Content marketing can be a mystery at times. When you analyze how your content is performing, it can sometimes feel like there’s no consistency. Probably because there isn’t! People engage with content nowadays in fleeting moments, drawn to whatever is eye catching, funny, or emotional. The same can be said for B2B content as well. Whitepapers, ebooks, case studies; they’re all similar in the eyes of a reader. While we know that each type of content has its own purpose, someone who downloads a piece of content is looking at one thing—the title. Here are three main reasons why that title might actually be the most important thing you come up with.
You spend countless hours and budget on content creation that has the perfect value, is tied to your product’s solutions, and is written in a the most thought provoking way. However, no one will know any of that if they don’t read it. This might go without saying, but your title of your content should be the main attention driving aspect. Therefore, shouldn’t the reader be able to understand the value of your content from the title? We know that the title is all they’re looking at anyways. It’s good practice to think about how you can speak to your reader in the title, essentially baiting them with a small portion of what the full content piece contains. The title of course needs follow up with a strong narrative in the piece itself, but a good first step is bringing that narrative to life through the title.
Your content can have a voice, and it doesn’t have to be tied to the products you sell. Good content branding, while hard to quantify, can be simply defined as styles uniform for titles and subject matters. However, looking deeper into that, you can also see that the way the content is written, what images are used, and the formatting creates consistent branding. Most people would say that’s something they strive for, so why not put that same effort into your content titles? By keeping the titles on brand, you effectively enable the reader to download more pieces, as they now know what to expect. The exact opposite of on-brand content would be to utilize long titles with punctuation for your ebooks, and numbers and statistics in the titles of your infographics. From this viewpoint, that can be very confusing to people and make them disengage faster than they already would.
When hosting content on a website’s homepage, there’s one thing that most would agree on, and that’s to make sure it’s formatted to fit the dedicated space. There’s nothing worse than seeing your marketing material all scrunched up from lack of website design best practices. The title of your content is the first thing people see, and creating something that is streamlined and to-the-point can help with the versatility of the content piece. A to-the-point title of a white paper can be easily placed into any email, website, or paid media outlet. However, one that is too long or needs additional context can take extra time to format and interpret. Once it hits the reader, they’re confused on what the content might even be saying. Once that happens, you’ve more or less lost the chance of getting them to engage.
Managing content engagement is hard enough as it is, and can sometimes feel like trying to catch lighting in a bottle. That being said, utilizing a strong content title that communicates value, branding, and consistency can help alleviate some of the stress, and even provide you with some decent ROI in the process.
To keep your brand and product awareness top-of-mind, there needs to be a consistent flow of content reaching your desired technology buyer personas. Working with a demand generation content provider who understands your market, can give you the competitive edge you need to maintain a highly successful content strategy. Optimize your marketing strategy with PureContent!