I love content. I am the first person to credit a site that finds that perfect balance of words and images for their brand. That being said, I think too many of the little guys are afraid of really shouting out what makes them special and instead sound like a dirty little brother of the big sites.
Unfortunately they don’t have the budgets that big brands have for SEM and digital marketing so they find themselves on page 4 of the search results because while their content sounds just like everyone else, their site has less links and credibilty.
While the socially acceptable way to approach both product and site content is to think about telling the customer your story while weaving in responsible SEO and deep links; is that the best way to address every brand?
Some pretty successful small/medium businesses make their brand by specifically being clear and concise in their copy. Sometimes that means the use of words or phrases that a lot of us shy away from.
Their specialties are not just about helping your brand sell its stuff, but also about defining a voice for your brand. If your brand is “The Shit!” and you are afraid to tell people you risk becoming another bland voice in an ocean of bland voices.
I understand that most big corporations need to focus on their voice and their customers expectations, but if you are a small or medium business that is designed as clever and cheeky don’t be afraid to use a bit of real language to get your message out there.
Translate your passion about your level of awesome in your content.
Differentiate yourself and define your own online voice. Don’t let the big guys define you.
I can tell you I am personally more likely to click on a link claiming that this widget is “the best fucking widget on the planet!” before I click through to another beige sounding widget.