Enhancing Your Brand’s Digital Footprint With Corporate Content Writing

Corporate content writing is anything but dry and dull. To get it right, you need to balance brand voice and tone with the valuable information your audience needs to hear.

Whether you’re starting with a new brand, or working with a long-term client, honing in on exactly how to present a company’s voice in copy is a critical step in growing a brand. Let’s face it; corporate writing has a reputation — and that reputation is that it’s boring.

To stand out against the competition, a writer needs to provide engaging content that speaks directly to an audience. Let’s explore this type of content and learn a few tips to create engaging copy that hits all the right notes.

What Is Corporate Content Writing?

First, what is corporate content writing anyway? Well, it’s not too different from other types of content writing. In fact, the only thing that separates a blog post from a corporate blog post is the fact that corporate content tends to focus on communicating a brand's values, services or products. 

The goal is to engage an audience, build awareness, establish authority in the industry and, ultimately, drive business growth.

We’ve mentioned blog posts, but corporate content is much more than a few 1,000-word articles. It also includes:

• Case studies
• Ebooks
• Emails
• Newsletters
• Social media copy
• Website content
• White papers

So, how can you craft content that hits all the right marks? Let’s take a look at a few key tips.

How to Create Killer Content for Your Brand

While the difference between regular content and corporate writing might seem minimal, it’s the small details that make all the difference. That’s why this type of content is usually for writers who will have a firm handle on the writing process and can adapt their writing style to meet the specific needs of the brand.

To help you get started developing this type of copy for your business or client, here are some simple tips to keep in mind.

Craft Content for Your Audience

Every piece of content usually has an audience in mind. But, with corporate content, you usually have a bit more access to detailed audience information and breakdowns. 

This information is critical to developing content that speaks to an audience. For instance, the needs of a software developer will be vastly different from a CEO of a medium to large-sized company. Think about the different language these two groups use, how they approach digesting information and what’s important to them.

It may actually be different languages as well. Global brands with a broad reach need to understand the power of multilingual marketing in this respect. From social media copy to long-form posts, this approach can make all the difference.

Understanding and writing for your target audience is a critical step to mastering corporate content. In most cases, the marketing team will have a clear idea of who will be reading the copy. If they don’t, it’s worthwhile to move through an audience analysis and audit to learn more.

Make It Easy to Read

Nobody wants to read a wall of text, especially those in leadership positions without the time or patience.

As you are writing, think about how easy the content is to read. While you don’t need to create content that scores incredibly well on readability tests like the Flesch Reading Ease Score, you still want to implement best practices for easy reading:

• Bulleted lists when possible
• Short scannable paragraphs
• Clear and relevant headings and subheadings
• Easy-to-read sentences

It’s worth making a note on jargon. While, generally, you want to avoid jargon-y terms, if you know your audience will clearly understand them, it can be a great way to cut some of the fat in your writing and get to the point faster.

Keep in Valuable

One of the worst things you can do with your corporate content is to write with fluff. If nobody reads the piece, then it’s not worth much to a business.

Be concise, and get to the point. Also, try to put yourself in the shoes of your target audience. Think about what they might know and what they don’t. Try to find places where you can add value while still staying true to the brief.

That means you need balance. Remember that this type of content often has the goal of bringing in new customers. So, don’t give away too much. You want to show a brand’s industry knowledge, offer some valuable information and give them a taste of what it’s like working with your company.

Stick to a Brand Voice

One of the most difficult aspects of corporate content writing is staying true to a brand voice. While the first few articles or pieces of content make this feel simple, after a few blogs, it’s easy to lose track.

If you’re lucky, you’ll have a brand guideline document to refer to. If you don’t, you’ll need to make one yourself. To do this, create a living document that outlines all of a company’s voice. Define the brand’s core values, target audience and personality.

Be aware of comments on past work, and be sure to keep track of any changes. Remember, sticking to a brand voice is essential to reinforce brand recognition, build trust with customers and create a strong emotional connection with your audience.

Get Ahead of the Competition with Expert Writing

Still struggling to make sense of your corporate content writing? To get it right, you need to balance a few factors, including brand voice, valuable content and audience needs.

If you want to get ahead of your competition fast, consider working with the professionals. 

Here at Hire a Writer, we’re experts in the written word. From SEO blog posts to corporate social media content, we can do it all. If you’re looking to get the help you need to master your company’s content needs, reach out today!