- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthThe Social Shake-Up Attracts Wide Breadth of Brands and IndustriesThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
5 Basic Ingredients for Cooking Tasty Content
Posted on April 22nd 2014
While reading through the Walmart Style Guide (seriously), I came across a list of five basic ingredients that are NOT Walmart-specific. Instead, these are great nuggets of advice for all copywriters everywhere, regardless of industry. The information is timeless and boundless, reaching across disciplines easily.
If you're in the market to revise your favorite content recipe, why not take a look at these for some inspiration?
1. Use your active voice.
This is just good advice, period. Using the active voice strengthens your writing, gives it a firm foundation and solid backbone; these attributes make it the rule - not the exception. Plus, when you use the active voice, you warm up what may otherwise be a cold or impersonal message.
2. Share and promote the benefits.
The tendency in copywriting is to play up the features of a product or service. Instead of focusing on what your product does or how it can serve your customers, play-up the benefits. Customers better engage with products when they fully understand how those products will benefit them, both in the short and long term.
3. Always say more with less.
I say this a lot because I absolutely believe it: Communication is brevity. If you can explain yourself in ten words, don't use twenty. However, don't forsake your company's tone and voice to keep your headlines short. If your copy requires more words in order to make sense, then add words. The point, though, is to never add text for the sake of adding text.
4. Carefully measure your punctuation.
If it's a sentence, then use punctuation. Remember, too, that punctuation equals inflection and meaning. While it may seem like a small detail, your content's meaning exists within the subtle difference between a question mark and an exclamation point: seriously purple! or seriously, purple?
5. Bulleted lists make life - and reading - easier.
Bullets draw in the eye. If you block off text and align it to bullets, your reader will automatically read that piece first. This tactic showcases the information you absolutely want your customers to read - highlighting without the neon colors.
Recipes make the kitchen an easier place to survive. The same goes for life; when you understand your ingredients and know what to do with them, the outcome will be wonderful.
And if it isn't, there's always pizza.