There has been an explosion of ways for people to market their businesses online. From Facebook to blogs, one thing these promotional channels have in common is the need for words to fill the empty space.
You could use language from your brochures but there may be two problems with that:
- Your online audience has little patience for anything that sounds like a sales pitch
- Online promotional channels are hungry beasts, demanding fresh information every few days. You’ll quickly consume anything you’ve already got written.
Marketing folks refer to this as a need for “content”. As businesses become more convinced of the value of social media marketing, they are also discovering that they require a steady stream of “content” for their websites, blogs, Facebook and Twitter posts and e-newsletters.
That’s what’s been keeping us busy lately. We expect that this demand to grow well into the next decade.
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.”
