But It's My Business — How Will You Know What to Post?

We hear it at every first meeting, usually somewhere between the second coffee and the biscuit tin. "But it's my business. How will you know what to post?" It is a fair question. It is also one we quite enjoy answering, because the assumption behind it is almost always wrong.

You Are Not Actually That Mysterious

We do not mean that unkindly. We mean that your business, however bespoke and beloved, operates in a market with patterns, customers, and competitors. Our job is to find the thread that makes you distinct and pull on it until a content strategy falls out. Your job is to tell us the truth about what you do and who you do it for.

We are not mind readers. We are, however, quite good listeners, which in 2023 counts as a rare superpower.

The Onboarding Nobody Skips

Before a single post goes out, we sit you down for a proper deep dive. Not a ten-minute form-filling exercise. A genuine conversation about your values, your pet hates, your best customers, your worst ones, and the bits of the industry that make you roll your eyes.

• Brand voice: Are you cheeky, sincere, technical, or a bit of all three? We nail it down in writing.
• Pillars: Three to five themes your content will live inside, so nothing ever feels random.
• Boundaries: Topics, words, and tones you would rather eat glass than publish.

We Steal From You, Politely

The best content almost always comes from inside your business. A customer story you told us in passing. A supplier drama you laughed about. The weird thing your apprentice did on Tuesday. We package it, polish it, and turn it into the kind of content that actually sounds like a human wrote it, because one did.

A monthly catch-up call is usually enough to keep the content tank full. No novel-length briefs. No eight-person Teams meetings. Just a chat.

Research Is Not a Dirty Word

We also do the bit you probably do not have time for. Competitor analysis, keyword research, trend tracking, and platform-specific audience data. By the time we are writing your first post, we know what your rivals in Gateshead are doing and where they are getting it wrong.

That is how we can be ambitious on your behalf. You tell us the substance, we handle the strategy. For a broader view on how this fits together, our piece on outsourcing digital marketing covers what to expect.

Approval Is Still Yours

Worried we will go rogue and post something regrettable? You approve everything before it goes live, at least until you trust us enough to hand over the reins. Most clients do after a month or two, once they have seen that we are not going to embarrass them at a Chamber event.

We also keep a living content calendar you can peek at any time, so nothing is ever a surprise.

The Real Secret

Nobody knows your business like you do. True. But nobody posts about their own business well either, because you are too close to it. You see the messy back end, the supplier gripes, the fiddly margins. We see the story. That distance is the whole point of hiring someone.

So yes, it is your business. And it will still be your business when we are writing about it. We are just the ones with the time, the tools, and the terrible sense of humour to do it properly.