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How to Generate Content That Attracts Decision-Makers

Posted Wed, January 15, 2014 by Julie Short

Far too many small and medium-sized businesses treat content marketing as something they simply have to do, or an item that they need to check off a list. If you ask the business owners or marketing executives in question why, they might tell you something about search engine optimization or engagement, but the truth is they really don't have a strategy tied to the articles, blog posts, and other content they create.

That's probably better than not generating any content at all, but it isn't the kind of approach that's going to do a lot for your business, either. A better way to think about content marketing is to develop a strategy to attract decision-makers to your business website, interest them in your point of view, and then get them to take action.

Here are eight easy tips to help you do exactly that:

1. Build your content as part of a plan. Magazines, major websites, and newsletter publishers all plan their content weeks or months in advance to ensure they remain consistent and stay on topic. You should do the same.

2. Use cutting titles. Did you notice how the title of this article cut right to the heart of an issue that a lot of business owners and executives care about? Open your content with something that's interesting, timely, or inspires curiosity.

3. Start with an attention-grabbing hook. If the first few seconds’ worth of your content aren't interesting (usually the first paragraph of an article, or the opening moments of the video), you can be sure viewers and readers will click elsewhere.

4. Do your research. You can add a lot of credibility to your content by taking advantage of current statistics, relevant quotes, or new studies.

5. Find the right length. Your content should feel like it’s short, sweet, and to the point – even if you need longer to explore a topic. Break something up into different sections, or a series, if you need to in order to stop things from going on too long.

6. Give a strong call to action. After someone has viewed regular content, make it clear what you would like them to do as a result. Decision-makers are busy people; don't leave them guessing about what comes next.

7. Don't gloss over your resource box. Often, readers or viewers will look at a resource box before your content to see whether they can trust your ideas. Make sure your most prominent qualifications are listed.

8. Pay attention to the comments that are generated. Sometimes, the real value in a piece of content is in the comments it generates. The feedback you get could lead to sales opportunities, or at least ideas for more content in the future.

Here's one more bonus tip: Content works best when it's released continually, so put these tips into action early and often to get the best results.

Looking for an Internet marketing partner that understands how to create profitable websites? Get in touch with WebRevelation today to see what we can do for you.


Posted in : Website Content | 
Tags : marketing , content

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