Strategically mapping content to the Buyer’s Journey is important—and so are the basics that make content connect. I recently checked out a video where Joe Chernov, VP of Content Marketing at Eloqua, shares some content marketing tips that I thought I’d pass along. Joe offers a few good reminders to help ensure your content gets shared:
- Un-friend the form
In short, compelling content should be set free. Not sure which content should be gated? Check out my post Four Criteria for Gating Content to Aid Demand Generation.
- Be visual
Include visuals to break up the copy—and leave plenty of white space.
- Be brief and digestible
- Be personal
Make sure content is authored by a real person at your company.
- Be the viewer’s advocate
Meet real needs and desires to make a real connection.
- Take a big idea and break it down into different kinds of content (or “atomize” it)
Want to learn more about atomizing content to reach more people with greater impact? Get started with Three Essentials For Atomizing Content to Fuel B2B Demand Generation.
When making content choices, Joe favors the slideshare over the infographic and doesn’t think too highly of the whitepaper. He and I don’t entirely see eye-to-eye on this. I think there’s no silver bullet when it comes to content. Diversity is the spice of life, and our job as marketers is to offer diverse formats and experiences—because everyone consumes information in different ways.
What steps do you take to ensure your content connects to drive demand, and what has been most effective in meeting that goal?