communications tips, content marketing, content production, copywriting, editing, grammar, proofreading, storytelling, technical writing, writing for the web, writing tips

Spring Clean – dump these five common mistakes for sharper content

We actually went out one day last week without layers – spring is definitely on its way. Even if it’s taking its time. As we all whip out the cleaning products in an attempt to spring clean, we thought we’d pick our five top content pitfalls. These pitfalls are mistakes even we, seasoned writers, fall for. So, join us at Make it Peachy, and spring clean your content for greater impact today.

Squash the temptation to over decorate

I am a naturally effusive person. It is a character trait that has served me well in business and my personal life. I’m also a card-carrying logophile. There is nothing more exciting as a writer than finding the perfect string of words to convey your intent. As a consequence, I am always fighting my instincts to dress up my sentences with as many descriptors as I can dream up. Adjective here, adverb there, my default is to overdecorate.

While long expressive sentences have their place, try to avoid them. People are reading your content for information. Give them that information as directly and simply as you can. Sure, if you find a lovely turn of phrase, don’t be afraid to throw it in, but don’t give your readers extra work.

Avoid those unnecessary exclamation points

As the emergence of emoticons has illustrated, tone can be painful to convey. We’ve all been there. You open a work email from a colleague and they’ve answered every question and addressed every problem yet you walk away feeling totally offended. In a bid to avoid offending others, many of us have resorted to excessive punctuation. Not a great move in business.

Overusing the exclamation point may convey your enthusiasm, but it can also diminish your credibility. When you’re communicating with colleagues, clients or customers on a professional level, tone is crucial. Think about what you’re saying. Are there any obvious alternative connotations? Can you reword your content to make it simpler? Don’t assume a level of intimacy until it has been established.

Don’t leave your readers hanging

We’ve all been conditioned to think that the ultimate cliffhanger is the best seduction. Serial storytelling has sucked us all in at some point. The trouble is, when it comes to effective storytelling and content writing, leaving your audience on a cliffhanger is more likely to annoy them. There is a fine line between suspense and frustration and it’s generally better just to avoid it.

You don’t want your audience to want to skip ahead. You want them to relish everything you give them. Make sure every piece of information you give them is useful and valuable.

Get rid of your clickbait

For those unfamiliar with the term, clickbait is the manipulative tool some businesses adopt to seduce readers into clicking on their content. They pick a deeply sensational heading to ensure maximum click-through and then fail to deliver on authentic content. As appealing as those numbers may be, they are not accurate.

As we all become savvier digital readers, our patience wears thin when we feel short-changed. Don’t do that to your audience. By all means, be creative and controversial with your headings. However, if you want a satisfied audience, ensure that you walk the talk.

Stop trying too hard

We know the world is flooded with content, good and bad. We also know that the only way to reach your audience is to ensure your content adds value to the pool. Those two things can sometimes lead us to try too hard. You don’t have to be the funniest, most original or quirkiest every time. What you do need is authenticity.

You know your business and/or purpose. You know what value your information will add. If you find a unique way to communicate that, then fantastic. If you don’t, don’t despair. Create useful, real and honest content that people can genuinely connect with.

We all clutter our content with the above, and I am no exception. Rejuvenate your content this spring by weeding out these pitfalls and you’ll find your content blossoms.

content marketing, content production, copywriting, digital copywriting, editing, storytelling, writing tips

Why should you invest in content marketing?

Whether you’re curating the best of the best or creating sassy, original and valuable content, content marketing is now a crucial part of any successful business. Sure, we’re peddling our own service here, but for good reason. Traditional advertising has transformed so significantly over the years that even advertising agencies have had to widen their own definitions of what is an ad. We know now that human beings connect to one another through storytelling. We are seduced by an emotive tale, sucked in by a controversial anecdote and sated by a juicy saga. We love the journey, and as it turns out, we want our service providers to take us on that journey before we are willing to part with our well-earned dollars.

What does content marketing even mean?

We are thrown so many buzzwords a business quarter, it can be a struggle to keep up. One minute you’re trying to prove your business cred by sprouting the latest word mash up, the next you are erasing any mention of the newly established pretention indicator from your communications. Those of you unfamiliar with the idea or practical realisation of content marketing might be wondering if this, too, is just a phase that is going to drain your bank with little or no return.

For those doubters out there, we hate (ok we kind of love) to burst your bubble, but this approach in some iteration or another is here to stay.

According to the Content Marketing Institute,

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

Basically, it’s a way of taking your audience, clients, partners and customers on a journey through useful, insightful and engaging content.

I’ve been doing it old school for years, why change now?

You’ve followed the same tried and tested path for years. Why would you want to change your approach? Well, for starters, we the consumers, expect it. We don’t want promotions shoved in our face with nothing in return. We get bored when we realise we’ve been tricked or pushed into a sale. We want relationships and we want something from you in return. We want you to show us you’re invested in us. Content marketing is the way to show your investment, while simultaneously showing off your own skill and value in the market.

What will I get out of investing in content marketing?

When you show people you have something of value, they will invest in you. There are countless benefits to spending the time and money on creating and curating great content. We’ve plucked our top ten:

  • Position your brand as an expert/authority in your field
  • Increase your digital traffic
  • Boost your reputation
  • Help you reach a new and untapped audience
  • Give you insights into your audience
  • Reduce your costs (cheaper than any traditional methods)
  • Improve brand awareness
  • Often yields better results than traditional methods
  • Widen your sales pipeline
  • Develop genuine lasting relationships with your audience
  • Leads to audience/customer/partner trust and loyalty

Where do I begin?

The key to content marketing is getting it right for your brand and industry. Following a blind path set out by the thousands of ‘experts’ can often be more harmful than anything else. There is a lot of shoddy content flowing through our inboxes every day. Don’t create for the sake of creating.

Work out what you want to say and find the best channel through which to tell that story. Is it a blog, a video, a gallery? Is someone already saying it better than you could

Work out who you want to tell the story to. Who is your audience? Are they current clients, customers, potential partners? Understand your audience and your story will flow from there.

Work out a way you can be consistent. Is your chosen approach sustainable? If not, why not? What can you change to ensure that it is?

Do you need help? You are the expert in your industry, but you may be unsure how to communicate that knowledge. If you don’t have dedicated content experts on staff, invest in content experts who will get to know you, your brand and your ultimate message.

Content marketing can be a scary concept if you’re starting from scratch, but when you invest in great content, engaging stories and valuable assets, you’ll no doubt connect with your audience.

 

content marketing, content production, copywriting, digital copywriting, editing, research, storytelling, writing tips

Before you begin – top ten questions to ask yourself before you start creating content

We work with some of the most interesting professionals around Australia. Some are avid communicators, enthusiastic marketers and lovely storytellers. Some are clinical experts, with an awe-inspiring level of knowledge of their industry, who have no idea how to impart that knowledge. No matter who you are or what your piece of content is meant to achieve, we always, always, always implore you to prepare! Get to know your content before you create it. Below are the top ten questions we ask our clients at the beginning of every project. They’re a great way for you to get your head around your audience and your overall purpose – two things you need to create great content.

What is your service/product and what has changed?

We know you know who you are, but forcing yourself to put it into words will help guide you to be clear on your overall purpose.

How does this piece of content fit into your overall story?

Do you have a content strategy? Is this content to stand alone? Where and when will you publish or share this content? This can help to identify where you may have strategic gaps and inspire you to bed things down.

What is your purpose? Inform? Compel? Change views?

Know and understand from the outset what you want from your content. If it’s just to inform, why have you chosen the platform you have. If it’s to compel action, what is that action and how will the platform you’ve chosen help this along?

Who is your audience/potential audience?

Get to know your audience as well as you can. Who are they? What drives them? How will your content add value to them?

Does your audience have an intimate understanding of who you are and your offering?

For those in a business or technical environment, this question is key. How much does your audience know about your offering? What is their technical knowledge and capability? Knowing this will help you pitch your language at the right level.

What does your audience currently think of your business and what do you want them to think?

Knowing where your audience stands and comparing it to where you want them to stand is a great way to give your purpose context.

What are three things you want your audience to take away? Call to action

Summarising your content down to three points will help you define and refine your purpose and get clarity on your call to action.

What is the tone of your content? Friendly? Casual? Technical? Formal?

Does your brand have a style guide? If not, do you know the kind of tone you want? It’s important to find that tone before you begin because it will inform how you communicate your message.

If you could describe your offering in three words what would they be?

This is another great way to help you refine your message.

What has been successful/a disaster in the past and how does this content reflect that?

It’s incredibly valuable to understand your past successes and failures in communication. What content has resonated with your audience and why? How are you adapting your current content to continue this relationship?

Answering these questions can help give your content structure, shape and purpose. When you combine this with great storytelling, you can develop compelling content.

 

business tips, communications tips, content marketing, content production, creativity, productivity, running a business, writing tips

Comic-Con – A lesson in business and communications

It’s that time of year again – where the once geekiest event of the calendar has become the go to celebrity event of the North American summer. Enter San Diego Comic-Con 2017. Stars from across the globe take a break from their vacations and summer projects to give the people an extraordinary experience.

In 1970, the convention was held in the basement of one of the dodgiest hotels in town. In 2017, the convention, and its sub-cons have descended upon the city, with somewhere in the vicinity of 200,000 visiting fans. That doesn’t come close to the number of enthusiastic followers around the world who have bought, booked and signed on for exclusive digital content.

How did such a humble event become so popular? What can we, as business owners learn from their ascent? As avid con nerds, the team at Make it Peachy have plucked the top five things we have learned about business and communications from San Diego Comic-Con.

We all just want to feel connected

One of the most salient messages of so many comic books and science fiction novels, films and TV shows is the notion of feeling included. Traditionally creators and fans of this style of entertainment have been outsiders; nerds searching for their own sense of belonging. Naturally, a lot of their content is designed around these same themes. Think X-men, or even Superman, the ultimate outsiders, desperate to feel included. The cool thing is that because Comic-Con created an event designed to make people feel included, more and more people have found their voice and place.

This is a great lesson for us. Create content, services, products with the intention of including, rather than excluding. When your audience feels connected, they will return to you and bring their friends.

If you build it, they will come

Comic-Con and its brother and sister events around the US are designed to connect their audiences to the latest, greatest and most interesting activities, products and events. They do their research and understand what their audience is looking for. With that research, they build more and more impressive events every year. They’ve created something that more and more people want to be a part of, and now cosplaying and mainstream blockbuster fans stand side by side in applause for an event well created.

Research. Understand. Create. Engage.

When you create a product, a piece of content or a service people genuinely want, they’ll come to you. But, as Joss Whedon said, “Write it. Shoot it. Publish it. Crochet it, sauté it, whatever. MAKE.”

Be confident without being cocky

Back in 1970, the founders of Comic-Con were wildly searching to nab some impressive industry types to add a little spark to the convention. According to Rolling Stone, they’d tracked down Sci Fi legend and Fahrenheit 451 author Ray Bradbury and were angling for him to attend. When Bradbury agreed, for the scary equivalent fee of US$30,000, the boys were stuck. Still, in its infancy and without a real purpose, they were in the unique position of establishing the convention as a not for profit – so without thought, that’s what they became. Bradbury came for free. They saw an opportunity and jumped, adapted and changed to get where they needed to.

It’s so important to be confident in your capability. If something seems out of your realm, don’t immediately close your mind to it – learn, adapt and work to expand your capability.

Embrace change

Comic-Con was built by a group of comic book dreamers, intent on creating an engaging experience for fans. What that involved as evolved a thousand times in the last 47 years and as a result, its popularity just keeps rising. One sad story told in the Rolling Stone article is that of founder Sheldon Dorf. Dorf was instrumental in networking and schmoozing the right people to get the convention off the ground. Many nod to him as the creator and ideas behind it all. But Dorf was also a jealous man, set in his ways and approach. As Comic-Con grew, Dorf isolated himself and refused to change. While the convention soared, Dorf licked his wounds and walked away.

We all need to remember that times, needs and ideas change. We know from the giant splash made by social media and digital communications that people change the way they communicate. As business owners, we need to be able to move with those needs. Just because the same old has worked until now, does NOT mean it will tomorrow.

The cyclical nature of trends – keeping up with the…who even knows who to keep up with anymore

The final lesson we are taking away from the success of Comic-Con is about awareness. Awareness of the ever changing, ridiculous and cyclical nature of trends. It’s important to understand what is trending and where. It’s important to understand what people are following and illustrating your knowledge of those things. But you know what else? Trends come and go. Comic-Con has built itself on the notion that fandom, whatever form it takes, is valid and cool in some way.

By all means, find a way to connect with your audience. Let your passion and your interests and your knowledge guide that. Authenticity matters more than manufactured trends.

content marketing, content production, copywriting, digital copywriting, ethics, research, writing tips

Newsworthiness versus total tone deafness – how to find the balance

In light of the recent rather tone deaf disastrous blunder, we thought it pertinent to talk about how to get your tone right with your content and content marketing. Seriously, how does a major successful and often entertaining brand get it so wrong? And if they’re getting it wrong, what hope do the rest of us have? Haven’t the experts been telling you all along that relevance and timeliness are fundamental to great content? We certainly have.

The fact is people get it wrong every day. And when they get it wrong, the social media storm descends without hesitation, ready to annihilate every wrong step in its path. It kind of makes you want to curl up and hide – don’t risk it you say. Don’t be crippled by that fear. Creating your own content and offering comprehensive and creative and relevant content solutions to your stakeholders is exactly what will set you apart.

Find your place in the current political or social climate is absolutely crucial for illustrating your value. Profiteering from that climate is stepping into dangerous territory. The key is balance.

Tapping into the local climate versus manipulating it

The world today is under a lot of upheaval. We’re all trying to forge a path amongst the uncertainty and to be fair to Pepsi, they were misguidedly attempting to tap into our burning need for unity right now. The fact is, connecting your message to the wider news and events is a clever tool to show you have both your finger on the pulse and your content is valuable and timely.

What often happens is that instead of embracing the news of the day and finding a place in it, many brands make the mistake of appropriating social, cultural and political catastrophes and inserting themselves where they were never welcome. Thus begins the onslaught of abuse and distrust. With the added bonus of today’s connectivity, your credibility, brand and reputation can be destroyed in mere hours after publication.

Finding an authentic connection

Keyboard warriors the world over are waiting unapologetically to pounce the minute they find a reason. And yes, some of these warriors are nasty trolls that deserve nothing more than a shake of the head and a turn of the cheek. Some of them, however, a genuinely and passionately fighting for what is right, just and authentic behaviour. They are waiting on the other side of that line to make damn sure you know when you’ve stepped over it.

So why test them? Keep your content relevant and respectful. As with any and all communication, the fundamental rule of useful and relevant content is knowing your audience. How will a story about International Women’s Day connect with both your brand and your audience? Are you making reference to a religious holiday? How is it consistent with your news? Is your reference considerate?

By all means, embrace the news of the day. It’s how we connect ourselves to others. But, understand the social ramifications of what you are doing.

You can still push boundaries without isolating people

So what, we just can’t be controversial or push boundaries? Isn’t boundary pushing the cornerstone of comedy and great storytelling? If we are hamstrung by the politically correct are we not just limiting the conversation? Are we not closing the debate?

Not at all! Don’t fall under the misplaced assumption that innovation and creativity have to be offensive. The fact is pushing boundaries is the bedrock of development and progress. Don’t ever lose sight of that, because when you do you lose your audience as quickly as if you’d offended them.

Step out on a limb by all means. The only way you can reach the perfect balance is by knowing where the line is, so embrace boundary pushing in the creative stage. With it you must also embrace self-regulation, conscientious creativity and social sensitivity and awareness.

That tightrope is thin and scary but with your purpose clear and your creatives both socially aware and contemporary you’ll navigate that balance.

Know your core values and stick to them

Another key to ensuring you keep your content on the right side of the line is to ensure that your content always aligns with your core values. If your values illustrate social justice, ethics and unity, then so too should every piece of content you or anyone associated with your brand produce. Of course, you’re going to make mistakes, and if you are being innovative, sometimes you will step over that line. Just remember, if and when you do, your response to that mistake is almost as important.

Find creative experts who will embrace your values

Surround yourself with like-minded souls. Your creative team should fully understand your values and help create content that is in line with those. If you are engaging experts, understand who they are, and ensure their values align with yours. You want to be able to trust your content producers implicitly with your brand. You want to know that they will build your reputation, credibility and brand in a positive and productive light. Choose content producers who value an ethical approach.

Be creative. Be innovative. Be funny. Be fabulous. BUT, be real. Be authentic. Be conscientious. Be kind!

Create by building others up.

content marketing, content production, copywriting, digital copywriting, storytelling, writing tips

Create better content with these top tips

Create Great Content
Create Great Content

Australia has thrown itself into the pit of confusion with its latest election. The AEC are slowly determining who’s going to take charge of this fine country, while we all sit helplessly, twiddling our thumbs. Many Australians are disenfranchised, uninspired and unsure where to look to for great leadership. Don’t let your brand fall the way of our major parties. Understand your brand and communicate it with clarity and leadership. Follow these tips and you’ll be well on your way to becoming a better writer and communicator overall.

Know your message

We can all get caught up in what everyone else is saying and confuse our own message as a result. Much like some of the campaigns rolling around our screens and radios, marketers are seduced by the idea of pulling others down in order to big themselves up. This just pulls everyone into the gutter. It doesn’t matter what the other guy is doing. What do you have to offer? How is it unique or valuable? What do you want your clients, audience or readers to know about you? Answer these questions and you are off to a much stronger start.

Know your style

If your organisation has a communications and/or marketing team, you will likely already have a style guide. If you do not, I urge you to work with your team to create one. A style guide will inform your tone, your approach and your word choices. It can help even the most nervous of writers find the right path. If you don’t have a team to help design a style guide, I recommend you consider working with a consultant, such as Make it Peachy to design one for you.

Design a strategy ahead of time

As we know, there are so many different channels you can communicate through these days and it can be incredibly overwhelming. Sometimes you can get so caught up in the newest trends that you miss the chance to promote your service and product in the most effective way. Understand how the different platforms work, and design a communications strategy that is easy to follow. The Hub created a fantastic infographic outlining 25 great content marketing platforms for your brand. Don’t waste your time throwing your content in every direction, hoping for something to stick. Identify the platforms that best reach your audience and create a content adhesive that sticks every time.

Do your research

What is engaging your industry right now? What are they talking about? What are they debating? Do your research and understand where your industry stands. Where do your audience and clients stand? What are they interested in? How can you show that you offer this? If there is something newsworthy you want to comment on, make absolutely certain you have done your research. Making the time to do your research will keep you abreast of any developments in your industry and help you illustrate your knowledge to your clients.

Strip away the industry jargon

Whether you are designing a presentation, writing an email or creating original marketing content, remember to get rid of that jargon. I wrote a stand-alone blog on stripping away your jargon. As you know, you are the expert in your field, no one else is. The best way to engage people is to make your content as easy to consume as possible. Get rid of your technical lingo and shorten those sentences. Using jargon only serves to alienate people. You can show your expertise with far greater ease when you can explain your point using Plain English.

Don’t forget about your copy

Images and videos are fantastic ways to engage and seduce your readers. People love great videos, emotive pictures, and informative infographics. Make sure you use them where you can. They are a great way to grab your audience. In fact, while researching for this blog, I came across this amusing little video of a professor’s explanation of marketing.

However, ensure you back that up with some quality copy. Your choice of words explains your message and demonstrates your knowledge. Don’t flood your content with images and videos if you can’t back them up with engaging copy.

Educate yourself and your team

You may be the expert. You may have an extraordinary team and some socially progressive, financially sensible policies. The trouble is, if you don’t know how to get that across, you could end up with a hung parliament, or worse, not enough of the market share to actually affect change. If you don’t have the writing or presentation skills you need, don’t wing it – learn. There are thousands of courses around the country that offer up to date advice, tips and tools for you to become a better communicator. If you are looking for writing training, Make it Peachy offers a range  of courses and I can even design a personalised course for your team.

If in doubt, ask for help

If you aren’t confident that you can create engaging content, don’t do it. Talk to your communications and/or marketing team. If you don’t have one, engage a consultant. The only thing worse than not creating any content is creating terrible content. Don’t assume your clients will know you’re passionate and inspiring. Show them that you are.

writing for business
content production, digital copywriting, editing, proofreading, typos, writing tips

Writing tips for non-writers: writing for business

writing for business
Writing for business

Would you like to know how to write purposefully, authentically and effectively in your business? Understanding how to best communicate with your stakeholders can improve business, build credibility and foster excellent relationships. I have plucked a handful of key steps you can take to guarantee an improvement in your writing skills.

Identify a purpose

What is the purpose of your content? Is it internal or external communications? Is it marketing or informative? There is no point spending hours and resources creating content if you don’t know why you are creating it. There are many reasons you might choose to create content, and taking the time to nut out exactly why you want this content will be invaluable to you. It will save time in the long run and will help inform where you want to use the content.

Know where you want to publish your content

Deciding where you want to publish your content should absolutely affect what you produce. Is this content for the web? Is it an annual report for board members? Is it an article for print? Is it an email to a client or colleague? You should take a different approach for each platform. Know ahead of time where you want to publish your content and use that to guide your approach.

Generally speaking, writing for business requires a professional and approachable tone. Be direct, be simple and be clear. If your business has a style guide, you can follow that guide for the right approach.

Identify your call to action

Once you know the desired outcome of your content you have identified your call to action. Make that call clear. Identify it early and always return to it. If any content that you’ve created does not support your call to action – is it necessary?

Know your style

Designing a consistent voice for your business is vital. If you haven’t already, engage a communications specialist, either internally or externally and create a style guide now. This document will help you and your colleagues create consistent, on point, on-brand content for every platform.

Remember to create a guide that includes all the platforms on which you will be conducting business including but not limited to:

  • Emails
  • Reports (external and internal)
  • Website
  • Blog or online articles
  • Newsletters
  • Brochures
  • Social Media
  • Overall printed style
  • Overall digital style

Save your templates

If you have written a great email, or you’re particularly proud of a report you’ve produced, save it. Ensure that you design templates as part of your style guide. This will save time and guarantee a degree of consistency.

Many people do no have experience writing, yet their jobs require writing. Make it easier for them and yourself. Design templates that are easy to follow and save them.

You’ve gotta accentuate the positive

Starting a piece of content with something you can’t do just reminds people what you can’t do. Where possible always lead the focus back to what you can do. Using optimistic language engages your reader on a confident and positive level. Leading with what you can do intrinsically instills your reader with confidence in your ability to do what you need to.

Use the active voice wherever possible. It saves time. It is more direct. It gets your point across in the most efficient way. Unless you are making a specific point, there is no place for a passive voice in business writing.

Get rid of your jargon

When you’re in an industry full of jargon, it’s often difficult to simplify your language and create engaging and clear content. Read my earlier blog for tips on how you can KISS your jargon-filled copy goodbye.

Check it once then check it again.

Pay particular attention to names, titles, gender and dates. By making a mistake this simple you can almost certainly lose a degree of credibility from your reader. Check your facts and then check them again.

Make sure you haven’t made any silly and obvious spelling or grammatical errors. You can refer back to this spelling and grammar checklist for some tips. Don’t just rely on the internet to check your work. Check your content and then check it again.

Ask someone to proofread your content.

Check it one more time.

Ask for help

If you’re still unsure, ask for help. If you don’t have a communications specialist in-house, consider engaging someone like me to help you with your business content.

There are some great courses out there. For a personalised writing training course for your business, get in touch with Make it Peachy for a free consultation.

Decorated pumpkins in a garden
content production, copywriting, digital copywriting, research, storytelling, writing tips

Give your customers a treat this Halloween, not a trick

We’ve all been there. Happily surfing the web and up pops a fantastic looking article. Off we go, trusting and naïve, and there at the end of our click is a nasty, boring, uninteresting monster, completely unrelated to the original bait. We feel violated. How can we slay the evil click bait monster? For starters, don’t contribute to it. Positive, reciprocal and useful relationships are based on mutual respect and exchange of useful products, services and information.

You can make a point of creating engaging, relevant content, and treat your customers to a great service. Below are five tips for keeping your content interesting and still engaging for your audience.

Don’t be a vampire: substance over seduction

No one is denying that sex sells. The sexy and captivating vampire sucks you in with his charm and good looks. Instead of giving you the best night of your night, you are left with a very sore neck and a rather impressive iron deficiency. Don’t do this to your potential customers.

By all means, spend time to create great headlines and sexy invitations. Don’t leave it at that. Make sure that whatever you promise, you can deliver. Create entertaining content that is both helpful and engaging.

You can’t slay the beast if you don’t know what it is

Buffy the Vampire Slayer may have had super strength and mad kung fu skills, but she would never have defeated the big bad without the knowledge. She relied heavily on the researching skills of her team to determine just exactly what she was fighting and how she could win.

Always hit the books, or rather net, and research, research, research!

Who is talking in your industry?

What are they talking about?

Who is your audience?

What do they want?

How can you provide it?

Without answering these questions, you’ll never be able to create or even curate the best and most enticing content.

Identify your weapon and use only that

If you have discovered that a silver bullet is the only thing that will defeat a werewolf, you grab a gun with silver bullets. You don’t overload yourself with a crossbow, a sword, a light saber and a wooden stake. All you’d be doing is weighing yourself down with excess crap, and it will likely just get in the way.

Strip down your intent to the cleanest content you can. Simplify what you’re able to and get rid of the fluff you don’t need. It’s wasteful and boring and you will likely just lose your audience before you even begin.

Be forever vigilant

If you are going to make yourself known to the big bad, you’d better be prepared. It could come at you at any time, and you need to be armed and ready.

Ensure that your digital content is accurate, useful and up to date at all times. You don’t know what or when a customer is going to take interest in your content, so it’s important to make sure that your content is relevant.

If you’re outgunned, call for backup

You wouldn’t run into car park full of crazed zombies alone and unarmed.

Don’t create and curate just for the sake of it. Make sure you are able to provide great and practical content. If you find yourself overwhelmed, time poor or simply unable to get started, ask for help.

There are some incredible resources online that offer tips, advice or industry relevant information. Follow engaging blogs, industry leaders and inspiring content providers for inspiration.

If you are not sure where to start, many content consultants can work with you from the beginning. They can help guide you out of the darkness and into the content haven.

Don’t throw eggs at your customers this Halloween; give them some delicious candy that lasts.

content production, copywriting, digital copywriting, editing

5 awesome benefits of creating your own content

The web is awash with articles, blogs and links from the newest expert on any given topic. It can be wildly overwhelming as both a consumer of content and a content marketer to actually decipher what is useful.

This can often scare people from getting out there and creating their own original content. Don’t let it scare you and your business. Invest in unique content.

Here are just 5 great reasons why.

  1. Credibility

You are the expert in your field. You know your business and you know your product better than anyone. Creating original and unique content illustrates your authority.

When clients, partners and potential clients can see that you know your stuff, they will more likely have more confidence and trust in you and your service.

Heighten your brand authority by authoring useful information.

  1. Time and Proximity

Events, legislative changes, news or even simply the weather could affect your industry or service. Show the world you know exactly what is changing and how your service or product can accommodate that change.

Your response to real world changes shows your audience or client base that your business is mindful of the world around us. It is also the only way that you can show them how your service or product is useful as a result.

  1. Push people back to your website

If you want to drive traffic back to your website, this is a really great and genuine way to do that. Instead of trying every trick to manipulate people back, why not create engaging content that people actually genuinely need or want? The more engaging content you create, the more people will willingly subscribe to your channels.

As your audience gets to know you as a producer of great content, they will start to both recognise your brand and website as valuable.

  1. Increase your search rankings

This is another important benefit. There are many ways to pay your way to the top of the search rank. If you want those pesky search spiders to crawl all over your page, give them something to find. Creating smart and sensible content on a regular basis will remind the spider that you are here. By updating your content and using useful and relevant copy, your rankings will increase by default.

  1. Remind people who you are

Producing content that exemplifies your service or product is a really great exemplar of what you can provide. Give people a taste of the kind of work you can do for them by producing unique content about you and your industry.

Instead of just claiming you know your stuff, show people. Show people where your brand fits into the industry and why they should remember you.

Don’t forget that there is already some fantastic content out there. Read and follow groups you respect and even compete with. Get a feel for who is creating great content and by all means curate existing content, join the conversation and engage with your industry.

By creating interesting and unique content and connecting with other great content producers, you’d ensure you and your brand remain ahead of the game.