Can you compete with 100,000 words a day? 12 days ago
Read a lot? You certainly do. That’s according to research which suggests that each of us now processes an average of 100,000 words a day – in our leisure time alone!
That’s right. In our leisure time alone…so those 100,000 words don’t even include the barrage of information most of us contend with during our working day.
Can your content compete with that?
Now let’s look at business content in the context of all this. Quite clearly, that content has a lot of work to do. It has become something of a cliché to say that we’re all suffering from information overload. Yet clichés are often clichés because they capture a grain of truth. According to a recent article in New Scientist, we only have a finite amount of attention to give.
So what does it take to make the most of this limited resource?
It takes more than a nice suit
With content, it’s all about having personality and a clearly defined proposition. Effective business content (i.e. the type of content which builds a connection with the right people) is not simply about being well-dressed. Your content may be suited and booted with spot-on grammar and perfect spelling, but that isn’t enough any more. In place of bland, you need to look for a clearly defined point of view and a difference. Sounding the same as everyone else is not a great way to define yourself.
Maximise the minus
In the battle to be noticed, I’ve seen companies giving in to yet another risky habit…trying to win the race by creating excessive amounts of content.
Yet saying more with less can be much more powerful. Take away some of your content and you could refine your message instead of diluting it.
The fact that we read more than 100,000 words in a day? It’s certainly surprising. But the real shocker is that so many businesses still aren’t adapting their content strategy.
Camilla Zajac, Green Light Copywriting, September 2014
Green Light Copywriting is 11! 47 days ago
Age is only a number. Or so I tell my friends when they hit another birthday. Yet 11 does seem like a particularly big number for Green Light Copywriting! I would describe it as the figure behind an interesting challenging journey…
They say that time speeds up as you get older…
…but it also flies when you’re having fun. No wonder it doesn’t seem that long since the sunny afternoon right at the end of July 2003 when I made the move from employee (and part-time freelance copywriter) to own boss. Cue a couple of recessions and all kinds of changes in the world of marketing and communications and it can’t be denied that those 11 years have had their fair share of nerve-racking moments as well as exciting leaps forward. It’s also fair to say that a time-span of 11 years plus certainly gives you the perspective to see who the good guys really are and to focus on those working relationships that are based on trust.
Thank you to all my lovely clients
Since 2003 I’ve been lucky enough to be asked to create content for a multi-award winning author, for household names and for many, many amazing small and medium sized businesses. I’ve seen all kinds of changes in copywriting, marketing and communications and kept on adapting, which is, of course, all part of the fun of what I do.
I’m so grateful to my wonderful clients who have entrusted me with their content plans and who continue to work with me. I also want to say a huge ‘Thank you’ to those brilliant supporters and advocates who seemed to magically appear at the right place and the right time to cheer me on.
I would also like to extend a big ‘Thank you’ to Alex Marsden of Splash! Design and Paul Bell of Boiler Room Digital who have put up with my demands all these years to develop a brand and website of which I’m really proud.
Here’s to the next 11 years! Can I have some cake now?
Camilla Zajac, Green Light Copywriting, August 2014
Grammar, punctuation, schedules…they make up the skeleton of great content, but not its heart. Just producing content isn’t enough any more – even grammatically correct, easy to digest copy. As I’ve written before, there’s a great deal more to an effective copywriting strategy than simply following a set routine of blog posts, newsletters, website updates and the rest. The rules of marketing are morphing all the time, so why does so much business content still trail behind? Content needs to go far beyond being palatable, jargon-free or pleasant to read. It’s a whole new world out there. Enticing content matters. I’ve shared just a few reasons why in the infographic below (just click on it to view a larger version).
Camilla Zajac, Green Light Copywriting, July 2014
The view has changed…have you noticed?
As I stand on the cusp of my 11th anniversary of starting Green Light Copywriting, I find it interesting to consider the many developments I’ve seen. I’m frequently in conversation with business-owners across many sectors. The biggest thing I’ve noticed in the last few months? The landscape is changing. Change seems to be a constant now. Yes, I know that this is a fact of life, but now it seems to be very much a fact of business (speaking anecdotally, of course).
The reinventors are the winners
Whether it’s in response to the changing economic climate or just the need to stay ahead, I’ve seen many companies reinventing their approach and morphing into a newer version of themselves. Many of these are looking for their content to reflect this evolution, whether they want to update their clients about the developments by email, or they are looking to set themselves apart with a thought provoking blog. These are the companies that are staying ahead.
New just keeps on coming
It’s not enough to stick to the familiar way of doing things any more. Markets are changing. Strategy is changing. So why isn’t content changing to keep up? New channels, new audiences and new opportunities are here. The fact is that content really can’t only be about having a well written blog or a great sounding home page any more (though these things are still very valuable to businesses). The new channels demand content which is as strategic as it is engaging and as relevant as it is credible.
Added to this is the need to stay constantly up to date and in tune with your market’s interests. In my view, people expect a great deal more from content than they did just a few years ago. I’ve been lucky enough to watch how my clients have stayed nimble and updated their copywriting strategy to match their business strategy. There’s much more to come. After all, in just a couple of years, we’ve already seen changes like the rise of user generated content, the explosion of social media and the demand for increasingly sophisticated branded content…
Change isn’t just coming soon. It’s already here. And it’s here to stay.
Are you ready?
Camilla Zajac, Green Light Copywriting, July 2014
How much are your words worth? 105 days ago
Camilla Zajac, Green Light Copywriting, June 2014