May 12, 2017
HubSpot did a great job pulling together a collection of GIFs that we’re sure will resonate with anyone charged with the responsibility of writing content for their organization. We had a few empathetic laughs ourselves. Here’s a favorite of ours…
When someone says the content will be easy
Content regularly comes up in our conversations around branding, site design, collateral strategy, etc. Their post also shares a few valuable tips on how to become a better writer.
This fun diversion also serves as a good reminder on the value of strategic, well-planned copy. As we work with companies on their brand, it’s so often that the elements of the logo, the design, the video, the website, the photography take every inch of real estate within a company’s branding project. Rightfully so in many ways - they are the lifeblood of the brand, and the visuals deliver that all-important first impression. That said, copy and voice should be just as much a part of the brand suite.
Stating the obvious - it’s typically not. Brands can often try to tackle this in-house. Using individuals who rarely write, trying to piecemeal content from legends-of-old, shelving the task until the eleventh hour and so on. And - we get it! It’s hard for companies to trust the writing of their most sacred technical processes, their strongest characteristics, their time-tested mission statements to anyone either outside the firm or to someone without a long chain of superlatives behind their name. It also tends to be a common area where firms feel they have opportunity to shortcut either the budget or the time.
Copy is the voice of your brand. The company’s content should all tie back to your core benefits, your unique value proposition, your differentiators, what you’re most passionate about. And of course should always integrate SEO and digital marketing implications. Copywriting takes an intentional, well-thought-out content strategy birthed from the brand tenets. Entrust individuals within your organization who get these fundamentals, who know how to position your content; and/or enlist seasoned professionals who know how this is done.
Your brand deserves a strong, authentic and deliberate voice.