Author: Danny Wong / Source: Entrepreneur The need for great content never ends for today's B2B marketing and sales professionals. Great
The need for great content never ends for today’s B2B marketing and sales professionals. Great content needn’t be a burden, however, because you have a seemingly unlimited number of topics and opportunities with which to captivate your audience.
By turning to already proven content strategies, you can develop a dependable road map that will allow you to produce engaging material even on the hectic schedule required of today’s companies.
Combat waning attention spans by getting straight to the point.
Marketing professionals have bemoaned the decrease in average attention span among their audience for years now, especially when it comes to younger buyers who grew up firmly in the digital age. After all, according to a landmark 2015 study, the average human attention span lasts only 8.25 seconds, famously shorter than the lengthy nine-second attention span attributed to goldfish.
Still, statistics like that one don’t have to sound the death knell for content creators. It’s natural to want to use the opening salvo of your content to set a scene, but this can contribute to your readers finding something else to occupy their time. Tell your audience the important lessons up-front,to pique their interest, and then flesh out your ideas through storytelling as the piece progresses. As attention spans dwindle, remember: Directness is your ally.
Experiment with different structures.
Leads and prospects can be fickle, so it’s understandable that we sales and marketing professionals like to stick with those tried-and-true techniques that have worked in the past. Developing new methods requires some element of trial and error, and content creators are wary of wasting precious resources.
However, just because something connects today doesn’t mean it will always land the same way. It’s a good idea to incorporate different structures into your content-development program to keep things interesting. If your blog…