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People spend a lot of time researching, strategizing, creating and delivering content. Is your content working as hard for you as you are working for it? Without measurement, you are only guessing your content’s success rate. In a recent PRSA webinar, led by Stephen Dupont, APR, vice president of public relations and branded content at Pocket Hercules, we discussed how to create smarter content for bigger results.
There were many takeaways in Dupont’s presentation, like how smart content plays an important role in marketing and sales. Since the average person visits 6-18 websites before making a purchase, they are already 80 percent done with the sales process by the time they step into a store. It is critical that you build smart content so it can successfully work hard for you.
Smart content is:
- Fuels conversation
- Feeds the passion of your customers
- Adds value to a person’s life
I really like the way Dupont broke down how we decide to determine smart content. I think if we keep in mind this way of evaluating content it will lead to more results. If we create content that meets the above criteria and we are delivering it to our targeted audience then we will see it successfully working for us.