A* Content - The basics to seeing the return you deserve

The task of blogging is proving to be a daunting one. The biggest problem is what to write and making sure that it covers the basic requirements, it needs to be informative, interesting and that something that relevant. As I was thinking about this it made me realise that this is a topic to talk about!

One area that I focus on heavily in my role at Profunnel is content of campaigns and how you portray this message to get the return you deserve.

The content needs to be relevant to the people that are going to be reading your message. The need to identify the pain points that your audience feel on a regular basis is crucial and to really hammer the message home, here at Profunnel we encourage you to link back to a potential problem that your audience experience on a day to day basis in their life. By doing this you will quickly establish that you are aware of what your audience is going through and so they will be much more likely to engage with you in the long run. 

Once you have established the pain points what next? 

Your Call to Actions in the content need to be clear and stand out to make sure that your audience is crystal clear of what you want them to do. But how to do this without turning your audience off? There is always the more obvious direct instruction:

Download our whitepaper here

Find out how we can help you by reading our latest whitepaper – Fishing for Leads

However I have been reading a lot about getting your audience to think about a problem you are proposing and as such, to find out the answer they click through:

How can you get more Leads?

How can Profunnel increase the efficiency of you Lead Generation?

At this point there is no right or wrong answer as to how to portray you Call to Actions from the results we have seen, but for me personally I am more likely to engage with a question that is making me think rather than a direct instruction. What would work best for you? Put yourself in the mind-set of your audience.

One thing I would like to flag up however is that you have just spent all the time focusing on producing A* content but it needs to be relevant to the audience that you are targeting. 

The message that you send to a Managing Director of a company may need to be substantially different to the message that you send an IT Director or to a Marketing Executive within the same organisation. Moving away from different roles within the same industry, the message that you are sending to different industries may need to vary also. The content and design of your correspondence to a Design Company possibly will need to be different to that of a Fleet Management company for example.  As such understanding your audience is so crucial and without carefully planning your marketing campaigns and having a clear communication plan in place as to how and when you are going to contact your prospects, 

you will not see the return that you deserve. 

Here at Profunnel we strongly believe that a communication plan is a marketing teams bread and butter. Having a clear plan over a 3 month period of what you are sending, who you are sending to and when you will send it really helps to focus your efforts and prevents ad hoc campaigns that may not be as thought out as you may have wanted. The proof of the pudding is in the tasting and the success that Sungard saw from a zombie themed campaign really shows the potential. A great read if you haven’t already heard about this. Click here to read more.

This is something that we are passionate about here at Profunnel and we would love to discuss this more with you so please feel free to get in touch. 

Karl
Account Manager