It is the strategic use of text, imagery, audio or video that displays relevant info for customers and marketing.
Which is means you have to:
Move the audience:
-Folks who are ready to buy, or engage with your audience. Must write things that move your audience.
-Must be aware of the widespread business attitute of entitlement.
-Fight the attitute of entitlement.
Earn your audience attention:
-Every topic can be exciting, even the boring ones.
-Using techniques like humor, stories and frustation
-Every content must have a narrative
-Seek out every human story, even if it is boring.
Have a Spark:
-Find the passion who has a stand on something
-Can be salesmen, CEOs, customers
-Find another job if nobody plays that role
-Somebody gotta know why this matters
Using Headlines: To capture the audience in a fraction of a second.
The Audience: Something needs to pull them in for them to engage. Must've problem solving information that is relevant to your audience.
Use proven content technique: Stories, Metaphor and Concrete Detail. Use case studies to illustrate a point. Make sure you have a call to action.
Must have a point: Must be interesting and engaging, but must lead to your product.