Hello. My name is James, and I'm a Content Strategist. (Hi, James.)
You've come to me because you've realized that you have a problem with your content, or I was brought on board as part of a complete site redesign and marketing strategy overhaul with some designers and developers and other consultants. But I want to let you know one thing before we get started:
It might get awkward.
Yeah. It's not going to be all peaches and cream, unicorns and puppies. In fact, things might get downright ugly.
But that's okay. That's the way it is supposed to be. I wouldn't have it any other way.
It's going to get awkward because you're going to get naked.
No, not physically (pervert), but emotionally and organizationally.
Because--this is the thing--your content is not the problem. Bad content is only a symptom of a larger problem within your organization. And I can't diagnose that problem until you put aside your defenses.
We're going to have to strip away all those layers of poor content and those comfy zones of vague governance processes and that 2-page branding doc that doesn't contain a single unique value that your brand offers. And you're going to stand there naked. And it's going to be a little chilly.
Getting naked in front of a stranger--especially in front of someone you know is there to pick out flaws--is never comfortable. (Unless you're into that kind of thing).
Just know that I'm not judging you. I'm only trying to get to the heart of the problem, so we can create a strategy that will help you produce more effective content on a consistent basis in the future.
And believe me, you're going to feel better afterward. All those years of pent up frustration that you can't, for the life of you, differentiate yourselves from your competitors. That anger and embarrassment of believing that you can't write well enough to contribute to your own website. The agony over governance processes that are broken or non-existent. The feeling of inadequacy that you can't properly identify your audience.
Let it out.
This is why I'm here. And I'm ready to listen. Let it go.
And when it's over, and you're naked as the day your founder filed the incorporation documents, we can start putting together the strategy that will let you create the image you want to project to your customers, stakeholders, and the world.
I'll dig into your closet (ahem, existing content) and throw away all the stuff that is out of style and you don't need anymore. We may stitch up some classic pieces, and we'll probably figure out a way to get you some new clothes to go along with your spiffy new look.
We may even have to hold a self-help workshop of sorts to help you figure out who you are now that you've had a chance to take a look at your real self in the mirror.
But you'll feel awesome when it's done. All that anger and embarrassment and inadequacy, will be replaced by hope for the future, excitement, and maybe a little healthy anxiety.
And that's why you brought me here. Not to give you a handful of headline options for your home page or to rewrite your "about us" page.
I'm here to find the flaws that have resulted in bad content in the first place.
You just have to get naked first.
So let's put on some Barry White and get this party started.