If you’ve visited the home page of Find New Customers, you know the crisis of content facing marketers today. They need remarkable content — but 97% of the content out there is far less than remarkable.
Ardath Albee of Marketing Interactions recently teamed up with the content experts at Avitage
to present Catch Factors. It was an excellent presentation and shared invaluable information on how marketers can create remarkable content.
Catch Factors are the key elements in crafting marketing content that engages buyers. She made the point that these are subconscious reactions that happen almost instantly. These factors command attention, increase mind share and accelerate buying behaviors.
Ardath shared five factors:
- Urgency
- Impact
- Effort
- Reputation
- Intent
Let’s look at each of these. This is but a brief summary of what Ardath shared. Please go to her original presentation (highlighted below) to listen to her entire presentation.
Urgency — What’s top of mind for them? It may be about their competitors or deadlines.
Impact — What’s in it for them? What do they get from you?
Effort — Is it simple? Is it what we expected?
Reputation — What do they think of you? Made up of lots of things. (Google yourself.)
Intent — What they think you want from them. Be consistent. Line up their expectations with delivery.
If you would like to learn more about Catch Factors, please visit the Avitage Content Marketing website and Ardath Albee at MarketingInteractions.
Jeff Ogden is President of Find New Customers “Lead Generation Made Simple” He’s also the author of two highly acclaimed white papers, How to Find New Customers and Definitive Guide to Making Quota, as well the ebook, Prospect Driven Marketing. Find New Customers helps business develop and implement programs to improve the way they find and acquire new customers using best practices in lead generation.
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