Admit it, you probably weren’t paying much attention when everyone in Washington was talking about the sequester budget cuts earlier this year. It all seemed very abstract, and there was a lot of political posturing. We heard a few things about air traffic controller furloughs, but as the March 1 start date came and went, and nothing seemed to happen, we all stopped paying attention.

Until we started to see those lines at airports.

Now, instead of some abstract government fiscal debate, it was a situation that was affecting millions of people by causing thousands of flight delays to cascade across the country. Our transportation system, so vital to our economy and way of life, was threatened. Almost nothing else could have made the budget cuts real in such a personal way for so many of us.

When it comes to complex topics, it’s often difficult to get people to pay attention. As content creators, many of us struggle every day with how to make dense subjects accessible. If you’re writing about something that deals with abstract issues, how do you get your audience to care?

Here are a few ideas for how to add that startling element that can make complex content more alluring for readers.

1. Make it personal.

Let’s say you’re writing about a medical device — not an easy topic to discuss in a way that will engage general readers. This kind of subject matter often gets weighed down by a lot of technical details, regulatory language and medical terms that may be unfamiliar to most.

What can you add to make all this palatable? The human element: a personal story about how someone overcame health issues in his or her life because of a particular device. Bringing in the experience of someone actually using and benefiting from the product will make it much more vivid for readers than all the technical stats in the world. Give your audience someone they can relate to, and your marketing message will be more memorable and effective.

2. Show readers why they should care.

For many people, financial topics are unpleasant. The terminology can be intimidating and the complexity of information can be stressful to decipher.

How can you make this topic compelling? Reach your audience where their pain points are. The key is to show them how they could be impacted personally – how their wallets will be affected. For example, a bank promoting its services may want to post information about smart money management: tips that could help readers learn about credit, saving and investment. Readers will pay attention if they think they will learn something about how their problems can be solved or avoided in the future.

3. Let your audience know how they could benefit.

Nonprofits have a very difficult job. Most of their communications revolve around asking for money and volunteers. How in the world can you make that message engaging?

Once again, it comes down to focusing on the audience. The best way to pull them in is to let them know how they can benefit. Yes, people want to read about all the good works accomplished by an institution, but what will really hook them is learning about what’s in it for them personally. For example, an organization that needs volunteers should let people know about all the evidence that shows how volunteering is good for you, both physically and mentally. Highlighting the concrete advantages will be of interest to readers, getting them interested in learning more and becoming involved.

What compelling element does your content need? For more ideas, check out some of our other posts about blog writing.

And if you’re headed for the airport soon, have a great trip.

The post Your audience couldn’t care less? How to get their attention quickly appeared first on Brandpoint.

As social media continues to influence how consumers use the Web, brands and businesses small and large need to execute a daily content marketing strategy. Content marketing is more than a blog and Twitter. Content marketing is strategy built with a variety of Web-ready content consumers can engage with that helps them develop trust and relationships with their favorite brands and businesses.

Content marketing can include videos, blogs, photos, webinars, charts, infographics, podcasts and more. A well thought-out, informative and customer-driven content marketing plan will shape your company’s image, create positive feelings toward your company and promote it as a thought leader within your industry. Content marketing isn’t launching one campaign, it’s an overarching strategy accepted by everyone in the company and seen through multiple channels. It’s expressing a company’s values, telling their story and sharing beliefs through content.

Brands and businesses are more accessible to the public than ever before with constant connection enabled through smartphones and tablets. Consumers want to interact with and feel like they have a relationship with their favorite brands, and that is what content marketing and social media allow. Here are a few brands who are executing content marketing strategies exceptionally well:

• John Deere: One of the most recognized names in American business, John Deere has been around since 1837. An interactive and detailed timeline found on John Deere’s website tells the story of this respected company from the 1800s to today. John Deere’s expansive audience appreciates the American traditions etched deep in the company’s roots and can relate to the story. This is just one aspect of their content marketing strategy, but a perfect example of how they are reaching out to their audience to create a lasting relationship and cement the John Deere tradition. Check out their Facebook and Twitter pages for more examples of how they are integrating their content marketing with social media.
• Coca-Cola: Another iconic, American brand, Coca-Cola has been around since 1886. Today their website features a multitude of content marketing efforts. They have videos encouraging their audience to “share a coke” with their friends on social media, a campaign about how to live positively in your community and worldwide, interactive maps showing where the closest Coca-Cola freestyle machine is located, and a My Coke Rewards page where consumers can earn points and collect prizes. These efforts help keep Coca-Cola’s audience engaged with the brand.
• Kraft: Another great example of a company giving the audience what they want, Kraft has a website dedicated to sharing recipes and cooking tips. From highlighting foods that are currently in-season to ideas for the perfect brown-bag lunch, Kraft has created a meeting spot for families and parents to get and share information about Kraft’s many products. Kraft was one of the first brands to use YouTube as a way to reach out and engage fans. Their current YouTube channel has more than 21 million views of videos highlighting many of the recipes on the website.

The post Major brands that are making the most of content marketing appeared first on Brandpoint.

When it’s time to measure actual article distribution, Brandpoint emerges as your most reliable and robust network. In 2013, PR articles in the Brandpoint network will average over 1,300 placements on top online media sites (with print placements in addition to that), reaching a potential audience of over 33 million consumers. That’s a lot of eyes on your important brand messages.

Get in on the growth and all the action. Contact us today!

The post Our Audience and Placements Show Record Growth – 4/2/2013 appeared first on Brandpoint.

Today it’s quite normal, and in fact standard, for companies to expend amazing amounts of time and resources on social media marketing. But it’s clear to me that one simple fact is constantly lacking in their strategies and tactics – SEO. That fact is that success in social, especially for B2B companies, is very often realized through search. People aren’t just finding out about your products, services, and industry thought leadership through your tweets, posts, and other social chatter – they’re finding your content that has been woven throughout the web and posted to other sites in organic search results…Read more.

The post 14 Ways to Link Social and SEO – by ClickZ appeared first on Brandpoint.

The post 4 Truths About Content Marketing Agencies – by Joe Pulizzi – Content Marketing Institute appeared first on Brandpoint.

The post April 17, 2013 – Strip Away the Buzz–Content Marketing Is Nothing New – Inc. appeared first on Brandpoint.

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The post April 09, 2012 – Brandpoint Helps Clients Market Website Content – Star Tribune appeared first on Brandpoint.

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The post October 18, 2010 – Convergence Means Significant Opportunity for Marketers Who Blend Best Practices from Several Disciplines – B2C Marketing Insider appeared first on Brandpoint.

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The post September 30, 2010 – As Demand for Online Content Booms, So Goes ARAnet’s Growth Prospects – TECH {dot} MN appeared first on Brandpoint.

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The post September 20, 2010 – Yesterday’s PR Pros, Today’s Chief Content Officers – PRNews appeared first on Brandpoint.