Content Writing – The Tizgee Way!
In the fast-paced world of digital marketing, where attention is fleeting and competition fierce, the art of creating clear, compelling, and persuasive digital content assumes great significance. Especially when dealing with complex B2B and B2C domains that call for deep consumer engagement and interaction.
Online content manifests in a variety of formats – from webinars and podcasts to videos and animations, presentations and infographics to social media posts and microblogging – each of which call for content writing skills of varying degrees and types. But, content writing as a discipline, really comes into its own with long-form text-based formats such as blogs, articles, white papers, research papers, technical papers, use cases, and so on – which still form the bulk of online branded content.
While there can be no specified formula for effective content writing, here are five broad guidelines that we call the Tizgee Way. You may or may not agree with a few, but we think you will find some of them useful:
- Understand your audience:
Gauge the level of understanding and interest your readers have, vis-à-vis the product or service category you deal with, and tailor your content accordingly. Analyze their feelings and attitudes towards your offering and either reinforce desirable perceptions or counter undesirable ones. - Tell a compelling story:
Build a vivid and immersive narrative that your audience can relate to, in as neutral and altruistic a manner as possible, in order to build trust and empathy. - Subtly plug-in your brand’s key proposition:
Find the key point of convergence between the insights your readers seek, and the core message your brand seeks to communicate, and weave it cleverly, seamlessly and organically into the narrative. - Value over verbosity:
Inform, educate, enlighten, or at the very least, provide fresh perspectives. Offer solutions that leverage business opportunities, address challenges and potentially enhance outcomes. Refrain from targeting specific word counts. Avoid fluff. Be as precise and concise as possible - Simplify but don’t dumb-down:
Use natural, de-jargonized language comprehensible to the average high school student, so your readers don’t spend tome ‘deciphering’ what you wish to communicate. But, do not attempt to dumb-down complex concepts or derived insights. Remember that you are addressing evolved decision-makers, towards whom you cannot afford to appear condescending.
Content marketing is fast becoming an integral – in some cases the most effective – weapon in a brand’s digital marketing arsenal. It occupies a unique space at the intersection between editorial and advertisement – much like an advertorial does in the offline world. It therefore comes across as more credible, enables deeper and more meaningful consumer engagement, and lends itself to far more cost-effective promotion and social media amplification vis-a-vis traditional, paid digital advertising formats.
