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Get inspired: Defining and demystifying content


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The second in our series of content creation presentations. This time we look at how to define content and where to look to source inspiration.

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Get inspired: Defining and demystifying content

  1. 1. Get Inspired D e f i n i n g a n d d e m y s t i f y i n g c o n t e n t
  2. 2. Content should reflect your desired company image. The things that make me different are the things that make me me. A A Milne
  3. 3. The image needs to be authentic. If there is a disconnection between what you think your image is and what your customers expect from you, it will impact your reputation. It needs to align with your company culture and resonate with how clients see you.
  4. 4. What type of image does your business reflect? Conservative and Steady ARTISTIC CREATIVE on TREND FUNfamily values INNOVATIVE AND ENTREPRENEURIAL edgy and questioning
  5. 5. It’s a given that a business image is about being: Friendly Professional Customer-focussed Reliable Identifying your image allows you to determine the voice and style of the content you publish.
  6. 6. Content should be evocative. Inspiring Thought provoking Helpful Humorous Unusual or unexpected Any combination of these
  7. 7. 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.
  8. 8. Content should be placed and presented to meet your audience (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?
  9. 9. 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?
  10. 10. Watch with glittering eyes the whole world around you because the greatest secrets are always hidden in the most unlikely places. Inspiration for content is all around you. Roald Dahl
  11. 11. Staff Personal experiences Customers External milestones and events News media Commentators and opinion leaders Industry reports Look both within your own business and at what's happening in the wider community to source content ideas.
  12. 12.