Our Blog

Welcome to the official Contentum Blog

Blogging is a cost-effective channel to build your brand and showcase your differentiation in an authentic manner that connects your brand story to potential customers. The concept of blogging is based on publishing regular content pieces that inspires your followers’ (and potential customers) or solves their (business) problems. However, many businesses start out inspired with aplomb but quickly the frequency of their blog peters out as a result of a lack of good topics (and willing writers!). If you were to write a book about your brand, think of the potential chapters that would make up such a book – this is a good starting point for an ever-growing list of blog topics:

1. The story of your brand

Dedicate a blog, or a few blogs, to the story of your brand – how it came about, the people who are part of the story, its heritage and history, the lessons learned over time and the evolution of the brand.

2. Brand pillars

Every brand has a number of key concepts that supports the brand value; identify these, explain what they mean and write to the relevance of these pillars, i.e. what these mean to the consumer.

3. Data, trends and research

More and more companies are investing in internal research and although it may be quite informal, it is a starting point to acquiring data on your brand which you can use to identify strengths and weaknesses, opportunity and threats. It is also useful in identifying your consumers accurately and keeping track of what attracts them to your brand compared to your competitors.

Searching Google Trends and checking what is trending on Twitter are great ways to gauge the current talking points on the internet.

4. Other numbers

Each business has its own set of unique and often interesting numbers. If your business is a coffee shop, how many cups of coffee do you make daily, weekly and annually? How many slices of cake were sold? How many kilograms of sugar do you use in a year?

You can use the numbers that make up the logistics of your business to create an interesting and colourful infographic.

5. Frequently (and not so frequently) Asked Questions

Consumers are more curious and need more knowledge than ever before, and they are not afraid to ask those questions! If relevant, publish a FAQ on your website which will help answer some of the more obvious questions but also keep an eye on the queries coming up on your social media platforms and your blog’s comment section.

Your client-facing staff, such as your sales people and receptionist, will be able to list a number of questions they face daily; use these valuable insights and arm your staff with good information so they may provide satisfying answers and convert the most common questions into blog posts.

Simple surveys on your website or social media, or even through newsletters are great ways to get answers on questions you, as the brand custodian, may have. You could ask consumers to rank topics in order of interest so you may gauge the potential popularity of certain topics.

Lastly, don’t be afraid to research competitor social media feeds and other platforms in an effort to collect a cross section of questions posed around your brand or within the industry.

6. Don’t be scared to curate

It is perfectly acceptable to comment on a well-written blog that you enjoyed and found valuable; always remember to credit the original writer and to only use the blog only as a reference and not to just republish the original blog as is. Use some excerpts, make comments and include new information to provide an updated version of the fact along with a broader viewpoint to make it interesting to the reader.

7. Guest blogs and interviews

Allowing a well-written guest blog on your website is an interesting way to broaden the scope of your blog content and keeps your content dynamic and varied. An interview with one of your industry’s thought leaders or respected pioneers will definitely add clout and credibility to your blog platform.