When I started working again after having children, I felt like my previous experience in marketing and content management no longer applied. So much had changed. A year or so later, I’ve found my feet again.
When you’re unsure how to proceed it’s easy to become overwhelmed and either try to take on everything that you've been told and try to implement it all, without much thought, or do nothing because it all seems like too much. You may have been told by others you need to be blogging, you need to be on social media, keeping up with what everyone else is doing and making sure you’re doing the same, you need to be posting 3/4 times a day, you need re-shares. It's all well and good firing off arrows in the dark as some will hit a target. But, in order for you to get the results you desire, you need to spend some time working out exactly who you want to reach and what it is you want to achieve.
You need to find out what your audience wants
- This means you need to talk to your clients and find out what they want to see from you.
- Find out, what they like about what you are doing at the moment?
- Is there anything they don't like?
- Ask for their insight into how they see your organisation, is there anything that stands out from others they work with?
- Ask what content they would like to see from you?
- How you could help them. Here you might find a common theme eg. clients need more information which you can help with.
Once you have an idea of what your clients want to see, you can use this to decide the best method to get the message to them and start to formulate a plan. Make it achievable - Look at the time and resources you have available. You may be fortunate enough to have access to copywriters, designers and marketers, or you may have a passionate person or persons in your team who can help. Or it might just be you. Whichever it is, you need to find out how much time you have each week or month to dedicate to researching and writing your content and work out an amount you can achieve in this time and use this to help with your plan.
Before writing your content here’s some useful questions to keep you on track
- Who am I talking to?
- Is my content tailored to that person or persons?
- Is it relevant?
- Is it useful to them?
- Does it reflect my brand?
- Does it build a relationship?
- Is the message clear - will they understand what I am saying?
- Is it consistent with everything else I produce?
Reviewing your content
Once you have a plan together and have been up and running for a few months, go back and review with your clients their thoughts and feedback and if necessary tweak. If you keep your clients in mind when writing your content you are heading in the right direction.