When a colleague told me that some people have begun using Artificial Intelligence software to write their business blogs I was worried. Was our content writing business about to be replaced - by robots!?
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If you have a website, you probably have an About page (if not, you should). For people who want to get a better sense of your business, the About page is often the first stop after they enter your site.
But is your website telling people how you can help them? And is it actually telling people what you most want them to know?
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It’s understandable that businesses want to pretend to be someone their customers can identify with. If you can speak the language of people of different ages and different cultures then you might win their business. Right? But such attempts have been backfiring for decades.
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When people hear “style guide” in the context of content marketing, they may immediately think of the kind journalists use, which cover endless grammatical details on how to refer to groups and individuals and whether to use an Oxford comma. But for many businesses, a copywriting style guide is much more far-reaching: it’s a roadmap that directs the voice and tone of your communication.
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Some content writers rely primarily on fillable forms or brief instructions to learn their clients’ needs. Fill in this form and we’ll come up with a branding statement. Give me a subject and a word count and I’ll write you a blog post. But we’ve found the best way to really understand a client and their needs is through old-fashioned conversation. Here's why.
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