You’ve seen the movie where you wake up and everyone has a bland, boring, clone-like personality. Too often digital copy is just like that. And where it’s not pod-speak, it’s looking around trying to imitate it, because sounding like everyone else seems like the safe move under the circumstances.
Social & Search Optimization
In a post-SEO digital world, you get results not by using the same (key)words over and over, but by competitively differentiating your business. Search engines and social media respond to content marketing; that makes your copy central. Your content is your digital imprint, the textual voice of your company’s brand.
In a sea of duplicated “messages” all offering the same conceptual fluff, you survive not by fitting in, but by standing out. More than survive, you can thrive on your words, deprive bland competitors from spreading in your industry, and take back the conversation for your company’s inspiring vision.
Your content strategy is most effective when the quality of your copy is unparalleled. Highly engaging copy gets more social media engagement, which triggers better search engine placement, and creates a cumulative colonization of the web for the good your company represents.
Don’t be a pod. If you’ve awakened to the awkward, toneless quality of robotic writing, perfectly innocuous content, or digitally lifeless text, engage copywriters who put the human back into writing and stop the copy snatchers before they get you, too.
— Daniel DiGriz is MarketSmiths’ Chief Marketing Officer. He lives in New York, is a writer himself, and is President of MadPipe, a digital strategy coaching firm that helps small businesses get more clients through digital marketing.