Getting to grips with ‘how to’ guides

‘How to’ guides can be extremely valuable and worthwhile, helping to position your company or organisation as an authority on the sector you serve, and the products and services you provide. They can be a highly effective way of creating a buzz in the relevant trade media, therefore heightening your profile; while also speaking directly to established and potential clients, increasing awareness and boosting sales.

CBI PR has created a number of these for various companies in the cleaning and FM sectors, and we have some top tips to ensure that your guide is a ‘go to’ resource:

Add value – How original is the subject for your ‘how to’ guide? If it’s a relatively new concept that no-one else has tackled in this way before, you are already onto a winner. However, don’t think that you can’t revisit a tried and tested subject – you just need to provide a different angle or a better way of explaining it than what’s gone before. Your PR agency can be invaluable in suggesting creative ways to tailor your guide so that it provides the essential information required, but in a creative and fresh way.

Structure, style and simplicity – These three S’s are incredibly important when putting together your ‘how to’ guide. Whatever your subject matter – from restoring a damaged building, to controlling the spread of infections in the workplace – a clear structure is extremely beneficial. Start with an introduction, to set the scene for what you will be explaining. Then take the reader through the necessary steps in clear and concise language, incorporating relevant images and fact boxes to add interest.

Multiple methods of production – One ‘how to’ guide can provide multiple opportunities for use, so think about the format and the audience for your guide. Printed copies can be useful for direct mail campaigns or as on-stand giveaways at events or exhibitions; but why not also make it available as a PDF to download from your website, and also tweet a link to it? This also provides a useful way to evaluate the success of the campaign by measuring click-throughs or ‘hits’ to designated web pages. If your company has a LinkedIn page share it as an update with your colleagues and peers; and make sure the key trade publications in your sector know you have taken this proactive approach by issuing a press release, together with a copy of your guide.

Find out how you can share your industry knowledge through ‘how to’ guides by calling CBI PR on 01825 714329 or email info@cbipr.com