First, he used a LinkedIn post to tell the story behind the Verge's story about Michelle Obama's mastery of social media.
That post (of course) linked to the long Verge article, with a bold, easy-to-read layout incorporating numerous short video clips. All of which work just fine on a phone screen too. Including the one of her singing to a turnip.
What Small Businesses Can Learn From All of This?
- Good content can be shared in multiple ways. In the process of creating a single piece of content, you'll usually find there is a preamble and/or a follow-up piece that can enhance the main piece of content - as Bareham's LinkedIn post neatly shows.
- Every product has a personality. Work it! Admittedly, Mrs. Obama has a little more personality than most, but, hey, let your work inspire you. I once conducted an interview with a vehicle wrap. (Us B2B copywriters can get a little...funny. Or as I like to say, "inspired.")
- Eat to please yourself, dress to please others. OK, you got me - that's not my line; somebody else said it first. I use it to illustrate the point that no matter how good the writing and overall message, your content - the whole package - has to present itself well. And in 2016, that means the words, pictures, videos, vines, and if you've got one, a star-studded soundtrack, all have to work together. Yes of course, that sort of production is out of reach for most small businesses but at least, please, proofread and take a little time with layout, eh?
This post is part of my slow-but-growing list of excellent examples. If you'd like to share an excellent example of business copywriting, B2B content, or journalism, please contact me here, through my website, or on Twitter.