About Red Wagon Writing
Megan Tsai is a content specialist providing marketing copywriting and consulting services for clients across the nation.
Press releases and press kits
Trade and feature articles
Catalog descriptions and articles
Brochures and booklets
Video and CD-ROM scripting
Corporate image pieces
Contact Megan Tsai
Copywriter & Content Specialist
Owner, Red Wagon Writing
3265 Streamside Dr.
Greenwood, IN 46143
|Red Wagon Writing
Marketing Tip of the Month
Strategies for Complementing your Copy
Great content marketing is about more than just writing. While copy is certainly the lynchpin of quality marketing content, its effectiveness can be dramatically improved through design and photography. When used strategically, these tools can clarify complex information, highlight important information and even add emotion and drama to the dullest business topics.
In addition, design and photography are extremely budget-friendly but often underutilized. While many businesses don’t bat an eye at paying professional rates for a talented copywriter, they frequently attempt to handle the graphic design of their content marketing pieces internally. Depending on the time, ability and resources of in-house designers, this attempt at cost savings can result in a missed opportunities to enhance marketing content. It is also misplaced frugality: great freelance designers and compelling stock photography can usually be found for just a fraction of the project’s copywriting costs.
Another common misstep for content marketers is not communicating the graphic design strategy with the project copywriter. While top copywriters will often provide ideas for tables, graphics and pull quotes without being asked, it’s always a good idea to communicate these needs with your copywriter. Even better, consider putting the project’s copywriter and designer in touch before the project begins so they can brainstorm together what images and graphics could be incorporated into the project.
Here’s a look at some of the graphic design and photography techniques that can be used to enhance your content marketing projects:
Infographics present complex information quickly and clearly using compelling design. In-depth infographics can even be a stand-alone content marketing pieces. They’re often seen in magazines, where they can take up a full two-page spread. For inspirational examples, check out www.coolinfographics.com.
Graphs are often disregarded because they’re seen as too complex, but they can actually be a great way to simplify information. Just because you don’t have huge data sets doesn’t mean you can’t use a graph – Venn Diagrams and pie charts are great examples of simple but useful graphs.
Tables make it easy to compare and list information. Comparison tables, such as pricing tables, are also a useful graphic design tool.
Photography can be used to convey emotion, even with hum-drum topics. For example, the frustrated expression on a computer user’s face could be added to a white paper about overcoming I.T. challenges. Even if you don’t have a photo library for your business, there is a wealth of quality stock photography available at reasonable prices.
No matter which design strategies you choose for your next content marketing project, you’ll find the relatively small cost will deliver an impressive return on investment.
Writing Tip of the Month
Don't Become a Dictionary
Words were designed for a reason. Fuchsia is a bright shade of pink. A nursery is a room for a baby. A forest is made up of trees. Twins come in twos.
Unfortunately, it's something writers often forget. They write about the fuchsia-colored shirt. The baby’s nursery. The forest of trees. The two twins.
Including these unnecessary descriptors makes writing less concise and dilutes your prose’s power. Avoid becoming a dictionary when you write by omitting unnecessary words and allowing the words you choose to do the job for which they were created.