Deliver key messages through editorial formats like webcasts and white papers to earn credibility

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 27, 2020, 9:27 AM UTC

It also makes the business a subject matter expert in a specific niche.

This piece suggests how prospects can be converted to buyers using content marketing. Content must be kept concise to avoid rambling and redundancy. Content marketers should know how to tell a complete story in the fewest words possible.

The aim must be to keep content easily readable, interesting, engaging and informative. However, many marketers end up creating content that interests them rather than what would interest a prospect. They must be mindful that a product could interest consumers only if it solves a core concern or desire.

Brands must become active publishers of content in their niche. They must deliver key messages through documents published in editorial format like webcasts and white papers. This lends credibility to the messages.

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