Why Jackie from accounts should not be doing your content marketing

Why Jackie from accounts should not be doing your content marketing
SHARE
THIS



Sarah Norris calls bullshit on the idea that professional writing is dying. In an age where every person and company is fighting for your attention, the case for using a professional writer to produce compelling content isn’t just good sense; it’s good business.

 

But I would say that, wouldn’t I? I’ve been a professional writer and journalist for 15 years and run a boutique copywriting agency. You name it, I’ve written about it. And from all sides – be it as a journalist, a reviewer, a copywriter, a digital content provider and an excessive contributor to social media channels.

If your written communication is more of an afterthought, you haven’t established or even defined a consistent tone of voice and you’re letting your Facebook followers create content for you, you’re simply wasting time. Even worse, you’re boring your customers and diluting your brand. You may as well hand any market share you have to your competitor all nicely wrapped in a ribbon.  

Instead of using Jackie from accounts to write your content (“Jackie once did a creative writing course so, you know, she can write really well”), you should be employing the services of a professional writer who thinks ‘audience’, ‘big picture’, ‘tone of voice’, ‘strategy’. After all, you wouldn’t invite the traffic light guy round to clean your office simply because he’s got a squeegee. We can all agree that’s a far less important role in the operation of your business but one that nonetheless requires a professional. Same obviously goes with your writing. 

At best you have someone’s attention for three seconds, you need to hook them in with content that is savvy, customised, snappy, witty and informed. Each time you communicate to your audience you want to impress them, not just fill their inbox with junk. Gone are the days you can simply send out an e-news emblazoned with a few ‘on-trend’ colours and some ‘edgy’ photography. The fact is, consumers have become experts at deciding which brands and companies they want to engage in, it’s your job to make sure it’s you they are choosing.

Companies like Mr Porter are smashing it. They claim to be a global men’s online retail “destination”, where editorial content sits very comfortably alongside clothes for sale. Perhaps as comfortably as a Cary Grant inspired suit by Richard James. I know this because I read a very informative 800-word article on that very subject. Why? Because it was fascinating, full of info, unique and well written.

Rather than simply selling products, companies like this have cottoned on to the idea you can use content to market your brand. (Some have even coined this idea ‘Content Marketing’). They are selling a ‘lifestyle’ and a ‘community’ that consumers can identify with, engage with and share on your behalf. This allows companies to establish their credentials and be seen as authentic – a highly sought-after status in today’s market.

Customised content with a clear tone of voice is not just the perfect way to enhance and compliment your products, it gives customers – and potential customers – a reason to believe you.

Sarah Norris is writer in chief of The Writing Den.

Please login with linkedin to comment

Latest News

AFR Remya Ramesh head of digital experience at Coles for BOSS Young Executive of the Year  Wednesday 16th June 2021 Photo by Eamon Gallagher
  • Media

AFR BOSS Names Winners Of 2021 Boss Young Executives Awards

In a year where ‘business as usual’ is anything but, AFR BOSS reveals six of Australia’s most inspirational and outstanding young leaders who excelled during the pandemic. The six have been crowned the 2021 BOSS Young Executives in the prestigious awards program, now in its 18th year. Run in conjunction with global leadership consulting firm […]

QMS Renews Contract With Manboom
  • Marketing

QMS Renews Contract With Manboom

On first inspection, B&T was hoping to bring you some manboobs news here. But as you'll see, it's a girdle-free read.

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Technology

Index Exchange And MediaMath Join The Human Collective

HUMAN Security (formerly White Ops) today announced two new founding Human Collective members: Index Exchange and MediaMath. Together they participated in thought-provoking panel discussions during the recent IAB Tech Lab CTV & Video Advertising: Growing with Standards virtual event where they emphasized how important it is to work together in the fight against fraud on […]

by B&T Magazine

B&T Magazine
SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations
  • Media

SCA Appoints Cathrine McVeigh To Head Of Audio Production And Operations

SCA has announced the appointment of Cathrine McVeigh to head of audio production and operations. She will be part of the content leadership team. In the newly created role, McVeigh will oversee the creation of SCA’s new audio production and content operations hub and lead a combined team across the country to deliver a rapidly […]