Compelling Content For All Buyers

Compelling Content Is King

Creating good content for potential customers to digest has always been a challenge and now, “good content” is no longer good enough. If your content isn’t compelling, getting to the point fast, your audience will be quick to reject you. 

Many marketers make the mistake of wanting “meaty” content in the belief that a customer will not give up their contact information for anything less, but an endless source of webinars and long whitepapers is unlikely to attract any customers in a world of shortening attention spans.

We believe in a wide range of balanced content that starts with the simple and easy to consume but gets meatier as you unlock the interest of your customer to your product or solution.

Business Briefs

A business brief delivers compelling content to the  targeted economic decision makers in the early stages. They discuss the business problem and solution in a short 2-3 page paper. While they may mention products and technology, the focus is on solving business problems with call to actions that drive the customer deeper down the sales and marketing funnel.

Solution Briefs

A Solutions brief is a next click down after a business brief. It delivers compelling content for the complete solution that your product or services fit in. It may bring in partner vendors or services. It can target both the economic buyer and the technical buyer.

Product Briefs

Product briefs help with early stage technical decision maker. They are not an in-depth technical deep dive, but they set the stage for follow up deeper dives. The tell the technical decision maker enough to make them interested using this short 2-3 page paper.

Longer Reads

Once a customer is engaged and wanting to know more, longer whitepapers that go more in depth on the solution or technology are appropriate. However, white papers have got a bad reputation as technology vendors churn out endless long and rambling technology and sales pitches.

Studies and opinions state that you have between 2.7 and 10 seconds to grab someones attention. 

We help you develop white papers that are well planned and thought through, come from the point of view of the customer interest, are readable and position you as a credible authority.

The Whitepaper

A whitepaper is a longer more authoritative report that provides an in-depth perspective on a specific topic. It starts by setting up a problem the reader will identify with and then provides a solution that they can believe in.

A good whitepaper will educate the audience about a particular issue first, and go on to explain how the issue can be overcome by a specific methodology, and detail why other methodologies either do not work or are inadequate.

As a document of value, they are typically gated. That means that they are given in exchange for an email address and possibly some other information as well. This makes them great for capturing leads.Whitepapers should be used in conjunction with a good automation tool such as ActiveCampaign or Marketo where the leads can be properly nurtured before handing on to sales.

The goal of a whitepaper is to both inform the reader and to persuade the reader. Based on credible evidence and testimony, the reader should now be persuaded to investigate more and as such there should be a clear call to action. 

The paper should not be a marketing or product pitch. If it too aggressively positions a solution or product, the reader will most likely be put off the whole paper and possibly your organization. Making claims that are not clearly verifiable or blatantly false will cause the whole document to be dismissed.

Animated Videos

Short animated videos are a great way of telling the story at all stages of the sales and marketing funnel. Videos need to set the hook early within the first few frames. What makes a great video is a story that focuses on one or two compelling scenarios or facts. If you try to put across too much in one go, you will lose your viewers. We recommend to always create a series. Each video will focus on one aspect in a way that makes the viewer want to know more and watch the next one in the series.

We will write the story for you and can engage with your favorite producer or use our preferred producers.

Webinars

How many times have you started to watch a webinar only to switch off and start looking at email or social media within the first five minutes? 

Webinars need to be engaging, they need to hold peoples attention as if they were in the room with your presenters.They need to address real customer issues, educate and position you without being and obvious sales pitch.

Blogs

Blogs are a great way of reaching out in an  informal and interesting way. 

Blogs can:

  • Provide a way to interact with customers.
  • Pass on information and expertise.
  • Create excitement around a solution or brand.
  • Be a platform for customers and complementary vendors to promote themselves along with your products and services.
  • Be easily shared, liked and reposted.
  • Help with search engine optimization.


We can ghost write blogs for you or be a featured guest.

Want to find out more?