All through the year, there are awareness days/months – Fairtrade Fortnight, Stress Awareness Month etc which offer an opportunity to publish related content.
But it’s important to make sure that what you publish is meaningful and genuine. Your audience will see through content that is a tick box exercise or jumping on the bandwagon.
And, you risk opening your business up to extra scrutiny if you don’t put out content that is authentic and has integrity.
Take International Women’s Day which is coming up on 8 March.
The theme is Choose to Challenge, which provides a whole wealth of opportunity for content, but only if you have robust stories to tell.
Tell genuine stories
Those stories can be about what you are doing to improve gender equality in your business, what progress you’ve made, what difference you are trying to make and why.
It doesn’t matter if you are in the early stages of your strategy if you are taking genuine steps towards meeting your goals.
You can talk about what you’ve achieved while acknowledging that you need to do more and set out what ‘more’ looks like.
It is better to be honest, talk about what you have achieved, what lessons you have learned and what you still need to do. You’ll earn more respect.
Transparency is key
And in being transparent, it means you can take your readers on a journey.
With high profile awareness campaigns like International Women’s Day and World Environment Day (5 June) – there is increasing scrutiny about what businesses say and what they actually do. And that is exactly as it should be.
It may feel tempting to push out content just because, but if it isn’t meaningful, it can be counterproductive.
Here are some quick content ideas:
- How to create B2B content around an award win
- Is your B2B content alienating your readers?
- 3 ways to turn a conversation into B2B content
- Three years in business: the highs, lows and lessons learned
- Four ‘rules’ about B2B content writing you can ignore