Get inspired: Defining and demystifying content

Get InspiredD e f i n i n g a n dd e m y s t i f y i n gc o n t e n t

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.

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