Creating inspiring content that makes your audience “pause”

By Michelle Morris on August 1st, 2017

We’ve all heard the quality vs. quantity content spiel: It often doesn’t pay off to develop, post and share constantly if it’s not worthwhile. It pays off to develop, post and share content at a steady pace that is targeted to your followers, main audience and key decision makers.

In fact, the three top-rated digital marketing techniques for 2017 are content marketing, big data and marketing automation, based on a Smart Insights survey. This shows that innovative marketers today are working toward understanding their audiences better, developing quality content that is relevant to these audiences.

Quality and relevance aren’t the only considerations for content that inspires your clients, prospects or followers to take action, though—it’s the pause factor.

Consider these three stats:

  • 96 percent of B2B buyers want content with more input from industry thought leaders. (Demand Gen)
  • 44 percent of engaged LinkedIn users stated the last piece of content they really enjoyed was inspirational and got straight to the point. (LinkedIn)
  • 68 percent of successful marketers cite lead scoring based on content and engagement as most responsible for improving their revenues. (The Lenskold and Pedowitz Groups)

We all want to learn something—and when we do, we pause.

“Huh,” a care team lead may say out loud when looking at an eBook you developed, startling themselves at their desk at work.

“Have you ever thought about…,” says one data analyst to another in the breakroom, referencing a stat from your recent infographic.

“Did you know…,” kicks off a family discussion, when a CIO references one of your recent videos to her family.

Does your content inspire people to pause—and then pass on that information? People want to read information from your subject matter experts that inspires, which can be found with hard hitting numbers, key differentiators, new approaches and relatable outcomes.

Pairing content that makes people pause with marketing automation techniques enables your team to reach your main audience with the right content at the right time. This can help an organization define itself as a knowledgeable, trustworthy source, helping build brand loyalty and respect.

Think of content engagement outside of opens, clicks and read rates—think of engagement as an opportunity to inspire your audience off the screen and in the office, the board room and the tradeshow floor.

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