In today’s marketing world, new tools and tactics are forcing forward-thinking marketers to change their approach. Gone are the days when writing about your brand’s name or products ends in your desired result. The modern marketer needs to understand how to be a compelling storyteller, which includes writing content in a variety of different ways.
Here are today’s three most relevant marketing writing styles and when to use them.
News/brand journalism style
The news/brand journalism style is perfect when you want to tell a story from your brand in a credible way that appeals to your target audience. To write in this style you need to understand “news value” as applied to a brand, which includes recognizing what your target audience cares about. Marketers need to adapt to the new style of understanding when a story is right for brand journalism and when it is too commercial. Skilled brand journalism writers can often transform a company initiative into a compelling story with real news value to the target audience.
Lifestyle writing style such as listicles, quizzes and other non-traditional writing
Lifestyle writing for marketing can be a place to have fun with content. If your story lends itself to bullet points and small nuggets of information, consider a listicle. Another type of lifestyle content is a quiz which allows you to associate your brand with something larger such as a movie or iconic character. Some quizzes allow you to quiz your audience on a variety of topics, which can relate to your brand message. For inspiration, look at examples such as the quiz we created with Orlando Health (Can You Guess the Healthier Halloween Candy?). As with any type of content, don’t forget to write with specific goals in mind including brand engagement. Lifestyle content is extremely shareable!
Expert blogs written in first person
Use this style when you want to position your brand as a thought leader without feeling like a commercial. Identify the top experts in your brand and determine which leaders are the most media-friendly. Then coordinate an information funnel so that you start receiving regular communications on their specialities and topics of expertise. To succeed at this style of writing, be sure that your writing captures the expert’s voice in an way that feels authentic. Expert blogs work best when done on a consistent basis.
Lisa Arledge Powell is president of MediaSource , a public relations firm that specializes in brand journalism. MediaSource has been named Best Health Care Agency in both 2013 and 2014 in Ragan’s Health Care PR & Marketing Awards. Connect on Twitter: @LisaArledge.