CREATING IMPACTFUL, AUTHENTIC CONTENT EVERYTIME. IN LESS TIME.
In order to assert yourself as a thought leader it is important to create insightful, targeted content that engages and informs your key target audiences. Creating worthwhile, original content takes time and effort. A clear communications structure will enable you to create powerful thought leadership level content with a clear focus and the greatest possible reach, every time, in less time.
There are a number of key elements we need to consider before we ever begin writing:
1. FOCUS AND PURPOSE
in order to ensure the greatest impact and the strongest assertion of your thought leadership position, it is important that every communications piece builds upon the next. This doesn’t mean that all content has to be about the same subject or even related subjects, but they should all share the same core focus and purpose. Your business will have a clear purpose, brand values and core marketing pillars, (each business describes these slightly differently but they are always present) and these should always be reflected in your communications.
2. COMMUNICATION VALIDATION
Before committing valuable time and effort to developing any new content we need to ensure it is a worthwhile and commercially relevant exercise. Answering the following questions each time will validate this:
WHAT DO WE ALREADY KNOW?
What existing company sources of Knowledge/Data/Products do we have?
WHO DO WE ALREADY KNOW?
SPECIFIC target clients/prospects we know who would be interested in this.
WHERE DO WE THINK THIS CAN BE USED?
Justify why for as many of the following as appropriate. Minimum of 2:
Presenting – Growing contacts & conversations with existing/lapsed clients & leads.
Prospecting – Creating a successful new business prospecting campaign.
Publishing – Thought leadership – targeted briefings focused on key areas of opportunity.
Participating – Public speaking – Where, who, when?
Programming – Social media, Which and what and why– Li, Twitter, Facebook, Instagram.
We can use oogsta to both inspire and validate all of the above.
3. COMMUNICATION CREATION – STRUCTURE AND FLOW
Having validated the topic, the audience and potential delivery channels, it is time to begin creating the story. Constructing a story is very simple and there is a well established structure that your audiences will respond best to: tell readers what you are going to write, write it in the body paragraphs and reinforce it by writing it again in the conclusion in a summarised fashion. You can polish and embellish the final copy afterwards but always map out the shape of your article in bullet points first. It’s easier to edit, move or discard potential areas of interest in this way before creating the final long hand version. If you do this and follow the sections below you will automatically build a story as you go.
SECTION 1. INTRODUCTION
Tell them about what you are going to write. Never introduce something in the intro that you do not intend to address in the body paragraphs. Try and limit to 2 sentences.
SECTION 2. BODY
All articles should have a minimum of two paragraphs. Each paragraph should have a short, simple and engaging heading and contain a minimum of two sentences. The content is detailed information that flushes out the purpose of the article. Transitions are important between paragraphs. The transition is best achieved by making the first line of subsequent paragraphs reference the last subject previously discussed.
SECTION 3. CONCLUSION
Summarise what you just told your readers. Include information about your business and suggestions/links for further investigation.
4. THE STORY FRAMEWORK
Content will flow easily and consistently if you apply the techniques above and remember the story framework:
Intro – maximum 2 sentences
Body = Minimum 2 paragraphs
Paragraph 1 – Sub heading. Min. of 2 sentences.
Paragraph 2 – Sub heading. Transition Sentence. Min. of 2 sentences.
Summary – Minimum Two sentences. Information and links to your business.
You can use oogsta to develop drafts of your story, collaborate with colleagues, and ensure the most powerful communications every time.
Download this free PDF template to help structure your next piece of content.
Book a Demo to find out how oogsta can help you to easily engage with the experts inside and outside your organisation.