From Ice Cream to Automotive: My Content Creation Process That Adapts to Any Industry
Crafting content for a client
Over the years, I have worked for a variety of clients, ranging from an
automotive consultant and an ice cream maker to a motivational speaker, among
many others. One client created products, while another offered services. Each
client had a unique take on what they offered, which meant I had to pivot and
learn about each of them and their offerings. I am sharing a bit of the process
to create compelling content for my clients. This process can shift in order
depending on the company I'm helping.
Initial Inquiry
Clients come from a variety of sources, including LinkedIn, colleagues,
friends on social media, or agencies looking for freelancers. Clients' needs
are different; some just want content, such as blog posts, articles, social
media posts, etc., while others have nothing created yet and require direction,
such as websites, social media, and marketing—from brochures to ads. Crafting a
vision for a client requires a deep understanding of what they want.
A conversation with clients includes identifying pain points. Do they
need customers? Are they confused about how to manage all points of contact for
potential business? Once we have hammered out what they need, I can clarify
more about what I can offer through a proposal of services. What's next?
Content Review
When I get an initial inquiry, I will do a cursory review of their online
presence. What shows up when I Google them? Looking through their LinkedIn and
other social media, etc. I will examine how they engage with people by
investigating comments and reviews. What do they post? What is their unique voice?
I want an idea of what they are presenting in real time and where they want to
go. The review includes their online content and actual products.
Research
Research is a vital part of my work with clients. If I am unfamiliar with
their products, it is important to study them as deeply as I can. I have worn
products and tested them out for myself. I can share the issues I've
encountered. I have read books and reviewed videos. I research competitors and
their online presence.
For example, I was promoting a protein ice cream. I taste-tested all the
flavors they were creating. I went to supermarkets and looked at all the ice
cream available. I researched protein in ice cream and its benefits for the
customer. Once I had a clearer idea of who the immediate customer is or could
be, I crafted the right marketing content, blog posts, and articles.
Sometimes I may encounter a product I wouldn't use. I was crafting
website content for a company that consults with automotive dealerships. I
don't drive and had never stepped into a dealership. But I interviewed all the
important people involved in the company, and from those interactions, I
crafted content. Research into dealerships was really important, and the client
provided missing information as needed. Clients may also have specific needs
and wants, and they will provide direction for the work we are doing together.
Content Creation
If I am doing social media management, I'll create a spreadsheet to track
themes and seasons, and track posts over a year. A product may hit its stride
around the holidays, and planning for that is important. But what about the
months in-between? Keeping interest means providing content that is engaging
all year long.
Writing for the automotive consultant was challenging since I was
unfamiliar with the product, but not insurmountable. The first draft I wrote
was horrible; I couldn't figure it out. I reread all the interviews and
research, but finding the hook was difficult, so I wrote nonsense. I created a
fictional company of automotive rock stars. It was bodacious, wacky, and not
appropriate for the client. However, it kick-started the creative juices, and
out of that, I was able to craft a decent draft for the client to review.
There are many drafts before it gets to the client. If you saw the first
draft of this piece, you would see all the red lines Microsoft provides when
the writing is a mass of ideas. All first drafts are bad—maybe not terrible,
just not print-ready. The most seasoned and prolific writers will tell you
multiple drafts exist in the recycle bins of their computers.
The Partnership Approach
The process of creating content is both an art and a science, requiring
research, creativity, and multiple drafts to get it right. Through years of
adapting to diverse client needs across industries, I've refined an approach
that maintains authenticity while achieving strategic goals.
This is a simplified version of what happens. An online audit requires more
time and research, plus a comprehensive report, with a checklist the client can
follow or that we can do together. Each client is unique. Their needs can be
simple or more complex.
Ready to transform your content strategy? Implement this framework to multiply your content impact while saving valuable time and resources.
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This content reflects my business & personal input and style, with the assistance of AI tools like Grammarly and ProWritingAid.
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