A CHECKLIST TO CREATING COMPELLING CONTENT

Does the content focus on topics your target audience is concerned with (their pains / problems)?

Does it provide useable insights for the target? Does it help the target solve a problem? Does the content meet user expectations based upon where they are buying journey (e.g.,

education, purchase)?VA

LUA

BLE

Does the content take advantage of white space? Does the content use visuals to break-up the text into “snackable” sections? Does the content use text formatting (such as bullets, number lists, headers, bolding, etc.)? Does the content follow consistent formatting?

REA

DA

BLE

Has the content been optimized for SEO? Does the content include relevant, associated keywords and phrases? Are embedded links and links to other relevant content included? Has the content been posted and distributed?FI

ND

AB

LE

ASK YOURSELF:

Does the content include a strong call to action (no “read more” or “learn more”)? Does the content recommend the next asset users should engage with? Does the content include user advice, key takeaways, or ability to participate (e.g., Q&A)? Does the content include links to the original sources?

AC

TIO

NA

BLE

Does the content include social sharing functionality? Does the content include “snackable” bits that users can easily share (e.g., images, checklists)? Does the content provide users with a reason to share? Have you embedded posts, tweets, etc. with corresponding hashtags into the content (where

relevant) to make sharing easier?SHA

REA

BLE

Also keep in mind: BEST PRACTICES Stick to one relevant storyline Create content across all the buying stages Promote and distribute the content Repurpose the content into additional formats to increase user recall/resonance Follow your brand guidelines Set up content goals and measurements of success Track, measure, optimize