You’re a Publisher, Like it or NotClick here to see larger, printable version of this chart
Above, we see that it’s often the wrong trigger. To be a thought leader is to think like a publisher – to think about the people at the other end of your white paper, Web event, blog or podcast. They’re not necessarily interested in your new product or feature (unless you happen to work for Apple); they’re interested in what’s happening in the industry or economy that’s inspired that product or service.
Unfortunately, most organizations work from their needs and work outward. The top two reasons above speak to the needs of the marketer, not the consumer.
The best reasons to update content are to be found in the middle of the pack; news, trends, events and research are all about the reader. Of course, the performance of content should also dictate whether it’s time to update, upgrade or shift gears.
The bottom line? Newspapers may be dying, but the need for compelling niche content is growing every day. To fulfill that need and sell your products, remember that you’re asking for the time and interest of your customers, and make it worth their while.Useful links related to this articleNot a Subscriber to Sherpa's Chart of the Week? Click Here to Get a New Chart Delivered to Your Inbox Every Tuesday!
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