Stop collecting. Start connecting.
Chances are, you either :
a) have a content marketing manager who lacks heart
b) hired an industry-specific writer who's not a storyteller.
c) partner with a small channel-dancing, calendar-izing, social media agency who doesn’t really get your brand
d) are trying to write the content yourself, when you're actually more of a whiz at product marketing or pinball machine playing.
Regardless of technology, our target audience is always human. And that means you have to be human. And that requires going deep.
PHASE ONE: The First Long Coffee Shop Date
1) Face-to-face energy exchange. Big picture context. Specific goals. Why you called. What makes you tick. What success looks like.
2) Brand Voice Boomsauce: You might need a workshop. Even if you already did it three years ago. Voices in your head are a good thing. Let's listen and document and have chocolate and carbs in the room.
3) Resource Pile-Up: Sitemap. Wireframe. Templates. White papers. Past mojo. Personas. Styleguide. Analytics. Totally required.
4) Competitive Analysis. If you have one, great. If you don't, we'll do it. Industry stuff and "hey I love their website stuff".
5) Partner Fist-Bumps: Designer, UI, SEO, Accounting, Administrative. Tedious, but totally necessary. Do not pass Go without doing this.
6) SME Championing: Email introductions to SMEs and approvers. Communicate and agree on project priority.
7) Tech & Administrative Biscuits: Platform/tool credentials, timeline, response time expectations, weekly touchpoint scheduling.
PHASE TWO: Graduating to Dinner & a Movie
Talking Someone Off the Ledge
PHASE THREE: Moving on to a Day-Long Festival
Online Review and Feedback
Revisiting Content in Context (CIC)
Saying No to New SMEs
Five B2B Content Commandments
1) When everything is special, nothing is special. (directly from the incredibles)
2) Use bold subheads and one-liners and no one gets hurt.
3) We must translate, educate and enchant. Every time.
4) Stop talking about yourself for the love of God!
5) Eliminate UCPs (Useless Crap Paragraphs and Phrases)
And my people, which span across multiple industries and disciplines aren’t just copywriters. They’re insight-seekers. Data analysts. Question-askers. SME champions. Basically badasses.