{"id":526,"date":"2015-07-29T07:30:38","date_gmt":"2015-07-29T11:30:38","guid":{"rendered":"https:\/\/crestconsultingllc.com\/?p=526"},"modified":"2016-05-20T23:14:34","modified_gmt":"2016-05-21T03:14:34","slug":"create-content-gets-read","status":"publish","type":"post","link":"https:\/\/crestconsultingllc.com\/create-content-gets-read\/","title":{"rendered":"How to Create Content That Gets Read"},"content":{"rendered":"
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Why Should I Read This?<\/h2>\n

\"Is<\/p>\n

When it comes to developing content, clients frequently ask two questions:<\/p>\n

1)\u00a0\u00a0\u00a0 How often should we be generating content?<\/div>\n
and<\/div>\n
2)\u00a0\u00a0\u00a0 Where are we going to find all that content?<\/div>\n

The answers are often the same:<\/p>\n

A: Recent studies show that generating content more often<\/em> is usually better (see How Often Should Companies Blog?<\/a>)<\/p>\n

and<\/p>\n

A: Content is everywhere<\/em>. And, while anyone can help you generate more<\/em> content only an expert will help you find the best sources of content<\/em> andtransform it <\/em>into something valuable<\/em> your audience can find<\/em> and use<\/em>.<\/p>\n

A Better Question<\/h2>\n
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The larger, more important question should be \u201cHow do we generate content that is timely, relevant, and meaningful (TR&M) to our audience?\u201d Because if it\u2019s not TR&M, it\u2019s not worth publishing.<\/p>\n

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\u2019s leaning against the wrong building hasn\u2019t really gotten you where you want to go, has it?<\/p>\n

Are You Crazy Busy?<\/h2>\n

In the words of Jill Konrath, (@JillKonrath<\/a>) people are \u201ccrazy busy\u201d 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<\/em>. If they are constantly putting out fires, your content needs to be a fire extinguisher.<\/p>\n

\"Your<\/p>\n

That\u2019s how you get their attention.<\/p>\n

If your content doesn\u2019t meet an immediate need, people will ignore it. If it\u2019s something they can relate to, they\u2019ll begin to skim it. If it\u2019s TR&M, they\u2019ll actually read it.<\/p>\n

How to Develop TR&M Content<\/h2>\n
1. Educate your readers<\/strong>. You must develop a reputation for delivering content that educates. Educational content answers questions and solves reader\u2019s problems \u2013 it gets read and you gain credibility. Educational content that is also TR&M connects with readers where they areright now<\/em>.<\/div>\n
2. Tell a story<\/strong>. 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.<\/div>\n


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3. Be authentic<\/strong>. Be human<\/strong>. Humans have feelings \u2013 we are emotional and passionate. Don\u2019t develop content because you think it\u2019s what people want to hear. Instead, educate from your heart \u2013 it\u2019s much more believable.<\/div>\n

Educational Content Stands the Test of Time<\/h2>\n

Unlike traditional advertising, TR&M content that connects with your audience is an investment that provides benefits long after it\u2019s published. Good content will continue to provide leads because future prospects will search for — and find — your content online long after it\u2019s written. Research<\/a> has found that more than 75 percent of blog views and 90 percent of blog leads come from content posted in prior months.<\/p>\n

Don’t Forget a Call To Action<\/h2>\n

Finally, as a marketer, it\u2019s 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.<\/p>\n

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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.”\u00a0Wouldn\u2019t it be great to upgrade your lead generation like that?<\/em><\/p>\n

What are you doing to accelerate your lead generation? You can start by reviewing your last piece of content. Read it closely.\u00a0Does it meet the TR&M standards discussed above?<\/p>\n

If not, what can you do differently to make sure it does?\u00a0Let us know in the comments section below.\u00a0A real person reads and responds to all comments<\/em>.<\/span><\/p>\n

Thanks,<\/p>\n

David<\/p>\n

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\u00a0us for a\u00a0complimentary educational assessment<\/a>.<\/p>\n

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To learn more about Crest, go to\u00a0www.crestconsultingllc.com<\/a>\u00a0or contact me anytime.<\/p>\n

At Crest, we help companies<\/p>\n