Start with customer questions
Every question asked by a customer is a possible piece of content. Explain a misconception, show how something works, compare options or answer a question people ask before buying.
Show the work
A project taking shape, a product being prepared, a service being delivered or a member of staff explaining part of the job can all make useful content.
Use expertise, not slogans
A useful explanation from somebody who understands the subject demonstrates far more than a generic claim about great service.
Let customers see the people
Not everybody needs to become a presenter. Short, natural explanations from the people behind the work can feel more credible than over-scripted corporate content.
Reuse good material properly
One filming session can produce a longer explanation, short clips, still frames, quotes and supporting website content. Adapt material to each platform rather than posting the identical thing everywhere.
Consistency beats panic posting
A realistic content plan is better than publishing every day for two weeks and then disappearing. Create in batches and keep a bank of useful subjects ready.
BMD VIEW
We use digital to solve real business problems. The right answer depends on the business, the people using it and what you are actually trying to achieve.
