Posterous theme by Cory Watilo

Two Words for Content Marketing

Contentrules
I'm in the midst of reading Content Rules by CC Chapman and Ann Handley. (Sorry for no link atm typing on tablet.) Two words have been swirling around in my head since last night: Write differently.

If I get nothing else from this book, it's to "write differently." This comes from a passage where the practice of using 'lorem ipsum' to design websites is examined. The book quotes another author, Kristina Halvorson of 'Content Strategy for the Web', as being against the priority of design over content. Funny, I've used Lorem Ipsum many times. But she is absolutely right. Kristina explains, "What kills me heree is that we're talking about creating a user experience that will (whether we like it or not) be driven by words." After this passage is the gem by CC & Ann: "Words matter. Write differently."

By write differently they mean to give your online corporate voice a human tone. Too much of what we read is overdone and overused. If I hear 'state of the art' one more time, I think I'll scream. There are plenty of examples of companies who can promote their mission and deliver it on the personable human voice of a VP or a director or the guy who takes customer calls. I think it's especially important for small businesses and solopreneurs.

You don't have a big staff or a giant marketing machine, so don't hide behind buzz words and vague vanilla corporate descriptions. You service the local community online or off. Because you're small, you speak to a niche.

PR pros, we know that Public Relations is about building relationships with our publics. Whether in B2B or B2C, you can't build a relationship while wearing a crusty corporate mask. We shouldn't let our clients do this either. Even if it means trying to get the leadership to step out of their comfort zone, you should encourage them to be real in their words and find their company's genuine voice. Online communications is about the words. Then comes the pictures and video. But if the headline doesn't grab me, I won't press play on the video. Words DO matter. My new mantra: "Write Differently." What do you think?