simplification

Forget the Consumer

‘Consumer’ is a bad name to call people. Tomorrow the world looks more like ‘champion’. People have to champion your brand,not just consume.

Calling people consumers undermines their power.
And they can also destroy you.

‘Brand’ is a bad word too. It’s your company. Because BRAND is associated with branding. People are not cattle/herds/animals.

Forget the CONSUMER.Forget the BRAND

20130721-155328.jpg

  mesogio   Jul 21, 2013   brand, humour, Marketing Support, simplification, social media, Systems thinking   Comments Off on Forget the Consumer Read More

Clean and original content marketing

Ensuring our organisations speak in clear, plain and meaningful language is vital for the business world. And fashioning out compelling content conducive to action – or leading audiences to making a decision (purchasing, informing, sharing) – can be a daunting task with the multitude of digital services out there today.

Content Management

Content Management

Crisp and unmatchable content will drive your organisation to grow in a number of ways. Namely to boost dialogue, build brand awareness, capture data about users and to elevate your social presence.

Yet not every type of content provides a set match to your specific wants and needs.

So here is a short overview of some of the most common kinds of copy and how they can help.

 

News stories

Often the bread and butter of many organisations’ content marketing strategy, custom news stories are a fantastic way of keeping your readers up to date with industry developments and company announcements.

Having monthly, weekly or daily news on your website (and the more frequent the better) ensures your business stays fresh and people keep coming back for more.

Not only does it show that your company is constantly growing, it tells your potential customers that you have your finger on the pulse with industry issues.

How often have you visited a company’s website and seen they’ve not updated their news section since 2009? This comes across poorly and is terrible for improving search rankings.

 

Whitepapers

Whitepapers are authoritative reports or guides that help readers (and potential customers) understand an industry issue or problem – ideally, a problem that your services can solve!

Running into thousands of words and requiring extensive research, whitepapers are designed to show your business as a thought leader in the sector, building trust within your brand.

As whitepapers are usually available as a downloadable file, an added benefit is that you can enhance lead generation by asking people to leave personal details or sign up to your newsletter.

Furthermore, whitepapers can be shared among parties – extending your exposure far beyond its original capacity and reaching new audiences.

 

Blogs

Whether you have an interesting weekend hobby or are the head of a multinational organisation, chances are you’ve considered writing a blog.

More often than not, the initial good intentions and enthusiasm for the project fall by the wayside and you can go weeks or even months without posting.

However, businesses that do this risk losing an excellent opportunity to bring a more personable approach to their brand and build an authoritative reputation.

Not every business can utilise whitepapers, and blogs provide a space to give reviews, analyse ongoing industry debates, discuss developments and much more. A well-implemented keyword strategy does all this and boosts your rankings.

 

Interview-based content

As the name suggests, this type of content is put together after interviewing a person of interest to your company.

This can be internal – all the way from the CEO down – or external, such as clients, customers and industry commentators.

The primary benefit of interview-based copy is that you can be certain that it is unique content; written from quotes and information provided by the interviewee rather than taken from a media release or blog.

Not only does this improve your search rankings, it enables you to tackle issues that are most important to your company – which can be particularly useful if your business operates in a sector that is rarely covered in the news.

It can also build relationships with your staff, clients and customers, as they may feel honoured to be given the opportunity to give their views.

 

Summing up

This is just a sneak peak at the types of content available as part of a content marketing strategy and there are many more, including press releases, landing pages and social media contributions.

If you are looking for the best combination of content areas for your business, please get in touch with Mesogio. We can help you to build an effective and detailed plan based on original content and your specific requirements.

  mesogio   Jun 14, 2013   digital media, Digital Media Production, editorial, Marketing Support, PR/Media, simplification, social media, Social Media Strategy, Systems thinking   Comments Off on Clean and original content marketing Read More

Eurospeak – Untangling the web of words

Deconstruct the sentence and reconstruct the meaning

Words. They’re everywhere we look, and what’s even more alarming is the amount of jargon-style prose, all in the name of grabbing attention.

Deconstruct-the-sentence-and-reconstruct-the-meaning

Deconstruct-the-sentence-and-reconstruct-the-meaning

As European Institutions, companies and PR gurus would have you believe, at least from their media releases, the more text the better. Surely the key to reaching the man on the ground, or the more arduous task of striking a chord within the average citizen is to drown them in information. Every last bite, or rather every last word. In short this is not the way forward, and in fact it is not the way at all.

Unless your passion is academia and you have a penchant for scrutinising the meaning in every last word, the rest of us just want to hear it and get on with it. Extensive texts require a great deal more attention and brain engagement than most consumers are willing to offer.

So cut out the unnecessary, cut out the far–reaching phrases, which you’d like to think appeal to a better place. The fact is meaningless words do more to bore or disinterest the reader than to catch their attention. Realise this – your readers are busy, checking their phones, buying some lunch, or even staring at a goldfish. The way to engage with them is not to pile more on to their already overloaded brains.

Take for example the following ‘stock phrases’:

  • It will always remain of critical importance
  • Time after time we’ve demonstrated
  • It is our intention to maintain…

You may think of these as essential packaging and of course we don’t advocate being crude. However, we do advocate appreciating the minimal time and attention span in which you have to make an impact. So use it wisely. Use it effectively.

Essentially, keep it simple and keep it relevant, this way, you might actually have a shot at getting that elusive return on investment or invoking a sense of curiosity on that new launch that’s “for want of a better word,” – clearly, bound to take the world by storm.

  mesogio   Feb 13, 2013   Copyediting, Copywriting, editorial, EU, infographics, simplification, social media   Comments Off on Eurospeak – Untangling the web of words Read More

Our bread and butter…

What we have learnt over the years here as a team – is that providing texts, sounds or images to our clients in order to raise their profiles – is not in fact what we are really all about.

What we are really all about is finding out what makes our clients’ clients or users tick – in the space of a few seconds, telling them why they need to read, see or hear what is on offer (unique messaging) and why they would consider buying (or buying-into) the brand.

And more importantly this needs to be done as lucidly, rapidly and transparently as possible within that tiny window of time.

We developed a very simple infographic today to let you all know that amongst a handful of useful services – these kinds of infographics will also feature as part of our offer line-up in 2013.

So enjoy the last few days of this year, accumulate some energy and saddle-up cos 2013 looks like a fun ride…!

Clear, Fast and Simple with mesogio...

Clear, Fast and Simple with mesogio…

  mesogio   Dec 29, 2012   Copyediting, copywriter, Copywriting, Digital Media Production, infographics, journalism, Marketing Support, simplification, social media, Social Media Strategy   Comments Off on Our bread and butter… Read More