In the digital age, content is king. Businesses want to communicate with customers and targets on a regular basis. Firms are now producing more content than ever before for websites, blogs, newsletters, social media and press releases but the quality of that content can vary dramatically.
Many businesses create their content internally. It is usually produced by subject matter experts or enthusiastic amateurs. Others employ external experts to do the hard work. There is no right or wrong way of producing your content but it is important that there is a degree of consistency across all of your firm’s copy so that the brand values and “feel” of the messaging is consistent. For example, if your brand majors on providing simple but effective solutions which are “to the point”, then allowing some of your people to produce long-winded content would go against your brand and could effectively undermine it.
Most businesses will have some sort of internal review process which content must go through before being approved for distribution. It is important to have an appropriate number of stakeholders involved in your approval process. Too many and they could drag the approval process out and make the copy very “watered down” compared to the original version. Too few and there is an increased risk of some inappropriate or incorrect content making it through and being published.
How many individuals are involved in the approval process depends on the type of business that you operate. For example, if your firm is a regulated entity, in say, financial services or the legal sector, then you may need to have compliance people involved in your approval process. However in a less regulated industry like fashion, perhaps the approval process should involve a subject matter expert and a product manager.
Regardless of the type of industry that you are in, creating engaging content is key. Whatever you produce must be on-message and should be of interest to your readers. You should aim to tell a story, draw your reader in and show how your product, service or knowledge adds value for your customers or potential customers. Your copy should be well crafted, balanced and should flow. If you are inserting key words for search engine optimisation (SEO) purposes, you should intersperse them throughout your text in a way that seems natural to your reader.
Finally, it is good to have a 4-eyes approach – i.e. 2 people read the content before it is finally published. This helps with sense checking and typo spotting.