From the Customer Retention NOW! Newsletter – January, 2012
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In a recent study, 61% of marketers said their two biggest challenges were producing quality content that engaged their readers and creating enough of it. That’s no surprise. We hear that all the time from our clients. The most frustrating thing is that we also hear the same thing from our prospects!
OK, just to be clear here – we create content for companies that need articles for newsletters, blogs, web sites, trade show collateral, and more. We are branching out into other industries, but many of our prospects are in the document industry where we have over 30 years of experience. So the relevancy part shouldn’t really be an issue.
We’re pretty much the solution for the 61 percenters!
However, there are some companies who really want to create their own content. If you’re one of them, I’ve put together 4 quick tips to help you write pieces that will keep your content relevant and engaging.
Be clear about your objectives
Do you want to entice prospects to visit your web site, schedule a demo, find out more about your products and services, or add their names to your mailing list? If you have only a vague idea like “make more sales” you need to refine your understanding of process prospects go through to become buyers.
Speak to your audience
Who is going to read your material? Corporate executives, financial people, operations folks, middle management? This is important so that you can choose topics that are important to your audience and use language that is appropriate for that group. Using a bunch of acronyms and geek speak to communicate with a CFO if probably a mistake.
Craft strong headlines or subject lines
I can’t tell you how many emails I get with a subject line that contains some variation of “Company X Newsletter for June”. Those don’t exactly spark my enthusiasm for reading the content. Issues, questions, and statements make for good for headlines and subject lines. I rarely start a writing project with the headline, but write it after I’ve finished the article. That way I’ll be sure the headline is consistent with the content. Don’t bait and switch!
Design for easy consumption
This has become even more important as more people use mobile devices. Try using short sentences, write in an active voice, and avoid long blocks of text. I use all kinds of things to break up my content into pieces that are easily scanned like sub-headings, bullets, text boxes, side bars, and embedded quotes. And please keep the length of the content appropriate for the intended purpose and distribution channel. We try to keep newsletter articles in the 500-750 word length for example.
There are plenty more aspects of creating quality content, but following these four suggestions can be a pretty good start. If you find yourself getting stuck or you just can’t keep up with the demand, give us a call. We’ll lift you out of that 61 percent!









