While a lot of techniques for getting useful content into any marketplace of ideas is different, they will most likely share some of the common considerations. Here’s 8 tips on how to create thoughtful content:
- Don’t write about your company and/or products. Thoughtful content is designed to solve buyer problems or answer questions and to show you and your company are smart and worth doing business with. This type of marketing and PR technique is not a brochure or sales-pitch. Thoughtful content is not advertising.
- Define your goals first. Do you want to drive revenue? Do you want to get people to donate money to you? Are you trying to get people to buy something? Are you trying to capture lead data?
- Based on your goals, decide whether you want to provide the content for free and without any registration. Now in this instance, you’ll get a lot more people using the content, but you won’t know who they are versus including some type of registration process which will most likely yield lower response rates but you will build a contact list.
- Think like a publisher by understanding your audience. Consider what market problems your buyers are faced with and develop topics that appeal to them.
- Always write for your audience. Use examples and stories. Make it interesting.
- Choose good titles that grab attention. Use sub-titles to describe what the content will deliver.
- Promote your efforts like mad-crazy. Offer the content on your site with easy to find links. Add a link to your email signature.
- To drive viral marketing effects, consider alerting a reporter, bloggers or analysts that content is available and make it easy for them by sending them a link or download.
While there are a ton of tips on how to create thoughtful content, these will get you started out with the basics so you don’t publish content out there that makes you sound “salesy” or “pushy”.