I was in Denver, CO last week, attending the first-ever live event from the Copyblogger.com folks. Their “Authority Intensive 2014” was sold out. It may be the best conference I’ve attended on copywriting and content marketing.
The conference had 4 tracks:
My brain was exploding (in a good way) by the end of the first day. As an online writer (primarily), it’s good to remember that content fits into a larger “content ecosystem.” Here are 4 key takeaways for how any business – especially those building green(er) practices into their operations – can use content effectively to reach business goals.
- Know your readers/customers – This goes without saying, but it’s easier said than done. Inspired by the conference, I’d love to know more about your business – at whatever stage of “green” it is. What is your biggest content problem as either a green business or as a business working to become greener? Tell me at firstname.lastname@example.org. I’ll keep it confidential, and I’ll send you a $5 Starbucks gift card for your trouble.
- Tell true stories well – This is particularly relevant to businesses that are “green” or becoming greener in their operations. Stories about how your business is going green moves those actions out of the realm of “scammy” or “scary” or “confusing,” into something understandable and doable. Become a trusted source of updates on what your are doing to become more sustainable, and people will both pay attention and emulate you.
- Re-purpose your content – I’ve said this before, but it’s nice to hear the experts say it too. If you’re a big guy, your Corporate Sustainability Report is a treasure trove of potential content. If your business is medium or small, your green actions – however modest – can be the basis for an infographic, a blog post, or a separate web page about your company’s sustainability actions.
- Focus on “useful” – Green businesses and those going greener have an advantage. Contrary to popular belief, many “green actions” – from installing LED lights to conserving water – save energy, emissions, and money. I don’t know a business that doesn’t care about saving money. Share your useful knowledge of greener practices with other businesses or consumers. It enables them to act. And since a business’s journey to green usually takes time, you will always have new green actions to talk about.
I can’t resist sharing 2 other bits of wisdom from the conference:
- “There are no shortcuts – you have to do the work.” (Seth Godin)
- “Act more than think – action breeds confidence and courage.” (Darren Rowse)
More than ever, original content is foundational to your green business success. By telling true stories about your green actions and how your customers benefit, you extend your reach and build trust in your brand. Over time, that trust becomes money.
Ready to let my green business help yours? Contact me at 813-968-1292 or email at email@example.com.