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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
Content should reflect your desired company image.
The things that make me
different are the things that
make me me.
A A Milne
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.
What type of image does your business reflect?
It’s a given that a business image is about being:
Identifying your image allows you to determine
the voice and style of the content you publish.
Content should be evocative.
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.
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?
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?
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.
Look both within your
own business and at
what's happening in the
wider community to
source content ideas.