Somehow, the vast variety and scope of information created and published online has been condemned to reductive summary in the vacuous designation "content." We may be stuck with the word. Ubiquitous usage of the term has too deeply embedded itself into the culture and practices surrounding the production and consumption of online work.
How to Differentiate Your Brand Voice: Some Essential Tips
When it comes to authentic branding, whatever else you do, I highly recommend NOT referring to your brand’s “value proposition” as a “quality solution.”
One of the most challenging aspects of developing effective B2B content involves the need to produce writing that speaks on two levels: On one level, content must engage the highly specialized language, or “jargon” (to risk an unnecessarily pejorative term) of professional audiences in niche markets; on another level, target audiences are often diverse, and content must consequently present material with the clarity necessary to remain accessible to a broader range of stakeholders.
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.