Working in a PR agency allows you to become a micro-specialist for a variety of different industries.
This is great, because every day working in an agency is different, and you get to learn a huge amount about a few specific subjects.
A lot of what we do here at Briscoe PR involves a range of copywriting. This could be for a client’s website, social media accounts, a press release or even a blog post. This might sound fairly straightforward. Well, sometimes it can be quite tricky to adapt the writing style to suit each method.
Here’s a few tips and hints to think about when you’re writing content for your own business:
1. Always know your audience
It is vital to adapt your writing technique from your own personal style, to suit the needs of your audience.
Before writing anything for your brand, always know exactly who you want to read it and why. From this, you can alter the tone of voice to suit your particular audience to ensure the overall message is clear to them. You’ll receive a much higher return on engagement and interaction if your content is specifically targeted, rather than broadcasting into the void in the hope of reaching the people you want by chance.
2. Understand the purpose of the content
Always ask yourself the question “What do I want to achieve when I write this content?”
Are you trying to sell your services? Encourage people to get involved in your company by discussing a case study? Or even promote the fact your team members are taking part in a charity event?
Each new piece of content will be written with a different purpose in mind, and therefore, the tone of voice you use to sell your service will be entirely different to the tone of voice that you will use to promote your teams charity event.
Get it wrong and you won’t get the kind of impression that you’re looking for which could also impact the way people engage with your content in the future.
3. Identify what channel to post on
Here at Briscoe PR, we write content for all sorts of purposes including, but not limited to, websites, blogs, social channels and also brochures and leaflets.
Using social media as a prime example, each platform is unique and the tone of your content should reflect this. What will work well on Twitter for example would probably fail miserably on LinkedIn. This is critical to think about in order to remain professional.
As well as this, writing for social media is a different kettle of fish to writing award entries or brochures. Even though you may be writing for and about the same company, your tone, and even the overall message, must adapt to its surroundings.
4. Consider outside influences
In an effort to make your content stand out among the crowd you may be tempted to reference certain events or make a few innocent jokes.
Always be aware of the events and issues going on around you, not only in the field of your industry but in society in general to make sure the words you say can’t be misinterpreted by someone. Although not everyone will like your content you really don’t want to offend your audience.
5. Know what your competitors are doing
Always have an idea of who your competitors are and what type of content they’re posting. To stand out from the crowd you don’t want to get bogged down posting the same sort of recycled content as there will be nothing special about your own brand and the services that you can offer.
Be imaginative, creative and conscious about the message you’re putting out there and you will get results! Above all – have fun with it!
Writing content for your own business can be one of the trickiest things to do so try and not feel too overwhelmed by all the new information, play around with your writing and you’ll find the best fit for each situation.
And, if you get stuck – you know where we are!