Miriam Young: content strategy
 
 Having a well-thought-through content strategy is an essential cornerstone to effective copywriting. This involves establishing both what you want to say and the order you need to say it in. Sounds simple? If you know your business well, you should know all the facts. But how well do you see them through your customers' eyes?
Feeding fish


Give them what they want, and they'll soon be eating out of your hand.

Satisfying audience expectations
Having a customer-eye view of each of your sales features is the key to creating copy that really satisfies them. It's all about understanding what your audience wants to see and then delivering it intelligently.
The first part of developing content strategy is therefore compiling a comprehensive list of FABs (Features, Advantages, Benefits) and USPs (Unique Sales Points).

Getting everything in order
Having figured out all the reasons people should choose to do business with you, the next step is writing about them in the right places. Not just in terms of media (that's another strategy altogether), but in terms of grouping features together into logical segments and smoothly guiding your audience between them.
In other words, it's no good just blurting things out. Your information needs to be positioned with a logical flow so everything gets read in the right order.
 
Let my brain ease the strain
You know your business better than anybody. But sometimes it takes an outsider's brain to really see things clearly. My brain can help you nail your content strategy to create a rock-solid foundation beneath your marketing message.
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