This document provides advice on developing effective content for business purposes. It emphasizes that content must connect with customers by identifying their needs, obstacles, and how the business can provide a solution. It introduces the N.O.S.E. framework for content - discussing the need, obstacle, solution, and how to engage customers. Specific examples are provided to illustrate applying this framework when writing about needs such as having more wine at a party or complying with tax laws in China. The document stresses that content should avoid being useless and instead clearly explain how the business differs and can solve customer problems.

1. Content:
What you write is
important

2. What is Content?
Basically Everything Written
• Website
• Social Media
• Blogs/articles
• Press Releases
• Marketing Material
• Training, Seminars, White Papers
• Business Proposals, Bios, etc.

3. Who is doing the writing?
As the entrepreneur, YOU know the business. You can’t
outsource your knowledge, but you can, and MUST, deliver
the essential basics of successful content to whoever is doing
the writing.

4. Kathy’s expert advice for the day:
Content
MUST
Connect

5. Purpose of Content
Why are you developing
content?
• To grow your business.
• To connect with prospects
and customers.
How do you connect through
content?
• By identifying customer
needs
• Pointing out why needs not
met
• Show how YOU are the
solution

6. No Mumbo Jumbo
Avoid the temptation to post useless content
just to get something out there… Poorly written
content is worse than no content at all.

7. N.O.S.E.

8. N.O.S.E.
Need
• What need does your prospect have?
Obstacle
• What is preventing your prospect from having that
need met?
Solution
• How does your business meet that need?
Engage
• Does your content connect with your prospect?

9. N.O.S.E.
Need
• Running out of wine at dinner party
Obstacle
• Don’t want to leave party to go get more
Solution
• Bottles XO
Engage
• WeChat, Blogs, Website, Events

10. Engage!
Engage your prospects/clients with exciting content:
“Good news! We understand your need and we see your problem.”
“Thanks to our amazing service/product your obstacle is gone. We’ve
removed it for you.”
“We are your solution.”
“Contact us. Now. And engage with us often to see how we can keep
on solving your problem.”

11. Example:
• Need: Foreign companies must comply with China tax laws
• Obstacle: Complex, confusing and time-consuming
• Solution: ABC Accounting navigate taxes for client
• Engage!: Email alerts, blogs, website updates, webinars,
workshops, etc.

13. Enter GoPro
Engage customers through social media,
blogs, website, events…
Content must Connect

14. • Need: a ride
• Obstacle: Taxis hard to get and Uber even
harder
• Solution: ????

15. Connect Better than the Competition
How are you different? Better?
More interesting?
Fill your content with that!

16. The N.O.S.E. knows how to connect.
Follow it!
Need
Obstacle
Solution
Engage!

17. Kathy Groom
• Developmental Editor
• Editorial Strategist
• Collaborative Writer
• WeChat ID: kathygroom
• www.groomdevelopment.com