Many an MSP business contends with marketing needs requiring content creation. Oftentimes, MSPs attempt to do this internally, which can work but is an approach which may expose newer content designers to avoidable errors. Following are several common mistakes of this kind to watch out for:
- Improper Voice
- Dearth of White Space
- Trying to Address Too Much Too Quick
- Relying on Cliches Like They’re Conventions
Your MSP business may be inclined to describe things in a passive voice–think technical writing in the past tense. Flange A is connected to component B and tightened with tool C. Boy, that’s a little hard to get through, isn’t it? Active voice is easier to read.
Also, it’s not just tense and characterization of text that matters. Good content may swing through active, passive, and third-person perspectives. But whichever is used will be appropriate to the writing, and move the content forward in an organic, easy-to-absorb way–that’s the key.
Dearth of White Space
Books can have long paragraphs. But even in page-turners, seeing a wall of text is daunting. When text is spaced more aesthetically, this psychologically facilitates readers. They’re more likely to read content if you’re employing proper quotients of white space. Generally, between three and seven lines of text are best per paragraph. Less is too choppy, more becomes daunting.
Trying to Address Too Much Too Quick
If you’re shooting for a 500-word piece of content, don’t approach it like a white paper. The size of your writing determines how deeply you explore issues. This piece, for example, is a brief overview. It’s merely addressing common writing errors that only really require exposition, and alternative.
An in-depth piece could spend hundreds of words on each topic, but that’s not necessary for this specific content. You need to strategically design writing depth to match content goals. If you try to cram a white paper into a 500-word piece, that’s going to come off choppy and uninformative. If you try to stretch a 500-word piece into 3,000 words, it will likewise feel contrived. There is a balance.
Relying on Cliches Like They’re Conventions
Conventions like bullet lists, subheadings, introductory remarks, summary paragraphs, and authoritative writing can be confused with cliches. A cliche might be a clumsy or obvious metaphor. It could be using language more appropriate to advertisement copy than online content or any number of things.
Avoiding cliche is key, and it’s something new writers are likely to run into. Working with professional agencies specializing in marketing solutions for MSPs can be key in helping you cut cliches from content.
An MSP business with a need for written content should, if designing content internally, be careful to avoid cliches, match topic coverage to content purpose, incorporate balanced white space, and ensure content is engaging. The better your content, the more effective its impact–and the greater longevity it has. Be very careful to ensure all care is taken for best results.