9 May, 2014

Bill Gates used the phrase ‘content is king’ in 1996. Whether he actually came up with it is debatable, but certainly it’s now an everyday expression.

Gates, of course, was talking about the growth of the internet and the opportunities he foresaw for organisations large and small to use it to entertain and to inform. He was making the point that to do so, they’d need some blimmin’ good content.

The ‘offline’ world – TV production companies, film-makers, consumer magazines and news reporters – already knew this of course.

Changing channels

Digital comms channels have changed beyond measure over the past couple of decades. The fundamental need for good content has not. Those organisations with something to say are more likely to be heard than those uhmming and ahhing about their key messages, unsure if they have an opinion, and unable to gather stories.

It’s easy to get excited about the platforms and media available to us. But it’s essential to use them wisely and to invest in developing the right content for them.

Find the right words

To get your content right you need to be able to articulate what you do and why you do it. Don’t skip this stage because it seems obvious or simple. Work across teams and you may be surprised and energised by differing views and perspectives.

• What need does your charity exist to meet?
• What are you doing to help, what are your services or projects?
• What’s your organisation’s particular expertise?
• What impact are you having?
• Do you have examples and case studies to illustrate what you do?

Addressing these questions is a must. Craft the best answers, not the easiest ones. Tell stories, don’t just provide information.

Give it some welly

And then think about lively and engaging ways to present your story.  Show, don’t tell.

• Does your photography bring your work to life?
• If you have stats to convey impact, have you tried infographics rather than bullet points?
• Think about audio recordings, showcasing a range of viewpoints and voices
• Or video, which has the potential to move, uplift, inspire and motivate
• And consider who is best placed to tell your story; sometimes someone external can offer a powerful option when speaking on your behalf

Let’s hear you!

There are so many ways to develop, package and present content, suitable for all the channels now available. What works for some may not work for you. Your content must fit your brand, your culture, your values and your context.

If you are looking for fresh ideas get in touch.