Exquisitely important rendezvous first thing Monday with a prospective partner.
I don’t have clients, by the way. Partners are my jam. Through content strategy I become their right arm. There’s no line between their success and mine.
The goal of content strategy is to be drastically different to your competition. Through being more helpful, useful, supportive and empathetic.
When you crack the code and let flow the secret sauce that makes you more than a supplier to your customer, you’ve developed a high likelihood of loyalty.
Every word on your website needs to be carefully considered and crafted to give your customer confidence.
And you need no more than three or four points of differentiation that you repeat time and again in success stories and case studies narrated by your delighted users.
You need consistency across every platform and profile to prove your professionalism.
Consistency and clarity
On Monday I’ll be talking my prospective partner through a proposal at the heart of which will be consistency, and its content strategy bedfellow of clarity.
I’ve spent hours working through their sitemap, generated using the free tool Xenu Link Sleuth (I revealed this amazing app in a recent article). During that exercise I identified several areas of great opportunity, and plenty of content gaps which can be filled with relative ease.
This prospective partner is in the service industry, providing its customers with technical solutions.
I checked out SimilarWeb to learn more about its closest competitors, and discovered that no one in this space offers weekly classes to clients helping them stay focused on the tasks associated with their services that are critical to those business’ success.
So I’ll be recommending we experiment in this area. It has huge scope – initially as a free value-add for existing clients but in time potentially a service available exclusively to premium subscribers.
This prospective partner needs to spend more time understanding its customers, period. It’s currently a leader in its space but an emerging challenger recently reviewed its branding and is making headway with a clearer value proposition.
Fortunately there’s still huge scope in this regard across the sector and I’m confident through my obsession with simplicity and a short-term customer insight exercise we’ll strengthen and clarify our messaging breathing new life into branding and attracting a new swathe of customers to the party.
Classes, clarity, customer insight and communication
This prospective partner is currently lacking a newsletter and we all know how this is the only medium that locks in prospects and provides the organisation with complete control over that relationship.
Once we’re clear on the needs of our customers, that newsletter will soar. Because it will be 100% about adding value – delivering tips, tricks and tactics each helping the customer be more effective and efficient.
I’ve been a checkout operator, croupier, journalist, editor, eCommerce leader, head of digital and content strategist. Every successive role has seen me add a customer engagement string to my career bow.
Everything I’m recommending to my prospective partner is a triangulation of all this experience.
All my recommendations cited above are components of content strategy.
Content strategy is a multifaceted beast. It’s never linear.
But it’s always about putting organisations in the best possible light.