As far back as 1996, Bill Gates said “content is king”. Fast-forward to 2016, and the ability to produce hard-working copy that builds brand reputations is undoubtedly paramount.
This is not the place for a grammar lesson, but choosing your words carefully or using an agency to produce copy that enhances your business will return measurable results.
Controlling your messaging with advertisements is now only part of the story; the explosion of the digital space, and the need to fill endless pages of content for websites, blogs, Twitter and so on, means there is a requirement for brands to craft a journey that evokes emotional involvement and engagement. Smart writing that is authentic and reaches out is reaping rewards and providing a competitive edge.
It would be impossible in this issue of Cost Sector Catering not to notice that there has been an award ceremony – many congratulations to all of the winners.
As a judge on these awards, I can explain that it was the content of the entries that made the difference between success and failure. A plethora of the copy included words such as, “innovative”, “quality” or “groundbreaking”. Ultimately, this kind of content in isolation is so abstract that it unfortunately renders itself meaningless.
The more reliance on business jargon there us, the harder to identify what the words actually mean. Crafting a story with personality, clean copy, meaningful words and supporting images will always be more successful.
Which one of the following says more? “A groundbreaking, innovative company, delivering best in class” or “We work in partnership with our residents and, in doing so, identified a problem with packaging to which we sought a solution. Our recent product was developed in direct response to feedback because, as a business, we listen to our customers and work with them to make a difference.”
The first uses all of the punchy business terms that CEOs love to see, but says nothing about what the company does or why it is worthy or an award.
Those that entered generic brochures, entered late, submitted the same entry for several awards, or promoted the average fell at the first read through. Those that succeeded provided content that expressed genuine passion, authenticity, clear examples, provable results, clear and concise summaries, and assumed that the judges knew nothing.
To help your brand secure a happy ending, put content creation at the fore, ensure your words are an asset and pen a compelling story.