Get creative with your content

When writing content for your website or blog, it can be very easy to rely on jargon and technical language to make your point. However, the strongest web copy takes a more creative approach, and isn’t afraid to tell a story.

Using creative writing devices can help you engage your readership. Literary devices such as alliteration and assonance will help key messages and tracts of text to lodge in the brain of the reader as the human mind is keyed to remember repetition. Alliteration is the repetition of consonants, such as – Cotton Candy makes a mint. Assonance works similarly but repeats vowel sounds, for example: So if you think your company is too cool for school when it comes to social media …

Descriptive tools such as simile and metaphor can help readers instantly visualise the topic at hand. Similes use direct comparison, for example: the effect of this new product on the business was like rain on a drought-hit garden.
Metaphors skip the comparison and describe an object as being something else – a famous business metaphor is to describe the economy as a plant, as epitomised by the now infamous phrase ‘the green shoots of recovery’.