Build a content strategy

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August 15, 2017
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September 4, 2017

You just sit down in front of your PC and type away to produce the perfect content for your business, right? While it’s true that content delivers connections with people, you have to think about who will read it and what you want them to do. If you build a content strategy from the beginning then you will be able to plan each piece of writing to ensure it fits the purpose you have defined. Content is powerful if you know what you want from it. There are several reasons you might write content –

  • You are a new business and you want to connect with potential customers
  • You want to get your existing customers to buy more from you
  • You want to explore new markets or launch a new product
  • Your current content doesn’t generate the response you had hoped for

The first step on the road to content that serves a purpose is to consider what that exact purpose might be. From there you can make a plan. Build a content strategy to see this through.

What a content strategy might look like

Once you have decided what your target market might be, then you can start to build content that will appeal to them. Content doesn’t switch on customers immediately, but will start to reach the parts of the market you are aiming for over time if it is well planned and well written. Think about how you might want to communicate with people.

One of my clients, Urbanist Architecture wanted to relay to their potential audience that they are experts in their field and specialise in getting complex cases approved, where other architects might struggle. This is a niche market and Urbanist saw content as the ideal way to have this conversation with the world.

So, looking back on this as a strategy, they wanted to –

  • Appeal to new customers that might have had a planning application fail
  • Gain the trust of developers who wanted a hassle-free application
  • Let people know they ‘know their stuff’ with guides and case studies

This was easy to achieve with these two main pieces of content –

  1. The ‘how to guide’ that displayed Urbanist’s knowledge
  2. The ‘case study’ that showed how this knowledge has helped clients

See, it’s all very well and good letting people know how something might work in theory. But to also show that is HAS worked in practice adds a lot of kudos to the words. Check out Urbanist Architecture website and see how their content lifts them above their competitors. This all started when they realised they had to build a content strategy before producing another word.

Build a content strategy for your business

This is a ‘ground up’ exercise, where you assess all you have produced in the past and determine whether it delivers what you want. You can have more than one content strategy (you can have scores if you have a big enough budget) but the strategy needs to work from start to finish. If you understand what you are trying to achieve from the outset, then you will be able to tailor your words to this. Think about your business and the way that it works currently. Build a content strategy as part of your business plan to ensure that it fits in with your goals and is geared to deliver the results you need.

I offer a free consultation to see if your content strategy is right for your business, or even to talk about developing one if you haven’t got this in place. Then you can produce the content that will steer your business in the right direction. If you’d like to discuss this then please contact me today.

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