Notes on: Content

No it is not easy to write. It is as hard as breaking rocks. Sparks and splinters fly like shattered steel. — Clarice Lispector

Many have lamented the struggle of writing. No matter if it’s creative writing or brand content - it’s rough. But I do have one point at which I have found real value to the task. And NO. AI can’t have an idea for you.

Here are few notes on writing brand content.

Short vs. Long: Everyone loves to say that no one reads. Margaret Fuller famously said, “Today a reader. Tomorrow a leader.” There you have it. But everything has its place, especially in writing brand content. The headline grabs attention, while the subhead provides the kicker. The first paragraph should inform the reader enough to grasp the big idea. After that, most people scan until they find a section they want to engage with. That’s a great reason to include punchy section headers and takeaways. And don’t forget your keyword research.

Timing: AI can certainly help, especially when working with tight deadlines. But when creating impactful brand content, it’s essential to consider the broader timeline. Sometimes, writing a brief can get bogged down by differing stakeholder opinions, which is acceptable. Once you start the process of actually writing the piece, commit to completing it within two weeks. If you can’t meet that deadline, you may need to reconsider the approach. Yes, there needs to be a brief—I promise to do a post on briefs soon.

Between Drafts: Clarice Lispector was described as looking like Marlene Dietrich and writing like Virginia Woolf—a comment Lispector found sexist. Personally, I find her work invites us to confront ourselves in uncomfortable ways. “The Hour of the Star,” “A Breath of Life,” “Near to the Wild Heart,” “Agua Viva,“ and “Family Ties“ are just a few of the works I have spent hours with. However, I find the most intriguing aspect of writing brand content occurs between the first and second drafts. Allow time to provide feedback to your writer a day before your meeting. This conversation will be invaluable, either dialing in the work or exploring new opportunities to expand an idea you may not have anticipated. This stage is where breakthroughs happen—it involves real conversation, challenges you to be thoughtful, and requires intentionality about your brand.