CRM Authors: Xenia von Wedel, Ian Khan, PR.com Newswire, Steve Mordue

Related Topics: CRM

CRM: Blog Feed Post

How Catchy is Your Content?

Catch Factors are the Preferences and Aversions That Form a Prospect's Gut Reaction to Your Content and Communications

Information overwhelm. We all suffer from it. Our job as B2B marketers is to create contagious content that catches—and keeps—the attention of our prospects across the entirety of a long-term complex purchase. That means your marketing content has to work even harder than you may have thought to rise above the noise.

Seem daunting? Doesn't have to be. Not when you use Catch Factors.

How many times have you heard that your content has to be relevant? Probably a lot. The word relevance is used so much that it's a bucket term. It's simply too bottomless to be helpful in guiding the way to ensuring that your content is worthwhile to your prospects.

Catch Factors break down relevance into digestible bites so you can systematically improve your content—from concept to finished piece.

Catch Factors are the preferences and aversions that form a prospect's gut reaction to your content and communications.

Take a look at what your content must convey to be catchy:

  • Urgency - does it apply to a real business problem they have right now?
    People are busy. Content that's nice to have, but not immediately applicable will be ignored until the time is right. You need to learn what your prospect's top priorities are and address them.

  • Impact - is your information on a topic critical to their professional success?
    When your prospect engages with your content, do they perceive it to be valuable enough to help them take next steps toward addressing their priority issue?

  • Effort - how much energy do they have to expend to access and understand it?
    Is there a form? Is it too technical for a business audience (or the other way around). Is it scannable so they can determine value, or do they have to hunker down and dig in to figure it out? How many clicks does it take to get to it?

  • Reputation - what's their immediate perception of your company?
    Have they ever heard of you? If they Google your company, what will they see? Is your content written in a way they will perceive credible? (About them more than you.)

  • Intent - what will they think you want from them?
    Will they think you're selling or helping?

Now, a few things you need to know. No one goes through a check list in their heads when a message arrives in their inbox or they follow a link from a search result. Catch Factors are split-second assessments that happen naturally when a person is confronted with information.

Depending on their immediate situation, prospects can rank some factors higher than others. You don't have to have all the Catch Factors in play at once, but the more of them you do have, the "catchier" your content will be.

According to Deidre Wilson and Dan Sperber’s Relevance Theory, an individual draws a conclusion based on the first relevant meaning recognized, and the one that requires the least effort. This is where our millisecond attention spans come into play and why your marketing content needs to be compelling—at first glance.

Leveraging Catch Factors helps marketing content catch attention and accelerate your prospects’ buying behavior. Put yourself in your prospect's shoes and go evaluate your content against the 5 Catch Factors. How many do you find? Can you refresh your content to include more of them?




Read the original blog entry...

More Stories By Ardath Albee

Ardath Albee, CEO & B2B Marketing Strategist of her firm Marketing Interactions, helps companies with complex sales increase and quantify marketing effectiveness by developing and executing interactive eMarketing strategies driven by compelling content.

Her book, eMarketing Strategies for the Complex Sale, was published by McGraw-Hill.

Her articles and blog posts have been used for university ezines, published in CRM Today, Selling Power, Rain Today and Enterprise CRM News. Marketing Profs has incorporated her blog posts into a number of their "Get to The Point" newsletters.

IoT & Smart Cities Stories
@DevOpsSummit at Cloud Expo, taking place November 12-13 in New York City, NY, is co-located with 22nd international CloudEXPO | first international DXWorldEXPO and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time t...
CloudEXPO New York 2018, colocated with DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
DXWorldEXPO | CloudEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
Disruption, Innovation, Artificial Intelligence and Machine Learning, Leadership and Management hear these words all day every day... lofty goals but how do we make it real? Add to that, that simply put, people don't like change. But what if we could implement and utilize these enterprise tools in a fast and "Non-Disruptive" way, enabling us to glean insights about our business, identify and reduce exposure, risk and liability, and secure business continuity?
In this Women in Technology Power Panel at 15th Cloud Expo, moderated by Anne Plese, Senior Consultant, Cloud Product Marketing at Verizon Enterprise, Esmeralda Swartz, CMO at MetraTech; Evelyn de Souza, Data Privacy and Compliance Strategy Leader at Cisco Systems; Seema Jethani, Director of Product Management at Basho Technologies; Victoria Livschitz, CEO of Qubell Inc.; Anne Hungate, Senior Director of Software Quality at DIRECTV, discussed what path they took to find their spot within the tec...
The deluge of IoT sensor data collected from connected devices and the powerful AI required to make that data actionable are giving rise to a hybrid ecosystem in which cloud, on-prem and edge processes become interweaved. Attendees will learn how emerging composable infrastructure solutions deliver the adaptive architecture needed to manage this new data reality. Machine learning algorithms can better anticipate data storms and automate resources to support surges, including fully scalable GPU-c...
Nicolas Fierro is CEO of MIMIR Blockchain Solutions. He is a programmer, technologist, and operations dev who has worked with Ethereum and blockchain since 2014. His knowledge in blockchain dates to when he performed dev ops services to the Ethereum Foundation as one the privileged few developers to work with the original core team in Switzerland.
DXWorldEXPO LLC announced today that Telecom Reseller has been named "Media Sponsor" of CloudEXPO | DXWorldEXPO 2018 New York, which will take place on November 11-13, 2018 in New York City, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.