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The 2021 World Has Changed. So Should Your Content

I’m not shaming you for wearing jogging pants right now. Frequently. Sometimes with a button-up business shirt to attend that work-from-home business call. I get it – we all needed those soft, forgiving pants for emotional support in 2020.

While I fully applaud jogging pants self-care, your 2021 marketing content should be dressed better. As other aspects of your business have likely changed over the past year, so to should your business communications.

With the world largely at home and highly captive online, try these top four 2021 content writing tips to better serve your post-COVID audience.

Don’t feed the funk

The pandemic funk is real. A constant tide of negative and fearful 2020 content has taken a serious and lasting toll on many. More than ever, data suggests people are seeking mental relief online – in the form of entertaining, funny and creative content.

That doesn’t mean there’s no place for serious messages. It is just a challenge – to do better with the information you need to deliver. To somehow make difficult or dry topics, less so. To balance harder topics with lighter relief in some way. The world and your content are not always sunny, but try to leave readers better with each interaction, without feeding that funky funk.

Offer value – fast

Before you pen that next #longpost, stop. Back up and try the #shortpost version, please. It’s true, storytelling is an integral part of positioning your overall brand, but not an invitation for excessive use of long form copy. At some point, we’ve all muted or unfollowed that one over-sharing brand or person. Don’t create excessive noise – don’t be that person.

Across social, web, email marketing or blog content, drive to your point fast. Respect that your reader, more than ever, may be dealing with mental overwhelm. Hit key messages quick, and pump out that genuine value. It is a waste of everyone’s time if that long meandering message is never read.

Mix your methods

The weary mind needs variety, so create interest by changing it up. It’s great to model admired peers or competitors, but resist the call to ‘sameness’. When email templates, social feeds and web pages in your industry start to fall into the same look and feel, strive to find what makes you unique.

Maybe it’s time to change up your brand colour palette? Establish a clearer brand voice in your writing, or explore more behind-the-scenes video of your business at work. Insights and analytics can reveal a lot about what’s working and not, but don’t miss the opportunity to directly ask readers themselves – what more can I do for you?

Listen – or appear tone deaf

I hope the words ‘unprecedented times’ finally met the fiery demise they deserved in the dumpster fire that was 2020. Like so many other pat and canned phrases emerging during the unfolding pandemic, these words became a bitter coffee none wanted to drink.

Oversaturation of message is common when major topics are trending. Also, easy to avoid – especially if you are actually listening. Dedicate time and energy to researching and paying attention to the broader online conversation. By all means, plan and author your content calendar in advance, but be prepared to pivot as needed. Issuing a canned message on a day where a local or global issue demands recognition can make you appear tone deaf, insensitive or just plain cold.

It’s a new year – wishing you health and success on your 2021 content strategy journey. Need help getting your content out of jogging pants? Contact KimberlyMacG Creative.

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How to Define Your Brand Voice and Be Less Boring

Do I like you? Could we be friends?

If you’re human, your personality will tell me a lot. If you’re a piece of writing, your brand voice is how I will feel you out.

Like everyone else consuming information, I don’t have much time or attention to spare. Although a flashy brand appearance might turn my head, it’s the brand voice behind the content that can persuade me to stay.

Brand voice is key to building connection. Consistent application of that connection fosters loyalty and trust. In a world full of repetitive, dull content, brand voice is your chance to break free of the boring and project your brand’s best self.

What is Brand Voice?

Brand voice is the core personality or ‘soul’ of your content. That soul is equal parts word choice, attitude, emotion and brand-specific values – infused into every communication.

At best, this voice can elevate your brand through a strategic, audience-focused approach. At worst, lack of voice can fracture your image, creating a generic, inconsistent brand experience.

Failing to define your brand voice is like letting someone else decide your personality. Either tell your audience with confidence who you are, or your content will leave them to make their best guess.

Three Ways to Start Building Your Brand Voice

Refining your brand voice can breathe new life into your content strategy.

It may sound like work, but there’s room for fun, too. Some simple starter exercises can help you get clear on how and what you want to say and who you want to hear it.

1. Get to know your audience

Before deciding how you speak, consider who you’re speaking to. Identify your target audience and creep them like it’s your job. Google and social analytics can help, as well as local market data linked to the age, gender and geographic area of your clients. It’s also ok to ask. If you already have an existing audience to learn from, informal polls or quizzes can produce useful behaviour, preference and habit insights.

2. Choose three adjectives

If your brand voice had a body, who might he or she be? Brainstorming adjectives can help that image take shape. Capture as many adjectives that come to mind when visualizing your voice, then narrow your list to top three. Is your voice clever? Progressive? Passionate? Bold? This simple thought process can help you articulate your unique and distinct vision.

3. Choose a celebrity persona

If you’re stuck for inspiration, try a celebrity association. If your brand voice could walk the red carpet, what characteristics would they embody? Are we talking more of an irreverent Lady Gaga? Or a tailored Tom Hanks? Are your brand vibes more extroverted icon, or subdued man of mystery? There’s no wrong answer and gut instincts can offer great insights as you begin your discovery process.

Invest the Time to find Your Brand Voice

There are many more strategic methods to define and implement a brand voice, but starting with these basics is a great way to jump in. Brand voice should be a business priority – no matter your product or service.

Try some brainstorming, spend some time studying the brand voice of others you admire, or reach out to get some help to get started. Don’t settle for a generic, boring version of yourself. You’re unique and worthy of attention and your brand voice is anxious to get out!

Need help finding your Brand Voice? Contact KimberlyMacG Creative.

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Make the most of your media opportunities in 2020

When working with a client on a press release, it’s always important to manage expectations. Can I guarantee your story will make it into your ideal publication? No. Are there proven methods for enticing a reporter to help share your message? Absolutely. Can I provide a catered service to assess your media needs, strategically target our efforts and give your story its best shot? Always.

If you’re seeking to branch out into new media and public relations opportunities, or refine efforts which may not be generating positive results, here are a few helpful insights based on my years of working closely with the media.

Mainstream media is evolving, not dead.

It’s great that we have more power than ever to take control of our own message online. Anyone can start a website, social media channel, or e-newsletter. But that doesn’t necessarily mean your content has the credibility or the reach it deserves. Where once the mainstream media dominated distribution of the news, this is a shared space now with independent and personal publishing.

Despite all of the great ways you may be self-publishing and promoting your initiatives, traditional media outlets remain a valuable and powerful partner for influencing public opinion. Gaining coverage in a respected publication or broadcast can bring your business or product to an entirely new market – ultimately leading to more clicks, followers and eyes on those personal channels you’re working so hard on.  

News? Or not?

I cannot create wine from water (tried) or news from shameless self-promotion. Although I fully encourage pursuing media coverage when warranted, it has to make sense. Not all story ideas will have the legs to stand as true news. I always encourage clients to take a critical look at their message through a reporter’s lens. Why does this information matter to readers? What value does it offer beyond personal gain? Has this story been told the same way before? Is there something truly unique or innovative here?

In many cases, clients are initially looking to self-promote, in a very controlled way, without room for subjective interpretation – or risk. If this is the case, you’re not looking for a journalist to write a story from their own perspective. You’re actually looking for a paid ad, and you’re not going to fool a reporter into publishing free advertising for you. Even if your initial promotion idea is not truly news, it’s likely there is another more marketable angle to be found. You may just need professional guidance to bring it to light.

Reporters are human. Be nice.

Hands up if you enjoy cold calls from strangers trying to sell you things. Anyone? A press release or media pitch is essentially a cold call to a busy journalist who can easily sort you to the spam folder. The best way to separate your cold call from the others is to build and maintain a positive relationship. In the media world, this can sometimes take time. It certainly takes patience, and it definitely takes common courtesy and respect.

It’s never a good idea to waste the time of a busy person. When reaching out to a reporter or newsroom, a press release must be professional, accurate, concise and compelling. It should be provided well in advance, allowing adequate lead time for followup. Impactful quotes from key spokespersons should be provided, along with helpful photos or video, if available. Make life easier for the person on the other end of that email or phone call – and do it with a great attitude. A genuinely helpful, well-prepared and timely pitch is always appreciated and can be a key step in forming a positive, lasting media relationship.

Need help?

A bad first impression with your dream publication or broadcast can be a deal-breaker for future coverage opportunities. It’s not worth making the misstep. Take the time to consult with an experienced public relations professional. Contact KimberlyMacG Creative for help exploring new or more effective media relations opportunities. Your business and brand deserve great exposure.

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How can a freelance writer benefit your business?

It’s a modern reality that most businesses these days are tasked with accomplishing more with less. Resources, particularly related to staff, may be thin and causing you or your team to wear too many hats. While communications may be a tempting area to scrimp and save on – resist! Your business reputation and professional image are directly related to the quality of your business communications. This is where the services of a freelance writer can provide relief and add value to your business.

Blog content

As a business owner, you may not have the time or desire to read or follow blogs, but that doesn’t mean you should rule them out. Blogs are a great way to surface important keywords which can land more visitors to your website. They can also breathe new life into old web content which is no longer attracting views or interest. Even on the most complex or serious topics, blogs can also be a great way to strengthen your brand voice and form a stronger relationship with your target audience.

Web content

If you’re creating a new website, or auditing and updating an existing one, it’s worth the investment to enlist the help of an experienced freelance copy writer. You have a short time to make an impression with your website content – don’t miss your opportunity with copy that is dated, incomplete, dull or poorly crafted. Your messaging should be SEO-optimized to bring as much traffic as possible your way, and engaging enough that your visitors have incentive to stay.  

Speaking notes, biographies and backgrounders

No one knows your business as well as you do, but that doesn’t mean you’re the best person to write about it. Not everyone is a natural communicator and when it comes to biographies, most are very uncomfortable writing about themselves. A freelance writer can take your expert knowledge and transform it into dynamic speaking notes for your events, biographies to showcase your team and their talents, and backgrounders for your website or social media channels.

Social media content, imagery and ads

Business and personal social media use are very different. Although you may find it easy to maintain your personal accounts, it’s best to seek some professional social media management advice on the business front. Business accounts receive low priority under social media algorithms, meaning most of your organic content is going unseen. Professional help to develop appropriate content, imagery and ads can boost your visibility and effectively elevate your social presence.

Print and e-newsletters

In print or delivered direct to your handheld device, newsletters are a popular way to reach your audience, build a following and establish a consistent schedule for updating your readers throughout the year. The key to success: vibrant copy, polished design and high-quality imagery to keep your reader engaged and coming back for your next issue.

Need some help?

If you’re looking for a communications consultant to assist with freelance writing, editing or content services in York Region and beyond, let’s connect to see how KimberlyMacG Creative can help. I take great pride in my work and will always strive to exceed your expectations.

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Try these top five 2019 social media best practices

What’s true today for social media best practice is not necessarily true tomorrow. The only constant is change, and the best way to keep up is to stay informed and stay flexible.

Although there is no magic formula for social media success, most experts will agree on a few universal truths and tactics.

When creating or updating your social media strategy in 2019, keep these proven methods in mind to support healthy growth and engagement.

It pays to invest in social advertising

We’ve all enjoyed access to free accounts and free content distribution for quite some time. The social media gods have now come to collect – and they want your advertising dollars. With some estimates showing less than six per cent of organic (unpaid) content is ever being seen, it’s time to make better use of your time and resources. Increase your visibility and reach by making periodic ad spends throughout the month. You would be surprised how much you can achieve with a modest budget.

Humanize your brand

There has never been a better time to be authentically you. On social media, this means being professional, but real. Polished, but not perfect. Think of social connections as conversations between friends, not business transactions. There are many ways to achieve this, such as sharing real photos of teams, offering behind the scenes insights, or being helpful and informative in all your content, in a simple plain language way.

Work those engagement muscles

We’ve left behind the age of measuring social success in terms of audience following only. Engagement is now the metric that matters. Social media is social first and foremost, and one-way communication is not the goal. Be prepared to respond to comments and inquiries in real-time. Pose thoughtful questions that attract comments, and address all positive, neutral and negative feedback in a way truly focused on customer experience. There is enough artificial intelligence in our lives. Try your best to be a real human.

Feed the beast with consistency and quality

The social media algorithms which shuffle our content to the top or bottom of the pile continue to favour video, quality imagery and content, and even posting consistency. Establish a brand voice and use it to publish regularly and at consistent times. Incorporate a mix of high-quality photography, stock imagery if needed and graphics. Videos and stories must be a part of your plan, and the demand and engagement in this area are continually growing. Have fun with it, your audience isn’t expecting a polished production.

Be generous

People love free things. This will never change. They also like the chance to compete to win. Set aside funds in your budget to regularly offer contests and prizes to boost engagement and grow following. Curating relevant content on your page from others also shows you are a thoughtful partner. Whether working with key influencers in your area on a mutually beneficial promotion, or helping spread the word on an initiative important to your community, you are demonstrating a generous mindset.

Trying to catch all the social media wisdom available to us is like trying to catch a waterfall with a teacup. The stream is constant. Keep at it, have fun with some trial and error, and good luck!

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If these freelancers are all that talented, why are they freelancing?

Throw a rock and you will hit a freelancer. I don’t actually condone throwing objects at any person or category of the workforce, but I’m sure you will find there are an abundance of freelancers at your disposal, should you need one.

So, who are these people, anyway? Are they unemployable? Inexperienced? Can’t write a resume? Are they odd? WHAT IS WRONG WITH THESE PEOPLE?

It’s too easy to generalize, so let’s not. Instead, here are some key motivators that ring true for myself and other like-minded freelance types:

  • Creative Freedom – Some of us are fully camped out in our right brains. To thrive, we need colour, variety, stimulation and change. This can be hard to achieve in traditional 9-5 roles. As a freelancer, you have the opportunity to choose projects that truly inspire. Where you combine talent, passion and inspiration in this way, incredibly authentic work can be achieved.
  • Making people happy – What can be more satisfying than having a need, finding an expert, and seeing that need become a fantastic outcome. I love being this expert for my clients, and the joy that comes from sharing in a job well done is one that I will never tire of.
  • Redefining success – There is a shift underway. No longer is the number of hours of bum in office seat, a hefty title or the number of zeros in a salary the measure of success. A life well-lived, fulfilling relationships, hard work and health – now that is the prize. The flexibility of a freelance career contributes to the economy, the community and the family. A freelance worker is sharing the time and talents that would have been devoted to one employer among many worthy pursuits.

If you’re seeking freelance help, be sure to screen, interview, and complete the same due diligence you would with a full-time employee to weed out any imposters. What you are likely to find in your freelancer search is a pool of talented, experienced, hardworking individuals who will be just as excited about your next big project as you are. We are here to help, and we aim to please.