The story of neglected content

January tends to be a month of planning. Most of us plan to eat healthier food, drink less, exercise more and find more time to do good stuff for ourselves and others.

When it comes to our businesses, plans are more likely to focus on targets, budgets and campaigns. All good stuff – and very much a necessary part of staying on track.

Less prominent in the lists of those wishing to make a significant impact on 2019, however, is the small detail relating to ‘How’. It’s all very well to set challenging numbers against the frequency of social media posts, tweets, blogs and the like but at RDZ we’d certainly like to see a little more consideration be given to the actual CONTENT.

We’re not for a moment suggesting that businesses tend to write nonsense just for the sake of getting something ‘out there’, indeed many posts are interesting at least, thought-provoking on occasion. Our biggest bugbear is that content often ignores the need to really make the company who are tweeting / posting / blogging stand out against everyone else who are doing more-or-less the same thing.

At RDZ we’re not in the business of offending our clients or the clients of others but it is fairly safe to say that the offerings of one firm of accountants may, to the untrained eye, look very much like those of the dozen or so others in the locality. Of course, in this example, ‘accountants’ could be replaced with lawyers, financial planners, architects, builders, estate agents, PR consultants… indeed most occupations. What we are getting at is the fact that simply listing the services offered and using generic terminology such as ‘family’, ‘bespoke’, ‘friendly’, ‘no-nonsense’ etc. is just not enough in this current age where content is most definitely King.

The key to being successful and achieving impact (isn’t that the ultimate objective?) is to worry less about providing a comprehensive menu of services and instead focus on what is truly at the heart of the company. There’s an initial element of homework involved in this we accept, but the time taken aside to think about what truly differentiates what you do from everything else out there is time very well spent. When we are in planning mode with our own clients, we ask them to put themselves in the position of their target market and ask what the most important part of the buying consideration might be. In effect, we’re looking for the feature which will be the shining beacon attracting the potential customer to their shop window and away from the throng of others who are also trying to win their patronage.

There will be some reading this blog who will immediately think about price. Low prices do, in some cases, attract a lot of attention but, even in financially challenging times, people generally want more than just a low initial cost. Now, if the service you are offering will decrease other costs on an on-going basis, that might just be something worth talking about, especially when it comes to B2B sales. More often that not, the key to successful differentiation lies in the culture/ personality of a business and this comes back to our earlier point on identifying what your business is all about and then getting that across in good, quality content. You may have a particular affinity with family businesses for example, but rather than simply stating that ‘we support family businesses’ why not tell a story which shows that you truly understand the challenges that sector faces in today’s trading environment. Stories of how problems have been solved or opportunities have been identified is not only great reading, it encourages the reader to put themselves in the position of the person who benefitted and imagine how they too could be helped. We all respond to a positive story (the popularity of ratings and feedback sites reinforce this) and great content is, in our humble opinion, only good storytelling after all.


Posted in

Rachel Hargrave

Rachel has over 30 years of local, regional, national and international communications experience and expertise across a wide variety of clients including FTSE 100 companies, SMEs, micro businesses and start-ups. She also has extensive charity, Not-For-Profit and Community Interest Company experience and happily offers clients working in these areas a 50% discount on all RDZ PR rates.

No risk with a FREE initial 45 minute consultation

To find out exactly how we can help you achieve your ambitious goals get in touch with us today. Our initial meeting is completely FREE and we promise you’ll leave with three brand new ideas that you can take away and implement immediately.

For your FREE consultation simply pick up the phone and call us today on:

What Our Clients Say...

Heather Johnson, Botanical Artist & Stationery Designer

I went on one of Rachel’s introduction to PR workshops and it was fantastic. She covered absolutely everything, explained it all in an understandable way and didn’t try to sell anything. She gave as much information as possible, answered all questions and she was just lovely. I would highly recommend Rachel for anything to do with PR and won’t hesitate to use her services in the future.

Ravi Summan

I was introduced to Rachel by an executive coach. My requirements were to provide quality, simple to understand content to engage with my target market and generate new customer enquiries in health and wellbeing. From my first discussion with Rachel, it was clear that she had the skills and empathy to provide a service to support the growth of my business. Rachel’s content writing and editing is very effective and her diligence ensures the right message is articulated. It is no surprise to me she has a strong track record of helping entrepreneurs and businesses of all sizes support their growth. Aside from her professional competencies, Rachel genuinely cares about people and working with her allows you to focus on your core business. For those who are new to building their own business or employed by a large corporate, you will get value and authenticity from Rachel’s content and PR services.

Jayne McIntosh, Director, Air Aesthetics Health & Wellness Clinics

I met with Rachel and was instantly impressed with her warmth, enthusiasm and ability to understand the key issues being faced. She took time to clarity objectives and the key tasks required. A quick study she was able to pinpoint the brand tone of voice accurately. Rachel’s’ copy writing skills have been excellent. She has written for my business website, advertorial pages in lifestyle magazine and has also written first class responses to awards entries which are curtailed in length. Rachel is just really, really good!

Victoria Curtis, Company Secretary, Mono Roofing Ltd

Rachel came to provide our company with an appraisal for the company PR, and we learnt an awful lot! Rachel taught us how to make the most of our marketing and advertising and how to make it work for us, to get the client’s we really want. Rachel has provided our company with a plan to follow, and we are gradually implementing these procedures, and we know that in doing so, it will really raise the profile of our company and get us the work we want. I would definitely recommend Rachel to manage your company’s PR.

Trusha Lakhani, MD, Great Business Matters t/a Trusha Lakhani

Rachel Hargrave is one of the best PR experts that I have met. She not only understands the best awards for her clients but also how to make the most of the opportunity for the client’s personality. Put simply Rachel gets people. She understands her clients and their goals and is with you all the way. I highly recommend Rachel Hargrave and The Awards people and RDZ PR.

Paul Gerrard, MD, Gerrard Cranes

Rachel and I met yesterday to discuss my existing marketing and options for how we can improve and develop the strategy for my business. It’s very clear that Rachel has vast amounts of experience, knowledge, ability and some great contacts to achieve some amazing results. If you need some professional guidance with PR/awards/marketing then I’d highly recommend you get in touch with Rachel and see how she can help you out.

Victoria Beale, CEO, Business Live Global

I’ve worked with Rachel for the past ten years on a variety of client projects and for my business also and the service we have received has been second to none, consistent and most importantly delivers RESULTS. I would have no hesitation recommending RDZ PR to my customers and Business Live Network. Thanks Rach! Here’s to another ten years and more!

Mark Esho MBE, Easy Internet Services, Easy Internet Solutions, Dreme, Access Rating CIC

Thanks for all the hard work you put into the PR work for our companies and subsequently the business award submissions. You made the whole process stress-free, and the quality of the submissions have resulted in the receipt of multiple business awards. Great work, Rachel.