THOUGHT LEADERSHIP

Have you been the recipient of a poorly executed, vanilla flavored sales pitch? Have you felt like making up any reason at all to excuse yourself from the meeting? Come on, be honest; we’ve all been there.

It is important for marketers to understand the value of creating innovative, authentic content and delivering the message with the power of persuasion.

In order to do this well, you must ask yourself the following questions:

1. Why are you creating content?
   Content should be crafted with the intention of building tribes that will follow you.
2. Who is your target audience?
   The audience’s demographics and preferences should be considered when making decisions regarding the mode of communication and elements used to communicate the message.
3. What do you want the content to achieve?
   Good content should generate high impressions and high conversion ratios. The content should feature your company’s strengths, unique attributes, and should include the use of visual or video imagery.
4. Where are you going to publish the content?
   It is important to remember to be selective when posting content to a particular platform. A message delivered via one platform can be perceived differently on another platform.

Lastly, it is important to assemble your communication with flexibility and agility to react to new information. These questions should help inspire innovative, authentic content that is of interest to your target audience. If done correctly, clients will want to work with your company and refer business to you.