When it comes to creating content, it is often easy to just jump right in and start writing without having a real strategy – this can especially be tempting for people who founded a company or are writing about a company well after its beginning. The danger being that if you are simply writing content without using context for your company’s background with the subject, you may be missing a huge opportunity to really nail down your point. Until just a couple of weeks ago, I would count myself among the mistaken masses. Then something happened, I met Adam Wren, a content expert in the Indianapolis area that came in to speak to the Delivra marketing team about an upcoming new webinar series we were planning. Adam helped us:
- Realize the importance of writing content in a way that tells our brand’s story and how our past experience benefits our clients.
- Think about writing strategically on topics that we are experienced in working with.
- Identify how our particular story helps differentiate Delivra in a way that no amount of software functionality can on its own.
As part of the upcoming series, Adam will be sharing his expertise with the attendees so they can help set their companies apart from the competition as well.
The first webinar focuses on knowing your brand’s story. This involves not only knowing where, when, what, why, who, and how your company started, but what it has become today. We found that at Delivra, this step was especially important for us, because like most technology companies that began over a decade earlier, we are very different now than we were at the start. From being one of the first email software providers when the company began in 1999 to becoming a digital marketing provider in 2014, that shift and the way it shapes our brand’s story is important for us to communicate to our clients and prospective clients.
We also found that besides past and present changes to your brand’s story, internal and external thinking needs to be a part of the way you write content as well. Internal being the story of your company, and external being the story of your customer. Where were they before they found you? What have they become because of your product or service, and how has that effected them (B2C) or their business (B2B)?
These are all things to analyze and understand when it comes to creating content for your company – knowing your story will allow you to develop your company’s voice and personality, and knowing your customer’s story will allow you to better understand where they’re coming from, and therefore better engage with them.
Be sure to sign up for Thursday’s webinar if you haven’t already. We’ll give you the details on knowing your company’s true story, and where to go from there. We’ll even offer some feedback on your company’s story after the webinar! It will take place at 2:00 PM EST – we can’t wait to see you there!