1. Back to basics. Ask yourself three simple questions: Whom are you looking to talk to, what are their pressure points, and how are you going to help them? If you’re not sure, keep thinking or get input from somebody else. 2. Be clear. Identify your key message and make it clear that this is the purpose of the content. If you can’t summarise what you want the audience to learn from the material, then your reader won’t know either. 3. Keep firm. Don’t succumb to pressure, whatever the source, to broaden the content’s scope or include unnecessary details. It will only dilute the impact of the communication. 4. Don’t try a one-size-fits-all approach. Think about creating multiple pieces of content for different audiences and stages in the buying process. If there is too much to say, then try a series of technical papers. You don’t have to give the reader all the information in one go. 5. Think of your reader. When creating content, remember that we are all people. We process information in different ways, whether we prefer visuals, audio, or hard facts and figures. If your budget allows, consider multiple tools to deliver maximum appeal to your potential audience. 6. Evaluate the results. Always measure the success of a campaign and accept that you might not always get it right the first time. Try alternative approaches, and use the analytics to hone your approach until you nail it.
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