As we have initial conversations with prospective clients and continue our conversations with existing ones, more and more often we are being asked if content writing is one of Aviate’s capabilities as a manufacturing marketing agency. The answer is “yes”.
In general marketing, branding, and creative agencies are perceived to fall more in the design realm than in the writing one. It is one of our goals to change that perception.
A manufacturing marketing agency can be the perfect partner to help you originate and/or refine content. The words you choose in your website copy, blogs, case studies, or any marketing collateral to explain who you are, what you do, and why it should matter, should be thoughtfully architected to meet your audience where they are at.
Content Needs to Resonate With Your Target Audience
Oftentimes, messaging makes complete sense to an internal team but when pushed out externally, can fall flat.
Your brand messaging should have a heavy focus geared toward your consumer’s wants and needs and the value they associate with them. In order to generate brand awareness, you need to be appealing to your demographic(s). This means that you must be strategic in crafting buyer value-oriented content.
One of the main objectives of strong brand storytelling is to convert consumers and retain the ones that you already have. You want to take your target market on a journey that influences their consumer behavior and makes them yearn to experience it themselves firsthand.
Any marketing strategy should keep top of mind what the consumer cares about. Your potential buyers are more than likely looking to solve a challenge, pain point, or objective so any content should speak to the solutions your company has for them.
How Does a Manufacturing Marketing Agency Adopt a Brand’s Voice?
Once a company decides on the need to generate content, the question remains on who will write it. Many businesses don’t have internal writers or staff that have the bandwidth to add writing to their task lists. This is where a third party such as a manufacturing marketing agency can be advantageous. They can step in and assist when there is a gap at a company in writing capabilities or resources.
Typically, one of the most asked questions Aviate hears around writing projects or scope is “You don’t know the language or the intricacies of my industry, you aren’t a subject matter expert (SME), how can you possibly help me write about it?”
Many individuals have valid concerns about “how” their complex and nuanced business could be understood by someone who isn’t immersed in the industry.
Our answer is that our writers have spent decades shifting and shaping and wordsmithing for a wide variety of brands. Aviate’s seasoned writers know how to appropriately query to pull insights from an industry expert and manage due diligence with supplemental research so that they can produce engaging content regardless of unfamiliar and/or complex topics or vernacular and be able to emulate a brand’s voice.
And you don’t want to confuse a brand’s voice with industry-specific language. They are two distinct characteristics. When you are considering content, it needs to hit the mark with its readability factor.
If your content is too technical, or data or jargon-heavy, you could potentially lose their attention. Awareness and engagement with your target market should be the primary priorities as you map out your content needs.
Your Brand Voice Will Inform Content Writing
Every business should have an established brand voice that helps its audience remember your company and what you are known for. Being consistent with your language, staying uniform with your brand’s overarching story and positioning, and engaging with your consumers through content that matters to them, will help individuals become interested and stay interested in what your business has to offer.
Being knowledgeable about your brand’s voice is one thing. Integrating it into everything you do, isn’t always an easy feat. Brand voice should permeate all content, short-form (social media, brochures et al), and long-form writing (website copy, case studies, etc), whether you do it yourself or hire an outside manufacturing marketing agency or freelance writer.
How Aviate Steps In to Generate Writing Content for Its Clients
Aviate has a thorough intake protocol with all of its clients, for both its design and writing deliverables. We have them fill out a creative brief and provide any positioning, value proposition, or differentiation work that they might have done that offers us insight into how they view their brand.
We then have a kick-off meeting where we further curate industry vernacular and insights. Depending on the scope or phases of a particular project, we also schedule a writing interview whose agenda is to extract additional details from experts and stakeholders for any content that is being produced.
This is how we tackle writing projects and it has worked very successfully for us.
