Digital Content by Duane Craig
Words, photos, composites, videos and audio all working together to tell your story.
Your digital content must compete with everybody elses’, while still staying relevant to your audience. Here’s where I think many marketers and creatives lose focus. It’s not about screaming the loudest, or interrupting the best. Instead, it’s about creating and delivering unique messages in unique ways.
Correctness must extend beyond the basics. Punctuation, grammar, technical visual quality and exact SEO get you in the door. But, what about tone? What about readability? What about substance, and what about the correct jargon? These are the aspects that touch people and make your messages memorable.
Your story’s elements need something more than their base attributes. They can startle, they can surpise, and they can remind us of how something feels. Visuals need more than just web mannequins, with their knowing, confident smiles. We must be willing to take chances, step outside the conventional and dare to be different.
Let’s Talk About Your Next Project
We start by outlining the scope and roughly-defining the assets. Then, I write the text or script (if needed). Once we are satisfied with the scope and direction, I go to work on the assets (visuals/audio) to support the story. Soon, we have a first draft. From there it’s review, revise and finish.
Check Out Some of my Nature Product Art
Nature is all around us yet often unseen. I’ve taken some of my original nature photos and added backgrounds. They are available on exclusive licenses for products lending themselves to nature scenes. Beachbags, shopping bags, outdoor equiment, bathroom necessities and kitchen necessities just to name a few.
Words to Stop Using
The popularity of this word no doubt originated with the military and large corporations of yesteryear. People think that when they use it, their writing sounds more official, important and accurate. NOT. What it really says is that you would rather use a seven-letter, three-syllable verb, than a three-letter, one syllable verb. It is also a passivity trap. It encourages you to write passively because it fits so well into sentences where the subject comes after the verb. Its use peaked in the 1980s, declined until about the early part of this century, and has since leveled off. We can only hope that people start using “use” much more frequently, and that utilize goes back into decline
DRIVE (and its derivatives)
Today, if companies aren’t ‘driving’ change or ‘driving results,’ they are helping customers ‘drive’ profits, or ‘drive’ world class somethings or others. People like it because it’s easy to remember, it sounds cool, and it adds action. Problem is, it’s used too much, making your writing sound just like everyone else’s.
Descriptive writing requires more than a single active verb. Try writing specifically what the product or service does or how it helps the customer. It takes more time, and more work, but the result is writing that is more descriptive and unique.
The world always seems brighter when you’ve just made something that wasn’t there before. – Neil Gaiman
Go into yourself. Find out the reason that commands you to write; see whether it has spread its roots into the very depths of your heart; confess to yourself whether you would have to die if you were forbidden to write. – Rainer Maria Rilke
When all think alike, then no one is thinking. – Walter Lippman