Dear Client: Your Content Is Key To Great Marketing

Creating Website Content

So you want an amazing website.

You want all the professional bells and whistles, the sleek design, and the clever taglines that make a website admirable. While all these are important, there’s one core ingredient that brings a good website together.


A polished design and some fancy buttons can never replace the value of what you have to say. In our opinion, a website is only a container for the information. Same goes for posters, pamphlets, banners, Facebook ads, and so on. Design and content need each other to survive: design works to catch the eye, and content drives the sale home. That’s why we like to think of ourselves as a content-first agency.

For a simple example, think of a staff gallery as a page on your website. Without a few pictures, bios and contact information, it would be a page of names useless for potential customers. Similarly, services should be explained with detail and a few photos as well.

Or what about an event calendar? You could have a calendar on your website pointing to important dates for your business, but if you included descriptions, pictures, and reasons why customers might want to take part, your content could reach a greater marketing potential.

Tell me, what is content?

Content is the text, pictures, videos, graphics and information that a viewer absorbs. These different flavours of content work together to reflect your company and message. This means it’s incredibly important to create content with a purpose. If you don’t know what your content is for, neither will a customer! Knowing who you are, what you do, and what your customers want will help establish that brand identity, making it easier for potential customers to find what they expect. Better content means a better experience for your target audience.

Great content matters.

Your content (information) is what customers look for. Flashy marketing might reel them in, but great content keeps people engaged. This makes it extremely important to never overlook the quality of your content. Content closes the sale and compels actions from your viewers.

Amateur content

It’s not uncommon for businesses that request our services to supply their own content. Amateur content refers to content created by an individual who has not been trained for this purpose, such as an employee or family member. It’s much cheaper to produce, but often lacks strategy, purpose, and power. Simple errors like incorrect grammar, spelling, information, or tone of voice seem silly. But if uncorrected, these can do incredible damage to a business’s marketing campaign. At a more complex level, content strategy, search engine keyword integration, proper metadata, and effective call-to-action’s are all a part of good content that often can’t be reproduced at an amateur level.  So while amateur content might save money for the time being, it may actually prevent businesses from generating the full potential of revenue their marketing could be achieving.

That said, we’re glad to help you with your self-written content. Our blog posts cover how to create content, how to make it meaningful, and even how to choose fonts. We’ll even proofread and brighten up your content if you want. All you have to do is ask! 🙂 (We call this copyediting.)

We call this copyediting, which I’ll expand on in a future post.)

Professional content

Composed by experienced individuals, professional content makes sure that the company you’re proud of is the company your viewer sees. We assist with many types of content creation, such as quality video, infographics, and something our industry calls ‘copywriting’. If a picture of a little ‘c’ in a circle and legal rights came to your mind, chase those thoughts away. Copywriting is the process of gathering key information from a business and putting it into writing so seductive that the customer can’t resist reading more. It also makes sure that online, search engines can find it easier and direct traffic to your website. Our copywriting process ensures that your company gets the most from your marketing.

Good Content Writing Strategy

These are some examples of copywriting techniques our creators use, and great tips you might find helpful.

  • Use the right keywords. Seeding the right keywords into your content helps search engines (like Google) find your website. If you’re a shoe store, but make a whole website without mentioning ‘shoes’, search engines will take one look and label it irrelevant. This process is called search engine optimization, or SEO.
  • Keep jargon to a minimum. Using field terminology is time-saving, but for those who don’t know it, jargon is intimidating and hard to navigate. It’s crucial to write with the audience in mind.
  • Choosing the right tone of voice. Sometimes it’s proper to use a formal tone of voice, and other times using a casual voice is more effective. We find the right voice for every company.
  • Know when less is more. A company’s opening hours shouldn’t be a 200 word paragraph, and likewise an ‘About Us’ section is less effective when reduced to bullet points. From our years of experience we offer our most effective content strategists.
  • Show your best side. Behind every great company is a passion, and we work with you to help bring that passion to your customers. We get them excited about what you’re excited about, and then everybody wins.

How Do I Get the Best Content for My Website?

You might find that amateur content is the best fit for your company, or you might see yourself investing in our professional services. Either way, we are happy to lend a hand. We have a couple tips to help you communicate your visions to us so we can make them a reality.

What you don’t tell us we won’t know.

You’re the expert of your company, so it’s important that you convey information about your company to us with details and accuracy so your marketing material reflects that expertise. Don’t worry, we’ll also help with probing questions.

Make time for qualified individuals to meet with us.

An owner or manager can always better articulate the goals and identity of the company than a new recruit or intern. Make sure that the individual you trust to inform us is an individual you would trust to inform a customer.

Gather your documents ahead of time.

Any previous marketing materials, mission statements, services, high quality pictures, videos, etc. compiled ahead of time make for fewer meetings and faster service. Going into the meeting, it’s a good idea to have collected:

  1. The purpose of each idea you have (e.g. you may want posters, but what do you want them to say and do?)
  2. A profile of your average customer (e.g. is your everyday customer looking to donate, find information, shop, or learn?)
  3. An idea of how you want your company to be seen (e.g. professional, laid-back, intelligent)
  4. Any problems you hope to have solved by your marketing (e.g. inform customers of waiting times or opening hours)
  5. A full list of your products and services, especially ones you want to promote
  6. A full list of any staff members that you might want to showcase, with bios and pictures
  7. Questions! We are here to answer any questions or lack of assurance you have.

We Work Together.

A website is like a box, a container for your content. Until we know what that content is, we don’t know how to build that box.

The importance of content spans across all mediums: websites, posters, brochures, calendars, picture galleries, and more. Even if you plan to write your content without our copywriting services, it’s important to convey exactly what type of content is going to be occupying the space we create. This makes it easier for you, our team, and the nation. (Okay, maybe not all of Canada, but at least you, our team and the customers that will visit your future website!)

Good content is our most valued possession, and it should be yours too.

Kendra out. *drops mic*