Content marketing and social media make every business a broadcaster, every company its own rolling news agency.
But if you think you’re just up against your industry competitors for Google rankings and Facebook likes, you’d be wrong. And you’d be missing a huge trick.
You’re competing for a share of your audience’s time and attention against Strictly and the X Factor, the John Lewis Christmas commercial, online breaking news, film on demand, live sport on your prospect’s mobile.
In other words, whatever your business, from farm shop to pharmaceuticals, your communications are up against the media pros.
If you care about the benefits quality content will deliver your sales bottom line and your reputational rating, it’s the media you need to look to for lessons on how to stand out from the crowd and stay top-of-mind for your customer.
Being an programme producer or adland mad man/woman is a very creative process, but it’s not at all about making up stories, or even spinning them. What journalists, editors, programme directors and film producers do so well seems simple, but is often the hardest job of all. They spot the story in the first place. Then they ‘give it legs’, shaping and telling to hook the audience from the get go. These story telling skills are as old as time. And as precious as gold dust.
Gok Wan and Ivan Lendl do it too
Look at it another way. Producing effective content for your business is akin to Ivan Lendl’s triumphant coaching (and coaxing) of Andy Murray. Or Gok Wan giving your mum a make-over. Either way, there's huge potential there that most businesses fail to tap into. Think of your business as a diamond in the rough. When you’re creating content your job is to see it, cut it, set it and let it shine.
Does that inspire you or bring out your inner ostrich?
Whichever it is, start here and start simple. Here are three ways to see that diamond and let it shine.
Look for potential in every aspect of what you do. How is your product made? Who makes it?
Winkle out telling details that set you and what you do apart from the crowd.
See the big picture. The John Lewis Christmas commercial doesn’t get millions of hits because it sells things. Here’s your starter for ten. The 2011 John Lewis Christmas ad was even more powerful. What is it selling?
(Image removed)Doing Words’ Kaye Coleman-Rooney is a former programme producer with the BBC and has worked in businesses large and small here and internationally.
Contact Kaye:
[email protected] 07593 058748 @DoingWordsUK
www.doingwords.co.uk
Is your editor’s eye more rough than diamond? Then polish it up and let it shine! Kaye’s running a training course on 27 November helping people just like you develop the creative and practical skills you need to produce great quality content – on and offline. Find out more and book your place.
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