Even copywriters can find it hard to talk about their company. Here’s how to start talking more about your business and build your content strategy.

Where to start? When you’re busy running your business, perfecting your product or keeping customers happy – often all at once! – talking about your business can get lost in the mix. 

Here’s how to start sharing who you are, what you’re doing and what makes your business unique.

What makes you, you? 

Before you start, have a think about what you want to communicate about your business. 

At PFM, we’ve recently rehauled our internal values. This sort of work can sound abstract (after all, who cares if your business aims to be driven, kind or anything else?). But when you think about the values your team and company hold, it can structure the things you’d like to talk about – and help shape your tone of voice, but that’s another story.

Some of your values may surprise you! So arrange a chat, ask your team and get on it. The more we talked about Pilot Fish Media, the more we understood how we wanted to communicate: we wanted everyone to get involved, we wanted to be thoughtful and we wanted to be authentically us. 

Now: less about you

You’ve figured yourself out. You’re excited about your business and ready to share it with the world. 

But…who cares? Before you start talking to anyone who’ll listen, you need to figure out what your audience actually wants to know. Most people will love a pic of your office dog, but beyond those quick, cute wins, you want to offer something valuable to whoever you’re talking to. 

Put yourself in your customers’ shoes. Think about the channels you’re using and why someone would follow you there: do they want to get a job with you? Are they waiting for your next product drop? What questions, concerns, and curiosities might they have when they come across your page?

If you need some inspiration, take a look at content you’ve already published and see what’s done the best and worst. 

Design your content strategy 

This is the part where two become one! Combine what you want to communicate about your business with what your audience wants to know. 

One way to start thinking about the content you put out on a regular basis is to come up with some key content pillars. Pick 3-5 broad themes you’ll come back to again and again and use these to plan posts and ideas. You’re on the money when these pillars match stuff your audience wants to know about. 

With your pillars in place, you can start organising your calendar and planning your posts; Google Sheets is a great place to write in all your work! Whether you work on a weekly, fortnightly or monthly basis is completely up to you. Just make sure that your content is varied, and double-check your creative is tweaked based on each platform’s needs!

Your content pillars and content will also vary slightly based on the social media channels you’re using. On LinkedIn, for example, you may include more information about job hunting or industry expertise, whereas on Instagram you might focus more on your product or service. 

If this is sounding complicated, don’t worry! The best way to find what works? Creating, posting and figuring it out as you go.

Interested in launching your own digital content strategy? Drop me a line at [email protected] to chat all things copy and content!