You may be full of ideas for the design and layout of your new website. But the content on a website doesn’t just write itself. Crucial to your site’s success is the actual message.
That’s why it should never be an afterthought or something that you throw together at the last minute.
Good digital content is a carefully considered blend of high-value “industry information” that prospective clients will appreciate plus highlights about your products, services, or people. Each piece of content is written with a specific goal in mind. That goal may be to build loyalty to your organization, create buzz about a new initiative, product, or event, or increase sales or memberships.
Here Are Some Examples of Communications — or ‘Content’ — That Get Your Message Out to Prospective Clients and Customers:
Newsletter for a Startup Company
Ghostwriting for the CEO of a new company. With enticing subject lines and content that was valuable to potential customers, this e-newsletter regularly achieved open and ‘click-through rates between 35 and 50 percent — in an industry averaging four to six percent for email opens and click-throughs.
Print Newsletter for a Private School
Quarterly newsletter that was valued for marketing, retention, and fundraising for an Ann Arbor private school.
This issue featured student award winners, 25th Anniversary highlights, alumni news, and the foreign language program.
The purpose was to highlight student successes and to honor alumni and founders.
I ghostwrote and curated this blog in collaboration with the CEO for its first 14 months, in addition to managing the company’s social media channels. More examples of content created for this company are available below.
Press releases and careful cultivation of media contacts can generate the most effective marketing content of all — free, organic reporting on your business or organization. This press release announces a documentary film’s upcoming screening at a film festival in southern California.
Press releases may feature product launches, awards received, donations to charitable causes by the company, company growth (new hires), and other news that will be picked up by local media. (Note: This client, a first-time filmmaker, was the runner up for the Special Jury Award at the prestigious San Diego Jewish Film Festival! Click here to read in full.
Other types of content that created for this client included a blog in which Irene Butter, a Holocaust survivor who was the subject of the film, answered students’ questions, as shown here.
Event Flyers and Announcements
You don’t have to look elsewhere for a graphic designer to create visually appealing announcements and attract participation in your events.
Be sure to make your flyers downloadable from your website and feature links to them in your social media posts. If your marketing strategy includes email marketing or a digital newsletter, announce your event there, include a link for downloading the flyer, and ask your audience to share it with their friends.
More e-newsletter content samples:
- Third-grade teacher sees struggling students transform
- 4 free technology tools for your writers workshop
- Professional development & Common Core writing: what works?
More print newsletter content samples:
- Harvard University steering students sway from fast track
- Honoring the Legacy Society and more
- Curriculum highlights, 25th Anniversary, and sportsmanship program
More blog content samples:
- Motivating young writers to revise
- Product launch for a natural toy company. This company’s marketing strategy did not prioritize blogging, but still generated national traffic to its blog and website when it featured timely posts on its social media channels.
- Staff feature on a researcher who changed careers
More press release and event flyer examples:
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