Written by: Vickie Sullivan | August 16, 2016
One Great Way to Leverage Your Content
Many of us have become content machines. We churn out brilliant insights day in and day out. The next step: leverage that content.
A great example: This strategy + business article, The Two Types of High-Potential Talent, promotes a book about high potentials. First, check out the strategy around the angle. The article takes a slice (two types) out of a very big pie (high-potential talent). The latter (high-potential talent) captures initial attention, while the former (two types) made the piece compelling.
The authors didn’t stop there. The article created a next step: a quiz, of course! Now, the reader can self-diagnose their own situation. And they see another plug for the book.
Related: How to Carve Your Place In a Crowded Market
Also notice the one-two punch here. By focusing on the other side of sexy—the performer—this article not only told a good story, but it helped the reader discover a hidden way to get results. And that drove readers to the quiz to find out which role they play.
Creating clarity is not enough. Instead, let’s create a next step that helps do two things: assess their situations and make decisions. Isn’t that what “moving the needle” is all about?
Other Resources You May Like:
- Show and Sell: Three Stories That Create the Emotional Drive to Buy
- Your Position of Power: Packaging Your Expertise for High-Fee Markets