Excessive Exclamation Points?!!! Who? Me?
I recently received a note expressing concern over my “overuse” of exclamation points: “You might want to reconsider your tendency to overuse exclamation points.” Overuse? Overly emphatic? Me? OK. Fair enough. Still, I requested an explanation. I wasn’t offended by the feedback. I was just curious about the commentary. I sensed a big discussion behind the advice. Alas, I received no reply.
So I began to think about the meaining of my reader’s feedback. I "might" want to reconsider my overuse of exclamation points? Was this a complaint? A soft recommendation? Sarcastic criticism?
At the end of the day, the use of exclamation points is about communicating tone. And tone is largely a matter of taste—as in “there is no accounting for…”
Still, tone is hard to determine in online communication. But then that's the whole point: Communicating tone in digital media requires content writers rethink the traditional rules and tools of style--including the use punctuation to project meaning and tone. Effective brand writing across digital channels is a complex issue, one that requires more than placing a ban on multiple exclamation points. Here's some issues to consider...
The Danger of SEO as “SEO”
In the content marketing biz, one tends to get a lot of questions about Search Engine Optimization (SEO). Certainly, concerns about enhancing SEO make sense. After all, publishing content on a company blog site will not generate business growth if prospects can’t find that content when searching the web.
Marketing and sales tend not to have a reputation for collaboration—in terms of partnerships, the two are more likely to inspire comparison to King Kong and Godzilla.
Working with HBO was an opportunity to experience creative freedom and 'long-form development' that filmmakers didn't have a chance to do before the emergence of shows like The Sopranos.
Subscription Service and the Importance of Risk Taking
Martin Scorcese is not alone in his opinion that HBO offers an "opportunity to experience creative freedom." References to creative freedom and idependence have become hallmarks of HBO's brand identity. Less aknowledged, however, is the business model that supports this freedom. At its core, HBO's capacity to provide "an experience of creative freedom" reflects the autonomy of a subsrciption-based business model that enables independence from external commercial funding.
Stressed by the Demand to Create all that Content?
If the answer is "yes," you're not alone. Studies show that marketers are undergoing increased job stress. And it's no wonder, given the increased complexity of the work. Marketers face many challenges today: High growth expectations, hyper competition in crowded market places, and the digital and social-media revolution. What’s more, growing pressure from the C-suite to implement marketing return on investment measures as a way to track and evaluate marketing success is increasing the marketer’s workload. Studies show that stress rates for marketers are on the rise.
In an era of digitized marketing, one might think trade shows and other live-event-based marketing strategies would move into decline. To the contrary, tradeshow marketing as a tactic has shown remarkable resilience. After all, marketers realize that there is no substitute for face-to-face meetings with clients and key business partners. Moreover, digitization has only enhanced the potential marketing power of trade events.
Effective Marketing is Effective Writing. But what is effective writing?
Wait, one second, let me get my Mark Twain on: Now there ain't a rule in this here language what can't be broke. The so-called rules of English grammar and style were not spoken by a burning bush; they're just guidelines about what's likely to be effective. If you learn to treat them that way, you'll live a happier life.
Effective writing comes down to 3 simple steps:
- Figure out where your audience is now.
- Figure out where you want your audience to end up.
- Take them from one to the other.
If you can pull it off, anything goes.
WHAT CHILDREN CAN TEACH US ABOUT DESIGNING HUMAN-CENTERED EXPERIENCE
A recent article on "Designing a Human-Centered Pediatric Experience" draws on opinions and insights from children to develop guidelines for optimal pediatric care. The article is not only useful; more importantly, it's moving. Coming from outside the profession of healthcare design, the article represents a model of effective content: It speaks to professional protocols in terms of common emotional needs. It's 5 key points focus on issues specific to hospital facilities management, but the inights resonate on a much broader level:
Social media for B2B has changed its landscape more times than most of us can count. We all continue to participate in the evolution of an ever-growing share of platforms that started with basics like Facebook, LinkedIn and Twitter. Not to mention that there are many of you who have quickly learned how to source Pinterest and Instagram for mobile marketing outreach.