Part 2 of a five-part series
Last week, in part 1 In this series, we are taking the first steps towards engaging content for your audience. We defined the target group and established the tone of voice. Now it is time to make our content distinctive. But how do you become original when everyone wants to be? That sounds difficult. And it actually is. Of course, I could have said that the following tips will get you a long way, but everyone who publishes content tips does that. So, not original.
Still, we are going to give it a try.
Distinctive content
First of all, the tip of the day. And immediately the one of the week, the month, the year: “Welcome to this website” really doesn’t work (anymore). Of course, you want to welcome your website visitors and potential customers, but there is a different, nicer, more pleasant way to do so. Give your visitors the feeling that they are welcome to reach out. Describe in your copy that you are eager to get acquainted, engage in conversation, and host guests. Definitely do this: regularly refer to the contact page. Not necessarily original, but certainly important for conversion. More on that in part 3 of this series.
Returning to writing original copy. Every company has something special. Something unique. What extra benefit do you offer your customers compared to your competitors? Are you at the forefront of technical developments in your field? Have you recently completed a unique course? Do you sell a very special product or offer your customers free coffee? You can probably list your company's distinguishing features effortlessly. So, highlight these kinds of things in your copy. In fact, use that distinguishing factor(s) as the angle for your text.
The angle is what you zoom in on, the common thread in your story. It is the original weapon with which you make your text interesting, even if it concerns a boring subject. Choosing an angle is generally hard work for writers and journalists. As an entrepreneur, you know your company inside out; you know your unique selling points effortlessly formulated. And therefore your angle as well. Handy!
Do be careful, however, that your angle isn't too literal. Frame the achievement of important certificates as demonstrating that you possess up-to-date knowledge and are willing to continue learning. Your unique product means that people won't find anything like it anywhere else but with you. And the free coffee naturally emphasizes that you are hospitable and customer-friendly.
Writing from that angle is actually very simple. Start your story with it, refer to it regularly, and use it as a closing statement. Structure your text around that angle. Would you like help drafting your text or choosing your angle? Then contact us. contact us.
Use visual material
We all know that images catch the eye faster than a block of text. Visual information is even absorbed by our brain six hundred thousand times faster than text. So your eye had already seen the 600.000 illustration long before you started scanning this text.
The same applies to visual material: be original. Ensure there is a link to your story. This can be a very clear one, but a somewhat more abstract link can also have a positively stimulating effect. For example, I chose the 600.000 illustration as an eye-catcher for this story. When you saw the illustration, you didn't know what this text would be about, but you started reading nonetheless. Moreover, you persevered until the previous paragraph without knowing the link between the text and the chosen image. If you now understand what I mean by the effect of an abstract yet stimulating link, and you are still reading, my mission is accomplished.
Photos, illustrations, and videos therefore complement your story; they reinforce it, make it more attractive, and give it a face, provided they are well-chosen. Stock photos are only permissible if you spend enough time searching for truly suitable images. It is better to use your own (professionally shot) visual material. Firstly, this ensures unique and original content. Secondly, your own visual material is the best way to show your visitors what you have to offer. Additionally, visual material allows you to show your visitors things that you cannot or can only with difficulty express in words. An infographic or product video, for example, is ideal for presenting complex information to your visitors in a clear and organized manner.
It is no coincidence that the popularity of platforms like Instagram, Pinterest, YouTube, and Tumblr is growing rapidly among business users. Conveying information using visual elements is not only faster, but this content is also shared much more frequently on social media platforms. The extra power that an image adds to your textual message is something you will not easily achieve with words alone. But naturally, as a content strategist and copywriter, I am convinced that the combination that is where text and images are truly worth their weight in gold. Would you like to brainstorm about visuals, distinctive content, and such matters? Then get in touch. contact Join us. 'Mind the length' and 'Content is a means (and not an end)' are the topics covered next week.