When creating a new website or app, businesses often prioritise technology over content, neglecting the purpose of the platform. While technology is important, the business purpose is to enable customers to take action, and content is a crucial aspect of achieving this goal. Ignoring content from the start of a project can lead to an unsuccessful platform. A content-first approach ensures that the product or business owner is clear on goals, target audience, and success measures, which informs the type of content needed and its format. Content is a creative process that requires input from multiple experts and optimisation for search, accessibility, and analytics. Post-launch, content work continues to ensure it remains current, supports marketing or advertising activities, and engages customers.

Writing with a conversational tone is important for effective communication. It is essential to keep sentences short and use simple words instead of complex terms. Empathy with the reader can be shown by answering questions they may have and sharing information rather than lecturing. One should use the first person instead of the second person. Grammar rules should be followed, and it is always a good idea to have someone review our writing before publishing.

Repurposing existing content can save time and money and help maintain relevance. Here are 5 ways to repurpose content:

• Write evergreen content that can be updated with a topical spin to take advantage of heightened interest.

• Turn reports into short blog posts and use them as lead magnets.

• Turn blog posts into Twitter threads or LinkedIn posts to reach a wider audience.

• Create infographics from blog posts, white papers, or reports for sharing on social media.

• Transcribe videos, podcasts, or presentations into short and sharp blog posts.

Clear and simple writing is important for companies as it helps customers understand key messages and make informed decisions. Research shows that investors are drawn to simple writing, and companies that use it attract more investors, cut the cost of their debt and equity, and potentially save money on audits. Conversely, poor corporate writing leads to lost audiences and a decrease in market value. Simplifying corporate writing can be done by using active voice, short sentences, and contractions.