Create great content that talks to and engages your clients. What do you need and how can you push your team to make great content that works?

1. BUILDING
EFFECTIVE
CONTENT
A
short
guide
to

2. WHY?
From A  B
Listening to each other
Hearing & centering clients
Set ground rules & goals
Ownership & collaboration

3. 1
2
3
GOALS?
Drive more business
Increase engagement
Brand representation
Good* content
helps achieve
business
goals
*great content

4. MAKE A PLAN, WORK THE PLAN
Each section, page, post
Purpose, message, content
Assess current assets
Gap-fill
Identify what & who

5. HOW?
Collaborative space
Stakeholders
Specifics
Assign
responsibility
Plan follow-up
Go create
Text & content
Supporting facts & data
Visuals

6. Draft content | subject experts + writers
Edit existing content | writers
Edit new content | writers + senior editors
Gather supporting data | subject experts
WHO?

7. RULES & GUIDES
Content…is
really like a first
date. If all you do is
talk about yourself,
there won’t be a
second date.”
David Beebe
Marriott International

8. USER CENTERED
Why do they care*?
Why should they believe?
What will they wonder?
*It’s focused on them or their concerns

9. USEFUL & PURPOSEFUL
Solid, user-
focused purpose
What do you want
them to do?
What do they
want to do?

10. Just say it
Be active
Write short
Bullet that
No jargon or
buzz-words
CLEAR & DIRECT

11. PROVIDE PROOF
Back it up
Statistics v.
superlatives
Compelling facts
& figures
Data worth
1,000 words
In God we
trust; all
others must
bring data.”
Edwards Demming
Engineer, Professor, Author

12. BRING IT
Pens & sticky notes
Ideas
Constructive
confrontation
Thick skin

13. GO, DO