Content is crucial when promoting your business and there is no doubt that the words you use to promote your business can have a big impact on the overall success of your business. Some companies will carry out all of their writing in-house while others will employ a professional to produce their content for them. Both options are perfectly acceptable but it is important to know what sort of writing is being produced and how effective it needs to be.
There are three very distinct styles of writing you should think contemplate when writing copy to promote your business. These include:
• Website and blog writing
• Email campaign writing
• Social media writing
All of these different options require a style of writing or connection to be made in order for the relationship to be successful. A good writer should be able to work effectively on all three topics but this is not to say that a good writer will be able to write effectively on all three topics.
Website and blog writing
Good website copy should be:
• Clear and concise
• It should be informative about a product/service or your business
• It should persuade or encourage action by a reader
• It should be consistent with your company image and identity
It is easy to see that website content and copy should match the image and identity of a business. There is a need for consistency in all content and this is where you can help to set the tone for your site. All of your content on a site should look to encourage action in the reader at some point. This may not necessarily be to make a sale, it could be to encourage a sign-up action but content on a website should engage, inform and hopefully encourage users to take a form of action.
Good blog content should be:
• Based around or telling a story
• Packed full of personality
• It should be engaging
• It should state some opinions
You will usually find that blogs can contain a shorter style of writing than website writing and it may be produced in a more conversational style. A blog will often have links to sources or will point out an opinion and then create a piece praising or arguing against the original story.
In this regard, a blog is very much part of the online community, often reacting to something and inviting and welcoming comments and reaction to the points raised on the blog. Most businesses should be wary of controversial issues but sometimes having an opinion and voicing can help to create a positive bond between the company and blog guests and readers.
Email campaign writing
Good email content should be:
• Focused and to the point
• Broken into small section and using short sentences
• Contain a call to action
• Be consistent with other emails
• Be progressive from previous emails
• Informative and personal
There is no need to make email content too sales focused. There needs to be some value attached to the email content, which means that it is better to focus on the information element as opposed to the sales. Emails should be easy to read and they should get to the point without wasting much time. They also need to use an informative and snappy title to grab attention straight away.
Social medial writing
Good social media writing should be:
• Conversational and engaging
• To the point
• Not too salesy
• Don’t be afraid to give to get
Clearly, different social networking platforms require different writing approaches. The 140 character limit on Twitter can be frustrating at times but this can be a positive thing. You should look to make your point quickly and you can expand later if needs be. All of your social media content should be friendlier and chattier than your website content. Social media is a great place to promote your business but a strict business approach is not going to have the same impact on these sites as they would elsewhere.
Ursula Petula Barzey is a Digital Marketing Consultant and Founder of Moxee Marketing, a London based digital marketing agency.