The Irish economy is apparently recovering. People’s perception of that recovery may differ, but I’m inclined to believe that the recovery is real. That’s because businesses have started to look for content from me as well. There’s a greater interest among businesses in content marketing, which means creating content that helps them reach their customers and be more visible on search engine.
Content marketing is part of a wider phenomenon called inbound marketing, where you aim to draw people to your business by giving them valuable information and building relationships with them. HubSpot, a social media marketing platform, offers online certification in inbound marketing, which I will study for during the quiet summer months.
I know that businesses want results, and in the coming months, I’ll be focusing on writing content that doesn’t just read well, but delivers tangible results for them. But I still believe that before you employ any of these fancy marketing techniques, you need to figure out what you want to say.
I create content strategy documents that outline this for businesses, and which they can use when they’re talking or writing about their business. I wrote one for a new business recently, and here’s an outline of what it contained.
This is the most important section of the content strategy document. It outlines the fundamentals of your business. You define what you do and most importantly, why you do it. Knowing why you do it keeps you motivated, because it connects you with the passion and creativity that made you want to start the business in the first place. You also outline the mission of your business, the goals you want to achieve for your customers.
In this section, you further define what you do for your customers. You give a detailed outline of what the service is, how it works and how it benefits the people who avail of the service. You also include a section explaining the ways you go the extra mile for your customers, the extra efforts you make to deliver great service.
We’d all love to think that everyone will be interested in what we offer, but the reality is, there’s a certain core group who’ll be more interested than everyone else. In the section, we define that core group. A helpful way to do this is to create a profile of a typical customer: their age, location, educational background, family situation, interests and use of social media. You can then pitch your content to match their interests and concerns.
This section is one of the most important, because it gives you a chance to tell customers how great you are. It summarises all the reasons why it would be worthwhile for people to avail of what you offer. It highlights the benefits you can bring them, the ways you can solve their problems and enhance their lives in lots of little ways.
How do you approach writing content for your business or organisation? What strategies do you use?