I was privileged to attend a conference a few weeks ago presented by Merrimack College as part of it’s 2012-2013 Leadership Series entitled “It’s Time to Create Your Digital Platform!” As a perk of membership in the Peabody Area Chamber of Commerce, admission was free. I gladly would have paid. Two of the three speakers, Michael Hyatt and Brian Halligan, are best selling authors. Halligan also happens to be co-founder and CEO of Hubspot, a marketing software company that helps businesses transform the way they market their products. The third, Sally Falkow, is a highly respected public relations guru. I took notes, scribbled down links to websites, wrote down recommended book titles, sent out real time tweets and, giving in to my inner geek, got my books signed by the authors. Later, when life had slowed down some, I looked over my notes. One phrase jumped off the page. Each of the speakers said it during their presentations. Some said it more than once. It took on the aspect of a mantra. To get noticed in a noisy world, you have to write remarkable content.
Sound Scary? It Doesn’t Have To Be
I started thinking about my clients – you – the good people who sometimes read my blog. I’ve heard you say it. “I’m not a writer. I can’t write remarkable content.” Well here’s how my trusty Oxford American Dictionary defines the word “remarkable.”
re • mark • a • ble (ri-mahr-ka-bel) adj. worth noticing, exceptional, unusual.
If you’re not a professional writer I understand why you would be intimidated at the prospect of writing exceptional or unusual content.
It’s All About Your Audience
My point is this. If you sell concrete, your website should be geared to people who want to know more about concrete. Since concrete is your area of expertise I’m betting that you can produce content that, if not exceptional or unusual, is at least worth noticing? That is to say worth noticing to your audience. Don’t get me wrong. No matter how much expertise you have in your field, a professional writer will always do a better job at crafting your web copy than you will. But if you focus more on the worth noticing part of the definition of remarkable and less on the exceptional and unusual parts, you just might be surprised at how remarkable your content is.
Some Helpful Resources
If you’d like to dive a little deeper into the world of remarkable content, here are a few links that are favorites of mine. I hope you’ll find them helpful:
- The Ultimate 8-Point Checklist for Remarkable Content – a Hubspot blog post by Pamela Seiple
- 7 essential tips for corporate bloggers who want to write remarkable content – a spot on blog post by Door Ernst-Jan Pfauth
- 5 Boring Industries Creating Remarkable Content – remarkable content is not about the industry you’re in. This article proves it
- Remarkable Content’s “Big Three” – a terrific article by Jon DiPietro. Not sure why he titled it “Big Three” when he actually hits on 4 points. Consider it a bonus
- How to Write Remarkably Creative Content – a post by Brian Clark, founder of Copyblogger.com, the ultimate online destination for writers
Now Back to You
Did you write your own copy for your website? How did that go? Or did you hire someone to write it for you? Were you satisfied with the result?
P.S. To my writer friends and colleagues. Don’t be angry with me for suggesting that clients on a limited budget might want to try writing their own copy. My intent here was to give them some helpful advice if they want to go in that direction. Know this. They will never replace you.