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.

 

Emoticons crying over digital marketing

Digital Marketing Cries Out for Coordination

Let’s be honest: sometimes digital marketing can just seem like too much: Vimeo or YouTube, to tweet or not to tweet, fork over a Facebook ad spend or try Pinterest.

Personally, I’m not a fan of Google+ and think a lot of platforms (Google and Facebook) should roll out better user experience tools. Ever wasted time looking for something simple? Yep. Would you rather just not have to deal with the mechanics of it?

Moreover, do you have a consistent marketing message? How are you coordinating that? Would you like it to be systematically managed?

The first thing you want to do is scope out what you are already doing. You may have to literally write this out on a white board or piece of paper. Take your time. Go through your passwords lists to see what you had signed up for historically. You do track this stuff, right? OK, ask your staff to tell you what they may have been doing in social media and other areas. You need to box this in before you can assess what has worked and what hasn’t worked.

For the latter category, be fair about whether something worked. If you tried something sporadically, don’t place unfair expectations on it. Or, maybe you tried something with a vendor that wasn’t a good fit for you.

Now, before asking yourself what will work, ask this: who am I trying to reach and what I am seeking to accomplish over what period of time. For example, how many leads do you need to secure how much new business over the next six months? Do not seriously ask what you can accomplish in a month with digital marketing. That is not a serious question.

Next, who is going to devise the marketing message and manage it? How will they coordinate input from key stakeholders and participants (sales people, service people, customers and business owners)?

What is the best process or operating procedure for ensuring this gets done? Talk to your marketing coordinator about what is realistic and what would be optimal to get your digital marketing organized.

For more information , contact communications and marketing consultant Katharine Fraser.