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We’re almost half way through the year. What new content trends have you noticed emerging in 2014?
They’re not necessarily new, but more and more clients are requiring blogs and opinion pieces. It’s becoming increasingly important for companies to be recognised as thought leaders, and we’re often asked to write whitepapers and blogs to help demonstrate their expertise.
How has Stratton Craig’s service offering evolved?
Given the demand for online content, we have had to adapt to be able to produce high-quality, high-volume content. This has meant changing how we charge for projects, creating a team of writers that are available 24/7 and honing our digital writing skills.
What are the most important lessons you’ve learned in 2014 so far?
High volume does not and cannot mean low quality. It is essential that content is written to the highest standard, engages the reader and communicates a message succinctly. All this, and it should also reflect the values and tone of the organisation.
SEO is a really important part of the mix but we mustn’t forget that the ultimate reader is a human and not Google. There needs to be a balance between ensuring copy includes keywords and links, but is also useful and interesting to the reader. Important information should be quickly and easily accessible.
Do you have any predictions for industry changes or developments in the months ahead?
I think there is going to be more and more demand for high-quality content where companies continue to demonstrate thought leadership and industry expertise. Verbal identity will continue to play a big part, with a number of organisations completely overhauling their communications in terms of structure, navigation and content. Content marketing – currently a bit of a buzzword – will rise to the forefront as more companies review what they’re saying, plus how and where they’re saying it.
What are you most looking forward to in the second half of the year?
Sinking our teeth into some big corporate websites. We have a lot of fascinating projects underway where we are helping to develop the tone of voice as well as implement it across large volumes of content. I’m excited to grow our digital writing team in order to accommodate this need.
If you’d like to know more about our services, please get in touch on 020 7593 4014 or drop us an email. Harriette and our project managers would love to hear more about your requirements and explain how we can help.