Branded content

When a sales prospect is researching your online content, she or he needs a reason to care. Value proposition-based content, describing how she or he can make money working with your company, is the reason to care.

Short, simple value content in the active tense is best: Our application-specific technology reduces cycle time and increases safety.

Compare the significantly weaker passive-tense version: Cycle time is reduced and safety is increased with an application-specific solution.

Active-tense—subject, verb, object—produces compelling writing. The active tense means action. Here’s a very simple sentence to keep in mind: The dog (subject) chased (verb) the ball (object).

This style will improve your work immeasurably while reducing writing time with brief content that generates greater customer engagement and mindshare.