get inspired: defining and demystifying content
TRANSCRIPT
Content should reflect your desired company image.
The things that make medifferent are the things thatmake me me.
A A Milne
The image needs to be authentic.
If there is a disconnection between what you thinkyour image is and what your customers expectfrom you, it will impact your reputation.
It needs to align with your company culture andresonate with how clients see you.
What type of image does your business reflect?
Conservativeand Steady
ARTISTIC
CREATIVE
on
TREND
FUNfamily values
INNOVATIVE AND
ENTREPRENEURIAL
edgy andquestioning
It’s a given that a business image is about being:
FriendlyProfessionalCustomer-focussedReliable
Identifying your image allows you to determinethe voice and style of the content you publish.
Content should be evocative.
Inspiring
Thoughtprovoking
Helpful
Humorous
Unusual orunexpected Any
combinationof these
Content should be strategic.
There should be a purpose for the content.
How does it fit into your business planning?
How does it align with your business vision and values?
How does it support your growth strategy?
The content should deliver a message.
Content should be placed and presented to meet youraudience (target market) needs.
How do they like to get their information?
Where do they go for their information?
What information are they after?
Who are the people in your target audience?
Content should focus on what interests your clients.
What support does the content offer them?
What questions does the content answer?
How will they use the content?
Watch with glittering eyesthe whole world around youbecause the greatest secretsare always hidden in themost unlikely places.
Inspiration for content is all around you.
Roald Dahl
Staff
Personalexperiences
Customers
External milestonesand events
News media
Commentatorsand opinion
leaders
Industry reports
Look both within your
own business and at
what's happening in the
wider community to
source content ideas.