There is no marketing without content.
Successful brands need to create and share its thought leadership to establish an emotional connection with prospects and customers.
Doing so will generate trust among prospects and customers and have them coming to you for more information since you have established yourself, or your firm, as a trusted source.
There are three keys to developing engaging content:
- Start with a story. People remember stories far more quickly and easily than features and benefits. The more emotional the story, the more it will be remembered and shared.
- Create compelling content. Define your target audience and determine the information they want that will help them be more intelligent. Understand their pain points. Interview customers about what’s relevant and irrelevant to them. Learn where they go for information. Build a road map of content that’s consistent with how your customers go about researching a product or service and determining from whom they want to consider buying.
- Promote your content. Start with your website and blog and arm your sales team. Publish in all relevant social media channels. The more valuable content you publish, the more you will gain traction and trust. Track your success using online tools (i.e., content downloads, social media mentions, reTweets, etc.). Gauge how much influence you and your content is having based on who is downloading it and sharing it with others.
What is the story that will make your content more engaging?