Start Your Engines: Writing Your Non-Traditional Words

All too often, Bredemarket confines its writing discussions to the traditional ABCW (articles, blog posts, case studies, white papers) categories.

But what if your content needs are non-traditional and fall outside of the usual nice neat business writing categories?

If you are an Inland Empire business who needs words, but not in the traditional “ABCW” (articles, blog posts, case studies, white papers) business types, Bredemarket will help you with your non-traditional writing needs.

Take a look at the examples I’ve provided below, and if these spark interest within you, authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.

• Email me at john.bredehoft@bredemarket.com.
• Book a meeting with me at calendly.com/bredemarket. Be sure to fill out the information form so I can best help you. For example, if you’re an Inland Empire business requiring non-traditional content, fill out the form accordingly.

• Contact me at bredemarket.com/contact/.
• Subscribe to my mailing list at http://eepurl.com/hdHIaT.

Here’s what I’m going to talk about in this post.

• The traditional 22+ content categories
• Non-traditional content: going to a car show
• Your non-traditional business communication needs
• Why and how Bredemarket creates non-traditional content

The traditional 22+ content categories

Sometimes I’m guilty of traditional thinking. Too traditional.

I won’t say a lot about this because I’ve said it before, but I’ve defined 22 fairly traditional categories of content that I (and Bredemarket) have created and can create.

I won’t go into all 22 types again, especially since some of them are internal content rather than customer-facing content. But I’d like to highlight the “ABCW” four types that I mentioned at the beginning of this blog post, plus a couple of others.

Articles and blog posts

I’m lumping articles and blog posts together, because while some “experts” try to draw hard-and-fast distinctions between the two, they’re pretty much the same thing.

Whether it’s a blog post on your website, a post or article on LinkedIn, or even some extended text associated with an Instagram picture or a TikTok video, what you’re creating is some text that entertains, persuades, inspires, or educates your reader, or perhaps all four. You set the goal for the article or blog post, then tailor the content to meet the goal. (I’ll talk more about goals later.)

Case studies

Case studies show your readers how your solution was applied to someone else’s problem, and how your solution can benefit your prospects with similar problems.

Maybe your prospect is a city police agency that needs a tool to solve crimes, and your case study describes how your solution solved crimes in a similar city. Again, you set the goal for the case study, then tailor the content to meet the goal.

White papers

On the surface, white papers are informational, but when a company issues a white paper, the “information” that the white paper provides should gently guide the reader toward doing business with the company that issued the paper. Using the example above, you could write a white paper that outlines “Five Critical Elements for a Local Crime-Solving Solution.” By remarkable coincidence, your own solution happens to include all five of those critical elements. Again, you set the goal and tailor the content.

Briefs, data sheets, and literature sheets

Perhaps you need to provide handouts to your prospects that describe your product or service.

Regardless of whether you call these handouts briefs, data, sheets, literature sheets, or something else, they should at a minimum contain both “educate” and “persuade” elements—educate your prospects on the benefits of your product or service, and persuade your prospects to move closer to a sale (conversion).

Again, you set the goal and tailor the content.

Web page content

If your business has a web page, I hope that it has more words than “Under construction.” Whether you have imagery, video, audio, text, or all four on your web page, it needs to answer the questions that your prospects and customers have.

You know what I’m going to say here, but it’s still important. You set the goal and tailor the content.

But…what if your business needs content that doesn’t fall into these traditional business categories?

Non-traditional content: going to a car show

I went to a car show this weekend—specifically, this year’s Route 66 Cruisin’ Reunion in downtown Ontario, California. (Yes, I know that Route 66 actually passed three miles north of downtown Ontario, but work with me here.)

While some of the exhibitors were personal, some of them were businesses. As businesses, what was the major marketing collateral that they generated?

Not a blog post, or LinkedIn article, or any of the traditional business media collateral.

Their marketing tools were the cars themselves.

So perhaps you may assume that car show exhibitors don’t need textual content. Your assumption would be incorrect.

In addition to the car itself, this exhibitor included poster boards with words describing the car.

Another exhibitor did the same thing.

So while these car show exhibitors didn’t choose a traditional way to convey their words, they shared written text anyway.

Your non-traditional business communication needs

Maybe you don’t have a classic car. Maybe you don’t have a car at all. Do you need to share words with your prospects and customers anyway?

Now I don’t know your business communication needs. You do. But I can guess a few things.

1. Do you need to tell your clients/potential clients why you do what you do?
2. Do you need to tell them how you do it?
3. And last but not least, do you need to tell them what you do?

I know that this may seem like an unusual order to you. Why not start with what you do?

Because your customers don’t care about what you do. Your customers care about themselves.

If you keep the focus on your customers, the answer to the “why” question will induce your customers to care about you, because it shows how you can solve their problems.

Let’s illustrate this.

Why and how Bredemarket creates non-traditional content

You may be asking why I create content in the first place. There are countless content creators, both human and non-human. Why turn to me when OpenAI and its bot buddies are a lot cheaper and faster?

The simple answer is that I am obsessed with writing, and in this era of self-description, I self-describe as a “you can pry my keyboard out of my cold dead hands” type. (It used to be a typewriter, but let’s stick to this millennium.) And with my many years of personal and professional writing, I’ve honed my ability to take concepts and make them meaningful to readers.

Which brings me to how Bredemarket works.

1. Bredemarket’s service is independent of content type. I don’t have a “Bredemarket blog writing service” or “Bredemarket data sheet writing service” or “Bredemarket case study writing service.” My services are based on word length, not content type, with my most popular service targeted to customers who need between 400 and 600 words of text. From this perspective, I don’t care if you want the words to appear on your website or your social media channel or a paper flyer or a sign next to your car or a really really long banner towed behind an airplane. (Read about the Bredemarket 400 Short Writing Service here.)
2. Before I write a thing, I ask your some questions. It won’t surprise you to learn that my first questions to you are why, how, and what. I then move on to questions about your goal for the content, the benefits of your solution, the target audience for your solution, and many additional questions. (Read about the Six Questions Your Content Creator Should Ask You here.)
3. Once the questions are out of the way, content creation is collaborative and iterative. I create a draft, you review it, and we repeat. The Bredemarket 400 service includes two review cycles; longer content needs include three review cycles. The goal is to ensure that both of us are happy with the final product.

Bredemarket’s process applies regardless of the specific content type, so I should be able to support whatever content you need, whether it’s traditional or non-traditional.

Can I help you?

• Email me at john.bredehoft@bredemarket.com.
• Book a meeting with me at calendly.com/bredemarket.
• Contact me at bredemarket.com/contact/.
• Subscribe to my mailing list at http://eepurl.com/hdHIaT.

And as an added bonus, here are some additional images from this weekend’s Cruisin’ Reunion. Enjoy.