It’s our first birthday here at SmartScribe and we wanted to take a moment to reflect on what we’ve learned over the last year. Here are the top three pieces of advice we have found ourselves dishing out since our start.
Find a balance. You want to be simple with your copy, but not vague. When communicating your value and offerings to prospects, it’s vital to keep it simple at first. Visitors to your website or those that come across your materials will usually make a judgement in a matter of seconds. If explaining what your company does is too convoluted, they are likely to move on and not see any connection to their pain points. On the other hand, be careful when being too vague as well. Find the balance between being specific but not overly detailed.
We provide high quality solutions that solve your needs.–Way too vague!!
We provide friendly, 24/7 IT managed services for growing technology companies.–OK, now that makes sense.
Be yourself. Maintain consistency in language, tone, voice and style. When creating copy for your website, sales materials, newsletters and other marketing assets, it’s important to remember that you are essentially further illustrating your brand identity. Just like look and feel through consistent colors and fonts help your prospects and customers identify you, so does your copy. When strategizing your brand identity or when rethinking it, take time to decide on your voice and style. If you’re using the first-person in your copy, stick with that as much as possible. If you’re going for an informal, casual tone, let that tone guide you when writing all of your materials so you maintain a consistent tone, voice and style with your audience –they’ll appreciate this.
Give back. Generate value through information. When writing content for email campaigns as well as newsletters and blogs, keep in mind that this is your opportunity to generate leads, nurture your prospects and lead them down the sales funnel. No one wants to hear a sales pitch over and over, so if your materials lack more that that, you’ll lose the interests of your target. Instead, try forming your content strategy around providing valuable information or interesting thoughts to your community. It helps establish your brand as a thought leader and positions you as an advisor in your space. Take a look at the newsletters and resources of your competitors. What are they missing? What kind of information could you provide that they are overlooking? Most busy professionals appreciate learning something whenever they can. If you provide that on a regular basis, chances are your pipeline will benefit.
What have you learned about your content marketing over the last year?