In recent months the U.S. has faced a slate of aggressive challenges in the form of the COVID-19 pandemic, ongoing racial injustice, and the resulting protests for change. Although many states are reopening and police reform measures have passed in several municipalities, most are still working to define how our “new normal” will take form. News media, books, magazines, and blogs have already begun to mark this shift through the publishing of innumerable thought pieces on the future landscape of business and society as a whole. It’s becoming increasingly clear that changes brought about by recent events will continue to have an irrevocable impact on corporate culture.
Consequently, business owners must adapt their messaging to stay ahead of the curve. Writing for e-commerce companies is especially important because customer-facing copy is frequently consumers’ first exposure to an online brand. Tone-deaf content or poorly timed promotions could result in less-than-favorable impressions given the current political climate, discouraging new business and possibly alienating existing customers. Storytelling is a powerful tool, but you must also use your voice responsibly. Now more than ever, it’s important to focus on your writer’s journey – to hone your craft and deliver quality content that will honor your brand’s legacy as you overcome the obstacles in front of you.
To assist you in this endeavor, we’ve compiled a list of quick tips to get you started.
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The internet is home to plenty of skeptics and outright cynics. It’s generally best to avoid grandstanding or exaggerating, particularly during turbulent times when people are already on edge and inclined to question your motives. Instead, try to deliver an authentic message that reflects how you feel and what you believe in as a business.
Understand that what you share will directly impact your reputation in the marketplace and could even influence sales. Address any public concerns or criticism in an honest and respectful manner and highlight the ways your brand is progressing towards a better way of doing business.
- Avoid Virtue Signaling
Follow-through is essential if you plan to share a post about COVID-19, Black Lives Matter, or civil unrest in the U.S. Consider writing a series of blogs offering your own unique insights into the situation or donating a portion of proceeds to relief efforts. In other words, put your money where your mouth is.
- Add Value
Social media platforms are full of noise following recent events. When considering your slant, try writing from a perspective that is not currently being discussed. Your content will stand out and your audience will have a greater appreciation for you message because it adds something new and interesting.
- Expand Your Knowledge Base
As an entrepreneur, you likely spend a sizable portion of your time reading articles and publications related to your industry. Broaden your selection of media to include content that other businesses are publishing. Begin by researching what your competitors are putting out, as well as similar businesses in other verticals. You can then use this information to refine your content strategy.
It may also be beneficial to read and share updates about COVID-19 and the movement for racial equality so both you and your audience can stay informed. It’s become increasingly important for businesses to exercise social consciousness as global e-commerce continues to grow exponentially.
- Amplify Experts
It’s also okay to admit you don’t know enough about a subject to contribute meaningfully to the conversation. Leverage what expertise you do have while sharing posts from others who are more knowledgeable in those areas. You’re still providing a value to your customers even if it isn’t your original content.
Why It Matters
Cultivating strong web content is an important part of developing your digital presence. When managed properly, you can use the articles and white papers you write to establish yourself as a trusted authority. It’s also a great way to engage with your customers because in addition to providing an excellent product or service, you’re providing a lasting value in the form of information they can use to improve their lives.
A well-developed content strategy can also add value to an M&A deal in two ways. It provides an immediate short-term benefit as a blueprint for success. Prospective acquirers will not have to invest heavily in expanding social media channels and creating new content right away because you’ve already done most of the work for them. You will also enrich your brand’s reputation by publishing engaging, informative articles – a reputation the new owner will inherit at the close of the transaction.
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