Marketing to mining: how to write engaging content

If you want to write an article or opinion piece that will engage an end user in mining, but you’re not sure where to start here’s a process that could help.

Step 1 – answer these questions:

1. What are the latest trends and developments in the equipment / technology / services that your business provides? – How has that equipment / technology / service changed in the last decade?

2.  What are end users in mining demanding from this equipment / technology / service?

3.  What are the key challenges facing end users in mining with this equipment / technology / service?

4.  How can the latest advances or new applications of this equipment / technology / service boost productivity / efficiency / safety in mining?

5.  Can you cite specific examples of your equipment / technology / service boosting productivity / efficiency / safety at a mining operation? – If not, explain how your equipment / technology / service can boost productivity / efficiency / safety at a mining operation?

6.  WITHOUT referring to your business or the services offered by your business what advice do you have for end users in mining in the selection of equipment / technology / services related to your business?

7.  What key message or messages would you like to convey to end users in mining about your equipment / technology / services.

Tips:

  • Write your answers in a conversational tone – as if you’re casually speaking to someone.
  • If you’re experiencing writers block verbally record the questions and your answers and play them back.
  • Speak as if you were talking to someone who KNOWS NOTHING about the equipment / technology / services.
  • With the exception of question five, DO NOT refer to YOUR business, YOUR services, YOUR equipment or the brands YOU supply.

Step 2

Okay. Now that you’ve answered each question cut and paste your response to question seven at the top of a blank page.

Next, cut and paste your response to question three, followed by questions two, four, five and finally six.

Now. Link each response to the next response, so the copy flows. This is the hardest part of the writing process, so take your time and avoid the temptation to edit as you’re writing; the process will take much longer if you’re writing and editing.

Step 3

Edit your draft for sense then edit for spelling and grammar.

Step 4

Print your FIRST DRAFT and put it to one side.

Step 5

After at least a day read your first draft aloud.

Edit it for sense then grammar and handwrite your edits on the hard copy.

Do this two more times then amend the draft based on your handwritten notes.

Print your new draft and put it to one side. This will be your SECOND DRAFT.

Step 6

After at least a day read your SECOND DRAFT aloud.

Edit it for sense then grammar and handwrite your edits on the hard copy.

Do this two more times then amend the draft based on your handwritten notes.

Print your new draft and put it to one side. This will be your THIRD DRAFT.

Step 7

After at least a day read your third draft aloud.

Once you’re happy with it give it to someone to read – a colleague, your spouse, your partner, your teenage children (great critics) or a friend – and ask for their feedback.

Make any changes.

Print a hard copy then edit it with handwritten notes for sense and grammar.

Print your new draft then put it one side. This should be your FINAL DRAFT.

Step 8

After at least a day read your final draft aloud. If you’re not happy with it continue the editing process until satisfied.

Hope that helps!

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