Think of it as a funnel

January 21, 2010

Content isn’t just empty, irrelevant material you have licensed from some general resource, it is the essence of the business you do.  Now, more than ever, the best content is related, from strategic to tactical and in between.  The ideas in this content really form a funnel, with each “level” nested within the larger ideas above it.  At every stage, the guiding principle is value, how to highlight it, how to make it relevant, how to make it accessible, how to give prospects a taste of it so they will know that yours is genuine and trustable and want more.  Not every component of your content has to repeat the corporate mission statement, but they should all show a strong family resemblance to other content your audience may have seen about you.  Conceptual consistency, not word tricks.  The path to achieving it is to have your copy created by communicators who have managed business functions, who have an instinct for words-that-persuade, words-that-motivate, words-that-(ultimately)-drive-numbers.

Content? Why “Content?”…

We know, we hate the term too. Somehow any term that includes everything from Shakespeare to the latest tweet seems wrong. But it has become a useful term nonetheless.
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“But, We’ve Got An Agency That Does That”

Most B2B companies have an "agency of record" that produces a lot of fantastic work. Through long experience, they function almost as internal departments. We like agencies, a portion of our business writing work comes from agencies. But a good deal of it doesn't.
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…Because If You Can’t Tell It, You Can’t Sell It

Just what IS your story now? Anything different from the last time you developed your "essential materials," (content)? Customers behaving any differently? Your points of competitive strength evolved any? Has the marketplace gotten any simpler?
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More Value from Essential Resources

Current economic times may have forced you to shrink your headcount, saying goodbye to people who have been with you for years. We can't compensate for the hurt of that, nothing can. What we CAN do, however,
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Robert G. Hamilton
Managing Partner
P. O. Box 888
Oak Park, Illinois 60303

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