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If content is king, how can I create content?

March 24, 2011

Let’s make some assumptions: you’ve decided to engage in digital in a way that is more than just doing an online brochure website.

You are going to create content from your business, for your customers. It might be for Twitter. Or Facebook. Or YouTube. Or a blog.

Doesn’t matter. You’re in.

And now, you have a blank screen with a flashing cursor. It’s not even fair to call it writer’s block. It is worse. You don’t even know what the content should be.

Here’s a thought exercise that will help.

1. Imagine you have your best customers in a room (the room could be your store, or it could just be a generic real room). They are standing there, talking amongst themselves about how they like doing business with you. All of a sudden, they all turn to you, and you have the floor.

What would you say? How would you say it? Would you make a speech? Would you show pictures? How about video? Would you give them all a deal? Would you give them a buy one get one free? Would you tell them about a deal you have on Friday’s?

This is an important question because your answer can help you develop content. And it can help you determine the form you deliver content (speech = blog post, images = Flickr, video = YouTube, etc).

Also, your answer can be many of the above, and from that, you can begin to create what is called a content calendar. And when creating this calendar, it’s smart to think episodic. In other words, think about something that happens every monday. And brand it. BOGO Monday (buy one get one free). Ask the CEO Friday.


Episodic content is good for content creators (it’s Monday, I know I must have this done). And consumers: it’s Monday, I know I’ll get this content).

TL:DR: Content matters. When thinking about content, think about what you would say to your best customers. Think episodic content: content that happens on the same day, every week that is branded in some way.

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6 Comments leave one →
  1. March 24, 2011 5:54 pm

    I agree this is a good method for thinking about content topics.

    Another way I recommend my clients focus their blog content is by reviewing their web logs (search phrases) and SEO reports to determine which phrases are popular. This is another way to help support those campaigns.

    In addition to this data, we also review the phrases we cannot afford in our PPC campaigns because they are expensive and would drain our monthly budgets too quickly. We then begin the process of creating content for those out of reach costly phrases so that natural search engine results will kick in at some time in the future.

    Good hunting.

  2. April 6, 2011 2:44 am

    Great post. Content writing of such sort will be more of way of interaction with the consumers which will create a impression of good will and understanding.

  3. April 17, 2011 6:11 pm

    are you on linkedin?

  4. October 30, 2013 5:34 am

    Very valuable information and great example Mr Matt Hames.
    The customer also think in his way and what he looking from his side, not required rest of the thing. like wise, content too. I too write a content as per your suggestions. thanks to share it..


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