Shorthand for Social
15/06/2010

I am regularly asked about writing content for the web. There are a host of books, articles and technical wizards that can provide advice on the latest tools and techniques. But once people have been wowed by the sheer size, creativity and scale of digital marketing, the sticking point can often be the content. What makes good content? What should it include? Will anyone be interested? And quite frankly, how do I find the time?!

Here are my top recommendations about writing for the web:

1. In a recent post, I wrote about the importance of brand consistency. Tone of voice, pace and style are critical, but you may need to factor in brevity. Think about how will you communicate your brand in 140 characters. What will characterise your content? What can you build in that will keep customers feeling that sense of familiarity and resonance to your brand?

2. Remember the 7 P rule - proper planning and preparation prevent, er, poor performance. Plan your content out in the context of your other marketing activity. What would it be useful to say online in advance of that direct mail campaign etc...?

3. That said...indulge yourself by providing spontaenous content, perhaps driven by an unexpected event or activity. Ask yourself whether your clients expect you to have a point of view, and then, if the answer is yes, express your opinion.

4. Remember that social sites such as Twitter create the opportunity for two way dialogue. Follow brands you admire, and align your own business to like minded companies for ideas, inspiration and interaction.

5. Streamline your marketing activities - it saves time and helps create that sense of consistency. If you are speaking at an event, invite people to participate in an online poll either before or during the event. Then write about it to spread the word, share the findings and continue the dialogue going with those you meet.

6. Finally, know your audience. Writing for others means having a clear idea about who they are. They might be your clients, but your audience might also include prospective customers, competitors & industry commentators. Write content your widest audience in mind and then read your content through their eyes...before posting!

Happy surfing!