When producing content for your readers ask yourself: Why Should They Care?
When writing a case study, white paper, blog post, tweet, or any other type of marketing material aimed at growing your business, do you ever stop and ask yourself “why should they care?” Sure, your business is a certified partner and preferred vendor with software companies X, Y, and Z, and you offer a wide range of solutions designed to fit any pain point but why should they care? What makes you different? Why is today different? Can they afford to wait another year before leveraging your solutions? If not, then why?
Way too often the marketing content that floods the digital stream of stimuli for IT managers, CTOs, CIOs, and other decision makers is bland, full of jargon, irrelevant, and actually causes adult-onset A.D.H.D. (not really, but I wouldn’t be surprised). Sure you may have a managed solution that will help their IT infrastructure to recover quickly in case of disaster but so what? This is a problem in the back of the minds of decision makers, but how do you move it to the front? Make it real for him or her.
To use the disaster recovery example above, I may ask why should they care, and you may say “because we have the solutions in place to help” or “because disaster is a bad thing and our solution will make it not as bad”. If these answers are applied to the content marketing strategy you’re going to end up with a whole lot of self-promotion that will get lost in the abyss of the ocean of self-promotion where today’s marketing lives.
Instead, start with a problem, we all know that IT disasters are bad but did you know that for the average small business they can lose up to $8,000 per hour and large businesses up to $700,000? Did you know that the average time it takes to recover from the disaster is 18.5 hours? When you frame the topic of conversation in a way that is relevant to your intended audience you immediately answer the original question of why they should care. They should care because when disaster strikes, they will lose thousands, possibly hundreds of thousands of dollars an hour and it can take most of a day to recover. With your solution they can cut that time in half, or by two thirds, or whatever your solution can do, all the while saving them money.
We are the ABC Company and we have XYZ solutions look at us, versus, we are the ABC Company and when an inevitable disaster hits your company, and believe us it will, our XYZ solution will help you to quickly recover and save you hundreds of thousands of dollars. Only one of those answers the question, “why should they care?” Decision makers are very busy people, we’ll help you get to the point, show how your company can help, and avoid wasting their time. As more people are saddling up for the content marketing game, the space is bound to be loud and messy. At Eliot Digital we’ll help you produce relevant and entertaining content that also answers the question “why should they care?