Written by: Vickie Sullivan  |  October 26, 2023

2 Content Marketing Tactics that Cause Buyers to Notice You

In a world of competing priorities, it’s difficult to get prospects’ attention — much less compel them to act. Infographics and other forms of content marketing can help you break through the noise.

For example, Abode recently published an infographic about how to recruit and retain Generation Z professionals. It uses an excellent framework to convey the value of a problem. (Click the image below to see the full infographic.)

Here are two tactics the infographic creators used that you could apply to your content marketing:

• Highlight what’s coming: By combining data points about future Gen Z participation and the current perceptions of this population, the infographic makes you feel like a trainwreck is coming. The message: This is a big problem that’s only going to get worse. Giving a heads-up on the pending disaster attracts forward thinkers and visionaries. It also positions you as well-prepared to navigate this tricky terrain.

• Position the severity: The authors highlight two important aspects that position the severity of the problem: frequency of job transitions and the cost transitions have on employers. Together, the stats scream, “You are losing tons of money here!” This makes a budget easy to justify. To apply this strategy, ask yourself this: How can I communicate the cost of doing nothing?

A lot of people use statistics to create context. How you combine and use data to highlight certain messages make the difference between “Yeah, we have to do this someday” and “Whoa! Let’s jump on this!”

Listen: How to Show vs. How to Tell

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