business and babies, business owner, business tips, communications tips, copywriting, creativity, digital copywriting, editing, ethics, freelancing, parenting, productivity, running a business, storytelling, technical writing, writing for the web

Babies and business – Keeping it Peachy

Well – as you may have noticed, we took a bit of a hiatus from the MiP blog.

It turns out running a business, whilst caring for a baby is hefty work – who knew?

Make it Peachy has been my baby for coming up for 6 years. It has evolved a hundred times as I have adapted to market needs and expanded and contracted as business and life has allowed. Alongside the growth of MiP, has been the growth of my little family. My two little boys are my muses, my roadblocks and my inspiration, constantly throwing my carefully laid plans to the wolves, keeping me agile and ready for anything.

As a result of my experience in the last year, and the ongoing chaos of rearing two extraordinary little boys, I have decided to give this blog a new direction.

You see in just under 16 months I have:

  • Successfully managed the running of my little business
  • Lost 40+ kgs
  • Managed the transition of Mr 4 to preschool
  • Kept a newborn alive and fed (and his father and brother for that matter)

And I’ve done it all on what I like to call Exiguous

content marketing, content production, copywriting, digital copywriting, editing, storytelling, writing tips

Why should you invest in content marketing?

Whether you’re curating the best of the best or creating sassy, original and valuable content, content marketing is now a crucial part of any successful business. Sure, we’re peddling our own service here, but for good reason. Traditional advertising has transformed so significantly over the years that even advertising agencies have had to widen their own definitions of what is an ad. We know now that human beings connect to one another through storytelling. We are seduced by an emotive tale, sucked in by a controversial anecdote and sated by a juicy saga. We love the journey, and as it turns out, we want our service providers to take us on that journey before we are willing to part with our well-earned dollars.

What does content marketing even mean?

We are thrown so many buzzwords a business quarter, it can be a struggle to keep up. One minute you’re trying to prove your business cred by sprouting the latest word mash up, the next you are erasing any mention of the newly established pretention indicator from your communications. Those of you unfamiliar with the idea or practical realisation of content marketing might be wondering if this, too, is just a phase that is going to drain your bank with little or no return.

For those doubters out there, we hate (ok we kind of love) to burst your bubble, but this approach in some iteration or another is here to stay.

According to the Content Marketing Institute,

“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

Basically, it’s a way of taking your audience, clients, partners and customers on a journey through useful, insightful and engaging content.

I’ve been doing it old school for years, why change now?

You’ve followed the same tried and tested path for years. Why would you want to change your approach? Well, for starters, we the consumers, expect it. We don’t want promotions shoved in our face with nothing in return. We get bored when we realise we’ve been tricked or pushed into a sale. We want relationships and we want something from you in return. We want you to show us you’re invested in us. Content marketing is the way to show your investment, while simultaneously showing off your own skill and value in the market.

What will I get out of investing in content marketing?

When you show people you have something of value, they will invest in you. There are countless benefits to spending the time and money on creating and curating great content. We’ve plucked our top ten:

  • Position your brand as an expert/authority in your field
  • Increase your digital traffic
  • Boost your reputation
  • Help you reach a new and untapped audience
  • Give you insights into your audience
  • Reduce your costs (cheaper than any traditional methods)
  • Improve brand awareness
  • Often yields better results than traditional methods
  • Widen your sales pipeline
  • Develop genuine lasting relationships with your audience
  • Leads to audience/customer/partner trust and loyalty

Where do I begin?

The key to content marketing is getting it right for your brand and industry. Following a blind path set out by the thousands of ‘experts’ can often be more harmful than anything else. There is a lot of shoddy content flowing through our inboxes every day. Don’t create for the sake of creating.

Work out what you want to say and find the best channel through which to tell that story. Is it a blog, a video, a gallery? Is someone already saying it better than you could

Work out who you want to tell the story to. Who is your audience? Are they current clients, customers, potential partners? Understand your audience and your story will flow from there.

Work out a way you can be consistent. Is your chosen approach sustainable? If not, why not? What can you change to ensure that it is?

Do you need help? You are the expert in your industry, but you may be unsure how to communicate that knowledge. If you don’t have dedicated content experts on staff, invest in content experts who will get to know you, your brand and your ultimate message.

Content marketing can be a scary concept if you’re starting from scratch, but when you invest in great content, engaging stories and valuable assets, you’ll no doubt connect with your audience.

 

content marketing, content production, copywriting, digital copywriting, editing, research, storytelling, writing tips

Before you begin – top ten questions to ask yourself before you start creating content

We work with some of the most interesting professionals around Australia. Some are avid communicators, enthusiastic marketers and lovely storytellers. Some are clinical experts, with an awe-inspiring level of knowledge of their industry, who have no idea how to impart that knowledge. No matter who you are or what your piece of content is meant to achieve, we always, always, always implore you to prepare! Get to know your content before you create it. Below are the top ten questions we ask our clients at the beginning of every project. They’re a great way for you to get your head around your audience and your overall purpose – two things you need to create great content.

What is your service/product and what has changed?

We know you know who you are, but forcing yourself to put it into words will help guide you to be clear on your overall purpose.

How does this piece of content fit into your overall story?

Do you have a content strategy? Is this content to stand alone? Where and when will you publish or share this content? This can help to identify where you may have strategic gaps and inspire you to bed things down.

What is your purpose? Inform? Compel? Change views?

Know and understand from the outset what you want from your content. If it’s just to inform, why have you chosen the platform you have. If it’s to compel action, what is that action and how will the platform you’ve chosen help this along?

Who is your audience/potential audience?

Get to know your audience as well as you can. Who are they? What drives them? How will your content add value to them?

Does your audience have an intimate understanding of who you are and your offering?

For those in a business or technical environment, this question is key. How much does your audience know about your offering? What is their technical knowledge and capability? Knowing this will help you pitch your language at the right level.

What does your audience currently think of your business and what do you want them to think?

Knowing where your audience stands and comparing it to where you want them to stand is a great way to give your purpose context.

What are three things you want your audience to take away? Call to action

Summarising your content down to three points will help you define and refine your purpose and get clarity on your call to action.

What is the tone of your content? Friendly? Casual? Technical? Formal?

Does your brand have a style guide? If not, do you know the kind of tone you want? It’s important to find that tone before you begin because it will inform how you communicate your message.

If you could describe your offering in three words what would they be?

This is another great way to help you refine your message.

What has been successful/a disaster in the past and how does this content reflect that?

It’s incredibly valuable to understand your past successes and failures in communication. What content has resonated with your audience and why? How are you adapting your current content to continue this relationship?

Answering these questions can help give your content structure, shape and purpose. When you combine this with great storytelling, you can develop compelling content.