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Are You Giving Your Readers a Good ROI? – Mac 4 Communications

Insights & Opinions… from the MAC4 team.

Are You Giving Your Readers a Good ROI?

You want to present your company as a thought leader in the industry, so you begin creating white papers, executive briefs, articles, and blogs. In your eyes, each one is a sparkling gem. However, your eyes aren’t the ones that matter most. Your readers are investing time whenever they bring up your content on screen. Are you giving them a good return on investment (ROI)?

Too frequently, content that is supposed to be “thought leadership” material falters in one of the following ways:

  • It’s actually the same as dozens of other pieces you can instantly find through a Google search.
  • It sounds like a Wikipedia entry – defining some topic, but not giving any new insight about that topic.
  • It is written in such an esoteric manner that readers can’t grasp how to make the ideas practical and actionable.
  • It is really just a dressed up sales pitch.

Remember, your ultimate goal is for your readers to affirm, “This company has great insight, new ideas, practical tips, and valuable solutions. I’m glad I invested the time to find out what they had to say!”

Author: Paula Marolewski


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