What you are struggling to sell could be an idea, a cause, a book, gourmet jelly beans, software as a service, asset protection or counseling for a job search.
The usual missing piece is structuring the pitch to be interactive. It's only by having the prospects directly involved that you can get and keep their attention long enough to move to the Call To Action (CTA).
Reality: Content marketing is, of course, about eventually closing the sale. It's not about pretty. Or creative. Or funny.
A typical disaster is this. The personal injury lawyer has the goal to "own" the stroke territory. He hired several ghostwriters to blanket the law firm's website with beautifully written background articles on stroke.
Yet, that kind of information is available on brandname healthcare sites on the Internet. No, that lawyer didn't achieve ownership. In fact, that niche never took off in terms of sales of his firm's legal services.
Question: How should he have shaped his content to be both effective and cost-efficient?
Answer: Design the website as interactive.
That approach forces prospects to invest their time. That, in turn, creates a "sunk cost." Once there is an investment, prospects often find it difficult to leave the site without taking some kind of action.
Here are 8 interactive tactics:
- Click to find out. Abovethelaw leverages this brilliantly. For Turkey Day, lawyer-journalist, Kathryn Rubino, presented the question of who made that a formal federal holiday. To find out it is Abraham Lincoln readers have to click to the next page which had the answer. Here you can analyze how that attention-grabber is structured,
- Develop a quiz. It can be as simple as The 5 Most Common Reasons Passive Investors Lose Money. You can increase the reach of that if you offer those who have 4 answers right a free e-book on how to prepare to sue.
- Calculators. Those contemplating a job search can compute the timelines, given their particular issues.
- Downloads. The favorites range from webinars to proprietary research reports.
- Sign-ups. That in itself gives the organization data and additional names for its emailing list. What can be signed up for? Newsletters, briefings on trends, and breaking news in the category.
- Free anything.
- Call to Actions (CATs) which are positioned and packaged as solutions. Typical is: "Click here for your complimentary consultation that ends your sleepless nights about unpaid taxes."
The meme in content marketing has become: More is Better. Not only your organization but likely many of your competitors plan to increase content in 2017. Yeah, it's a dog fight to develop new business.
The good news about interactive is: No organization has to default to that budget-eater of more is better. Less can be more, if the content involves prospects.
The world has changed. Contact Jane Genova for complimentary consultation to get the competitive edge in your marketing communications (email@example.com).