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Brittany Balog

By: Brittany Balog

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October 23rd, 2012

5 Steps for Creating Irresistible Premium Content

Premium Content / Offers

Premium contentThere are several pieces to every puzzle. When it comes to creating a remarkable inbound marketing campaign, content is a key piece to this puzzle. While you may be sending your message everywhere, the goal should be to generate qualified leads you can push down your sales funnel to turn into sales ready buyers.

If your prospects have no interest in your content, the message you have sent ‘everywhere’ will convey very little value and success. Fortunately, there are five easy steps to completing this part of the puzzle and create irresistible premium marketing content that will get your visitors converting.

Interested in learning more about developing irresistible content? Contact IMPACT and learn how we can help!

Relevant to your Buyer Personas

Buyer personas create a blueprint for your entire marketing campaign. Before you start creating your content you need to become educated on who you want to consume this content. When beginning the process of identifying your buyers think about their problems and which methods they may use to solve these problems.

A buyer persona details what a consumer wants, needs, and goals are when trying to solve a problem. You should target these wants, needs and goals by effectively creating content related to these specific areas and personas. Use language and a tone that matches your buyer personas. By being able to directly target these characteristics you will reach your target audience and generate more qualified leads.

Understanding your buyer personas allows you to take the next step of generating consistent, valuable content directed to your target audience.

Create a Killer, Attractive Title

Once you have created your buyer personas it is time to create content that targets these personas.

Remember the saying “don’t judge a book by its cover?” In the marketing world this advice is irrelevant.  With so much information and competition on the Internet you need to capture your audience’s attention within seconds, and the title is usually the first thing people see.

The title is often the content that shows up on a search engine and is shared in social media for other viewers to see. Therefore, there is a lot of pressure put on the title. There are a few ways to create a killer title. To begin make sure your title is actionable.  Your readers want to know they are receiving or learning something from your post.

Make sure the title is clear, brief, and to the point since people spend only seconds glancing at it. Using keywords in your title makes it easy for readers to know they have found something relevant to what they are looking for. Finally, make sure the title is intriguing. You want to quickly grab the reader’s attention in a creative way. Don’t be afraid to let your company’s personality show through your title lines.

You don’t want to create the same generic, boring title everyone in your industry is using. Conveying credibility in an eye-catching, informative, creative title is how to hook a reader.

Well researched Content

If you created a killer title and got a reader to click on your content you now need to keep them engaged. If you understand your audience, you can customize your content based on the buying cycle and push your leads down the sales funnel.

When creating content, remember to be aware of your timing and current industry trends. Creating your own original research also provides facts and statistics that no one else has. This leads to credibility and a fun, useful way to engage your target audience with the information they are searching for.

Understanding your buyer personas and having expert knowledge in your field will produce content that keeps your readers engaged. You know the industry better than anyone, so make sure this knowledge and the latest news is conveyed through your content.

If you are having trouble thinking of fun, relevant content, you can repurpose your older content that has already done well. By keeping a log of your content, you can use current industry trends and re-work the content once again.

Thorough Content

While your titles should be short and sweet, your content should be thorough and informative. You want to make sure you answer your reader’s questions and do not leave them wanting to know more about that topic. If you cannot provide them with accurate, thorough information from the beginning they won’t want to come back to your content in the future.

If you understand your buyer personas, you will know what type of content and structure they look for. Some buyers may prefer monthly newsletters while others may prefer weekly blog posts. Understanding the structure your buyers are looking for will help you create more targeted content.

You shouldn't leave your readers wanting to continue to know more about the next step in the buying cycle. You don’t want your prospects to search for more information on the same topic on your competitor’s pages. Prompt them to more advanced articles or another related topic. If you have targeted, useful information you will guide your competitors down the buying cycle and not stray them away from it.

Great Landing Page

Your landing page is the final step in creating premium content. If your prospects get to your landing page, it means you have reached your target audience using a great title and useful content. You put all this effort in to your content, now seal the deal by having them complete the action.

The landing page is where you capture your leads information. Make sure the landing page conveys value and is actionable. Your landing page generates leads, collects information about your prospects and keeps them engaged.  When your prospects complete the action you will gain the information necessary to track and analyze your success.

Finishing the Puzzle

Developing buyer personas, creating effective headlines, writing thorough, well researched copy and designing engaging landing pages will lead to irresistible content. Your content is undoubtedly the key to your marketing success. Using these five steps to creating irresistible premium content will complete the content piece of your inbound marketing puzzle.

Create your Irresistible Premium Content

Interested in creating your own irresistible content? Contact IMPACT and learn how we can help!

Proving the ROI from Inbound Marketing

About Brittany Balog

Brittany Balog was a Senior Account Manager at IMPACT from 2012-2013. During her time here, she enjoyed diving into her client's organizations and developing comprehensive Inbound strategy to achieve their goals.

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