Let’s be honest here.
Despite what the marketing experts tell us. Some of us cannot write. Not a Newyork best seller nor a sick note for the boss. Putting interesting words together into a coherent attractive whole has never been a core skill.
I have something to tell you. It doesn’t matter.
Sheepstealer Clothing is a small sports clothing brand in Ireland. It is a personal project where I get to have fun designing t-shirts for passionate fans. It has become my playground to try out different types of marketing. But I have a small issue. I do not know enough about the sport to write about it.
The sport(s) in question are unique to Ireland. Gaelic football, Hurling and Handball. (Read here for a great American perspective of Hurling). It is fast, skilful and great fun to watch with a crowd. I am simply not a sporty person.
What do you do when you cannot write about your market? What I did with sheepstealers is use one of my own core skills. I drew it.
The important thing about content is that it is interesting and adds value for a reader.
I took existing information on the sport and created new interesting visuals around it.
Great, funny quotes from the sport, a guide to the game of hurling or combining other crossover interests.
Infographics are a prime example of this technique. They take existing information, statistics and other data and create a new visual representation of it to help the reader better understand.
The result is new content, updated often, of interest to the market and very sharable. The added bonus is this content now appears in Google image search as well and can be posted on sites like flickr. And it all came about because I couldn’t write.
You can’t write.
So what other skills do you have that can add new value to existing content?