5 Ways You Can Make Your Content More Engaging
by Stephanie Ussatis, on Jun, 22, 2016
Engaging content is quickly becoming one of the most valuable parts of an effective marketing strategy and, thus, the content that salespeople are displaying in the field. The Content Marketing Institute reports that in 2016 73% of content creators plan to prioritize the creation of more engaging content.
Unfortunately, creating engaging content is a challenging endeavor. In fact, it is the top B2B marketing challenge, with 60% of marketers struggling to produce it according to Content Marketing Institute & MarketingProfs. Mobile sales apps can alleviate some of this struggle because they are naturally more interactive than information loaded binders and word-heavy papers. Additionally, apps have a world of potential to be more visually gripping than their paper document counterparts.
How many times have you heard, “don’t judge a book by it’s cover?” The majority of the time our first basis of judgment comes from looking at the cover. Unfortunately, good books are put back on the shelf because their cover wasn’t enough to spark an interest in the reader.
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This goes for first impressions of your mobile sales enablement tool too. First impressions are 94% design-related. A positive first impression can affect the way that a user perceives your company or brand in future interactions.
A few ways that you can create a positive impression:
- Having a powerful, hard-hitting image appear upon opening that app grasps the prospects attention from the get-go. If your opening page isn’t visually intriguing -- you’ve already run the risk of losing their interest.
- Prospects need to know that what they are looking at is valid. Branding your app and making it look professional can help you achieve that validity. Be sure your logo is up-to-date and precise and that the color scheme fits the company and the presentation.
What Content is Effective and What Isn’t
Engaging content makes a mobile sales app efficient and useful. Effective mobile marketing strategies provide the customer with a positive experience that leaves them believing that your product is irreplaceable. This positive experience is brought forth by the content that you present -- Your mobile sales enablement platform is only as strong as your weakest piece of content.
As we mentioned earlier, word-heavy documents may be full of information, but the consumer only wants to know the most important takeaways. Two-thirds of B2B buyers (66%) strongly agree that B2B vendors should stop overloading content with copy/small print to improve the quality of their content.
Since every consumer is different, it is important that the content is targeted to the audience that you are presenting to. For example, some people are more analytical and intrigued by holistic statistics and charts while others are more creative-minded and better digest videos and fragments of information. You want your content to reflect that in these ways:
- Make sure your content is emotionally connected to the audience. Know where your audience comes from and how to tailor the pathos of your message to sell your product. Providing personal examples deepens their connection with your product and further establishes it as something that they not only want, but something that they need.
- Demonstrate industry knowledge using examples and statistics. Keep in mind that not everyone is familiar with what you do, and using heavy industry-specific lingo can be overwhelming. Simplify where it is necessary.
- Upholds an aspect of interest. If you do the two previous things, this will follow.
Include Visual Content
When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. No matter the type of audience you are presenting to, you want the prospect to remember your product.
The hype around interactive content is on the rise, and soon your pdf's, spec sheets and linear sales presentations aren't going to be enough to keep your prospects engaged. New technology has changed the game for content creators, allowing literally anyone to create rich, interactive content experiences without the need for outside agencies, software installation, or coding skills.
Using interactive elements, like pictures, videos, and virtual product tours may be the key to keeping your presentation at the top of your prospect’s mind.
Becoming Better Storytellers
Just because people don’t like information-heavy documents doesn’t mean that people don’t like to read. The difference between the words that people don’t want to read and the words that people enjoy reading is the way that it is presented.
Turning your content into a story can inspire and compel the consumer in a way that a regular sales-pitch never could. According to Kuno Creative, there are four simple components of creating a story:
1. Setting - Highlight how your content is relevant to your consumer.
2. Conflict - This is the time to show how the product you are trying to sell is going to directly help the consumer.
3. Resolution - Use specific examples of how your product or service helped a company with a similar problem to your consumer. Pull information from case studies that highlight how your product has already solved their problem for other people.
4. Conclusion - See below.
Call to Action
The conclusion to your story is the call to action. After a compelling presentation, prospects may be ready to make the next move forward. This is your chance to show the prospect what their next steps are. Much like the content, the CTA needs to be strategically tailored to the audience to whom it is presented and in a way that is relevant to your objective.
Kathryn Aragon from The Daily Egg explained three things that effective CTAs include:
1. An opportunity for the prospect to try your product without being forced to commit to it right away. This often comes in the form of a free-trial.
2. A next-step. In other words, tell them what they need to do when they are done digesting your content, i.e. “Click here.”
3. A clear direction that you want them to respond right away. If they take more time to think about it, they might forget or never return.
Every piece of content can be engaging. Knowing who you are talking to and what motivates them can help you to craft a story and present relevant information.
Now it's your turn to share, comment below or tweet us @modusengagement!