Resources

Things We’re Pretty Sure Are True About Content

OPEN STRONG

Use emotionally strong language to grab attention.

IT’S THEM, NOT YOU

Don’t be distracted by your own interests. What are buyers’ interests?
Define your audience segments well. Really well. Fill a need – whether emotional or useful. Then avoid the distractions of the masses.

EXPRESS A POINT-OF-VIEW

Take a stance. Don’t be just informational or hard selling. Those are turn-offs. Find a unique, human voice. It’s relateable and builds trust.

CREATE ONCE, USE MANY WAYS

Curate, create, repurpose. Content is currency everywhere online and offline. Make the message about the message, then tweak it for many channels.

OPTIMIZE REGULARLY

Prune as needed. Beware of waste masked as growth. Be disciplined to eliminate non-performing efforts and unneeded processes. Double down on the promising areas.

MAKE IT VISUAL

We’re visual creatures. Time and time again research shows we prefer the visually stunning over everything else. Plus, it says a lot in a quick instance. People have just enough time for that.

MAKE IT FUNCTIONAL

Tools and interactivity often deliver a message loud and clear. How can you be useful to decision makers? Think beyond words and images.

BE PROACTIVELY CONSISTENT

Create a sustainable frequency, quality, message, tone, delivery, and creation process. Plan it out and be realistic. Then followthrough.

BE DIGESTIBLE

Keep it brief, accessible and quick to understand.

BE UNEXPECTED

We’ve seen it all. How will you do it differently?


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