How to Create Content That Gets Read
Why Should I Read This?
When it comes to developing content, clients frequently ask two questions:
The answers are often the same:
A: Recent studies show that generating content more often is usually better (see How Often Should Companies Blog?)
A: Content is everywhere. And, while anyone can help you generate more content only an expert will help you find the best sources of content andtransform it into something valuable your audience can find and use.
A Better Question
The larger, more important question should be “How do we generate content that is timely, relevant, and meaningful (TR&M) to our audience?” Because if it’s not TR&M, it’s not worth publishing.
The first step in creating TR&M content is to clearly and accurately identify your intended audience. After all, arriving at the top of a ladder only to find out that it’s leaning against the wrong building hasn’t really gotten you where you want to go, has it?
Are You Crazy Busy?
In the words of Jill Konrath, (@JillKonrath) people are “crazy busy” at work today. In order to get their attention, you must break through that craziness with a message that is relevant to the task they are dealing with right now. If they are constantly putting out fires, your content needs to be a fire extinguisher.
That’s how you get their attention.
If your content doesn’t meet an immediate need, people will ignore it. If it’s something they can relate to, they’ll begin to skim it. If it’s TR&M, they’ll actually read it.
How to Develop TR&M Content
Educational Content Stands the Test of Time
Unlike traditional advertising, TR&M content that connects with your audience is an investment that provides benefits long after it’s published. Good content will continue to provide leads because future prospects will search for — and find — your content online long after it’s written. Research has found that more than 75 percent of blog views and 90 percent of blog leads come from content posted in prior months.
Don’t Forget a Call To Action
Finally, as a marketer, it’s up to you to provide clear information about what to do next. Provide an action step that makes it obvious what the reader should do next.
Last week, Tesla Motors (TSLA) announced Ludicrous mode for their electric car, an upgrade from Insane mode, that allows it to accelerate from 0 to 60 in 2.8 seconds. According to CEO Elon Musk, “No one was asking for Ludicrous Mode because it was too ludicrous.” Wouldn’t it be great to upgrade your lead generation like that?
What are you doing to accelerate your lead generation? You can start by reviewing your last piece of content. Read it closely. Does it meet the TR&M standards discussed above?
If not, what can you do differently to make sure it does? Let us know in the comments section below.
If your content marketing isn’t supplying the leads you need to make all the sales you want, or you want a measurable way to see which parts of your marketing are most effective, contact us for a complimentary educational assessment.
To learn more about Crest, go to www.crestconsultingllc.com or contact me anytime.
At Crest, we help companies
- Create content that separates them from their competition
- Become subject matter experts in their field
- Measure the effectiveness of their marketing $$
- Generate a consistent pipeline of high-quality leads for less
- Turn clients into evangelists