Spellcheck For Content Success

Are you wondering why your social media posts aren’t getting the engagement you think they deserve? It could be as simple as checking spelling, grammar and syntax.

The internet is rife with poor use of written language. It doesn’t particularly matter when it’s our mates posting hurriedly from their phone with a few typos but when a business posts messages riddled with errors it has a different impact.

2016-04-25 18.52.24-1As a business, you’re engaging with people using social media to influence them into buying your product or use your service. Therefore the reader is only likely to react, comment or share your post if they feel what you are saying is of value or interest.

In order to do that, a business needs to stand out with their messaging. But there’s little use in having amazing campaign creative or beautiful images if the accompanying commentary is poorly written.  Here’s why:

1. It looks unprofessional. Why would someone invest their hard-earned cash on your service or product when you can’t spell or post live without correcting finger slips on the keyboard. On Facebook there’s no excuse, you can go back and edit. On Twitter you can delete the message and repost. But even then you could be penalised by their algorithm for posting duplicate content.

2. It’s a waste of time for the reader. While skimming their feed, people are unlikely to stop and spend time trying to decipher a misplaced apostrophe or misspelled word. They’ll skip reading and move on to something which pulls them in more fluidly.

3. It looks like you don’t care. If can’t make the effort to make sure your messages read well, then it could come across as not caring about your customers. So why would they bother with you?

4. It’s not shareable content. People are highly unlikely to share posts with poor grammar with their followers as it equally looks bad for them.

It’s all avoidable. When mentoring clients, we work together to find a process for producing content which works for them. Planning ahead is key: pre-write posts for the week or month then check them after you’ve finished the content and check again before pressing ‘publish’.

I believe EVERY business can produce engaging flawless content. Sign up to my newsletter for details of forthcoming training courses and content workshops.

Let’s Make Beautiful Content Together

There’s nothing more satisfying than working on a set of content for customers after establishing a brief. And it’s even more satisfying reading through your final draft. It’s like poetry – yes you heard me correctly, beautiful, well-crafted poetry.

As readers of other people’s feeds, we probably take for granted the effort businesses make to communicate with their customers. After all, for many users, social media is immediate, chatty and informal. But for business, you need to understand your audience, their habits and tailor content to enhance their social experience if you really want to build an organic loyal following.

When I speak with clients about content, I talk about structure, tone and engagement. These values turn messages into poetry.

Structure; gives context to the information businesses need consumers to know, woven around planned themes, relevant events and fully optimised publishing cycles (e.g. times of week and day when customers are on-line).

Tone; connects customers with a business to feel safe and listened to. The balance of character behind the business voice must match the product or service they are offering. A local pub, for example, can afford to be more playful than a high street bank.

Engagement; creates the call-to-action, builds a two-way hub around the brand and an invites readers to be a part of your business. If you truly want to make an impact in the social media domain, you must consider how you’ll converse with followers before hitting ‘post’ to make comments live. Call it a type of pre-considered spontaneity.

A good raft of content for social channels has this blend of qualities embedded within. Where technical tools are the bones, this is the flesh. And any content writer understands this.

If you’re stuck in a content rut, drop me a line. Let’s make poetry, together.