HUM: your baseline, your regular diet of news which should be relatively easy to produce. This might be daily social media news and stories – your own or shared from elsewhere or a weekly email. It’s the baseline. The heartbeat that keeps the lines of communication open, initiating conversations and giving you regular touch points with your community.
Think: keep in touch phone calls and emails, news, ideas, behind the scenes, human interest and curated (shared) content. Make it personal.
SING: the verse. Raise your voice a little, and give people something to get their teeth into. Delve into the detail and add context and colour. Paint the picture of what you do, why and who for.
Think: monthly blogs, articles podcasts, videos and polls.
SHOUT: This is your ‘hero’ content. You only need to do this a couple of times a year so make it stand out. Give you and your community the chance to engage on a deeper level and drive home why people should connect and work with you.
Think: Events – online or face to face – whatever’s possible in this weird Covid world. Workshops, webinars, talks and research. Engage and turn those interested bystanders into active clients and connections.
Why you’ll love the HUM, SING, Shout content framework
- It’s catchy and simple to remember and understand, isn’t it?
- The layered approach means you’ll be producing the right content for your audience at the right time, at each stage of the client or customer journey. You’ll never not be sharing your thoughts and ideas.
- Each layer of content has a purpose: from sparking initial conversations to converting into paying clients
- It gives you a holistic view so you can see if you’ve got the balance right before you get stuck into the processes and channels
Top and tail with your goals and key measures, core messages and tone of voice and you have a fantastic foundations for creating and sharing valuable content throughout the year.