How to design content that resonates
Explore three ways to create valuable, engaging long-form content.
It’s about offering the right level of value for the time you’re expecting your prospect to spend engaging with it—especially when you’re creating longer content that demands more attention.
These days, deliberately vague case studies and reports with no practical advice won’t capture prospects’ curiosity, and they certainly won’t encourage readers further down the pipeline when they’re delivered as lengthy PDFs or hard-to-navigate web pages. With low average read times and high bounce rates, these formats need a rethink.
Value takes many forms. Guides, checklists, downloadable kits, and benchmark reports are perfect for lead generation, as they offer a practical aspect on top of the educational component.
This instantly boosts your value to time ratio—and increases prospect maturity while you’re at it.
Creating a strong link between the prospect’s challenges and the benefits a solution like yours provides, means a connection is already in their brain when you introduce product marketing tactics later down the line. Fail to make that link, and you’ll be met with resistance. Even if you’re offering great case studies, product brochures and other follow-up content, your database is going to be full of stagnant leads who don’t want to engage with your sales-focused messages.
Long-form content is the sweet spot for balancing education and practicality—but traditional formats like PDF, ebooks and scrolling web pages can quickly bore your audience and make it difficult for them to process information effectively.
Interactive content can resolve the issues of low engagement and offer plenty of opportunities to use (and collect) data in novel ways. Extra elements such as polls, quizzes, audio clips, and embedded videos can give prospects alternative ways to digest your content and lead to higher reader attention.
Interactivity also provides measurable engagement data that you can use to refine your content strategy, by identifying sections that need more input or updating, or even using a deeper understanding of customer intent to create new segments.
The data you collect through polls and quizzes also sheds extra light on prospects’ priorities and interests, giving you inspiration for follow-up content.
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The holy grail of marketing centers on consistently and systematically generating intent through content. It’s a difficult feat, but it can unlock scale unlike any other channel and add significant volume to your pipeline.
The trick is to catch your reader’s attention.
Recent studies have shown that increased attention means your prospects are more likely to buy. Therefore, designing your content for engagement, with prospect-friendly topics and interactive features, is key to generating more intent—but you need to be able to measure it effectively too.
Introducing a lead scoring model to measure and track content interaction will ensure you’re passing on sales-ready contacts. Choosing a content format and platform that allows you to accurately measure interaction and engagement is the only way to score leads effectively.
Double the time readers spend with your content by using the right format.
