Creating content, step by step
Nine steps, from who you are talking to through to knowing it works.
Content is how people get to know you before they ever get in touch. Each step below is short enough to keep in your head, whether you do it yourself or with us.
1. Audience
Good content is written for someone. When you picture one real customer you know what to say and how to say it.
- Picture one real customer.
- Write to them, not to everyone.
- Listen to what they ask you.
2. Ideas
The hard part is knowing what to say. The questions your customers already ask are the easiest place to start.
- Start with the questions your customers ask.
- Keep a note on your phone for ideas as they come.
- For more, see the tips.
3. Stories
People remember stories more than claims. A real change for a real customer says more than any list of what you do.
- Share what changed for a customer.
- Ask before using their name, words or photo.
- What went wrong and what you learned builds trust.
4. Voice
Nobody buys from a business that sounds fake. AI tidies what you said. It never writes a sentence you did not say.
- Use your own words.
- Let AI polish, never write.
- Read it out loud before you post it.
5. Video
People connect with a person. They hear how you talk, see what you know and meet who they would be working with.
- Video is hard to fake. That is why it works.
- Being on camera is optional.
- Use recordings you already have.
6. Time
Turning up regularly is how people find you and remember you. A steady rhythm matters more than a big launch.
- Pick a day and a focus each week.
- One real piece a week beats bursts.
- Keep going for three months before you judge it.
7. Sharing
Your website is the one place you own. Put the piece there first, then point to it from wherever your customers already are.
- Put the full piece on your website first.
- Share a short version where your customers are.
- Turn one idea into a post, a clip and an email.
8. Community
When they keep hearing from you, they start talking back. That is where the relationship starts.
- End with a real question.
- Reply to every comment.
- Talk with people, not at them.
9. Results
Content takes time to work. Look for signs it is bringing people closer to getting in touch.
- Look for enquiries, not likes.
- Check visitors, sign ups and enquiries each month.
- Watch the direction, not the size.
Do it yourself or with us
Rather we did it? On a website plan we do every step with you.