Nothing stands still. And we’re privileged to have a court-side seat as change happens across businesses, industry, and society.

Reflections on B2B content creation.

Nothing stands still. And we’re privileged to have a court-side seat as change happens across businesses, industry, and society.

Take a look at the ever-evolving collection of our thoughts
around stories and storytelling

from the world of business

Sharing Thinking

Make it mean something. EVERY piece of content you produce needs to mean something to the people who read it. AND it needs to advance the interests of your business. Fail on the first point and they won’t read it. Fail on the second and – very best case – you’ll just be doing them the favour of growing their knowledge, instead of growing your business too.
Make them want to read it. In an age of hyper-sophisticated content tracking metrics, measuring where it goes can end up eclipsing how well written it is. Badly written doesn’t get read. On any platform.
Make it work equally hard wherever it appears. A white paper doesn’t work the same as a tweet. Plan for all the platforms you want your content to appear on before you start to produce it.

No strategic linkage. What companies are writing, blogging, tweeting and emailing about doesn’t relate to what the market wants, or to their own growth strategy.
No appeal to the reader. The content isn’t compelling. So people don’t read it and the effort taken to create it is wasted.
No ability to work on different platforms. The content is produced with a single format in mind. So it is difficult and time consuming to make it ‘fit’ multiple delivery platforms.