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people need help with in your industry. Don’t forget that different people are interested in different things, at different times so be clear on the target market you are trying to engage. Still unsure? Here are a few considerations to help


you create engaging content effectively: Start with some brain storming: Spend some time considering your business and industry and how you make a difference to your customers, make a list of related questions, tips and topics. Arrange your list into a plan with monthly topics you


can cover, it means it is much more likely to happen as you will be clear on what you are writing about. Create a variety of materials: Remember that your style of communication can be varied from weekly tips to monthly Blogs, white papers and e-books, choose the style that suits you and your business. What if you find writing difficult or have no time for


it? If it isn’t a core service you provide then, outsource it. Even so I would recommend that you stay involved in the content plan and help steer the topics and themes as the expert in your business. Another important question to tackle is how successful is this strategy in terms of increased sales. Since I run a lead generation agency I do come across many people looking for the magic bullet for their business. Content marketing is an important strategy, but just like sales skills training, SEO, e-mail marketing and advertising it is influenced by two main factors: It does not work in isolation and must be a part of an


overall strategy. It needs time and investment to make a difference.


So with this in mind I hope that you can find the time to consider your content marketing strategy and make it a success.


For more information visit www.yourbizdevteam.co.uk or email info@yourbizdevteam.co.uk


The Writing Project Writing skills workshops


with professional published writers We boost your staff’s skills by


• listening to your company’s writing needs • running bespoke workshops in all areas of writing • providing one-to-one and at-desk training


“We found your workshop extremely helpful… thought-provoking, humorous, empathetic” – Alastair Sawday’s


Better writing means better business


w: www.rlf.org.uk/education/writing-project/ e: bristol@rlf.org.uk


m: 07811 323 664 / 07813 785 424


MARCH/APRIL 2017 insight 25


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