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Which company profile below piques your interest more?

Example 1:

“Hey, we’re Company A. We work to provide solutions to your issues. We have several high-profile projects coming up in the next few months. If you’d like to work with us, you can always give us a call!”

Example 2:

“Hey, we’re Company B! We’ve been part of the recent (high profile program you recognize) in conjunction with (company you’ve heard of). It is focused on improving the welfare of people from (community or area you know). Our recent case studies, (case 1) and (case 2), have been published in (publication you recognize). These projects have (results that you would value for your business). If you believe we can help your business with a solution, inquire with us. We’re here to help!”

Sometimes being short is not always sweet. Besides its length, Example 1 also lacks details. It is vague, using terms like “provide solutions,” “several high-profile projects,” and doesn’t attempt to build any rapport.

On the other hand, Example 2 is specific. Its description sends a “value-driven” message, with examples and results that you, as their audience, can relate to. To top it off, it shows a more personable approach compared to Example 1.

Brand personality is critical in digital marketing. In an increasingly information-saturated world, it helps your brand stand out. Your company profile – from your “About Us” page to your social network profiles – shares your personality with an audience, and it’s imperative that it resonates.

What makes a company profile boring?

In Example 1, any audience considering the company’s services may find it ineffective because it does not provide any detail that makes it appealing. Less ambiguous statements that are backed by data and are specific can improve it tremendously.

In fact, Example 1 committed almost every company profile-writing sin on this list because it was too brief. In a way, it doesn’t consider any interest of its audience, which just makes it plain boring.

The importance of company profiles for brand development

Your website is your virtual office in cyberspace, and your social media profiles are your online “outlets” representing your brand on their respective networks. Anything you say in these profiles reflects the image and values of your company.

A company profile should reinforce and proliferate your brand’s authority in your respective niche or industry through a well-developed story. It is therefore important to invest some time in creating a good one. Here’s how you can bank on your strengths without going overboard.

Five Ways To Create an Exciting Company Profile

1. Create Your Unique Tone Of Voice

Everyone knows this: black and white are boring when compared to the spectrum of colors on the color wheel. The same way a colorful website drives attention to elements you wish your audience to focus on, a ‘colorful’ company profile can really make your brand stand out and be noticed.

It is first important to develop the right tone of voice that resonates with your defined customer persona. More importantly, the tone of voice is something you must be comfortable with personifying to the world. The table below shares voice characteristics you may consider for yourself.

company-profile-characteristic

The right ‘color’ for your company profile can have an amazing inbound effect as it proliferates.

2. Keep It Simple

A company profile should not be too short, à la Example 1 above. At the same time, being overly verbose can be detrimental too.

Here is an example that comes across as tooting its own horn without caring for what a reader may be interested in:

“Hello there, we’re Company C!

“We have recently worked with Company A’s project in Africa. Handled by our personnel A, B, and C, each specializing in (expertise 1, 2, and 3), we’ve achieved stellar results in the project that made (variable 1, 2, and 3) each have a respective 230% increase while having only a 2% margin of error.”

On the surface, it seems like it has all the ingredients that might sell your company right. However, it is too lengthy and has lots of unnecessary details that borderlines on narcissistic. Your audiences want to know what you did, how you did it, and how it ended up with just enough details that are easily digestible in a few seconds.

In comparison, Example 2 is about the right length. Each sentence is focused on improving the understanding of the reader about their business. Specifics are kept to a minimum, enough to impress readers, but shies away from overloading them with percentages as listed above in Example 3.

The language utilized also needs to be simple enough that even an 11-year-old can understand it. It is important to ensure audiences outside your industry can easily understand your profile. This helps it to proliferate faster.

3. Tell a Story

linkedin coca-cola

People bond over stories. While discussing your company’s results with clients, your profile also needs to mesh its personality with a mission and purpose. Get readers to “be in your corner” when they read it. Humanize your profile to help your audience connect.

If pitching your profile online, via social media, for example, utilize the area provided for writing your “About Us” section. Try including the origin story of your brand and the values that make your company what it is. See Coca Cola’s LinkedIn profile, a network that allows more space to write a lengthier profile. On other social networks, try condensing it while maintaining the story.

Read the “Do’s and Don’ts of Writing Your Company Story” for more details.

4. Organize Your Narrative

As you may have guessed – there are many perspectives you can add to your company profile. We describe 3 different styles, each focusing on different things for their company narratives:

The Friendly Neighborhood Business: Small and medium businesses targeting their local communities benefit greatly from this type of narrative. The narrative focuses on the brand’s values when it comes to creating their products or providing their services.

For example, Riverside Foods’ narrative focuses on the founding family’s first food mart and their experience forging the standards they have in providing their quality products and services.

company-profile-riverside

The Professional and Clean-Cut Solution: Medium to larger businesses targeting other businesses use this particular narrative in their descriptions. It focuses on their processes and continuous development of practices to optimize their operations.

An example is Addiction Foods. It is a custom pet food manufacturer for dog food brands, writes in their ‘About’ page that they focus on reinventing and revolutionizing pet food formulation and production consistently for their clients.

The Doer:  All businesses of different scales can find this particular narrative style efficient in developing brand retention despite its objective and achievement-driven voice.

Henrik Plumbing from California uses a third-person narrative approach in their description. It details their specialization in residential, commercial, and industrial piping services. Further stress is placed on their efficient operations due to their 25 years of experience providing their services.

5. Test It Out

Before publishing your company description, have someone else read your profile. This isn’t just to spot editorial mistakes.

You can easily develop tunnel vision when writing descriptions. Another set of eyes helps to reveal areas to make it appeal even more.

The more people you share your profile with, the better. It’ll allow you, over time, to collate feedback and craft an even better company profile that has a greater impact on your business.

Wrapping Up

Company profiles tell people what your company can do, how it began, and what it can, and has, achieved. It’s something worth investing time in and crafting with care. Best of all, it’s easy to do!

We hope these five simple steps can ensure that your profile stands out from the rest and creates the right traction for your brand.

As the use of the Internet grows every day, so does the popularity of content marketing as well as content marketing myths. It should be a priority for you because every website, social media campaign, and even Adwords campaign, thrives on content. As a digital marketing agency, we’ve noted how clients have reaped long-term benefits from creating and publishing quality content. They enjoy an expanding reach, grow their new customer base, and have established brand authority through content written years ago.

Content is the heart of any digital marketing campaign. Without it, the beautiful aesthetic of a website or an expertly edited video is ultimately useless in converting a visitor. However, there are some myths that have proliferated over time as well. Some content marketers still espouse and back these statements, which we’d like to dispel. Want to know what they are?

5 Content Marketing Myths and Expectations

Myth 1: Quantity of Content Trumps Quality

This wasn’t a content marketing myth just a few years back. Back in 2011, when you published more content, you would expect a much larger reach via organic search. As a result, marketers sacrificed quality for quantity to rank for more keywords on Google.

The Google Panda update in 2011 started penalizing “thin content” sites and every new update to the algorithm since has further clamped down on poor quality content. Today’s marketers have realized that pushing out a high volume of content doesn’t help them achieve their goals.

Why is quality content attractive? It is information people are searching for and provides well-researched depth on the topic. If you spend the time and effort to research the facts and put it together coherently in a quality article, people will love you for it, and your reach will widen for sure. Remember, a single blog post that reaches thousands of people is more valuable than a thousand blog posts that reach a handful of people.

Myth 2: Great Writers Come Cheap

Have you ever heard or thought – “Anyone can do the job, it’s just writing!”

A major reason behind a company’s failed content marketing attempt is setting unrealistic expectations of high quality content in a short space of time for the lowest cost. Like any project, the Project Management Triangle holds true for content marketing as well.

You may think it is easy to write quality content that goes viral, and are therefore unwilling to pay for the right content writers. If you hire a cheap writer, chances are your results probably won’t be spectacular. Even if you find a needle in the haystack, eventually, they would be demotivated – so invest in a good, quality content writer.

It is not easy to produce quality content. Writers have to invest time and effort to develop a genuine understanding of your brand and your audience in order to create amazing content that resonates. In the long term, it will be worth it. Looking to work with an agency for your content creation? Reach out to us.

Myth 3: It Costs Too Much!

This content marketing myth can be busted quite easily. First, let’s come to terms with the fact that every major marketing platform today will cost you money to reach an audience at scale.

Therefore, on the surface, content marketing can seem expensive. You can spend a lot just developing producing quality content. Then, you have to invest in SEO and/or online advertising to drive traffic to the content.

However, it is very interesting then, that according to CMI, B2B marketers choose to spend 39 percent of their marketing budget on content marketing. Why do they see the value in content marketing? It is because studies show that 68% of consumers spend time reading from a brand they’re interested in, and B2B researchers do 12 searches on average prior to engaging on a specific brand’s site. Companies who actively market their content enjoy 67% more digital leads. All of these statistics point to content marketing being a great lead generation tool.

It is imperative that you focus on the ROI rather than the cost. Over a prolonged period, your content marketing costs will seem minute compared to your gains.

Myth 4: It’s Not For OUR Audience

Whether you’re selling watches for a niche audience or a mass consumer product like cheese, content is for everyone. It’s simply a matter of what FORM the content takes. While advertisements work for some brands, 70 percent of consumers prefer to get to know a brand through an article instead of ads.

People crave personalized content these days. This is why companies who make their audience feel like a part of their community, through conversation and useful information, see promising yields. Based on your customer persona, your audience may enjoy viewing photography, illustrations, infographics, videos or even slideshows instead of reading long-form blog posts. So mix and match these other formats with your written format to appeal to your audience. However, understand that it’s the content that draws them in.

Myth 5: We Don’t Have What it Takes

Content marketing is still quite young in the digital marketing world. As a result, marketers and companies still have a lot of learning to do before they start seeing results.

In a survey of 1,000 marketers, it was found that the biggest challenge with content marketing was creating the content. Despite this, 80-90% of both B2B and B2C marketers still choose to strive towards creating quality content because they understand its ability to create stronger brand authority and retention among customers.

It can get overwhelming trying to learn content marketing from various sources – hence we suggest finding a course or even reading a book. We’ve recently released our own Content Marketing on Steroids ebook on Amazon that you may choose to learn.

Alternatively, if you have the budget, you can work with a digital agency to run content marketing for you.

Content Marketing For The Long-Term

There are plenty of reasons to allocate a portion of your marketing budget towards content marketing. However, you should always consider your business objectives. If you’re looking for immediate payoffs, then content marketing might not be for you. Investing in PPC advertising and email marketing would be better.

It’s always good to have a mix of short-term and long-term goals. Content marketing may take a longer time to yield results but is certainly a good one. With the content marketing myths debunked, we hope you’ll go ahead with your content marketing strategy!

If you’re looking to learn everything you can about content marketing, I’ve got the perfect book for you! Check out my first eBook “Content Marketing on Steroids” to learn from tried and tested methods. Create a content marketing strategy that works and gets you the ROI you’ve been looking for! Get your copy on Amazon now!

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