If you’re sharing updates on your website, email blasts, and social media platforms chances are you are slightly overwhelmed. Where do you start? What is the most important information to share? How can you communicate with your audience in a way that faithfully represents your brand? I’ve spent some time pondering these questions over the last few weeks while developing a content strategy course. What I’ve learned is that while all businesses have unique messaging that is directly related to the product or service they provide, there are also a number of key points that are relevant to all brands:
Your Mission & Values
These are evergreen messages that are in line with your core values. They will be short stories or statements that relate directly to the work that your company does. Why is it important to your company? What are steps taken on a daily basis to continue supporting your mission and values? What types of processes are put in place to ensure your mission and values are not compromised? Are there other companies that share similar values?
Your product or service is how you generate income so get comfortable sharing about your offerings. Highlight new products or services, talk about why you made the product, and share the process behind it. Share about the types of people who would need the product and why it would benefit them.
What happens on a daily basis that inspires you (or your business)? Who are the people you are working with? What vendors are crucial for your business and how can you incorporate them into what you share? Maybe share a bit about your process or your daily habits. This helps create a story for your customers.
Sales & Promotions
Highlight specific products you have on sale or make an offer to new customers. This would be a great place to feature a referral discount program for your current customers, promote a holiday event or sale, or run a contest and give something away for free! You can get creative here and run promotions that match up with your brand.
News & Noteworthy
Linking back to other websites and posts that are meaningful to your company is a great way to increase your SEO while authentically supporting other businesses/causes that you admire. Share useful content that your peers are posting. This is also a place to talk about events and news that your company is a part of.
Quotes & Inspiration
Here is your opportunity to share quotes by authors/speakers whose words and thoughts align with the mission and values of your company and brand. You can share these in a simple text format or overlay the quote on a photograph or image that aligns with your brand standards.
You’ll also want to add some topics that are relevant to your brand and talk about those on a monthly basis. Do the research, read the books, and get inspired by staying connected in your field and you’ll know just what to talk about. What do your customers need? What do they ask you for most often? Make this an important part of your content sharing. Good luck and have fun!