90 Second Content Marketing Lessons

Companies can benefit from concentrating

on ways they can connect prospects to the relevant content directly rather than

relying on search in a highly competitive marketplace.

 

There are lots of ways to do this.

Anyone

who has been selling to businesses for more than 10 years or so knows the way

customers find, select, and purchase products and services has shifted

dramatically away from a time when salespeople directed a lot of the education,

and ROI conversations that precede a sale.

 

Some

experts suggest buyers don’t talk to a salesperson until they are 60% (or more!) through

the buying cycle.

Always think about your customers. What

problems do they have? What challenges are they facing? What are they likely to

enter in a search engine when they are looking for information? List some of

the questions they may be asking.

 

Then take that list and use it to create an

editorial calendar.

Don't get too fancy with fonts. In fact, I

rarely use anything other than Arial, Courier, Times Roman, or Verdana – at

least for electronic publications. Using more exotic fonts not only makes the

content harder to read but you run the risk of font substitution when your

document is rendered in different email clients, browsers, and platforms. That

will really mess up the way your document flows.

You might write the most engaging,

motivating, and persuading content ever to grace a computer screen. But it

won't do you a bit of good unless it gets read by your target audience.

 

There are a number of things that you should address when it comes

to crafting your informational content to increase your chances to connect with

your readers. We're going to talk today about a couple things I incorporate

into my own content.