Companies have become obsessed with content creation and many firms are completely flummoxed (yeah I love that word) by this concept, but go with what you know and you’ll do great.
Every company in the world has a level of expertise in its core business. Think about it. How many times has someone shared a client story about how you were able to help on a first project. Ask your customer service people about conversations with current or prospective clients. What kind of questions do they get and what type of answers do they give?
The trick is to create a simple system to capture and retell these stories for the other people who want to know the same things but haven’t asked yet.
We have a new client in the printing industry (more to come about that) and during our initial conversations about content creation for their website, we went through this “capture” process with them. One of the stories they shared is how they advise clients during their design process to wind up with some really great images. This is gold. They know the story and they are experts in sharing it one-on-one every day. The only difference is that they now have to capture it and share it with a larger audience.
This is where a lot of companies freeze in their tracks. read more