Category Archives: Content Development

What Should be Included in Your Brand Guidelines?

Brand guidelines are clearly defined standards showcasing how you and others should talk and present your company to the world. These guidelines are a physical or digital booklet to share internally with your entire team and with any vendors or partners.

What is it good for?

Absolutely nothing. Just kidding! By providing a guideline for your employees, vendors, and partners to follow when representing your company, you are establishing consistency. And consistency is no small feat. From your logo and colors to your mission and messaging, your brand guidelines provide direction allowing employees to establish an “on-brand” decision without always needing to consult upper-level management.

The Power of Consistency

Consistency breeds recognition. This recognition generates feelings of understanding and trust that help drive consumer brand loyalty. If you think about some iconic brands, can you recognize their ad campaigns without a logo? In a lot of cases, yes! This is because of their consistent brand elements and messaging. For example, can you recognize the saying “Just Do It?” Doritos took this concept even further and launched an ad campaign that didn’t show their logo or name, but still clearly represented their brand identity. These companies established that iconic recognition by presenting a consistent brand identity outlined in clear brand guidelines.

What should be included in brand guidelines?

What you include in your brand guidelines might differ slightly for each brand. However, as a general rule of thumb, you want to have anything that helps people understand your brand. Remember this document will help guide individuals inside and outside your company, so be sure to include information you assume is even basic company knowledge.

The Basics

No matter your industry, company size, or location, there are certain brand aspects that every brand guideline should include.

  • Company History | Your company story, including why you got started.
  • Logo | Variations of your logo, color options for your logo, and logo sizing and spacing.
  • Brand Colors | Colors you tend to use throughout your brand materials, including the HEX, RGB, and CMYK codes.
  • Fonts | Font variations and text sizing.
  • Imagery | Examples of photography, illustrations, and icons in the proper aesthetic (and ones to avoid).

Culture

All companies have a culture, but only some are intentional about creating one. If your company leans on your culture to help make business decisions, it is essential to include it in your brand guidelines.

  • Personality | Who you are or a list of adjectives that describe your brand.
  • Mission Statement | Why your company exists and what purpose you are serving.
  • Vision Statement | What your company aspires to be.
  • Core Values | Your company principles and beliefs.

Possible Additions to Your Brand Guidelines

Now is when your guidelines become individualized! Brand guidelines don’t have to be limited to the usual brand items. Think of your brand guidelines as a consistency handbook! If there is something you want to present in a specific way, no matter where it’s shared, include it!

  • Target Audience | Specify a target audience and why they need you.
  • Social Media Assets | Profile and cover image styles, team welcome, anniversary, or closure announcements, and company-specific or common hashtags.
  • Voice | Words and phrases your brand regularly uses (and ones to avoid).
  • Grammar | The grammar rules you follow and break. For example, does your company always use the oxford comma?

Brand guidelines are an important part of a brand identity. If you need help putting together a formal document to share with vendors, partners, and new hires, our team of professionals can help.


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Heather Morrison
Heather is the VP of Operations at Innereactive and we are lucky to have her. She has over five years of experience running an HR department and enjoys helping businesses like yours find solutions to their HR needs.

Three Reasons to Create Unique Website Content

So, you’re ready to redesign your website and build a new site for your potential clients to navigate? That’s amazing! But before you get started, have you thought about how you will update your content as part of this design? Content unique to your specific business is essential to reach your audience effectively and stay on top of trends to ensure your website performs well and accomplishes its desired output. Here are the top three reasons we recommend unique website content.

Unique Website Content Improves User Experience

Before jumping into the design or content of your website, ask yourself, “why does a customer visit my website?” Most users visit a website to learn about your business and determine if they want to work with you. Stay true to your brand, vision statement, and core values to connect with your target consumer.

Brainstorm your messaging by asking yourself some of these questions. We love the Story Brand approach to exploring your brand and online presence.

  • What makes your business unique?
  • What information do consumers ask about?
  • What personal information do I want to share about my company’s journey?
  • What are the steps a customer will go through when working with us? – Share insight into the customer journey, highlighting what will make their experience with your business unique and spotlight the products and services your team specializes in.
  • Who on our team will customers interact with? – This is where compelling team bio’s come in handy!

Generate Sharable Content

Another benefit of unique content is sharing! The best content will resonate with your audience so much that they want to share it with their networks. Creating unique content increases your likelihood of conversion by allowing you to direct the sales journeys for potential customers with custom calls to action (CTAs) and landing pages. Personalized content equals a more personalized experience for potential clients.

Unique Website Content is Key to SEO

At the heart of every website is the need to be found! Effective Search Engine Optimization (SEO) is essential to make this happen! Ultimately, search engines aim to provide their users with the best results for their needs based on keywords and content! While many unknown algorithms determine what is shown or ranked on a search result page, the idea behind it is simple. When developing your content, put yourself in the mind of your consumer. What would you search online if you need your product or services? Try to use these ideas and keywords to develop content for your website.


Creating the perfect website can be a complicated process. However, one thing has remained consistent, visitors to your website want a clear understanding of who you are as a business. Contact our team today if you need help creating unique website content (and photos)!


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Writing a Bio You Will Want to Share with Others

It’s not uncommon for individuals to struggle with writing personal bios because it’s…awkward! Now is the time to shake off those feelings and prepare to toot your own horn! To make writing your bio a little easier, take our tips below!

Include the “Obvious”

In most professional settings, sharing your name, job title, educational and professional experience, accomplishments, future goals, and aspirations is appropriate. Write all your obvious facts in a list, and then pick the top five! Use those accomplishments to write a few sentences about yourself. 

Writing a bio for outside your company:

While most people find themselves writing a bio when beginning a new job, sometimes you need to write a bio for another professional setting or while pursuing personal goals. If you are representing your company at an event, include your company information in your bio so attendees can build context about you.

Writing a bio for personal endeavors:

Even in a personal setting, like volunteering, there are benefits to including the basic information mentioned above. However, we recommend mixing it up a little bit! Try to focus on accomplishments that are relevant to your endeavor and explain your personal mission statement. 

Get Personal 

Even in a professional setting, it is important to share personal information. You don’t have to jump into your religious or political views, but sharing information about your hobbies and causes you care about can be valuable. This information humanizes and increases the likelihood that readers will remember you! It allows the reader to relate to you and understand your motivations easily. 

Tie Company Bios Together 

If these bios are being added to a company website, consider a piece of information unique to your business and include it in all employee bios. If you work in food service, ask people for insight into their favorite item on the menu. A travel agency? Ask if you had to drop what you are doing right now and travel to one place, where would it be and why? If you ask an interesting question during your interview process, include it! 

Still struggling to get started? Download our list of questions below to start outlining your thoughts! Even when asked the right questions, connecting the answers in a meaningful way can be challenging. Our copy experts can create a bio that tells the story of your team members and encourages your clients to feel a personal connection to your team.


Ready to craft the perfect bio for your team? Download our bio template here!


Heather Morrison
Heather is the VP of Operations at Innereactive and we are lucky to have her. She has over five years of experience running an HR department and enjoys helping businesses like yours find solutions to their HR needs.

The Art of Ghostwriting

The Art of Ghostwriting

Do you have a sales training course you need to develop, a blog to write, or a website you’d like to update with some professional touches? We understand the challenge many people face when presented with a content-heavy project. If you are asking yourself a lot of these questions, ghostwriting with Innereactive may be the perfect solution for you

  • Where do I start?
  • What topics should I cover?
  • How long should the copy be?
  • How will I make time to complete this?

If you are looking for an expert in content development, strategy, and education, we can help! Let us be the expert behind the pen, give you all the credit, and let you focus on other important tasks.

How Ghostwriting Works | Woman Typing on ComputerHow Ghostwriting Works

One of our marketing experts will meet with you to understand your project goals and objectives. If you need any advice for a go-to-market strategy, education, or just product positioning, we’d love to share help you with your strategy as well. During this kickoff period, we would collect any resources on your topic and fully comprehend the message you’re trying to convey. This is where we ask you a lot of fun questions and allow you to pour out what excites and motivates you about this topic and why your target market needs to invest. This process, coupled with ample research, allows us to develop a comprehensive outline that organizes your message in an engaging and meaningful way. Plus, we’re really fun to work with. 🙂

The Final Product

Your Brand & Your Voice

We take pride in knowing that our clients trust us to write quality material for them. After working with you through the final editing and proofing of your project, you will have a strong, solid, high-quality, original product to call your own. And what’s great – it will reflect your brand and your voice.

Continuing education approval

If we’re helping write a continuing education training course, we can also get the course approved through credentialing organizations for you! One less thing to worry about. Our event manager has become an expert in opticianry and optometry CE in both the US and Canada. Having your custom course approved through credentialing organizations for live and virtual CE approved presentations will help increase your audience!

Sit back, relax, & let us ghostwrite for you!

If you’re someone looking for a ghost writer, chances are, you’re already very busy building your business. Course writing, sales training and promoting your products and services in an educational way is very time-consuming. If you’re wondering if someone can capture the true essence of your business even if they don’t work for you, look no further than Innereactive. We specialize in writing about topics like:

Optical:

  • Lens Technology
  • Frame Buying
  • Inventory Management
  • Dispensing to Patients

Marketing:

  • Social Media Post Content
  • Websites and blogs

Human Resources:

  • Business Operations
  • Company Culture
  • Leadership & Change
  • Practice Management
  • Staff Training

And More!


We are ready to help your launch your next educational training, a new website, or a blog with content built to drive results.


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Jess Hunt
Jess is the Events Manager at Innereactive. After gaining 11 years of event experience in the food industry, she’s ready to take on the optical world. She’s very passionate about helping people, simplifying processes, and creating positive experiences.

The Importance of Setting Goals

How to Make a Plan and Stick to It

Taking the time to sit down and hash out a communication or marketing strategy plan takes a lot of focus and time. We get it! In fact, we do that sort of planning for a lot of our clients. If you’re considering making some changes this year, we’ve outlined a few steps to help you succeed.

  1. Be Intentional

Don’t set goals you think you’d like, but don’t actually want. In other words… be intentional about what you want to achieve. Don’t shotgun lofty ideas for the sake of writing something down and then expect to accomplish them. Your goals should be personally significant and you should feel a sense of ownership over them. Focus on a select few goals that are challenging, but also attainable and relevant.

  1. Be Realistic

One of the main reasons we see marketing plans fail is when people are unrealistic about their desired outcomes. Whether you’re developing short-term or long-term goals, it’s important to be honest with yourself about your company, and your capabilities. Take a moment to step back and critically look at your business, from where you are right now. Set goals based on where you are today, not where you’d like it to be today. Start with three realistic, attainable, and relevant goals and then set timeframes by which to achieve them.

  • Start broad and focus on your overall goals you want to accomplish for the year.
  • Focus on three-month increments by breaking your year into quarters.
  • Get a spreadsheet going to organize the who, what, where, when, and how.
  1. Identify Your Target

Your marketing strategy plan should define your target audience.  This provides direction and consistency of messaging across mediums as you move forward with your campaign(s). This may include blog topics and posting frequency, online ad and social media campaigns, and promotional materials. Remember, a good marketing plan will provide organization of a variety of marketing mediums and help them work together to achieve your final goals.

  1. Write Everything Down

While it seems simple, writing down your goals and your marketing strategy is important.  Having your strategy plan and goals in your head is not enough.  When you write them down, they become real. Outline like crazy. Add a calendar. Take big ideas and initiatives and break them down into smaller, bite-size tasks to accomplish by specific dates. Add color coding to organize topics and campaigns. Ask yourself, “Why do I want to accomplish this goal, and what are some specific ways I can go about achieving it?”

 

  1. Don’t Overdo It

It’s important to crawl before you walk, and walk before you run.  If you’re just getting started with marketing, or if it’s your first time with a formal strategy plan, be reasonable in the number of initiatives you include. If you include too much, it can be overwhelming and you risk burning yourself out. Start a spreadsheet and use these organizational tips to get started:

 

  • Organize your columns by month and rows by methods of communication.
  • Color coordinate each cell according to which campaign it’s a part of.
  • Be concise, bold topic names, and italicize supplemental information.

 

  1.  Stick With It

Once your marketing strategy plan is complete and you start implementation, you have to stick with it.  Just like any other job responsibility, marketing must remain a priority.  Only by consistently implementing a marketing plan will you experience consistent growth.

 

5 Steps to Start Content Curation for Social Media

Content curation is a phrase that marketers often use to talk about sharing content that you didn’t create to your social media. As you probably know, sharing content on your website via a blog or landing page requires you to be pretty original about what you write so that you aren’t plagiarizing or violating copyrights. Sharing on social media is much easier, however, and doesn’t require any special citation, paraphrasing, or extra time spent researching and writing. Continue reading

Content Mistakes You’re Making (and How to Fix Them)

videoBusiness owners frequently approach us and ask what they can do to rank higher for organic searches in search engines. They want to know how to beat out the competition, and how to get more leads without paying for them. Usually people think that they have to do something secretive and mysterious, but there really is no mystery. The answer is generally that you have to create and share good content. A little bit of search engine optimization doesn’t hurt as far as cleaning up your website data and making sure it’s responsive, but content has been and will remain to be king. Continue reading

Blogging for Small Business

Antique Typewriter blogging for small businessWe’ve said it many times and it’s the first thing we say when people ask what they can do for SEO, but I’ll say it again: write original content!

Don’t be scared away if you think you’re not a great writer, don’t have time, or don’t know what to write about. We can help you get started. Here are five ways to get started blogging for small business today. Continue reading