Iryna Kut - an author of digital content for business. How to talk cool about something you don't know better than the founder.
Today, the labour market is full of vacancies and job offers that sound something like "Digital content writer" or "Business writer". And in this case, we are not talking about looking for journalists who create texts in the form of short news or interviews. It's about authors who can write in easy-to-understand language about complex and interesting business processes, whose texts will be of interest to media editors and a wide target audience at the same time, says Iryna Kut, a writer, digital content creator, and media professional.
According to the expert, press services of companies that work in outdated press release formats are less and less likely to interest their potential target audience with information about the company, its products or services, innovations or achievements.
"We live in an era of wide availability of information and limited time for each of us to consume it. Accordingly, all information in a large text format with at least a hint of direct advertising is a priori not interesting to the audience. At most, you can expect that the consumer will read the headline to it, but no more. However, businesses have always sought to tell about themselves.
Each brand tries to become popular first, and then works with all its creative strength to increase consumer loyalty. This means, in fact, the consumer's commitment to the brand, which is based not only on the quality of its product or service, but also on the fact that the consumer shares the values of this brand, admires its development, transformations, resilience to challenges, etc. This brand information needs to be communicated and broadcast in a systematic and professional manner. That is why the profession of business writers has emerged in response to the demand of the times," - explains Iryna Kut.
To write about a business in a simple, interesting and engaging way, you need to get to know it very well. As Iryna Kut explains, even owners and top management often do not see their advantages that would make them stand out in the field of advertising materials. However, a professional author of such content should see and feel it.
"When a person is working within the system, many processes seem familiar, vague, and mundane. But when these processes are described to me, for example, it is these mundane ones that may end up being the main "cover" of the next business information campaign. After all, an outsider's perspective and a little bit of a stirring word can make a company and its story interesting to a very large target audience," - says Iryna Kut.
According to the expert, there are several key rules for writing business stories. Iryna Kut adds that these are her own rules that may be useful to others.
"The first rule is to never lie about a company. Never. Do not attribute things that never happened and do not invent something that will never happen.
The second rule is to talk about the business through the people behind it. Through real, living people who put their energy, dreams and inspiration into the development of a business.
And the third rule is not to imitate others. Even if we are talking about someone else's successful communication cases. You should rely solely on your own individual characteristics. After all, what worked for someone can have a completely opposite effect for others," - Iryna Kut summed up.