Today I read two blogs in total contrast to each other that really got me thinking.
One was on email copywriting, and thinking about writing emails as an author would think about a novel. It's a great reminder that the email copywriter has a responsibility to not only "sell" something but to use thoughtful, meaningful approaches to writing to do so. And my apologies to Mike May, the author, if my paraphrasing of his post is not quite what he intended!
The other was on a content marketing checklist, called "Creating Valuable Content: An Essential Checklist." For me, it presents a real contrast to the email copywriter blog. It represents something I fear about content marketing, that it will become formulaic. When our checklists are all about making sure we've used the right tags and included a call to action and a sharing link, well, where's the checklist that asks "Is the content authentic? Is it engaging? Is it real? Is it customer-centric?"
Like Mike May alluded to in his post, content must still be good content! You could use a checklist for an email too, and it wouldn't look all that different from this content marketing checklist. But both the email and any other kind of content you produce must have some substance and a reason for being beyond a place to put tags and sharing links.
I know the creator of the content marketing checklist knows this. I just get a little nervous about the direction of this kind of thinking, away from the quality of the content itself and toward the technical, formulaic details.
I'm just sayin'.
One was on email copywriting, and thinking about writing emails as an author would think about a novel. It's a great reminder that the email copywriter has a responsibility to not only "sell" something but to use thoughtful, meaningful approaches to writing to do so. And my apologies to Mike May, the author, if my paraphrasing of his post is not quite what he intended!
The other was on a content marketing checklist, called "Creating Valuable Content: An Essential Checklist." For me, it presents a real contrast to the email copywriter blog. It represents something I fear about content marketing, that it will become formulaic. When our checklists are all about making sure we've used the right tags and included a call to action and a sharing link, well, where's the checklist that asks "Is the content authentic? Is it engaging? Is it real? Is it customer-centric?"
Like Mike May alluded to in his post, content must still be good content! You could use a checklist for an email too, and it wouldn't look all that different from this content marketing checklist. But both the email and any other kind of content you produce must have some substance and a reason for being beyond a place to put tags and sharing links.
I know the creator of the content marketing checklist knows this. I just get a little nervous about the direction of this kind of thinking, away from the quality of the content itself and toward the technical, formulaic details.
I'm just sayin'.
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