Command of the content and clarity captures the reader’s attention
Kelton Reid, Director of Marketing, at Copyblogger Media’s StudioPress division posted a style guide for writing online copy. Below is my interpretation for aviation marketers charged with content development.
Great online content achieves the following:
- Establishes trust in the brand
- Positions the author as an expert in the market segment
- Encourages responses and nurtures relationships
- Gets customers and prospects talking, purchasing, and sharing
Feed your mind
Interesting online content comes from the author’s passion for the subject and dedication to keeping up with events that shape the industry segment. There are several online tools that help with organizing content feed. My current tool of choice is feedly.com. Feedly organizes my newsfeeds into one platform for daily consumption and exploring. It saves time, allows me to track selected journalists and bloggers and provides me with a global perspective on the challenges and issues facing the aviation industry.
Understand your audience
The aviation industry is diverse. One could make the point that all industries are related to aviation in one form or another. Therefore, decide whom you want to reach, what issue they are the dealing with, and how your content will lighten their load.
Write with clarity
The only reason why a reader will stop to read your content is because you captured their attention with the headline.
Is it useful?
Is it urgent?
Is it unique?
Is it ultra specific?
Use common spelling. Variations on common words and aviation abbreviations can distract your readers and pull them out of the brand story you are telling.
Avoid hyperbole and fancy words. Sending the reader off to the dictionary is a sure way to lose their attention.
Write in a natural way. Speak in the language of your audience that conveys you are a real person. This also helps establish a relationship with the reader.
Work from an outline. Working from an outline helps organize your thoughts and keeps your writing clear, concise, and on track.
Revise and edit. First drafts can always be improved. Give the draft to someone outside of the industry for a cold read. Do they understand what you are saying?
Limit your word counts. Online posts should be between 350 and 450 words. Anything longer and you will lose the attention of the reader.
Additional articles you may find of interest:
Aviation Marketing: How to start a sustainable blog
You can follow Kelton Reid on twitter