Photo by Anastasia Zhenina on Unsplash
Style guides: Useful … when used
Style guides are a necessary tool to align your content creators on style decisions, as well as terminology and grammar rules. Sometimes companies will put the effort into making a style guide, but not so much into making sure it gets used.
Photo by Paul Skorupskas on Unsplash
Engage your customers
It’s no secret that if you want to engage your customers, you need customer-focused content. But what does that look like, beyond the format or channel. Sure, social media makes it easier to have a conversation with your customers, and customer-generated content is inherently customer-focused … but what about the copy that your company writes? With our ingrained habits of talking about ourselves, our company, and our key benefits, we’re not always as good at writing from the customer’s perspectives as we’d like.
I think I need a campaign but I’m not sure why
It’s not uncommon for organizations to run with what they’re already comfortable producing. For many organizations, those are campaigns.
For decades, agencies built their empires on the backs of global campaigns for giant brands, so it’s no surprise that, as a marketing strategy, the campaign is alive and well. But it’s more than just tradition. Depending on your business goal, a campaign may be just what the doctor ordered.