I call it The Word Wardrobe
And I have been filling it up with Words for more than 30 years.
Embracing and celebrating Words and language is the best way of opening our own and other people’s minds to what is on offer.
The internet may be driving the latest information revolution, but the fuel it runs on is the Words we use.
Marketing has always been fuelled by strong content. But these days there is such a huge amount more of it, it’s much harder to stand out and get noticed. The fact is people pass good content by to get to great content.
Great content, I believe, is achieved by great ideas, which come about as a result of great relationships with clients.
The content experience
- It starts with a content audit where I look at the Words you’re currently using and take time to understand you and what makes you and your business tick
- Content strategy, where I help your business create ideas for messages that resonate with your customers and prospects.
- Content development in a variety of media
- Content distribution
The key to opening the Word Wardrobe and using its many tools is preparation.
Preparation involves harnessing all the skills available:
- generation of ideas
The aim is to deliver the best – and most appropriate – content to your audience in the most effective way – through the web via your website, social media, email marketing, forums and other below-the-line media.
If necessary we begin with a Foundation Day. This enables you and me to understand all aspects of the project:
- your objectives
- the products you have to sell
- what makes your brand tick
- the history of your brand
- the competitive environment
- how you differ from your competitors
- the target audience
- your business model
- your budget.
Compiling a Blueprint requires analysis of your proposition. This may need the content to be brainstormed and your various customers’ journeys mapped.
Working together with you and/or your team, I will be able to generate the insight needed to ensure the best content is created for delivery in the most effective way – whatever the medium.
- No fragmentation.
- No duplication.
- No blurring of the message.
- One point of contact.
- One blueprint.
- One brand proposition.