Insomniac Games, an independent game developer, published a blogpost for its current and future content creators and how its relationship will be changing. I chose this blogpost because it was written by the company’s Chief Brand Officer Ryan Schneider. I appreciate the casual tone and honesty in the article. A company having transparency with their audience is important and helps maintain a level of trust.
Schneider begins with a little background from the company and the need to address this sort of issue. He writes, “The truth is, we weren’t exactly sure how best to interact with content creators — even though we’ve been content creators ourselves for many years producing our own trailers, podcasts, dev diaries, screenshots, music videos and even community day events.” He refers to the company as “we” and “our” which portrays a much closer internal structure within the company. He takes the time to think about the audience and what they will be asking when reading the article, “If you’re a content creator, how does all this affect you?”
They have “decided to focus on content creators with a minimum reach of around 10,000 on their combined social media and content channels. Videos should regularly generate more than 1,500 views per episode.”
Schneider structures the article into succinct paragraphs, and uses a subheading and bolded words to divide the article and draw attention to the important parts a reader might be skimming for. He knows the audience and is choosing to use a casual writing style. The first sentence used after this subheading is “Here’s the tl;dr part…” While this use of slang doesn’t strictly adhere to AP style, the tone is more personal, which proves to help explain exactly why these changes are taking place. As an independent game developer, writing a blogpost rather than a press release, is a more personal approach to communicating with its audience.
After watching a news clip last night on hunger among war victims in Yemen, I looked for the website of an agency trying to help war victims in the Middle East. Action Against Hunger is one of those agencies, and this article is one of many on its site aiming to persuade readers to offer help.
The piece is an overview offering a fast inventory of what it calls a ‘devastating humanitarian crisis.’ It explains what workers for Action Against Hunger are trying to do to keep people from starving. This is a piece that relies on evidence. For instance, it says that more than 18 million people in Yemen don’t know the source of their next meal. It notes that Yemen is the poorest nation in the Arab world. To give a sense of the agency’s potential effect there, the story describes its workers as a ‘170-strong team.’ The keyword there is strong, as in we can do it. Ultimately, this is a fact-based appeal for money and support to save people’s lives.
Do facts work when people are dying? Can an article on a website prompt us to donate?
At issue is what we call ‘compassion fatigue.’ Experts who study such appeals have lately been suggesting that appeals built around people and their successes can reduce this fatigue — but in Yemen, I suppose, the agency needs more support before it can demonstrate much success. I thought this last line in the article was its strongest, and I hope readers stayed with the piece to the finish:
Yemen is one of the most forgotten humanitarian crises worldwide. Children and their families need urgent help.
Since, thanks to Kaylin, we’ve been referring to Pace Communications in Greensboro, let’s examine a description for an opening there called senior editor.
This is a full-time position at the mid-senior level, requiring five to seven years of professional experience. It’s not an entry-level job, but it speaks to the future for people who refine their skills in editing and writing. It’s a job for a word person. The agency also has a lower-level position called editor, and we have a few Elon grads in those slots.
Here’s the position summary:
The Senior Editor leads the creation of all assets for an account or various work streams on an account or project, as an editor and/or writer. Reports to the Creative Director or Associate Creative Director.
This person is responsible for writing and editing all content types including video scripts, short-and-long form articles, white papers, digital and social, display and body copy. Candidates must have a deep understanding of the emotional and tactical needs for target audiences, channels and platforms.
You can see the full announcement here.