Content is king – but why?

That phrase ‘Content is king’ has been around for a long time, but is it still true today?

100%.  Potential customers need information to make the decision whether you are the right supplier for them.  And, while cost may play a part, the reality is that they’re looking for a supplier that understands their needs, is reliable and easy to work with.  That’s where content comes in.

Your website needs reader-focused headlines and content that makes it easy for the visitor to see what you offer and get a feel for your company.  Creating a corporate-style approach when you’re a laid-back, don’t-stand-on-ceremony kind of person, doesn’t do you any favours.  So the content also needs to be congruent with your business approach.

Your social media is often the point of engagement for potential customers.  Either because they’ve connected with you on socials, or because someone has recommended you and the first place most people look is on social media.  Your social media profiles need to be up-to-date, smart, professional and relevant. 

Your posts are a way to reflect your humanity as well as your professionalism.  And don’t forget that people often also see your comments on others’ posts, particularly on LinkedIn.  That doesn’t mean you need to post pictures of your cat or the view from your window, but it does mean revealing the person (or people) behind the business.

Articles and blog posts are a great way to share your expertise.  I talk to many small business owners who are reluctant to ‘give away all my secrets’, but let’s look at it from a different angle.  If potential customers can see you’re a knowledgeable expert choosing you over anyone who doesn’t have that level of visibility is a no-brainer. 

Blog posts are also an excellent feed for your social media – and your newsletter, giving you ‘more bang for your buck’!

Email marketing nurtures your list.  Marketing isn’t selling, it’s a process of delivering value regularly, so, when you have an offer or promotion, people are already open to you.  It’s the law of reciprocity – you give value and the recipient feels like it’s pay-back time.

And, of course, content isn’t always written.  Visual images, video and audio all have an impact.  If writing isn’t your thing, what about video material, or start a podcast?  Obviously, video or audio material still need focus and planning, so you have a clear message, but work differently to written material. 

Of course, if you know that you should be generating content, but the idea of writing anything fills you with dread, there are easier ways to get your valuable expertise out of your head and into written format – with a little help!  Give me a shout and we can discuss something that works for you.

Is your website due for a freshen up?

 

When did you last take a proper look at your website?  Not just a quick glance to check it's still working, but a genuine assessment of whether it's doing its job properly. If you're struggling to remember, that's probably your answer right there.

Your website is often the first impression potential customers get of your business. And like a shop window that hasn't been updated in years, a stale website can quietly turn people away before they've even picked up the phone.

What should you be looking at?

Your message has probably evolved

Think about how you describe what you do today versus a year or two ago.  Chances are, you've refined your pitch, discovered what resonates with customers, and perhaps even shifted your focus slightly.  Your website should reflect this evolution, not the version of your business from when the site was first built.

Outdated content can make you appear out of touch or, worse, no longer trading. Fresh copy that speaks to your current customers' needs and challenges will always perform better than generic text written years ago.

Your customers' needs have changed

The questions your customers ask today might be completely different from those they asked when you launched your site.  Perhaps certain services have become more popular, or new pain points have emerged in your industry.  Your website content needs to address the actual concerns people have right now.

You're missing opportunities

Every page on your website should have a purpose, gently guiding visitors towards taking action, whether that's getting in touch, downloading a resource, or making a purchase.  If your pages just sit there without clear calls to action, you're leaving money on the table.

Similarly, if you've added new services or products, but haven't properly showcased them on your site, potential customers simply won't know they exist.

First impressions count

Whilst content is king, let's not ignore the visual side.  Design trends move on, and a website that looked cutting-edge five years ago might now feel dated.  More importantly, if your site isn't working beautifully on mobile devices, you're frustrating a huge chunk of your audience.

The same goes for user experience.  If visitors can't find what they're looking for within seconds, they'll give up and try a competitor.  Simple navigation, fast loading times, and intuitive layouts aren't nice-to-haves – they're essentials.

Your competitors aren't standing still

You can bet your competitors are regularly reviewing and updating their websites.  If their site looks polished and current whilst yours is gathering digital dust, who do you think potential customers will trust with their business?  And even if your competitors haven’t updated their websites, if yours looks much more current and easier to use, guess who will get the enquiry?

The good news

A website refresh doesn't have to mean starting from scratch.  Often, it's about refining what you've got: updating copy to better reflect how you work today, improving your headlines to grab your visitor’s attention, adding calls to action, updating case studies, and ensuring everything is focused on your visitor and it all works seamlessly.

The question isn't whether you can afford to update your website – it's whether you can afford not to.

The 3-act structure for winning presentations

It’s the start of another year and you’re probably looking at new opportunities.  That might be more speaking, upgrading your visual pitches or making more impact when you’re presenting in your networking groups.

Preparation is key – but what can you do to ensure your presentation really hits the spot?

You've nailed your opening, your slides look professional, and you're confident about your delivery.  But have you thought about the narrative arc of your pitch or presentation?  The structure of your content can be the difference between a forgettable presentation and one that really resonates.

Why structure matters

Even the most compelling ideas can fall flat if they're poorly organised.  Your audience needs a journey to follow, not a random collection of facts and figures thrown at them.  This is where borrowing from the world of storytelling can transform your pitch.

The three-act framework

Think of your presentation like a film or play.  Every great story follows a three-act structure, and your presentation should too.

Act One: set the scene

This is where you establish the problem or opportunity.  Don't rush past this.  Your audience needs to understand why they should care before you dive into your solution.  Paint a picture of the current situation, highlight the pain points, and create that ‘aha’ moment where they recognise the issue you're addressing.  This isn't about doom and gloom; it's about context and relevance.

Act Two: build the case

Now you've got their attention, this is where you introduce your solution, idea, or proposal.  But the key is to build your argument progressively.  Each point should flow naturally to the next, creating momentum.  Use evidence, examples, and data to support your case, but don't overwhelm.  Think of this section as climbing a mountain together with your audience, each step taking them higher towards understanding why your solution works.

Act Three: deliver the resolution

This is your moment. You've identified the problem, you've shown how to solve it, now you need to make your point stick.  What's the call to action?  What happens next?  Be specific about the outcomes – what life will be like with this problem solved.  This isn't just a summary; it's the payoff for the journey you've taken them on.

The thread that binds it all

Throughout all three acts, you need a central theme or message that ties everything together.  This is your ‘golden thread’ – the one thing you want your audience to remember.  Every section should reinforce this thread, whether directly or indirectly.

Less is more

One common mistake is trying to cram too much into Act Two.  Remember, you're not writing a dissertation; you're making a case.  Three strong points are far more powerful than seven mediocre ones.  Each point should earn its place by directly supporting your central message.

The power of signposting

Help your audience to follow your structure by signposting clearly.  Simple phrases like "The first challenge we need to address is..." or "This brings us to the solution..." act as handrails, guiding your audience through your narrative.

When you structure your presentation or pitch with this three-act framework, you're not just sharing information; you're taking your audience on a journey with purpose. And that's what transforms a standard presentation into a persuasive, memorable pitch that actually achieves what you set out to do.

The content matters enormously, but how you structure that content matters just as much.  Get the structure right, and you're halfway to winning them over.