Successful service providers in the graphic arts industry need a fine-tuned, well-oiled marketing communications “machine” that keeps their company name in front of the right people.
I can be that marcom “machine” for your company.
If you don’t have professional help creating, curating and publishing your content to customers and prospects on a regular basis, I have a suggestion:
My background as a print buying specialist, consultant, and marketing writer gives me a unique set of skills. I want to apply those skills to your company.
It is short sighted to hire a random writer to tackle discrete projects such as your web site, direct mail material, newsletter, blog, webinars and presentations, or articles.
Your customer content should be developed as one project with many pieces. This will ensure that the copy is professional and compelling, the “voice” is consistent, your company’s best offerings are properly highlighted, and, most important, that you’re publishing your content across several channels simultaneously.
Take a look at all the types of content that a company develops and distributes to communicate with its customers and attract new ones. It’s the content used to maintain a dialogue with customers. It is not transactional (like your estimates or invoices). If you manufacture presses or other equipment, it is not the technical product spec sheets or operating instructions.
It’s the content that promotes your company. And it’s not just words. It includes videos, photographs and other graphic images. It includes open houses and educational events.
Content is the substance. It takes many forms.
Here are the most common forms of customer content:
- Web sites
- Direct mail campaigns
- Printed newsletters
- Email newsletters
- LinkedIn posts
- Corporate Facebook posts
- Photographs and other images
- Educational curricula
- Event invitations
All of the information that you share about your company to connect with customers and prospects is considered customer content. It’s a major factor in the successful marketing of your business, because it does triple duty:
- It engages and informs your current customers.
- It attracts your best prospects.
- It establishes your company as a standout in your marketplace.
In essence, this means that I take a long, hard look at all your existing customer content. I ask you (and likely some top customers) a lot of questions to help me develop a clear, complete sense of who you are and what you bring to the market. Then I deliver a detailed evaluation of your current content strategy. This can be done in person or via email and phone.
The final piece is an equally detailed, written recommendation for how to improve your content specifically: what needs to be redone completely or gently refined; what needs to be added or deleted; and how and in what channels you should be publishing your content.
Retain my services if you want an honest, professional assessment of your existing customer content and specific ideas for how to improve it.
I approach this service with one objective: to determine if your content is doing its job. Is it helping to position you in the best possible light? Is it an accurate reflection of your company? Are you in touch with customers and prospects often enough and in the right channels?
You’ll have a highly qualified industry specialist with a passion for great content take a serious look at your existing content to help improve it.
You’ll have a written, professional assessment of how well your online presence reflects your company.
You’ll have a list of ways to engage with customers and prospects through online and offline content.
You’ll have written recommendations for the best channels, online and off, to help you promote your business to your target market.
You’ll have a professional audit of your existing web site and, if you have them, customer newsletters and direct mail material.
You’ll have a documented strategy for developing content that will engage customers on a regular basis and resonate with prospects. It will identify immediate vs. short-term vs. long-term goals.