content machine

Here’s part of a presentation I gave some months back to a group of golf course management investors. The rules apply to every business out there.

At the end of the day, we want to bring compelling content to our ideal audience in the places and ways that THEY prefer.

Here’s how our agency creates and deploys vast quantities of content strategically at scale to win attention and awareness. Creating content is not easy, but it’s absolutely required to stay relevant in today’s business world. As you’re probably learning, we’re living in an Attention Economy…Attention itself is the #1 Asset for most organizations today.

We find that documenting our journey is far more interesting content, and also much easier to produce.

Cheers and good luck,

Casey Bourque - Web Design Phoenix

by Casey Bourque, VP Marketing at Web Design Phoenix
April 15, 2020





Admittedly, our own company website needs a ton of work on how we deliver our message and value prop…it’s always a battle right? Maybe my findings (and past mistakes) will help you as well.

In researching website copy, and some of our competitors, I stumbled on a site that had the word “we” written 33 times…just on their homepage. A clear example of what not to do, although all of us seem fall into this (myself included) as our own point of view seems to be the path of least resistance.

First-person language—“I,” “we,” “us,” and “ours”—is great when you’re narrating a story, but it’s not the best choice for your website. Remember that your website isn’t about you—it’s about your customers and solving their problems.

For example, when crafting your value proposition and other site copy, avoid saying, “We solve your problems by doing x, y, and z,” because that makes it about you.

Instead, say something like: “You need a solution that can x, y, and z, and we’re here to help.” Flipping the script will also make you stand out from the competition, who, let’s be honest, can be a little self-involved.

Good luck!