Think giving as much information as possible makes you sound smarter? Think again.
In the middle of a long, bombastic speech, Polonius-the father of Ophelia in Shakespeare’s Hamlet -reveals to Queen Gertrude:
“Since brevity is the soul of wit / And tediousness the limbs and outward flourishes, I will be brief….”
Of course, Shakespeare was having some fun there; Polonius’s speech was anything but brief and witty. But the platitude stands.
Wit, the artful combination intellect and humor, comes down to delivery—and delivery, timing. When you can say something concisely, getting your point across in layman’s terms, and say it…
The Project Management Institute defines project success as the project being completed “on time, within budget, and to specification.” But as many marketers know, when it comes to marketing projects, success is really measured by the value the project brings to the organization on an ongoing basis.
If you’ve launched a corporate podcast, you may have achieved success already by PMI’s standards: you’ve created and launched the show on-time and on-budget. But how do you evaluate if the investment was worth it? First step: don’t compare your podcast to the elites of the podcasting world — i.e. Joe Rogan (who…
Here’s the short answer:
Podcasts help grow your brand by expanding your reach, attracting and engaging audiences, building trust, establishing loyalty, and driving revenue. How? By enabling you to 1) create content authentically and efficiently and 2) drive demand and leads.
And here’s the long answer:
The world of work is fundamentally changing. Consumers, employees, and other key stakeholders are looking for more from companies than products and profit. They want to know what companies stand for, what their missions are, and how they are contributing to society. According to a 2020 “Strength of Purpose” study by the global integrated…
A hundred years ago, organizations looking to spread awareness had a handful of media options to get the word out: newspapers, magazines, catalogs, and out-of-home placements like posters in town halls. Soon came radio, and then television, but earning air-time on these platforms was an uphill, nearly impossible battle for small independent businesses. At the time, media conglomerates and news organizations dominated these channels, with access to mass media belonging exclusively to the powerful and the rich. A handful of people had hegemony over national public discourse. Mass communication was very much top-down.
It takes weeks of planning and strategy to launch your first episode, followed by substantial time to create each subsequent episode. If you are investing that time into producing only podcast episodes only, then you are missing out on incredible brand-building potential. You need to repurpose your podcast content.
According to eMarketer, 60% of marketers create at least one piece of content each day. If every piece of content is original, then your team is spending an extraordinary number of hours ideating, researching, and testing ideas and themes. It’s inefficient use of time. …
Ah, 1847, the year that Thomas Edison and Alexander Graham Bell were born, Frederick Douglass published the first Abolitionist Paper, and the Mexican-American War was taking its last few breaths. What a busy year indeed!
The mid-19th century marked the transition from the romantic period of art and literature to the age of realism. Romantic literature depicts an idealized view of the world; the language is vague and florid, the characters are extreme…
With more than 104 million people listening to podcasts monthly, it’s no wonder businesses are scrambling to add podcasting into their 2021 content marketing strategy.
Podcast consumers are more educated, wealthy, and likely to spend money and adopt new technologies than the average consumers. They present a $302 billion market for the auto industry alone, and studies show they are 54% more likely to consider brands they hear about on podcasts. Even SMB owners are a large cohort of listeners, with 39% of SMB owners reporting listening to podcasts, 65% of whom listen weekly. …
Search-engine-optimized copy is a dubious thing.
Yes, we all want visibility. Yes, we want lower bounce rates. Yes, we want website conversions, leads, and newsletter subscribers.
But at what cost?
This passage from a Search Engine Land article on writing for SEO, meant to be helpful, outlines the problem for creative writers.
“Writing incredible, optimized content requires some understanding of how search engines work and what they are looking for. The writer should always start out focusing on the visitor. Meet their needs first and foremost. But they can’t neglect the preferences of the search engines. …
Have you ever looked at an event flyer and thought, “Cool artwork, but can you just tell me the date and time of the party, please?”
Then you scour the graphic for a few extra seconds to find the information you need.
That brief moment of frustration sticks with you.
In the age of information (or perhaps more aptly: misinformation), with more distractions than ever, communications pros face an ongoing battle to win real estate in a reader’s 8-second attention span. You want to produce something that stands out — nay, something that practically punches your audience in the face…
The original version of this story first appeared on WriteVest.com, where you can also find valuable tips on writing, storytelling, and content creation.
Short-form copy, microblogs, clips, snippets, soundbites — yawn. The latest craze in the publishing biz that caters to our rapidly deteriorating attention spans is microcontent.
Microcontent is any form of media that is consumable in 10–30 seconds. That includes social posts, blogs, text excerpts, videos, audiograms, graphics, and infographs. As Smart Insights dubbs it, it’s “low cost, high-value content appropriate to social channels.”
Condensing long-form pieces for digital consumption is habitual for writers nowadays, but the new…