This blog talks a lot about PKF Smith Cooper Systems as a business, and topics surrounding that. As today is National Writing Day, I thought I’d do something a little different.
I’m Tia – PKF SCS’ Marketing Assistant. My role is varied, but a large part of it involves writing for the company website.
As you’ll have seen if you’ve scrolled through our previous posts, this covers lots of things – but each piece has one of four purposes:
- To convert
- To entertain
- To inspire
- To educate
Today, I’ll be going through how I write approach each of these types of content, and what I’ve learned from each of them.
1. Content to convert
Ask someone about “business writing” and this is probably what they’ll think of first. Contrary to popular belief, this isn’t all about pushing sales. Working for PKF SCS, I’ve learned that content can’t be too blatant, even when it’s meant to nudge people towards action. For an audience to connect with a company, the content needs to address their issues and needs. A specific example is our recent post going through four reasons to switch to a Business Partner for Sage support. Though the goal was promoting the benefits of a Sage partner, it wouldn’t have as much of an impact if it wasn’t targeted towards the issues our customers were experiencing, and how we can help.
2. Content to entertain
This is a more difficult goal. After all, entertainment is subjective, and business accounting software is sometimes a dry subject, even for us!
Though brand and company is central to what we do, we’re aware that they’re sometimes difficult to connect with. This is where content like our Meet The Team series comes in. Not all of our customers are experts on Sage – but they’re all interested in people. Putting the spotlight on them, how they got into the industry and what they enjoy is relatable. Hopefully, it helps customers see us beyond the brand, as a group of people that aren’t so different from them.
3. Content to inspire
Like with “content to convert”, there are misconceptions about what “inspiring content” looks like. (No, it’s not all about motivational quotes on pretty backgrounds!)
In this context, I’m inspiring people to do something, be it signing up for a webinar or contacting us for an initial chat. One type of content that’s in this category is case studies. I’ve been working on these over the last few months, and have learned why they work so well. It’s due to something called “social proof”.
In a nutshell, social proof is when people are influenced by the actions of others (in real life and online). If people see that others have enjoyed a product or service, they’re more likely to look into using it themselves. This is even more true for something as big an investment as accounting software. If manufacturers can hear that other manufacturers have increased their output or decreased errors, it will help inspire them to action.
4. Content to educate
Because of the complexity of Sage software, a lot of our content is geared towards this. Of course there are regular features, like our Tip of the Week. However, we also have pieces educating customers on related topics. These pieces aren’t just timely – they build our standing as a leader in our field. One of the pieces I’m proudest of is our article on the Ukraine war, and how it’s impacting manufacturers. It wasn’t just current – it spoke to concerns many in manufacturing had about how the crisis was affecting them. It felt great to know that I was playing a part in creating something providing this sort of value to people.
One of the things I love about writing is the creative aspect – and coming up with new ideas keeps this fire burning, even when the topics are based in the real world. Getting involved with PKF SCS’ marketing has given me opportunities to broaden my horizons, and see how my creative writing skills can help achieve clear results.
Happy National Writing Day, everyone!
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