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Is your content REAL?  How to attract & engage qualified audiences with content
 

Is your content REAL? How to attract & engage qualified audiences with content

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Anyone who has a hand in creating content for a brand knows of the ceaseless demand for information generated today’s information marketplaces. And let’s face it, content creation is time ...

Anyone who has a hand in creating content for a brand knows of the ceaseless demand for information generated today’s information marketplaces. And let’s face it, content creation is time consuming and expensive. In this presentation (and the related blog post http://wp.me/p16orh-1wR ) we discuss how content that is truly “REAL” ( relevant, entertaining, actionable and leading) and is mapped to the different stages in your organization’s buying funnel can be a tremendously efficient generator of qualified leads for your business. Whether you're writing a press release or executing a content marketing strategy, before you publish, take the time to get the content right, and make sure it’s “REAL.”

Sarah Skerik is PR Newswire’s vice president of social media. She is presenting on the topic of Driving Qualified Audiences into the Funnel Using Rich Media and Distribution Networks at the upcoming Online Marketing Summit. A 30% discount (good through January 11th) on event registration is available to readers of this column – click here for details: http://promotions.prnewswire.com/LP_OMSSD2013Workshop_20130109_DK.html

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    Is your content REAL?  How to attract & engage qualified audiences with content Is your content REAL? How to attract & engage qualified audiences with content Presentation Transcript

    • Is your content REAL?Acquiring & Engaging Qualified Audiences Sarah Skerik PR Newswire January 2013
    • Interruption isn’t a communications model.Rather than barging our way into ouraudiences’ minds, instead, communicatorshave a new charge – brands must be smart,interesting, useful, accessible and human byour audiences, and it’s up to communicatorsnot to just craft this image, but to deliver thisexperience..
    • Is your content REAL?“Experience” is the Relevantcornerstone.Communicatorsmust consider customerexperience as they create Leading REAL Engagingand publish content.To determine if your contentison the right track, ask Actionableyourself if it is REAL.
    • Relevant:Listen to what your audience is talking about: – What questions do your customer-facing teams field most often? – What questions recur over and over in online discussion groups? – What are the search keywords that are most often used in your industry category?Aggregating this data will help your organization learn whatyour audience is interested in.
    • Entertaining/EngagingEven if your content doesn’t lend itself wellto humor, it can still entertain and engage.• Lively writing peppered with anecdotes and real-life stories generate interest.• Bullet points and lists will draw readers in.• Visuals – even simple charts – add appeal and dimension to otherwise flat content.
    • ActionableContent should enable your readers to do somethingbetter.• Does it offer tips to help them use your service more efficiently, save budget dollars or do their jobs better?• Does it offer insight that will help them make a more informed buying decision?Ensure your content offers a course of action yourreaders can follow and benefit from.
    • LeadingContent has to have a point. Offer pathwaysfor interested readers to take: – Links to related & more specific content – White papers, webinars and other content that educates – Forms for requesting more information, or a call from a rep
    • Stay REAL.• Content that is truly “REAL” and is mapped to the different stages in your organization’s buying funnel can be a tremendously efficient generator of qualified leads for your business. Before you publish, take the time to get the content right, and make sure it’s “REAL.”
    • Thank you!Sarah Skerik , VP Social Media,PR NewswireTwitter: @sarahskerikLinkedIn:www.Linkedin.com/in/sarahskerikWant to learn more? Attend Sarah’s workshoptitled "Driving Qualified Audiences Into theFunnel Using Rich Media and DistributionNetworks" at the upcoming Online MarketingSummit in February 2013.http://www.onlinemarketingsummit.com/sandiego/