There's More to Marketing than Wittering On

“How do you [achieve complex goal]?”
“You just [achieve complex goal].”

Mark Kermode and Simon Mayo – the BBC’s Flagship Film Review Show Hosts

 

There’s a running joke on the BBC 5 Live Kermode and Mayo Film Show whenever they’re discussing some sort of task that requires a level of proficiency, specialist knowledge or expertise. One of the hosts asks how the task is completed, and the other replies with an off the cuff “you just complete that task.” It’s funny because it’s ridiculous.

It’s not funny when I see things like this on blog posts that are meant to be insightful and helpful.

“Make sure your site has good content.”

Oh. OK then.

Seems simple enough. You just make sure your site has good content.

What, pray tell, is good content?

I’ve been a copywriter for a decade. I’ve been writing for audiences far longer than that. And every day I learn something more about what exactly good content is, how to improve the quality of my own writing, and how to use words to generate enquiries for my clients.

The next time someone advises you to “make sure your site has good content,” ask them how they propose to do that.

If they start talking about a tone of voice that engages with clients, about identifying problems your readers have and offering attractive solutions, about funnelling readers and influencing them and conversions and calls to action and a strong identity – I could go on – then listen to what they have to say.

If they reply with “just make sure the content is good” you should probably run a mile. Because it takes more than a joke from a podcast to market your business effectively.

Oh, and hello to Jason Isaacs.