If you’ve invested your time and knowledge in content creation, you know the sting of an article that doesn’t get results. It’s disheartening — and even a little painful.
But poor engagement doesn’t mean people don’t need your information. In fact, 77 percent of B2B buyers perform independent research before ever speaking with a sales rep. Consumers crave education when making purchase decisions. They just can’t read everything.
To overcome the information overload, you have to put relevant content in the path of readers who need it. That’s why conceding to the “If you build it, they will come” mentality will only flatline your results.
Your topic will ultimately dictate the success of your content. To create content that speaks to your audience, use these eight tips:
If you settle for the “If you build it, they will come” mentality, your content won’t catch the gaze of readers who could truly use it. And if it’s difficult to find or not exactly what readers are looking for, they’ll just keep searching — and perhaps stumble across a competitor that understands their needs.
There are thousands of people producing content online and an equally overwhelming number of people searching for it. What tricks do you have for becoming your audience’s final stop for information?
I am fascinated by technology and how quickly it is changing the world around us. When not reading up on new tech, I like to hang out with my family and squeeze in a couple rounds of golf.