Content: What you write is

important

What is Content?

Basically Everything Written • Website

• Social Media

• Blogs/articles

• Press Releases

• Marketing Material

• Training, Seminars, White Papers

• Business Proposals, Bios, etc.

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.

Kathy’s expert advice for the day:

Content

MUST

Connect

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

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.

N.O.S.E.

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?

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

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.”

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.

Enter GoPro

Engage customers through social media, blogs, website, events…

Content must Connect

• Need: a ride

• Obstacle: Taxis hard to get and Uber even harder

• Solution: ????

Connect Better than the Competition How are you different? Better?

More interesting? Fill your content with that!

The N.O.S.E. knows how to connect.

Follow it!

Need

Obstacle

Solution

Engage!

Kathy Groom

• Developmental Editor

• Editorial Strategist

• Collaborative Writer

• WeChat ID: kathygroom

• www.groomdevelopment.com