SERVICE NAME

Content that engages

Every business has its own content sweet spot – an area of expertise that is greatly valued by its customers now and in the future. Finding that sweet spot and producing content that hits it again and again – that's what I do.

Why should you up your content quality?  Because businesses are typically cranking out 3x more content year on year, and most of this mediocre content fails – audience engagement is typically 5 per cent.  So why bother with that?  I help clients save time and money by focusing on the most engaging content as identified by Google: 

  1.  Hero content – inspiring, emotional content on a budget.
  2.  Help content – “how to…” guides that are useful AND entertaining
  3.  Hub content – batch planning serials such as podcasts can save time.

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Less is more

One powerful campaign can outdo dozens of lacklustre ones

Stand for something

Be bold and honest, and you’ll be remembered and respected

Focus

Who are you for and what’s the first thing you need them to know?

want to author content but don't have the time? get a ghostwriter

When subject matter experts write their own content, this feels real and we often learn something new and interesting. By the same logic Google favours content by named experts – quite naturally you’ll be getting lots of long-tail keywords in there.  So you’re likely to perform well in natural search too. Hurray. But writing really good stuff takes time and you could be burning the midnight oil or working weekends. Going around in circles. Drafting and redrafting. It’s why many writers are half-crazy (only kidding). But you can learn a lot actually about writing, and finding your own style by hiring someone to work with you. First though here’s the wrong way and why I advise against it. So what to do? Two solutions I suggest  – and I can help you with both of these. They’re both borrowed from my business journalism days.

Why you shouldn't use a content farm

Why many businesses outsource content production to an agency. They tikc the boxes with a six month content plan. Skipping the steps of producing a content strategy in line with marketing strategy, defining target audience, their likely problems and questions, and analysing yours and competitor websites for gaps in information. That’s quite a long list. So understandable you want to short circuit this. But in my view, using a content farm is a big mistake, because your passion, personal voice, the WHY of your business, and the strategy gets lost. You end up with content flapping about in the breeze like a sail that’s lost its engagement. Do you really want to pollute the internet with another generic boring blog, yawn? 

 

Do this instead – curate other people's content 

Ever wondered why the Letters to the Editor page has always been among the most widely read in a newspaper? The famous writer HG Wells kicked off the charity Diabetes UK through a letter to The Times newspaper, way back when.  Why? Because opinion – especially informed opinion – on current affairs is delicious, enlightening and thought-provoking. And everyone enjoys watching a bit of controversy.

Is your finger on the pulse of what’s happening in your sector, niche, or specialism? Do you already read expert news, journals, press releases, videos and the like – and distil your own views from that? Are you a discerning consumer of such content? Can you add your own thoughts, and spin based on years of experience? Do you have an independent point of view – that’s sometimes contrarian? Are you great at distilling out the key points of any news or research?

Then I have good news for you. You don’t need to reinvent the wheel. You can provide a valuable service for your customers by simply picking out the best content, and commenting on it.

  •  Provide some context, reference, point of view.
  • Summarise the key points. This is a valuable service in an age of fractured attention and information overload. 

 

How to save your audience time and increase your credibility.

 

  •  LinkedIn posts – Write a series of these snippets with links to the source you’re referencing. 
  • Email newsletter – similarly, provide snippets of the latest most important updates in your sector, and your particular take on them.
  • Letter to the editor – old-school approach that’s still relevant. Do you have a magazine or publication for your specialism? Browse articles in the latest edition, looking for things you can comment on. Email the editor with your own take.

Or... hire me to ghostwrite content for you

, is ghostwriting. I interview your experts on Zoom / Skype / phone and weave their real quotes and turns of phrase into the text. I also enrich the content with other trusted sources.  So your content retains your unmistakable tone of voice. It’s well researched and highly readable, concise, and answers all the reader’s questions. Such high quality content ranks better on Google. And it frees up your time to do what you do best.

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