editor

B2B Blogging with Polish and Panache

Need to convince your audience that you know your stuff? Then you better know your audience first. Now, you can better address them.

Ask yourself (or better yet ask them) how much do you already know about this topic? How interested are you in learning more? Why do you want to hear about it from me?

Now that you ideally have the audience’s attention, you must keep it. One surefire way to lose their interest is to misspeak. In writing, the equivalent is a glaring typo. Nothing says I don’t quite care about getting this all right like a big, fat spelling error. In this day and age of social media and texting, we’ve gotten quite used to seeing spelling and grammatical errors, but are we completely inured to these shortcomings?

If your senior management sends an email with a new company directive and you spot typos, just how seriously are you going to take the memo? It might inspire you to dust off your resume rather than fall in line with the new policy or initiative.

Likewise, how would your customer take it if you dashed off a proposal to them and it was riddled with errors? You get the idea. The same goes for website content, blogs and social media posts by businesses. No matter how casual we may become in tenor and tone, no business wants to leave a tweet hanging out there with a typo.

What about the style of your business blog and digital marketing? Are you striking the right chord? This might be one of the more challenging aspects of social media and blogging. Yes, you want to have a little fun, but certainly not too much. A seasoned editor can ensure your content captures just the right balance between informative and entertaining.

To be sure, you cannot please all people all the time and critics may still emerge. You just want to showcase as much good material as possible. To do so, hire professional, experienced marketers and copy editors. If you write your own content for websites, blogs, etc., then bring in an editor to review the material before it is published.

If you attempt some panache but it comes out as frilly or silly, the editor will put a stop to it. The editor might even add an appropriate flourish. This is what people in the craft call “good writing.” Yes, that is the technical term. This ability is not God-given. It is a talent honed with extensive practice.

When it comes to content marketing and good writing, employing a great editor will make your efforts more effective.

For more information, contact Katharine Fraser at katharine@adroitnarratives.com.