This ONE thing will 4x the ROI of your content marketing

 
What I'm going to share here will help you create your content in a far more leveraged way.

And alleviate that "my content is valuable so why I am being ignored" feeling so many smart and accomplished people feel!

It comes from my 2023 Marketing Insights Report - which many of you have already, if you don't you can get it here. And I unpack the insight a bit further below and add in an extra practical tip too. 

I'm also sharing an insight each day over the next 30 days on LinkedIn - adding in a bonus practical application tip too.

So keep an eye out for me there over the coming month - and if we're not already connected on LinkedIn let's fix that and connect now :-) 


SO WHAT'S THE BIG INSIGHT?

For a long time, authoritative thought leadership content WAS regarded as the most commercially strategic content to publish.

And it’s still VERY important.

However there is another factor that has elevated in importance.

The ability to CONNECT AUTHENTICALLY.

The latest data is compelling.

CONNECTION TRUMPS AUTHORITY.

According to Gartner, not only do CONNECTORS make it easier for customers to make a purchase‚ they also INCREASE THE LIKELIHOOD OF 90% of buyers making a larger‚ complex and low regret purchasing decision. (Source: Gartner - Win more B2B Sales).

This is not an either/or proposition.

It's BOTH / AND.

Where they both enhance the value of each other.

The “information connector” INCREASES THE LIKELIHOOD OF PURCHASE BY 40%‚ while the “information authority” increases it by just 10%. (Gartner)

This approach works because it spans both the left brain and right brain decision-making in purchasers.

And with compelling statistics demonstrating the commercial value, if you run an organisation or manage a team, helping your people foster these deep connections will yield huge commercial returns.

#Practicaltip:

In each piece of content you or your team publish - be intentional with how you:

a) establish authority and credibility, through sharing valuable insights and perspectives that shift mindsets and open new horizons for readers/listeners/views,

b) infuse something around your authentic self as the author, something relatable, empathetic, unique, endearing, emotion-driven. Stories that infuse these elements are very effective. (vs those that are just a factual narrative)  

Because if you can the data shows you can tap into the 4x revenue impact effect of the "information connector" vs the "information authority".

That's worth sharing in a blog - and even if you aren't publishing content regularly yet it will get your head in the right place for when you DO finally start!. 

This is what will make YOUR thought leadership marketing content stand out in a sea of same-ness.

Cutting through the noise. Getting the attention of the RIGHT people.

And most importantly, inspiring those people to reach out TO YOU and opening the door for sales conversations.

Trust me, it's such a nice feeling.....I'd love for you to experience it more too.

💛

******
 

ABOUT THE AUTHOR

Nina Christian is a Marketing Futurist & Global Marketing Mentor who helps people do their marketing in a more human way. 

She is a Certified Practicing Marketer (CPM), Life Member and Fellow of the Australian Marketing Institute & AMI State Chair (Vic) and for 20 years was director of Braveda (Winner, Best Marketing Agency, Australian Marketing Excellence Awards).

Several years ago Nina saw the world of marketing shifting – this time as people became their own brands.  With this, she created a new business as a thought leader, combining her expertise in brand building with personal positioning, resulting in a breakthrough praxis known as Marketing Me™.

She has a knack for simplifying the complex which comes from being a hands-on mum to five children, and uses this to turn time-sucking activities into easy-to-follow systems and processes that make a lot of sense and get outcomes fast.

There are different ways to work with Nina based on your situation and organisation size - with all of them you'll see rapid transformation and tangible outcomes fast. Book a chat with Nina here.