The Black Country Chamber of Commerce
Content Marketing Workshop for the Black Country Chamber of Commerce
The Black Country Chamber of Commerce supports businesses across the region, and its Platinum Group brings together some of its most engaged members. In June, we ran a workshop for the group on brand voice and how to amplify it. It went down well, and the Chamber asked us back to cover the next logical step: once you know how your business should sound, how do you keep producing content that says something worth hearing?
That became the Two Week Content Engine, a content marketing workshop held in September in a boardroom at Merry Hill Shopping Centre, just down the road from our Brierley Hill studio.
The Challenge:
The group was small, around ten people, and varied. We had a representative from the Chamber’s own marketing team, people from training companies, a commercial refreshments brand, and a shipping business. Different sectors, but the same problems came up again and again.
Most of them had no time to create content. When they did find the time, they weren’t sure what to post. And when they did post, it often wasn’t tied to any wider strategy, so it took effort without moving the business forward.
This is where a lot of businesses get stuck with content marketing. They know they should be doing it, they try, and then it falls away because there’s no system behind it.
Our Approach:
The workshop is built around one idea: a fortnightly blog that becomes the engine for everything else. Each blog drives traffic to your website, and it also gives you the raw material for a fortnight’s worth of content across your other channels. Instead of starting from a blank page every day, you start from something valuable you’ve already created.
We kept the session hands-on. Working through it together, attendees:
– mapped out the content pillars their business could build around
– developed potential blog titles from those pillars
– explored the different types of content each blog could be turned into
It was an intense session, and deliberately so. By the end, everyone had applied the process to their own business rather than just hearing about it.
Services We Delivered
The Results:
The group was small, around ten people, and varied. We had a representative from the Chamber’s own marketing team, people from training companies, a commercial refreshments brand, and a shipping business. Different sectors, but the same problems came up again and again.
Most of them had no time to create content. When they did find the time, they weren’t sure what to post. And when they did post, it often wasn’t tied to any wider strategy, so it took effort without moving the business forward.
This is where a lot of businesses get stuck with content marketing. They know they should be doing it, they try, and then it falls away because there’s no system behind it.
Client testimonial:
Interactive and insightful presentation by Dan
Laura Opechowska CMgr FCMI
CSR & Community Engagement Lead
Aico
Running this workshop showed us how much people struggle with content. As a creative business, it’s something we can easily take for granted. Planning content, coming up with ideas and turning one piece into many is part of our everyday work. For businesses outside the creative sector, it can feel overwhelming.
It reminded us how much we have to offer here, and how worthwhile it is to share that knowledge. More than anything, the session highlighted how important a proper content strategy is. Without one, content marketing becomes a constant scramble. With one, it becomes something you can keep up.
Get Your Content Marketing Working for You!
If you know your business should be creating content but can’t find the time, the ideas or the direction, we can help. We work with businesses across the Black Country and West Midlands to build content marketing that’s valuable, consistent and linked to real goals.
We also run the Two Week Content Engine as an in-house workshop for your team, or as a one-to-one session if you’d rather work through it on your own business. Get in touch and let’s talk about what would work best for you.
