Hands working a craft.

The Craft of Writing Content and Copy

 

When you visualize someone honing a craft, images of woodworkers or potters might come to mind. Writing too is a craft.

Old school news writers refer to their craft because good writing is a product that comes from forethought and practice. Writers learn their craft from more experienced writers, much like old time apprentices.

When it comes to social media marketing and digital content writing, I’m taking this analogy a step further and comparing these services to craft beer. Microbrewing harkens back to the old days when neighborhood bars sold locally produced beer. Of late, big corporate, multi-national brewing companies have rolled out brands that emulate local craft beers. They have cute labels and names, and their recipes differ from the flagship brand. In addition, some craft beer companies have been acquired by big brewers.

But craft beer purists will content this is beer blasphemy. It comes down, though, to consumer choice. Some people love basic big brewery beer and the price. Craft beer aficionados, by contrast, are willing to pay a bit more for a higher quality product with unique recipes and flavors. What does this have to do with social media?

Perhaps you’ve heard of white label social media. This is like buying beer brewed according to a single recipe that tastes the same in every outlet. It’s uniform. It may not be what you like. It might be perfectly serviceable, but perhaps not specific to your needs or desires.

Or, you could go to the local craft brewery and find they make, in small batches, highly specialized and sophisticated beers aimed at the palates and tastes of discerning customers. Likewise, hiring a local digital marketing company means the writer will craft your business storytelling to suit your local target audience. Something generic that works in another market or for a similar business will not meet your specific needs.

To learn more about the craft honed by Adroit Narratives, check out Katharine Fraser’s bio.