In ‘Go sober for October’ I began looking at different ways to keep the content on your company website fresh.
Way #1: make the most of any events your organisation is planning. Workshops, talks, conferences, away days. They’re fertile ground for home grown content.
Awareness campaigns help.
Way #2: keep across the national and international PR calendar. By that, I mean the various ‘days’, ‘weeks’ or ‘months’ that are designated as ‘National’ or ‘International’ events.
Charities and health promotion organisations do it well: Pudsey look-alikes are now part of the November landscape for ‘Children in Need’. And November itself has been re-christened ‘Movember’ to promote men’s wellbeing across the globe.
The commercial world also has its own campaigns.
Find a ‘peg’.
Even if you’re not taking part, you can use the week as a timely excuse (a ‘peg’ or ‘hook’) to:
- write an opinion piece on an aspect of entrepreneurialism, informed by your own experience;
- focus on an aspect of your own business story: how you’ve scaled up; crucial lessons learned; tips you want to pass on to newcomers;
- recycle your own content: pull together previous posts that sum up an aspect of business life that will interest your audience.
Revive the past.
With that last point in mind, I’ve looked back over some of my own interviews, focusing on founders who care deeply about what they deliver:
Founder-MDs like Abi Leland, who helps to build brands by matching the right music to the visuals. (Think of the songs accompanying John Lewis’ past Christmas campaigns or Lloyds TSB ‘For the Journey’…)
Keep it up-to-date.
So awareness weeks are a useful source of inspiration.
They’ll also give you a ‘hook’ – a topical reason – as to why you might write about something at any given movement.
Topicality is good because readers come away with the sense that you are across the latest thinking in your sector.
One word of warning: topicality also dates easily. Which is why I must leave you and get on with writing my next post…
Come back soon.
Give me a call if you want to explore other ways of creating content that proves why your company stands out.
07456 416 475 or email me.