Before you start creating content for a client—whether that client is a small business or a large organization—you really need to understand what makes them unique. This is the only way to create content that distinguishes them from competitors, comes across as authentic, and resonates with the target audience.
For full-time employees, this is a little bit easier. You have time to soak the stories in and learn the culture. You’ll develop relationships with the people who have been there for years and years, and they’ll often reflect the company's personality. You’ll be around for holiday parties and annual celebrations, where the CEO might let loose a little bit and take you into her confidence. These are all opportunities to get an up close and personal look at the heart of the organization.
But it’s hard as a freelancer or consultant. Often, your projects last just a few months. Your direct interactions with the client are limited to a handful of hours per week and conversations with a select few employees. Not really enough time to find out what makes the place tick.
Here’s something you could try—find the longest tenured employee you can, and offer to buy him or her coffee. It’s better if it isn’t somebody in senior leadership. They’ve learned to give the company line, and you’ll probably never get on their calendar anyways.
No, find the person who’s been working at the company for 35 years. If you’re lucky, that person was there from the beginning. Even if they weren’t, they’ve been there long enough to learn a lot.
Every organization has things that make them unique and that they often hold dear. Creation myths about how they got started. Company heroes like the founder, or a long-serving employee who became a legend, or a charismatic CEO that brought them out of debt. Anecdotes about projects that went really well, or were complete debacles.
Hopefully, your employee friend will know all about this these things and will be happy to share. These are the personality quirks that make the client unique. Understanding them will be a big help as you try to tell the client’s story.