of online copywriting. The nuts and bolts are important, but keep a pulse or a soul in it. You’re always writing for people.
But you can still please the search engines.
Humans are your number one priority. Modern algorithms are sophisticated; they know if you’re trying to play the system by writing for them. But you can still look at digital housekeeping. Use the right keywords (human first). Check links. Pay attention to structure.
Do it right - hire a writer.
Investing in the way you speak online is one of the most important marketing investments you can make. So don't just get Alan* from accounts to write it all. Hire a good content writer from the start.
* Won a gold star for ‘Clappy, the happy goldfish’ in primary 2.
