Expertise, information, innovation! These are exciting words that companies rooted in science, medicine, technology, humanities and the arts embody on a daily basis. They also describe products and services that can’t be encapsulated in a jingle or slogan. Companies rooted in the adventures of the intellect and imagination have to be explained. It’s an education for customers, potential customers, future employees and possible partners.
Content marketing champions the informed consumer, the educated employee and the engaged community.
Content marketing is a method you need to leverage. Here are some of the tools I can use to help you:
Celebrate your accomplishments by sharing the origins surrounding how your business came to be, your history and your transformations leading to the remarkable now.
Appointments, promotions and partnership announcements are occasions designed to share these stories of expertise and experience. Profiles are opportunities to show your people are reliable colleagues and representatives.
Complex scientific discoveries, technological innovations, and medical and pharmaceutical research are calls to education the public about their options for leading better lives. The art of knowledge translation assumes nothing is beyond understanding.
When you can leverage your professional experience and provide guidance to the broader community on issues of the day, it’s time to place these articles in the editorial pages of your community and industry news outlets.
Projects motivated by research into the needs of your country, city or area are often funded by government or foundation grants. Understanding the application procedures and requirements is central to articulating what you want to do and how.
White Papers & Case Studies
Best practices, analyses and descriptions about how to navigate legislative landscapes are all journeys best recounted in the flexible formats of case studies and white papers. Showing others where you and your clients have been, and how you arrived at your destination is an honest and transparent means of showing potential partners and customers how you can help them.
Deep Dive Research Reports
Legislation, regulation and compliance issues are not necessarily barriers to doing business, but they are elements that demand preparation and prevent unwelcome surprises. Research that includes a literature review, interviews with subject matter experts and bodies that regulate your industry can all help you position your business as one that does all the heavy lifting for its clients.
The ongoing work of product or service implementation requires educational supports for your client base. Manuals, operating guides and set up instructions enable your clients to build independence and develop confidence in your products and services.
Want to see some samples and talk about your content marketing needs? Contact Kate here.