Tap into data to inform your stories - keyword research, website analytics, content analytics, social listening, competitive analysis, customer feedback, employee feedback...
While search and social data is typically the easiest to analyse for topic popularity, it’s your customer data that provides the most important insight for planning content stories.
Paint a vision of what’s possible - what’s the fresh, interesting perspective or point of view that connects your value proposition to each audience?
Even a simple conversation framework such as this, per buyer or influencer profile, helps inform great stories and makes for effective content.
Find out what your subject matter experts do in their spare time - yes, this may sound strange
A very senior, very left-brained SME talking about the 'water cloud' that serves his house is riveting blog content for the right audience.
Put the customer at the centre of it - but not how you would expect
Three Ireland features 8-10 customers in their quarterly Customer Insights Panel.
Next: Deliver with panache >