{"id":3553,"date":"2018-05-24T13:20:36","date_gmt":"2018-05-24T17:20:36","guid":{"rendered":"https:\/\/felicitypr.com\/?p=3553"},"modified":"2018-05-24T16:23:58","modified_gmt":"2018-05-24T20:23:58","slug":"the-secret-to-engaging-content-its-not-about-you","status":"publish","type":"post","link":"https:\/\/felicitypr.com\/the-secret-to-engaging-content-its-not-about-you\/","title":{"rendered":"The secret to engaging content: It\u2019s not about you"},"content":{"rendered":"

Over the course of my career, I\u2019ve had the opportunity to work on both sides of the publishing fence: One that is built on traditional models and editorial independence, and the other that is enterprise-led and promotional in nature.<\/span><\/p>\n

Seeing both sides\u2014and all the grey areas in between\u2014has led to a distinct perspective on what it takes to create successful, engaging marketing and sales content. \u00a0\u00a0<\/span><\/p>\n

And there is one essential rule that many overlook: It\u2019s not about you. <\/span><\/p>\n

With all due respect, it\u2019s about your audience and their unique challenges and opportunities. <\/span><\/p>\n

Shifting the spotlight<\/b><\/p>\n

As marketers, we tirelessly promote our own products and services. We flaunt our latest features, our newest promotions, our most recent wins, our upcoming events. We align ourselves with emerging trends and distance ourselves from fading ones. And we focus heavily on our competition, doing whatever we can to highlight differentiation and drive preference.<\/span><\/p>\n

We do these things because it\u2019s our job. But the approach often leaves the audience out of the picture. It\u2019s all \u201cus\u201d (the company) and \u201cthem\u201d (the competition) and not enough \u201cyou\u201d (the reader).<\/span><\/p>\n

In a world of self-indulgent hype and marketing, standing above the crowd requires strategic nuance, helpful insight, and flawless execution. It is driven by thought leadership and storytelling, emphasizing insight and guidance over promotional messages and brand trumpeting. It not only demonstrates a clear understanding of the audience\u2019s challenges and opportunities, but also reveals ways to address them. <\/span><\/p>\n

In doing so, it disarms, engages, and compels the reader. <\/span><\/p>\n

What it takes<\/b><\/p>\n

So what does it take to develop this type of content, and how can it lead to measurable results? In my experience, there are five key ingredients:<\/p>\n

1.) A clear understanding of the audience<\/b><\/p>\n

Again, it\u2019s not about your company or your products and services. It\u2019s about how those things can help solve a problem or facilitate a positive outcome for a customer. Conveying the message requires a deep understanding of the reader and an ability to align with their priorities, challenges, and opportunities.<\/span><\/p>\n

2.) A commitment to educating the reader\u00a0<\/b><\/p>\n

In an age of advertising and marketing overkill, humans have developed sophisticated filters for tuning out promotional messages. If we feel we are being \u201csold to,\u201d we often disengage before the message has been fully delivered. That\u2019s why it\u2019s important to start with insight-driven education and storytelling\u2014for which we have much softer filters\u2014and include promotional messages in subtle, more nuanced ways.<\/span><\/p>\n

3.) Finding the right subject matter experts (SMEs)<\/b><\/p>\n

To deliver this education, you need compelling perspectives and expertise. Statistics and research are helpful educational tools, but the real value comes from those who are in the trenches doing the work and from those who are in the executive suite envisioning and building the future. <\/span><\/p>\n

4.) A successful interview<\/b><\/p>\n

Finding the right SME isn\u2019t enough, however. You need experienced and strategically-minded storytellers who can extract the pearls of wisdom from the SME\u2019s head and string those pearls together to form a clear and compelling narrative\u2014one that provides unique insights, educational value, subtle promotional messaging, and\u2026<\/span><\/p>\n

5.) A sticky call to action (CTA)<\/b><\/p>\n

While educational content, thought leadership, and storytelling help hook a reader, you still need to reel them in. A strong CTA is very important because it allows the reader to express their interest in learning more and engaging further. And it gives you the opportunity to measure the success of the content and nurture the relationship until the reader is ready to make a purchase.<\/span><\/p>\n

All of this starts with an unwavering focus on the audience. <\/span><\/p>\n

Too many brands want to be the hero and play the role of protagonist. But they are much more effective when they play the role of mentor, helping the real hero\u2014your customer or prospect\u2014make the right decisions. <\/span><\/p>\n

And now for the sticky CTA\u2026<\/span><\/p>\n

For a complimentary\u00a03-point snapshot<\/b>\u00a0of your content gaps and opportunities<\/b>\u2014covering your competitors, audiences, and potential themes\u2014contact us at\u00a0info@felicitypr.com<\/a>\u00a0or 416-722-5999.<\/p>\n

We look forward to hearing from you.<\/span><\/p>\n

David Lindover, Publisher –\u00a0<\/span>Felicity Content Studios<\/span><\/p>\n

Did you know?<\/b><\/p>\n

78% of consumers say custom content creates a relationship between themselves and brands. <\/span>Click here<\/span><\/a> to see additional statistics and learn how Felicity Content Studios can help you engage and compel your audience.<\/span><\/p>\n<\/span>","protected":false},"excerpt":{"rendered":"

Over the course of my career, I\u2019ve had the opportunity to work on both sides of the publishing fence: One that is built on traditional models and editorial independence, and the other that is enterprise-led and promotional in nature. Seeing both sides\u2014and all the grey areas in between\u2014has led to a distinct perspective on what […]<\/p>\n","protected":false},"author":48,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[196],"tags":[279,280,278,276,14],"acf":[],"yoast_head":"\nThe secret to engaging content: It\u2019s not about you - Felicity PR<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/felicitypr.com\/the-secret-to-engaging-content-its-not-about-you\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The secret to engaging content: It\u2019s not about you - Felicity PR\" \/>\n<meta property=\"og:description\" content=\"Over the course of my career, I\u2019ve had the opportunity to work on both sides of the publishing fence: One that is built on traditional models and editorial independence, and the other that is enterprise-led and promotional in nature. 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