(It’s not ‘web content’. It’s digital stuff for real people.)

Full disclosure; I’m all for having copy, video, apps, websites and all digital media designed to work for the user. But I’m not a fan of the word 'content’. It’s vague and impersonal. Writing - for a video script, poster or anything else - should be entertaining, moving, persuasive or informative. It endears your brand to people. So it should be considered as more than just something to fill a box.

And if you give the real people on the other side of those screens what they want or need, they’ll thank you by coming back again.

Increase your audience with a blog.

A blog is your chance to communicate new information, let people know what you’ve been up to, solve a problem or increase awareness of your brand.

How’s your app?

Is it clear what the user can achieve with your app? Even the copy on the buttons - does it have clarity while staying true to your brand? Is the hierarchy of information going to help them find what they need?

Use video.

You can use animation, presentations, ads, how-tos and reviews. And costs have come right down, so video is available to any business. With a solid idea and good writing, video can take your message to a huge audience – especially if it goes viral.

Improve your website copy.

Copywriting for websites is often neglected when it comes to tone of voice, probably because people are concerned with SEO and the mechanics of online copywriting. The nuts and bolts are important, but keep a pulse or a soul in it. You’re always writing for people.

But you can still please the search engines.

Humans are your number one priority. But you can still look at the right keywords. Links (or broken links) should be meticulously checked. And are you watching your competitors? You should.

Do it right - hire a writer.

Investing in the way you speak online is one of the most important marketing investments you can make. So don't just get Mildred* from accounts to write it all. Hire a good content writer from the start.

* Won a gold star for ‘Clappy, the happy goldfish’ in primary 2.

Content writing case studies.