How Do You Know What to Write About?

One of the first questions we get from prospective clients is “how do you know what to write about?”  Nobody knows your business better than you do so we start there.  What are the leading sources of information in your industry?  If you don’t know them we’ll help you find them.  From leading bloggers and trade magazines to journalists and broadcasters, someone somewhere is writing about you, your industry, your business, your products and services, and your target market.  What makes original content compelling is relevance and topicality.  Is it important information to your target audience and is it timely? Once we determine the leading voices in the space we can glean information from them and write them in our own words being careful to give credit where credit is due.  “According to the New England Journal of Medicine . . . ” is both a way to establish you as an authority in the field by crediting a recognized source and a method to distance you from the message should it change or become negative. Once we have a general understanding of your field, business, products and services, and target audience we can go to work assembling topics.  We’ll start with some suggestions from you for 12-20 topics per month.  Then we’ll upload them to the project management page for your review before posting.  Like any new job there’s a learning curve and while we are on point with the message when we launch over time we get a better sense of who you are and the message you want attached to your brand.  That is after all the most important thing when posting for our clients.  Does our content accurately represent your brand?  For clients who choose a premium package we also monitor leading voices in your industry and post them where appropriate through your social media accounts.  Then based on the interaction with these third party voices we can make recommendations about content we should generate that we already know is important to your target.  In virtually all cases, over time the content we generate for you is not only compelling and engaging for your target audience it’s also educational for you.  It’s one of Vox Communications’ competitive advantages.  Our clients learn about their own industry and therefore can make informed marketing decisions based on the interaction with the content we generate.  What truly separates you with your online message is the same as what defines you in real life.  Its’ not what you say, but how you say it.