The derived content builds on the basic who we are, and what we do. Initially you need the basic content to get the direction of a proposal out of the way. Derived content comes into play when you smash the original idea behind your basic content into use case areas. This is where you can customize for industries, business types, or project types.
Small to Medium Sized Businesses
In this instance, you customize your content to provide value to small to medium-sized businesses. You may highlight a set of differentiators that make your solution unique for them, compared to larger companies.
Offer turnkey solutions, fast onboarding, simple design, and SaaS platforms that require no installations. Adjust all value propositions to clearly show how small to medium-sized businesses benefit from your solution.
Large Corporation
Larger organizations will be more nuanced in their approach. They are probably market aware and will be comparing multiple companies against yours.
Understanding the value to a larger business may be in your ability to be a strategic partner for mutual business development. Branding, reputation, and resilience will all factor in much more heavily at this level.
Government or Regulatory Focused
When you get to government focused companies, or highly regulated industries like financial, energy or healthcare, compliance is a more critical aspect for your content. Being very clear that your organization meets various guidelines, or that you can help them achieve compliance with those guidelines will make a big difference on this type of derived content.
Dynamic Content to Seed the Market
These topics require unique content, and you must prepare it with built-in customizations. For example, create a piece that reads as though it’s built for GDPR but can easily be adapted for HIPAA or FERC/NERC with a few changes.
Producing content that you can instantly modify by adjusting keywords makes it reusable and dynamic. This approach is highly efficient when you need to send unique pieces quickly to many prospective customers. This type of content works best when you embrace creating large volumes of unsolicited proposal content to seed the market.
