With two out of three people in New Zealand affected either directly or indirectly by dementia, you’d think that it might be a more common conversation topic. Unfortunately, there’s still a lot of stigma surrounding dementia and sometimes it can seem like you can hear only crickets when you mention the condition! That’s exactly what Dementia Auckland is trying to change. Their method? The power of stories.
Spreading the word far and wide
When it comes to working with Dementia Auckland, us Inkers have been on the scene for a while. Although Dementia Auckland’s website, Mind Matters newsletter, and Facebook page have been operating since before we came into the picture, telling stories about dementia hasn’t always been an easy task for this not-for-profit.
For starters, Dementia Auckland’s target audience is super broad – dementia doesn’t just affect the person with the diagnosis, it also has an impact on the lives of their carers, family, colleagues, and wider circle of friends. With different communications tasks being assigned to different Dementia Auckland staff members, the stories that were being shared across the different media outlets weren’t always regular. When their hardworking staff members did squeeze in the time to work on telling stories, they were lacking an overarching message to tie the stories together.
What Dementia Auckland needed was consistency and, since pulling in Intelligent Ink as their communications team about four years ago, we’ve been working on consistently telling their story.
With only 45% of their funding provided by District Health Boards, Dementia Auckland needs to make up the other 55% through their fundraising efforts – which are only successful if people know what they’re about, what they can do to help, and that their support is appreciated.
Because the most amazing impact that the organisation has happens at the ‘front lines’, Dementia Auckland recruited the key workers and socialisation team to help identify potential stories and, each month at their professional development day, we pick their brains for any cool stuff that’s been happening with clients. Stories can range from carers sharing their experiences looking after people with dementia, to volunteers talking about why they like to support Dementia Auckland, to staff members sharing their personal journeys.
But why tell these stories? They give people insight into the real struggles that people with dementia and their carers face, while also demonstrating the impact of what Dementia Auckland does. Sharing them consistently with supporters of the organisation keeps those supporters connected and reminds them why they give, and sharing those stories with a wider audience enables Dementia Auckland to build an even greater support network.
Throughout everything, a key priority for Dementia Auckland (and hence, us as their communications team) is consistently articulating the message that’s behind all the work they do for people in New Zealand’s biggest city – that dementia doesn’t mean that you can’t still live a fulfilling life.
For those wondering whether stories can make a difference – the results seen by Dementia Auckland say yes. With regular posts carrying a clear message throughout, more and more people are coming to find Dementia Auckland’s resources when they need them, and take comfort in knowing that they’re not alone. This increase in communication has been a big part of their increased fundraising efforts and has helped significantly increase the organisation’s income – helping them provide much-needed support services for even more people with dementia and their carers!
A continuous struggle to destigmatise
That said, the storytelling journey is far from over. Dementia still carries a stigma around it, holding people back from sharing their experiences in conversation, which we still see in clients worried about sharing their story.
One of the biggest challenges the organisation faces is helping people speak as openly about dementia as they now do about topics like depression, a once-taboo subject which has recently been brought more to the fore. Often the difference is awareness, which is why Dementia Auckland is continuing to share stories about the positive lifestyles that people affected by dementia can lead. For the people who have already found these stories, they’ve been able to share more openly their own experiences, and how they’ve adjusted to the changes dementia brings.
Destigmatising any topic can only be done when people take the lead and talk about them, and Dementia Auckland knows there is still progress to be made. But with Intelligent Ink supporting their storytelling journey, they know that in sharing a message of hope they’re on the right track.
So how can you help? Firstly, by talking about dementia with your friends and family – it doesn’t have to be a taboo topic! If you’ve got a family member with dementia (and they’re okay with it), share your story too – after all, we know how powerful personal stories can be. Dementia Auckland are there to support you along the way – just visit www.dementiaauckland.org.nz to find out how they can help.
Otherwise, to help people already affected by dementia, you can donate to Dementia Auckland here or, if you’re keen to keep up with what they’re doing, follow them on Facebook.
As we wrap up the stories of 2017, the Inkers are feeling reflective… Here we take a look back (just for a moment) at what we learnt this year, as well as sharing what we’re most looking forward to over the holidays, and what we’re most excited for in 2018.
We hope you all have an amazing break, take a wee bit of time to reflect on the lessons – and enter 2018 with lots of great stuff on the horizon.
What I’ve learnt this year: That just doing what we love seriously does make coming to work a hell of a lot more enjoyable! Since specialising just in content, rather than trying to do PR and basically anything else that people asked for, we’ve been able to consistently do awesome work, get great feedback, and spend our time actually doing what makes us happy. Even though there have been some tricky times with changing our whole business model around, I think it’s been totally worth it and will make Intelligent Ink stronger in the long run. And I guess both personally and professionally, I’ve learnt that saying no to things is healthy and good. Whether I will remember this next time a show that I want to do holds auditions, is another thing entirely though!
What I’m most looking forward to over the holidays: Playing with my new kitten! And spending time with my family – my nephew and niece are at pretty damn adorable ages right now, so Christmas will be fun with them.
What I’m most excited for in 2018: Finally getting our new business model up and running properly, with all our Inkers doing as much work as they would like, happy consistent clients, and a thriving Intelligent Ink!
What I’ve learnt this year: That you have to do what you love, but that it won’t always be easy. That most choices mean you sacrifice something, so choose carefully. That feeding your toddler rice (or sushi) means you will have it deal with it being stuck to the bottom of your feet for at least the next 24 hours. And that perspective is everything and life is what you make it.
What I’m most looking forward to over the holidays: More swimming and spending Levi’s nap-times reading, as opposed to catching up on work. I’m also looking forward to some relaxing time and headspace just to reflect.
What I’m most excited for in 2018: Newborn snuggles again and watching Levi become a big brother. I’m also really excited to keep co-designing Intelligent Ink to be the best it can be, for us and our clients, as we further strengthen our relationships with partners and grow the team!
What I’ve learnt this year: Mainly the power of a relentless focus on outcomes. Too often we just start our day without much forethought and then deal with what is thrown at us. I have become much more brutal as to what gets my attention. If I can’t see the relationship to an outcome, I don’t give it attention. On a personal front, I have learnt that I am woefully lacking in animal noise vocabulary; I am fine with challenging Levi to a “moo”ing or “baa”ing contest, but as soon as you bring giraffes, zebra and deer into the conversation, I start to feel like a terrible father with no ‘real world’ knowledge that is applicable to conversing with a toddler.
What I’m most looking forward to over the holidays: Mainly I am looking forward to some space to think and reflect without the noise of the day-to-day.
What I’m most excited for in 2018: I’m very excited about 2018, which is set to be a year of a lot of opportunity as well as a lot of challenges.
What I’ve learnt this year: We have much, much more influence than we think. The people we see doing amazing things in the world on a daily basis are ordinary people, just like you and me. A position of genuine influence is just around the corner, and it’s ours for the taking!
What I’m most looking forward to over the holidays: Inhaling as much New Zealand food as possible. Leaving our beautiful country in February means leaving behind pies, L&P, Mum’s trifle, proper ice cream… All the essential elements of my life for the past 25 years.
What I’m most excited about in 2018: Learning 24/7. My wife and I are spending the first half of 2018 in France, and the second half in India—purely with the intention of soaking up as much learning, perspective and language as possible. The juxtaposition from being in the grind of Auckland working-life, to swanning around the south of France with my nose in a book is one that’s immensely appealing!
What I’ve learnt this year: 2017 has been all about running for me – and the best runs are the ones where I’ve had to cajole myself out the front door or wanted to give up halfway through. Perseverance and sheer stubbornness always pay off!
What I’m most looking forward to over the holidays: Doing an epic 8-day hike into Ivory Lake Hut, which sits on the edge of a glacier in Westland – and meeting my nephew Harley for the first time on Christmas Eve.
What I’m most excited for in 2018: Spending more time with the Intelligent Ink crew and building relationships with some of our long-term clients, and training for the 2018 Routeburn Classic – a 33km mountain run along the Routeburn Track in April.
What I’ve learnt this year: That things have an amazing way of finding you at just the right time in your life. Also, that Victorian cast iron fireplaces are heavy.
What I’m most looking forward to over the holidays: I’m most looking forward to renovating the new house we just bought. We’ve found some real bargains on eBay which should help with the renovations. Last week we bought a Victorian cast iron fireplace (hence the learning above!) that’s decorated with ornate period tiles down the sides, along with a matching antique mantelpiece – all for only $100!
What I’m most excited for in 2018: Pretending to be a barista and making lots of trim lattes (or ‘skinny’ as they say here in Australia), with the fancy new coffee machine that I’m getting for Christmas.
What I’ve learnt this year: If you love something, just do it, and opportunities will come your way. 2017 was the first year of my creative writing blog and the last year of my university studies (BA in English and Media Studies). It was the blog that got me my first freelance writing work, which helped me discover a whole new world of writing work that I didn’t know about. I looked further into content writing as a career and attended a careers event at University about working as a freelancer – which is how I got my internship here at Intelligent Ink!
What I’m most looking forward to over the holidays: Relaxing at Waihi Beach – and going to the Bryan Adams concert!
What I’m most excited for in 2018: My first full-time job! I hope next year continue to be another great year of learning, growth, and opportunities!
In the age of the internet, it’s absolutely vital to establish at least some sort of online presence for a business; even if you don’t really conduct your business online.
While it’s true that anyone can produce online content, many of you will understand by now that not all content is created equal. You’ve also likely heard us say this before, but if you want to succeed professionally, effectively communicate what makes you special and different, and connect with customers and engage readers, you need to regularly produce compelling content.
Although more easily said than done in many cases, most of us have some idea of the difference between compelling content and boring or bland (read: ineffective) writing. However, for those still establishing their online presence, or those who are juggling online as just one channel within their marketing mix, the thought of having to continually create compelling content can seem daunting.
As experienced storytellers, we’ve compiled some of our top tips for crafting top-notch online content—and trust us, it’ll pay off!
1. Begin with keywords
Place yourself in the shoes of someone searching for your business online. What search terms are they likely to use? What results will show up first? Keywords are an excellent tool for creating a clear image about who you are and what you do, as well as securing a spot in search results. Keywords also guarantee that your website matches what a user expects to find in their searches—so make sure that the language and terms you use to get people to the page continue throughout your content also.
Keywords don’t have to be difficult to figure out. Begin with a brainstorm of all the topics, phrases, and potential search terms that relate to what your company does – but remember, the key point above is that you need to put yourself in your customers’ shoes. Often the words that you use to talk about your offering within your organisation are not what an external person might think of. Beware of industry jargon, and if possible, sense check your list with friends, or an expert, who is not involved with your business, as they will have a more similar lens to your customers.
From there, the use of your keywords becomes relatively simple… Use them as inspiration for your written content to strengthen the identity of your business – and regularly create and add new content that will also help to boost your rankings.
2. Include strong calls to action
Also known as CTAs, a call to action is a way of encouraging website visitors to complete a specific action as a result of visiting your content. Whether it’s through a pop-up, hyperlink, or embedding a video into a blog post, CTAs encourage readers to download, trial, buy, book, subscribe, or preview your goods or services.
A good CTA should make it easy for visitors to engage with your business online. Word your CTAs in a way that makes the reader feel rewarded—you want them to have a positive experience on your website! Try to avoid bombarding readers with too many CTAs too; it’s best to be selective and consider what will best lead them to your desired outcome. It’s also possible to be creative with your overall content in order to ensure they think, feel or do what you’re hoping after reading also, so think strategically about this or talk to an expert.
3. Give your website a narrative
Imagine that you are discovering your website for the first time. How did you get there? Where will you head to next? The layout of your website and its content are all part of its story, so make sure that it makes sense and that they can flow intuitively through the journey you want them to have with you online! If users find the experience of being on your website too confusing, they won’t keep exploring for long.
Consider the way you want people to interact with your website and consider the technical aspects like the navigation in considering whether it supports this journey. Content plays a part here too – as constructing an online narrative within your website content can lead visitors where you want them to go and keep them engaged – ultimately leading to better results and more valuable traffic!
4. Keep your content fresh
We’ve said it before, and we’ll say it again: when it comes to creating engaging content, consistency is key! Google isn’t fond of websites that haven’t been updated in a while, and neither are users. Weekly – or even fortnightly – blog posts are a great way to keep your website up to date; they bring back regular viewers who are invested in what you have to say, as well as increasing your pool of key terms that might appear in the search engine results for new viewers.
Not sure what to write about or how to write it? Start with your keywords and see which ideas are worth delving into a little deeper. If people are searching for these terms, they’re obviously interested in finding out more! A minimum of 500 words per post is required if you want to rank in search engines, and there’s no upper limit as to how many words you can include. Just make sure that your content is easy to read and navigate. Subheadings, bolding key words or phrases, and bullet pointing important lists make your content visually easier to navigate, allowing readers to scroll through a post until they spot what they’re looking for.
Though content writing may seem like a time-consuming task that’s difficult to master, it’s well worth the effort! If you don’t feel like you have the time or the specialist skill-set, we’d love to help you create the compelling online content that your business needs. Feel free to contact us for a chat.
Verity has long been a member of Venus, a women’s business network that supports businesswomen to thrive. We were thrilled to be able to contribute this article to their print magazine recently. Click here to view the full magazine or read on to see our article below.
“Those who tell the stories rule the world” – as the Native American proverb says. Words that are as true today as when they were first spoken.
In today’s fast-moving environment, the most effective communication comes from telling interesting and valuable stories. Stories have the ability to evoke emotion, bring back memories and mobilise us to act. In this way, stories are powerful and stories can move us.
We instinctively feel that as consumers, and now businesses are starting to realise that, in order to play to win, they need to embrace the power of storytelling. In 2016, Forbes referred to storytelling as the new strategic imperative of business.
Stories help a business to own their niche, create authentic connections with their market and win in their competitive environment, but not all stories can do this… so what makes a great one?
For a story to drive a conversation with the market, it needs to connect people to what makes a brand or business special and different. People care about organisations they connect to; it’s that simple.
Think about how you get close to others in Venus: you sit down for a Rave and share things about yourself. Over time, you reveal what drives you, what you like and dislike, your values – all the things that make you uniquely ‘you’. And you do that through telling stories. The narratives we tell other Venus members allow us to form relationships; the same is true for brands.
Storytelling may seem old-fashioned, but that’s exactly why it works to forge genuine connections. So, how do you tell a great story – one that inspires people to think, feel and do?
Be authentic: The best stories are real; they’re honest. They provide a true insight into a brand, a business, or a person. They have compelling characters. Consumers are savvy and know when they’re merely being fed marketing lines. Find real and authentic ways of communicating your points of difference. Chances are, the thing you do excites you and it has the potential to be exciting for others too, if you can connect them to why you do it, and what it means for you.
Surprise and delight: Good storytelling evokes a strong neurological response; you follow the narrative, live through the characters’ trials and tribulations, and are along on the journey as they reach a resolution. The suspense builds, followed by the seductive surge of dopamine – and this happy little brain chemical makes us feel infatuation; a vitally important ingredient for brands.
Keep it simple: Key to any great story is that they make us think and feel. To do this, the best stories are simple – focusing around one single important idea, theme or message. You don’t want people to leave people confused; if you’ve got more ideas, write more stories. One clear idea is far more effective for evoking emotions and, when you can get people to feel, you can get people to act. That is why storytelling is vital to business.
Or, as Harrison Monarth, author of The Confident Speaker says: “A story can go where quantitative analysis is denied admission: our hearts. Data can persuade people, but it doesn’t inspire them to act; to do that, you need to wrap your vision in a story that fires the imagination and stirs the soul.”
Intelligent Ink had been working with Hardy’s Health Stores for over four years, providing all of the editorial content for their MyHardy’s (and later, Discover) magazine before the brand went into receivership in early 2017. Diana and Vince Burgess bought the business and, having been involved with owning Hardy’s stores for some time, bought with them their commitment to bringing the brand back to its former glory – and then some!
Knowing the role that Intelligent Ink had played in the Hardy’s brand voice until that point, Diana soon got in touch with Intelligent Ink to see if we could help.
A legacy lives on
Hardy’s had been a household name for coming up 31 years and their loyal base of customers valued the professional advice and education that were strong values of the brand. Diana and Vince’s primary objective was to continue to communicate with Hardy’s customers – both old and new – by sharing valuable content, like they had been used to, and telling the stories that helped to convey the brand’s personality.
Further to that, was the desire to conduct a coordinated conversation with these customers and the market, demonstrating that although the Hardy’s brand may now have a smaller footprint than previously, they are still the best at what they do and had some new and unique points of difference to offer the market.
An integrated approach
While the magazine formed the cornerstone of the communications strategy for Hardy’s, they knew that having a coordinated conversation with the market would require integration across all of their external communications channels, including social media, their website and blog and regular enewsletters to their substantial database.
As well as drilling down to the brand’s target audiences and key messages, Intelligent Ink started from a seasonal theme standpoint and, from there, created a calendar that specified coordinated, channel-appropriate content for use across all of Hardy’s communications.
Working alongside our design and print partner, a launch issue of the newly-imagined magazine was put together in record time and is already having the desired effect! Not only has there been great feedback from Hardy’s customers following the magazine appearing in stores and in their letterboxes, Diana reports that there was a definite increase in turnover the week after the magazine was released.
Suppliers have been complimentary also, with some disappointed that they were not invited to advertise in the first edition and already booking a slot in the summer issue. For Diana, “the nicest part was when I received comments from a couple of key account managers saying they loved the professionalism of the mag and how it delivered our brand values.”
The Intelligent Ink team are already working on the plan and content for the summer issue, researching and writing editorial, and liaising with suppliers to craft their advertorial features also.
The malls have rolled out the decorations and the memes have started to be shared online, reminding us that there are this many days (and only this many weekends!) until Christmas. For some of us, this will bring joy and excitement. For others, possibly some dismay as to how another year has rolled by so quickly.
Although it’s tempting to pretend the silly season isn’t creeping up quite so quickly, this time of year holds great potential when it comes to your communications – and we don’t just mean sending your annual Christmas card to Aunt Mabel (although you should possibly get onto that soon too!)
The end of the year is the perfect time to not only recap on the fantastic year you’ve had and pay tribute to the clients, partners and staff who have supported you, it’s also a time to be organised – after all, you want to be able to relax and enjoy your time off without stressing about work during your break. So, while your mind might be frantically starting to assemble some of the things you need on your ‘to-do’ list before the jolly man pays us all a visit, take some time to consider our top tips for tackling your end of year communications.
Plan in advance
You’ve worked hard all year to keep your communications regular, relevant, and consistent – and that doesn’t need to change now! You may be shutting up shop for a couple of weeks, but that’s no reason to go to ground. Technology abounds with scheduling tools so you can populate your social media with pre-planned posts, set your blog content to publish in your absence and have your newsletters scheduled to send automatically. It means a bit more work now, but it’s worth it to not let the balls drop over the holidays.
As well as pre-planning and scheduling content, you may have other tools that your clients or customers engage with, so make sure everything is in place for these to run smoothly before you shut up shop. It’s all about giving you piece of mind and ensuring they still have the best experience. Another great idea is to refresh your FAQs for the time of year, adding the answers to commonly asked questions in a way that’s easy to find and access. This will minimise the amount that people need to try to reach you directly over that period and let them know what they can expect.
The content that works
It’s tempting to think that people don’t want to hear from you at this time of the year, but that’s usually not the case. In fact, in many ways, this is when they’ve got more time to devote to your content than before! However, bear in mind that you’re getting people while they are likely more relaxed, which means you want to keep your content fun, fresh, and relevant to the season and mood of your audience, so they’re more receptive.
No matter how you communicate normally, at this time of the year lighter-hearted content is generally a good way to go. Holiday wishes, or something more personal like your reflections on the year, or staff profiles that share what different members of your team are most looking forward to over the break are all great options. Consider a Christmas gift guide featuring some of your products, or compile your top tips for the beach, for example. Get your team together to brainstorm ideas, and while you should still find a way to reflect your brand and key messaging, what matters most now is simply staying top of mind clients over the holidays and as people start the new year.
Give out some gratitude
Another excellent idea for communicating at this time of the year is sending your clients or suppliers a little piece of appreciation – after all, they are the reason your business is thriving. A Christmas card or small gift goes a long way or, for very special clients, find a meaningful way to say thanks. Think outside the box of your standard Christmas card and see if you can have a bit of fun with your brand, or find a way to surprise and delight them; try a personalised present or poem, a video or slideshow to recap the year, or a game that gets people engaged. You could even host clients for a special drink or lunch to show your appreciation and further strengthen your relationship. It’s worth the time it takes to truly leave an impression.
Keep people in the loop
It’s fine to go off the grid in the holidays – in fact, we all need to occasionally – but make sure you’ve proactively communicated this. Clearly spell out your holiday dates to clients and key contacts to avoid bad feelings when they are unable to reach you. Set an out-of-office that communicates when you are back and, where possible, add an alternative contact for the time you are away. Do this a wee bit ahead of when you’re actually going on leave too, if possible – it can be amazing what extra work comes flooding in when you’ve said that you’re unavailable soon!
We get that this can be a busy time already without adding extra communications to your workload – so if you need any help creating clever content that speaks to your audience and tells your story, just get in touch!
We all (well, hopefully we all!) understand that when it comes to communications, we need to stay top of mind – which is why consistent communications are key. A few weeks ago we looked at why it’s so important to stay consistent, so now let’s look at how. Namely – when you’re talking to your customers every single week (or day!), how on earth do you come up with enough content ideas?
As storytellers, copywriters, and endless content creators, we’re constantly faced with the task of brainstorming and planning out content ideas (in fact, it’s one of our favourite things to do!) But when you have to do it for yourself, somehow it ends up much trickier! That’s why we’ve put together our best tips for how you can generate awesome blog topics with no trouble at all.
Think of your FAQs
What are the questions your customers are asking on a regular basis? When you meet with a new prospect, what are the things you consistently have to answer? Are there things they don’t understand, or get particularly worried about? Or, on the other hand, are there things you WISH they knew before meeting with you? Think of your blog as a way of educating your prospects and customers; these topics make great posts that deliver real value when written well.
Two brains are better than one
Don’t forget about your biggest asset when it comes to content ideas – your team. Try booking in a fun 20 minute brainstorm with the team to come up with as many ideas as possible. Not only does having fresh brains on the job help, you’ll usually find that each person has a unique take on different topics – perspectives that can be turned into unique blog posts!
Tap into your network – and collaborate!
Who says that everything on your blog has to be written by you? Try tapping into your clients, suppliers, or networks to see if they might be keen to contribute to your blog as well.
A blog post written by them, an interview, or quotes from them incorporated into your own post – whatever form it takes, it’s a great way to show you appreciate them and their expertise. As long as it’s related to what you do, and relevant to your audience, it can also be a great way to save you from having to create content. Plus – they will generally then share it via their own communication channels (usually social media or enewsletters), which means you’re getting in front of a whole new audience!
Use your data
Are you using Google Analytics? If not – why not? Make sure you know exactly which blog posts people are reading by checking out the stats on your Google Analytics account. Try to create new content based on the ones that have done well in the past. Did a how-to guide seem to resonate with people? What other how-to guides could you write? Or if particular topics seem to always do well – is there another angle you could take on that topic?
Go back to your basics
Consider your key messages, or the main messages that you want to get across. Could one of them be explored more? How can you tell a story around that specific key message – could you show how you’re living that message through a case study or interview with a client? Or could you look more deeply into the problems your customers are facing to better illustrate why you’re needed?
Just a word of warning though – these types of posts can end up being a little too sales-y, so make sure you’re always asking yourself: “Is this providing my target audience with value?”
What can you give an opinion on or add to?
With social media, we’re surrounded by news these days. But so many news items only look at the basics – which leaves a fantastic opportunity for you to provide an opinion, educate people about the topic, or add to the conversation with a well-timed, thoughtful blog post.
Try creating a Google Alert for topics that matter to you, and when things pop up that you think you could add to, you’re all set! Just aim to get it out quickly – the more timely the content, the more likely people with share and engage with it (don’t forget to get it out on social media quickly as well – and encourage people to comment and share their own opinions too!)
Consider content themes
Blogs don’t just have to be one-offs either – try grouping some blog posts around a specific theme, such as the time of year, or a particular issue facing people. Whether it’s what you need to be looking at in the lead up to Christmas, a specific social issue that connects with what you do, or your own original theme, using a theme can often spark more ideas for content and force you to dig a little deeper.
Plus, in this world of fast content, a lot of people actually like being given the opportunity to fully engage with a thought-provoking topic. Perhaps that’s why the ideal length of a blog post takes about seven minutes to read (according to Buffer anyway!)
Share your findings
Have you done any research recently? Or do you collect data about your customers’ results? Could you regularly report on the findings from what you do? Is there a number or statistic that you could come out and share with people?
If you’re big on numbers, or happen to collect a lot of data, you could be in a great position to share findings based on that data – and the more impressive or surprising those stats are, the better! People love finding out surprising facts – or having the numbers tell them that they’re doing the right thing. Just be sure that you’re allowed to share any data or information before you put it out there!
You’re an expert in what you do – so undoubtedly you’ll have some opinions about what’s coming up in your industry or field. Particularly at the end or start of the year, think about what you believe is going to change. Whether based on years of observation, lots of research, or gut instinct, people are interested in trends and knowing what you think is coming – so they can consider what might be changing too!
Tell your story
Do people know who you are? Who your team are? Do they understand why you started the business in the first place or how you got to where you are today? If not, tell them! People do business with people they like and trust, so telling your own stories is a powerful way to build connections and start conversations with people. Don’t be afraid to show off your people!
So there you go – ten ways to find blog content ideas even when you feel like you’ve hit a brick wall! Just remember – keep it valuable and relevant and your customers will always appreciate it.
And if you need any help planning and writing awesome blog content – just get in touch!
Gone are the days when we should feel the need to be all things to all people – personally and professionally. But don’t worry, I get it. As many of us who have started businesses know, those lean, early days can turn even those of us with the best and most focused intentions into ‘Yes Men’ (or women!)
You’ll know what I’m talking about here if you are currently (or can remember back to when you were), a young business and you fielded requests from customers or potential customers that fell outside your core remit. My mouth would be saying “of course we can take care of that for you”, while my brain was thinking “Really? How?” We existed to make people’s lives easier and to go the extra mile, and that’s what we did… and it worked. For many years it worked, and we assembled a fantastic team of contractors and partners who enabled us to deliver all the periphery things that we took on.
However, you learn a lot of different things as you grow in business – and I think one of the key learnings is the importance of focus. Our incredible and trusted business advisor always says: “When it comes to defining your business, and moving along the path to success, it’s just as important what you say no to, and what you don’t do, as what you do”.
People want to deal with the best, and it’s much easier to be the best when you know the one or two things that you’re freakin’ awesome at, and focus there. So, 2017 has been all about saying no. You would have heard us say this before, but it’s been about us going back to the core thing that we’re the best at (crafting incredible stories) and playing there, and there only.
That’s been our journey anyway – although I know we’re not alone in reaching this turning point. Some businesses even get the memo right from their outset; just look at the explosion of increasingly niche businesses in more recent years. From tighter targeting, to more potential to tap into influencers, there are a range of benefits when it comes to marketing to a niche audience.
However, I’m not just talking about businesses that do something for a very specific group of people here. Your market might still be relatively broad, like ours, but the thing that you do, or provide, could be increasingly specific. Either way you’ve found your niche; you’ve figured out where you want to play, so the next step is determining how you are going to win there.
I’ll leave the overall business pep talk to the strategists and the business coaches – what we’re concerned with here are stories. Once you’ve found your niche you need to cement your story. Strong brands – and strong businesses – know what they’re about and communicate that in a compelling and consistent way. There’s the prized elevator pitch – the short and sweet way you sum up what you do in the time it would take you to ascend 10 floors. But there are also all the stories that sit around and behind that too – the ones that show, time and again, what makes you special and different. The ones that bring your values to life and really resonate with people.
When you have a fixed focus, those stories become more important than ever in helping you to stand out in the crowd. Used both internally, and to your market, they become the narrative that determines how your customers and potential customers see you, and how your business feels from the inside… pretty powerful stuff!
We’re passionate about helping cool companies to craft their compelling stories so, if you’d like some help in this area, we’d love to chat.
Anyone who is operating in the digital space, or knows anything about SEO will know that regurgitating content is not much use; when it comes down to it, putting the same exact article in lots of different places rarely helps – Google just puts its blinders on. However, there is a time and a place for recycling content, and it can be done in a way that works to a brand’s advantage. The way we see it, there are two key purposes – and we’ve outlined these below.
Control and consistency of your story
In an over-saturated market, the brands and businesses that stand out are the ones that know what it is that makes them special and different, and communicate that effectively. Only a cursory look at the current pre-election chaos is needed to demonstrate the disillusionment, and lack of trust, that the public (read: your market) feels when a story and key messages seem unclear.
We’ve long known that a strong brand is crystal clear on what it’s about, but we are – now, more than ever – seeing the importance of a business crafting its narrative in a way that consistently reinforces those messages. Great pieces of content contribute to your narrative; they demonstrate what makes you special in a way that moves people to think, feel and act in a particular way. And those pieces of content are powerful.
People need to see a message consistently, in a range of different ways and places, and at various times, to get it. As you tell your story and invite your customers and prospects to truly ‘get’ you, great bits of content provide the cornerstone foundation for this. You can be creative about it, but don’t be afraid to say the same thing more than once.
Getting maximum marketing mileage
When written well and reflecting all of your key messages, a little content can go a long way. If you’ve carefully crafted a key portion of your story, tell it and keep telling it. We have so many great channels for communication, and touchpoints with customers and prospects, at our fingertips nowadays, and a strong piece of content should be able to be leveraged across many of them.
Avoid making the mistake of merely copying and pasting though. To maximise your marketing mileage from a piece of content in the optimal way, you need to consider your audience, and the different way that those people interact with each channel, so that you can tailor your content accordingly.
For example, people bring a different attention span to an online publication that they have opted to read than they would when they’re engaging with social media (not to mention their varied expectations of different social media channels). Or, another example may be that you have used an article as a blog post, and then receive the opportunity to include it as a thought leadership piece in another organisation’s newsletter. You could just flick off a carbon copy of your original article, but your piece will get better results if you think about the types of people reading this specific newsletter, and do a small amount of tweaking to increase the relevance of your article to them.
Eco-content: Recycling like the pros
Clever copywriters know how take the compelling parts of a story and craft content that is optimised for use across a range of different channels. This allows you to achieve better bang for your buck and maximise the value you get from an investment in great content (and it is just that – an investment!) Not only that, it also helps you achieve a consistent brand voice, increases the chance of people buying into your story, as well as enabling you to control the conversation you are having with your market.
When it comes to communications, consistency is key. No matter how dazzling and perfect a piece of content is, nowadays, it’s no longer enough to do something once and pray that it will work.
Don’t get us wrong, we’re all for wonderful content; in fact, we believe that businesses can most effectively communicate with their audiences when they’re telling interesting and valuable stories. That said, we also understand that if you want to win in your chosen space, you have to proactively and strategically drive the conversation that you’re having with your market.
To do that, however, takes time.
Time to uncover and craft compelling stories that help people understand what makes a business or brand special and different.
Time to connect and build up trust with your customers and prospective market.
Time to regularly demonstrate your expertise, build your credibility, gain trust and provide your audience with the confidence that you will consistently give them value.
Time (and consistency) also allow you to improve; over time you can learn from your mistakes, as well as what you’re doing well. If you’re communicating regularly, over time you can see the type of engagement you’re getting, gauge responses, and make tweaks as you go to improve the way that you’re communicating.
Whether it be in the blog space, through a printed magazine or newsletter, or on social media, or through online and digital marketing, it’s more important than ever that you’re consistently getting your message out, and consistently communicating with the people who will help your business grow.
We’ve seen time and time again what happens when businesses are haphazard and spasmodic with their communications; they wonder why their efforts aren’t converting and why they’re not gaining the momentum they desire. Simply scheduling your communications with a content plan allows you to strategically consider the conversation you’re crafting with your market, driving increased conversions from captive consumers.
Let great content build your reputation and earn you the trust of your market. Add your expertise and your narrative to the dialogue that already exists around your corner of the market, with a confident and consistent brand voice.