How do I create content that attracts the right buyers?

Instead of focusing on your features and your benefits and all of these things, we need to look at directly what motivates human beings. And not enough people talk about pain points.

I understand we're not trying to create discomfort within our prospects to be directly associated with stress with our brand. But remember, human beings are way more likely to mitigate a massive risk than they would to obtain a significant gain. Play to that to your advantage.

Two awesome ways that we can create content that captures the right buyers is by way of thought leadership as well as social proof. Cuz this allows you to show your industry expertise in your knowledge, as well as showcasing how easy and awesome it is to work with you. And as fun and as enticing as it may be, feel free to avoid any type of trendy content that simply doesn't match your brand. There will be plenty of trends that you'll see, and it'll be fun to be able to latch on to certain ones, but we have to be very conscious of what's actually a brand positive move.

Everybody loves a good story, and yours is totally worth telling. So, as a part of your winning content strategy, feel free to feature your internal associates. Talk about your wins, how connected you are with the community in tandem with all of the other segments that relate directly to your brand and how awesome it is to work with someone like you. Remember, you're creating this content to push forward a message to a decision maker.

I'm all about broad messaging when it comes to a certain extent, but remember, at the end of the day, our content is designed to get someone to take action in some way, shape, or form to inch them one step closer to making a buying decision.

So, if we're trying to cue that response, we have to remember we're trying to talk to a decision maker in the first place.