Let’s begin with the best. If Basecamp’s website copy was an emoji, it would be this 🤤. Can we just take a minute to revel in how they’ve adapted their content to relate to, well… just about every company in the world right now. I own a small business, but if I owned a big(ger) business, I’d already be clicking that black button saying “try it” at the top right. And that’s just after reading the first sentence.
If you’re a hard sell, you might make it to “tens of thousands of other companies rely on Basecamp every day” before you hit the coveted button. Let’s also give some praise to the words in bold. Basecamp made Basecamp, to run Basecamp. They built it to solve a problem they had – how all the best companies start.
Every great copywriter knows that whoever wrote the copy for Innocent, is also a great copywriter. Each sentence is friendly, informal, and snappy – perfect for a forward-thinking juice brand. As well as telling everyone that they make a difference, they back it all up with proof. Facts, figures, examples – you name it.
Steeped in controversy for various reasons, Uber takes a beating from the media. But, we’re talking about content here, and theirs hits the spot. I’m not looking for a job, but I still want to ‘get in the driving seat and make some money’ after seeing this. These simple words inspire action. So much action, that 3.9 million drivers have already signed up.
Simple, inspiring words that drive action. Mailchimp’s content is nothing short of enticing. They talk the talk when explaining how the tool can solve your problems. But, the real key to the success of their copy is communicating the value they offer customers.
Slack’s copy gives us all a lesson in appeasing customer pain points and relatability. Need to see conversation history to go back and check things? Slack saves each conversation and lets you search through them. Need a way to communicate closely with clients? Keep everyone in the loop on Slack
I love this quote. Front and centre on the ‘Our Story’ page, it epitomises the Planks brand story and triggers all the feels. I don’t ski (mainly because I live in the UK), but if I did, I would relate to this. A lot. It’s not often that you see the Founder narrating the brand story, and in that case, it works like a dream.
Jeez, I love Amika. And their tone of voice. There’s no complicated hair industry jargon here. Straight away, you know what they stand for - community, confidence, diversity, fun, inclusion and positivity. A solid example of words and design working seamlessly together.
The conversational tone. The humour. I thoroughly enjoy everything about nuddy’s tone of voice and copywriting. “The dream” says this product is something seen only in fantasies. It’s gonna solve two problems in one AND save you time. Goals.
This, is how you do repetition. Northern Bloc’s website content is ice cool. There are two things you want to do after reading this snipper – taste the ice cream and be mates with Manolo. Leading with this personal element humanises the entire brand and sends your imagination wild. An ice cream lab in the north of England? Take me! Four generations of ice cream maker? It must be bloody good. Ice cream master? Just wow.
With Honest as the company name, Jessica Alba’s brand does an excellent job of translating that ethos throughout the website copy. With words like safety and transparency used from the off, Honest instantly positions itself as a conscious wellness company for families and lulls you into a sense of security. Their ‘we got your back’ approach is bang on the money here.
To level up your marketing content and hire a copywriter who knows their stuff, contact LIT Communication for a quick quote.
1. Curate your brand’s social media content
As we know, business owners can be very, well… busy. Marketing your brand easily falls to the bottom of the to-do list when you’re spending time doing your day job and other admin that comes with it. LIT Communication can make sure your social media accounts are populated with daily social media content to keep engagement levels high and attract new audiences through your key channels.
2. Craft an attention-grabbing press release
Do you have some news to shout about, but you don’t know how or where to shout about it? We can start by drafting a press release that tells a concise story and helps voice your business achievements, ready to send to local, regional or national journalists who’ll be interested in publishing your news.
3. Write content for your blog
As you might have realised by reading through the LIT Communication blog – we love to write! And what better way to do put our skills into action then helping you populate your own website’s blog (which will also directly influence your site’s SEO). We’ll incorporate the keywords people use to search for your business online and offer tips and advice to your audience to help grow your brand’s digital authority.
4. Pitch your story to the media – local, regional & national
Once we’ve drafted a press release, we use a bespoke pitching process to present your news to the media and liaise with the right editors to help you secure coverage, interviews and media features. Whether you’re looking for local, regional, national or industry press coverage, we can help you with everything from Huddersfield-based PR to national industry pitching.
5. Write catchy email marketing content
Email newsletters are important for letting your new and loyal customers know what’s going on behind the scenes and announcing new products, services or events. Let us tackle your email marketing content by writing unique newsletters that engage your audience and drive clicks through to your website.
6. Social media coaching
Do you want to get social but don’t know where to start? LIT Communication can provide social media coaching for the channels you want to use – and even come into your office to deliver the training to you and your staff; meaning you can be a Twitter-pro or a LinkedIn whizz in no time at all.
7. Write an impressive awards entry
Awards are a great way to get recognition for your brand and the hard work you put into growing it. We also know that they can be time-consuming and difficult to do if you’re not used to writing long awards applications. We’ve helped several businesses enter and win a plethora of industry and local awards and are ready to help you do the same. Contact us today to enquire about local PR services and awards entries and how we can support you with this.
8. Secure guest author opportunities
Building your brand’s authority is a challenge for many business owners, and authoring articles on industry blogs and news websites is an excellent way to help you achieve this. We’ll pitch bespoke topics to popular and relevant publications, and help you write or proof these to meet demanding editorial guidelines.
9. Create graphics and logos for your small business
One of our newest services – we can design the perfect graphics, business cards or logos for your small business, and even put you in touch with local printing experts to help see your project through from start to finish.
10. Build relevant, quality links pointing to your website
Does your SEO need a boost? LIT Communication has vast experience in off-site SEO and building quality, relevant links to your website (one of Google’s key performance indicators) and can help you start climbing the rankings and getting featured more online.
If you’re on the search for a PR and communications agency in Huddersfield, don’t hesitate to get in touch with us directly at firstname.lastname@example.org
At LIT Communication, we always recommend that our clients share regular content on their business blogs. You’ll be surprised how many people actually read the blog on your website, and the positive results that news stories and industry updates can generate.
Updating the blog or news section on your business website is a simple way to help with online visibility and business growth. Particularly when it comes to search engine optimisation (SEO). By strategically selecting the keywords you choose to use (based on what your customers search for to find your website/service), you can help boost your position on Google and appear higher in the search results.
For example, if your potential customers are searching for the term ‘PR in Huddersfield’ and you include these specific keywords within your blog post, you’re immediately helping strengthen your appearance in the search results for that search term. Each time you post a blog post, you add an extra page to your website for search engines to index, which in turn, means more opportunity to drive new traffic to your website.
Posting regular company or industry news updates/blog posts goes a long way to help with lead generation. It may take valuable time to pen an engaging blog post, but the pay-off is long-lasting. Once your blog posts are ranking in search engines, they’ll continue to gain traffic, which will eventually convert to leads as the content becomes increasingly visible online.
If your potential audience is already considering using your services or buying your products, reading a great blog post might be the very thing that encourages them to go for it.
Building brand awareness
Blogging is an excellent way to increase the awareness of your brand via digital search and social media (especially important if your website is new). The more expertise you share, the more chance your brand has to be seen by a new audience, and the more they’ll recognise your brand’s name when it pops up, taking them further on your customer journey. During this time, you’re also building up important ‘owned’ content which you can use on your other marketing channels, including social media and newsletters.
Creating content that’s helpful to your audience, also helps attract new interest in your product/service and impress existing customers. This will cement your industry expertise and help grow the authority of your business.
On the LIT Communication blog for example, we share lots of industry insights and tips to help customers get on top of their business marketing. The topics we write about are inspired by real-life problems our potential customers experience. We also see people missing out on opportunities to market their business effectively, from small things such as using hashtags incorrectly to bigger fish like missing out on maximising their company news and achievements.
You can view all the latest LIT Communication blog posts here. If you need specific advice on what to blog about or would like support with writing content for your website or blog, don’t hesitate to get in touch and we’ll be more than happy to help you create some engaging content – email@example.com
Connecting the content on your marketing channels is an excellent way to symphonise your brand messaging and ensure your audience stays in tune with what’s happening.
If you haven’t already, start by identifying your key communication channels. It makes sense to keep these channels flowing with fresh content and brand news, rather than trying to cover all bases and post on all channels (even the ones your audience aren’t reading).
Once you’ve nailed your main marketing channels, create a content plan a month or so in advance which details how you’ll keep these updated and what you want to share, when. To make things easier to track, split your plan into owned content, earned content and paid content. This will give you an overview of what you can do yourself and where money needs to be spent to amplify your message. Depending on the message, your content can be shared through channels you own, earned through media coverage and boosted using paid marketing activity.
Understanding owned media
Owned media is content that you own and control on your business marketing channels. Think blogs, websites, social media channels and email marketing. The harder you work at producing unique content for your owned channels, the more media you’ll earn and the more customers you’ll naturally attract. You’ll also notice that this will gradually uplift your companies SEO rankings too.
Understanding earned media
Earned media is content that’s shared on third-party channels – ranging from recommendations to news articles. This all links back to creating content that’s worth sharing. Company updates, unique start-up stories, informative blog posts, a strong SEO strategy and engaging social media posts can all support your brand’s quest in achieving earned media, so it shouldn’t be underestimated.
Understanding paid media
Paid media is what it says on the tin – content that you pay to promote. It’s an effective way to expand the reach of your owned and earned media, reaching new audiences that might not see you without the help of an extra boost from advertising. Paid media might come in the form of boosting social media adverts, paying influencers to wear your product/use your service/promote your brand or advertising on Google to appear at the top of search engine rankings for specific keywords/terms.
Shaping the perception of your brand
Connecting your content across these channels will help shape the story of your brand and allow your audience to follow the progression of your business. It also means you’re in control of shaping the external perception of your brand. Decide what you want your audience to know, learn or see and explain this in different ways, tailoring your content to each channel. This also makes your content sweat more, reaching a wider audience and saving you time (we know all too well how difficult it can be to market your own business when you’re busy providing a service or selling products to your customers).
For content and PR support in Huddersfield, West Yorkshire and beyond – get in touch by emailing firstname.lastname@example.org or calling us on 07792734259 to discuss marketing your business in the right way.
Developing a narrative is a strategic and compelling way to tell your business story, explain your business’s background and communicate your future vision. In this blog post, we talk you through developing your business narrative and communicating it to your audience, breaking the process down step-by-step so you can get to work creating yours. Remember that stories are what sticks with an audience, so telling your story well is worth spending some time working on.
How to develop your business narrative: step-by-step
1. Brainstorm and ask yourself some key questions
To start forging a clear narrative, brainstorm and write some questions about your business such as how you started it, why, what you specifically aim to deliver for customers and who your target market is. Then (without cringing), treat this step like you’re interviewing yourself. We recommend recording your answers on your phone or using a dictaphone. Being able to replay this back will help you decide what sounds effective for inclusion, and which parts are irrelevant to your narrative. It’s also a good idea to write down any specific words that you want to be associated with your business and to have these on hand when it comes to piecing together your narrative.
2. Focus on what makes your business unique
It’s important to consider what your business offers that sets you apart from competitors. This will form a key part of your narrative and should be what will resonate most with your customers - so don’t rush this stage. Think about what your competitors do, or rather don’t do and how you differentiate your business from theirs. For example, do you offer a personal service while they appear corporate and lacking in personality, or is the product your business sells a higher quality than its rival products? If so, these are the types of things you need to shout about in your business narrative.
3. Put pen to paper (or fingers to keyboard)
The next stage is to pull your notes together and start writing (or hire a copywriter to help you nail your narrative). If you decide to go it alone, highlight all the best results of your brainstorming session, interview with yourself and notable words that you would like to use to represent your business and see what you come up with. Remember that the first draft is there to build upon and these things take time to perfect. Once you’re happy with it, run it past a few people who are familiar with your business to sound it out for a second opinion.
4. Share your story internally
Making sure that everyone who works for your business, understands your business is the next logical step. Getting your people on board with your company narrative is half the battle. Remember that word of mouth is still an inherently powerful marketing tool and if you have an interesting narrative, your employees will naturally want to share it with their network. It’s also a good idea to use visuals to help bring your narrative to life – people absorb visuals much easier than the written word.
5. Communicate your business narrative externally on your key marketing channels
Now it’s time to communicate your business narrative to your external audience and create interest in your company. Making sure your story is connected across your key marketing channels is important here, so it sticks in people’s minds. Hopefully, you’ll have already identified your main marketing channels by this point and will know exactly what type of posts encourage external engagement and resonate with your audience. Create a plan for sharing your narrative externally and make sure you follow it closely.
Remember that your business narrative is ongoing and should grow and develop as your business does. Importantly though, it’s what makes you stand out from competitors and engages your audience.
LIT Communication offers copywriting, SEO, graphic design, social media services, PR consultancy, PR and marketing services in Huddersfield, West Yorkshire and beyond. So, get in touch with us to help nail your business narrative and communications.
email@example.com / 07792734259
Sophie Marsden, owner and PR specialist at LIT Communication