Content Strategies for Corporate Advertising
As a corporate advertising professional, you might believe that you’re equipped to compose web content for your firm. After all, you boost companies’ reputations for a living; why wouldn’t you be able to boost your own? However, there are strong arguments in favor of outsourcing your content instead.
Why Waste Time?
First of all, any time that you or your coworkers spend creating your business’s web content is time taken away from your clients. Given how much creative energy needs to go into every pitch and every campaign, why divert this crucial resource?
A Medical Analogy
The American Medical Association recommends that doctors avoid treating family members. When people practice medicine on loved ones, they’re unlikely to do their best work as they’re too emotionally invested in their patients. And so it is with corporate advertising firms. You’re probably too close — in a psychological sense — to your company to identify and explicate all of its strongest selling points.
However, when you outsource your content creation, an expert writer can evaluate your firm’s strengths with the objective eye of an outsider. He or she can then craft stories that will particularly appeal to those lacking inside knowledge of your field.
Web Content: Changing the Corporate Advertising Industry
Before the dawn of the Internet, major companies would almost always seek out large Madison Avenue firms when they wanted to improve their public images. However, the web has upended that hierarchy. Deep-pocketed customers are truly up for grabs these days as many business leaders search for corporate advertising firms online, recognizing that talent is truly diffuse.
What kind of web content attracts clients? Product descriptions and details of your services should be rich in keywords to appeal to search engines. Plus, search engine algorithms favor sites that are refreshed often.
Therefore, you’ll want to update your web brochures and other forms of online sales material on a monthly or even weekly basis. That way, your site will always be easy for businesspeople to find.
Happily, professional content creators will be able to continually rework your text without ever losing the essence of your message. You can even set up recurring orders so that you receive new content for all your newsletters, blogs, and products as often as you need.
Especially Important: Blog Posts and Press Releases
Blog posts and press releases are two more keys to increasing web traffic. Such pieces will inform your site’s visitors about your company’s latest happenings. Moreover, when you regularly add blog posts and press releases, your website — and your entire business by extension — will come across as dynamic and vigorous. People will envision your firm as a place where something exciting is always going on.
To enhance that excitement, be sure to request snappy, attention-grabbing headlines. Additionally, numbered lists and bullet points can make articles easier to read and digest. Finally, don’t forget to promote each new website item on your social media accounts and in emails to your subscribers.