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May 2022 |
Creating Content Too Valuable to Miss
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Surrounded by the beauty and inspiration of spring, what better time to think about growing our relationships with customers. A proven way to do this is to create informative content that businesses and entrepreneurs truly value! Does the thought of capturing photos, recording video, writing blogs and newsletters seem overwhelming? Recalling the first email blast we produced, I remember how intimidating it was to pick a topic, write 500 words, find an appropriate image, lay it out to fit our brand standards, and approve the words, the image and brand style. Before then, I was blessed to work at several news outlets: CBC, The Canadian Press, Broadcast News, Financial Post and National Post, in the early transition from manual to digital production. I was in awe of the writers, reporters, newscasters, and editors who could create stories on the fly, quickly change headlines to fit a new column width and speedily select a riveting image from scores of photos and video transmitted from all over the world. This experience was golden for me. I learned that people were drawn to photos/pictures first, followed by captions, then headlines, before deciding whether to read the actual story 🤪 . Of course, these media outlets covered a range of topics and catered to a wide audience, so the teams worked diligently to create content that an advertiser wanted to pay to sit beside—think Tiffany’s in the lifestyle section, and bank offerings in the financial section. At that time, paid advertising was the business model that ran newsprint, and the professional photographers, writers, editors and production crews produced product for both specific readers and the advertisers wanting to reach those readers. Times have changed for news outlets, but the principles of “selling stories” remain. Creating content is about creating stories. Humans love stories. The science of storytelling confirms that stories boost our feelings of trust, compassion and empathy, which leads to a unique ability to build connection. So, while it may seem an endless task to create stories for your brand, the benefits speak for themselves—and maybe you can benefit from some of our favorite tips. In this month’s blog, we share some of the successful tactics we've found for creating content we captures and holds the reader’s attention. Let’s build YOUR brand image! Reach out to us for a no-obligation conversation about how our private client Impact Formula and group Smart & Savvy Strategy School™ program can help you build a brand image that reflects who you are, cuts through the noise and ensures you stand-out. Warm regards, 
Impagination Inc. builds smart, targeted strategies to differentiate your services and streamline business development efforts to focus on easily finding more clients like your best clients. Our secret sauce is how we uniquely tailor the strategy and the message to be simple to execute by customizing for the persona of the people who drive business growth. www.impaginationinc.com |
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