In our last article we looked at what content is and why it’s useful. Now let’s start generating some!

It’s an exciting prospect but what if you have absolutely no clue what to produce? It is probably worth mentioning at this point that certain topics give more scope for content creation than others. For example, if you run a sandwich shop there is only going to be so much you can say on the subject, whereas if you run a computer repair company then you have a much wider scope for opportunity. All that said, it often comes down to how creative you’re being.

Get into Your Customer’s Brain!

This should be your focus when you are creating content. It really doesn’t matter what you think is interesting as it’s all about your customer or client. For my House Planning Help project I picture Graham! I imagine him to be between 47, successful in his chosen profession, he has a wife and kids, he loves learning and will be thorough in his research of house build options, time is his most precious commodity and he sees a future where energy is double or triple the price of what it is today.

This clear image in my mind allows me to test content. Will whatever I’m creating be something Graham is interested in? If it isn’t then I need to go back to the drawing board.

If you know who your target customer is, try to imagine how he or she might view your business. What do they really want to know? Can you be the resource they need?
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