Sticky Content | Digital copywriting

A truly effective tone of voice gets everywhere. And a truly effective tone of voice needs to flex from channel to channel – your brand voice will not be quite the same in a tweet as in a white paper or an email newsletter, for instance. This is a particular challenge for brands in social media, where informality, off-the-cuff commentary and instant responses are the norm. And in chasing after a compellingly social voice, a brand should never forget who it is, or what it stands for – the wrong message, however cleverly worded, can have a strong negative effect.  » more

All writing – especially in digital copy – becomes more engaging when it’s specific and concrete, and less effective when it’s abstract, generic or vague. Readers are suspicious about sweeping marketing claims that are short on facts or figures, for instance, and find it hard to process statements that lack examples or real detail. » more

Too often, in online copy, we tell people to do something – before telling them why they should do it. So you end up with things like:

Many company blogs are started with a big splash and some great ideas, but how many keep the momentum up? Producing regular, high-quality editorial content that maps to your business objectives can be tough. Here’s how to get the most out of your blog, by sticking to it. » more