A Rebrand to Reroute My Business: Welcome to Waypoint Writing!

Cast Iron Content is now Waypoint Writing

Shakespeare famously wondered, “What’s in a name?” and suggested that a rose would smell just as fragrant if we called it a milkweed. Well, maybe. Of course, you don’t realize how much really is in a name until you feel disconnected from it and decide you need to rebrand. 

Cast Iron Content, as intended and at its best, represented iron-clad messaging, rock solid content, strong and clear communication on which to build your brand. At its less-than-best, it invited contact form inquiries like the following: “Yeah, I’m trying to find cast iron brake calipers for my Lincoln Town Car…” 

For a company built “to structure your story,” we realized we needed to strengthen our own. 

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sketch of website design

Why Website Content Matters

With the new year well underway, you’re likely plowing through a list of personal and professional resolutions. If you manage to keep any, make it a commitment to consistently create and publish good website content for your business or brand. Website content matters, especially when it comes to local businesses.

Here’s why

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3 Best Small Business Resolutions

Okay, no one can really determine what resolutions are best for your unique business better than you, the business owner. However, the following three are sound advice for all businesses, regardless of scope, size or specialty.

Even if you routinely fail at keeping personal New Year’s’ resolutions, you can redirect your efforts towards your business and choose one, two, or — better yet — all three of these resolutions for improved business in the new year.

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Special Delivery: Why Snail Direct Mail Still Works

Who doesn’t like receiving snail mail, especially around the holidays?

This time of year, most people’s fridge fronts and mantels are littered with seasonal well-wishes.

Businesses should also take advantage of snail direct mail, year-round for a number of reasons. While the digital age makes anything printed seem dated and totally ditchable, direct mail still delivers when it comes to supporting your business and sharing your story.

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Spot the Difference: Copyediting vs. Proofreading

You understand the importance of polished copy, whether on your blog, website, or email campaign. Of course, professional copy is important to support all of the messaging behind your brand. But, sometimes, when seeking help with your copywriting, it’s easy to confuse the promise of copyediting vs. proofreading.

Similar in nature, copyediting and proofreading are very different animals. Understand the nuances between the two in order to source the help you actually need. Doing so will result in stronger copy that better supports the story of your business.

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