How to publish digital marketing content that cuts through the clutter

Digital marketing in a crowded product category is challenging. It can be difficult to get noticed. Media Relations and Checkerboard offer many tools and strategies to help our clients call attention to themselves. One very essential strategy is that our writers meet two criteria:

  1. Our writers have an in-depth knowledge of our clients’ branding and marketing strategies.
  2. Our writers know how to educate readers, and build clients’ reputations, with every sentence.

Just because 10 websites repeat the same information doesn’t make it true

People searching for information online want to be educated by trusted thought leaders. They want expert advice, not oft-repeated urban legends. Our goal is to help our clients build their reputations as category leaders, so that they become trusted information resources.

Your digital content must remind visitors why you are the expert, and encourage them to feel good about buying your product. For content to excite readers and drive conversions, it has to be educational and interesting. It may also have to dispel a few concerns.

You need confident writers who fit comfortably in the middle of it all

Most of our clients are walking/talking encyclopedias about their product and category. As an experienced writer with a marketing frame of reference, my job is to help them download and frame that knowledge so that it educates and influences their digital audiences.

I tend to develop very close working relationships with our clients. I know their voice, their goals and their target audiences. That streamlines the content-generation process.

These relationships are built because our writing team is part of our agency’s collaborative marketing activities. It’s common for me and others on our writing team to participate in meetings that include our clients, publicists, media strategists, web marketing experts and key opinion leaders. Our writing team is exposed to clients’ big-picture goals and agendas as well as the small details.

This gives us the foundation and knowledge to write everything from press releases to web content and Brand Playbooks. We ensure that all content is aligned and well-integrated with every other aspect of our clients’ marketing programs.

Many clients first work with our agency by using our writing services. If you’re ready to learn more about how that kind of agreement might be structured, call us at 952-697-5269, or complete our contact form.

Written by Robin Miller

Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”

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