How to Create Content That Gets Read

Why Should I Read This?

Is Your Content Getting Read?

When it comes to developing content, clients frequently ask two questions:

1)    How often should we be generating content?
2)    Where are we going to find all that content?

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.

Your Attention Please

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

1. Educate your readers. You must develop a reputation for delivering content that educates. Educational content answers questions and solves reader’s problems – it gets read and you gain credibility. Educational content that is also TR&M connects with readers where they areright now.
2. Tell a story. People love stories. Become a master at story telling. Good stories have a beginning, a middle and an end. Case studies make great stories. A client had a problem (just like yours), we provided a solution with our product/service, the pain went away, and they all lived happily ever after. Good stories are shareable and easily retold.

3. Be authentic. Be human. Humans have feelings – we are emotional and passionate. Don’t develop content because you think it’s what people want to hear. Instead, educate from your heart – it’s much more believable.

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. A real person reads and responds to all comments.



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 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