Communication skills are more important than ever, but what if your grammar doesn’t quite make the grade?
Technology has reshaped how we communicate in the business world. Fifty years ago, you would have walked over to your coworker’s desk or called up to the second floor to ask a question. Now, whether your coworkers are in the next cube or half a world away, it’s standard practice to email, instant message, or text.
Businesses pump out content at a staggering rate these days — and as that volume increases, more inconsistencies are bound to creep in. Whether due to lack of clarity about the style in which you’d like to write or disjointed communication across the multitude of content creators in your organization, failure to decide upon and document accepted editorial guidelines is a recipe for inconsistent messaging.
That’s why at some point, most companies accept that they’ll need to develop a writing style guide: a document that indicates the basic rules of writing we’ll all agree to follow (like whether I should’ve capitalized the “a” after the colon in this sentence).
Last week, Facebook made a big announcement: the release of their new Instant Articles feature. It allows publishers to create and distribute mixed-media articles in a self-contained Facebook “capsule,” while promising mobile app users a more visually interesting reading experience that loads significantly faster that articles have previously.
In response, my HubSpot colleague Kipp Bodnar wrote a blog post concluding that Instant Articles is bad for marketers. But I think he’s missing the point.
Today, succeeding in inbound marketing means putting content at the heart of your communications strategy.
This is no secret, of course. Content marketing is now a well-established technique and the space has become pretty competitive. So, the question is, how do you invest wisely in content marketing to improve your capabilities so that you can compete and stand out from the noise?
When Facebook recently launched Instant Articles, the internet and publishing community was buzzing.
Publishers were excited — by hosting their own articles within Facebook but still displaying their own ads, they could generate more traffic and attention from the Facebook community. Users were also excited — Instant Articles are much faster and more interactive than typical mobile websites.
In Velocity’s latest SlideShare, “Insane Honesty in Content Marketing,” we argue for a little-used but hugely powerful strategy: taking the worst attributes of your company, product or service … and highlighting them for all to see.
I really, really, REALLY believe in this approach and I’m amazed more brands don’t practice it.