Content. It’s everywhere these days. On your phone, on the side of buses, on stock cube packets. So how can you make sure your brand message is heard?
The short answer: purpose.
Think long and hard about why you’re telling people things. It should be about more than pushing traffic to your site. The best content is rooted in empathy, it comes from a belief that you can genuinely help someone overcome the problem they face.
The old model of sales had three elements — empathise, educate, sell. The key to getting it right was to give all three equal weight. Those who got it wrong went straight for the jugular; reeling off product or service benefits before understanding the customer’s issues. Unfortunately, many still make this mistake. But there is a better way…
Empathy is what triggers your content, it’s the underlying principle that makes sure you’re delivering something of value to the reader. Don’t overlook the big questions you should ask at that stage – what is the problem you’re aiming to solve?
By translating that solution to content, you can then deliver the education element that a good face-to-face salesperson would have provided.
We talk to a lot of organisations who simply want to ‘publish more content on their website’. Their strategy ends there. More content. You need to understand what each piece of content is there to achieve.
Building a campaign is not as simple as gathering a bunch of content about the same thing. You need an overarching theme and a sense of purpose you can deliver in a compelling way. Here’s a quick checklist of things you’ll need to get you there:
We’ve worked in-house, off-site and everything in-between. It’s fair to say we know a good content process from a hobbled one. Want us to take a look under the hood of your content operations? We’ll dust off our overalls.