How to Create Resonant Content to Fuel Your Revenue Engine

In today’s competitive market, creating resonant content is crucial for any business aiming to stand out and drive meaningful engagement with its audience.

Here I share my guide to crafting impactful content that scales and remains consistent. Drawing from my extensive experience in commercial teams and high-growth tech businesses, I'll outline a comprehensive approach to resonant content creation.

Defining Resonant Content

Resonant content is characterised by its relevance to the prospect, timeliness, value, consistency, and ability to drive action.

The most successful reps and marketing teams excel in creating content that deeply resonates with their audience, ultimately generating significant pipeline and enhancing brand equity.

Key Benefits of Resonant Content

1. Increased Conversion Rates: Effective content boosts both inbound and outbound conversion rates across various channels, including email, direct sales, adverts, PPC, display ads, and social media. “Creating resonant content will help you increase conversion rates both inbound and outbound across all the different channels that you work through.”
2. Pipeline Generation: High-quality content can drive substantial pipeline growth...I've used it to generate over $100 million in pipeline over the past decade.
3. Brand Equity: Consistently delivering valuable content positions a business as a thought leader, enhancing its brand reputation and recognition. “Creating brilliant content sets you as a business and as a CEO as a thought leader within your space, which is super helpful.”
4. Higher Close Rates: Engaging and relevant content positively impacts the entire sales funnel, leading to improved close rates. “It has a huge positive outsized impact across your go-to-market organisation."

Challenges in Creating Resonant Content

Creating resonant content is not easy; it requires deep understanding and a structured approach. Challenges include:

• Scalability: It’s often only the top performers who excel in content creation, making it difficult to scale this capability across larger teams. “It’s actually quite hard to build a formula for creating this and scale it across the whole organisation."
• Time Consumption: Researching and understanding audience needs can be time-consuming, particularly before the advent of AI. “Prior to AI, it took a huge amount of time to research and understand the needs of your audiences."
• Constant Evolution: Market conditions, competitor actions, and internal business changes necessitate ongoing updates to content. “What works today doesn’t always work tomorrow. The world changes, and your competitors catch up, the market shifts, expectations change."

Strategies for Creating Resonant Content

1. Relevance

To ensure content is relevant:

• Company Context: Understand the prospect’s industry, role, and business specifics. “Are they working for an incumbent or a challenger? In what type of industry are they in? Are they a tech business or more of a services type of business?” Consider these factors amongst many other.
• Personal Context: Consider the prospect’s career stage, communication style, and individual challenges. “What is their personal context? Are they new in role or have they been there for a long tenure? Are they senior or more junior? What type of communication style do they prefer?”  
• Challenges and Solutions: Address the specific challenges faced by the prospect and how your organisation can solve them. “If you can really understand an individual’s challenges within the context of the organisation they’re working in, then you’re going to be able to create relevant content."

2. Timeliness

Deliver content at the right time by leveraging:

• Engagement Triggers: Respond to actions like webinar attendance or white paper downloads with relevant follow-ups. “Think about sending them the right content to answer the interest that they have.”
• Commodity Triggers: Use widely available data points like job changes or funding rounds. “These are triggers that can be very powerful, but they are so widely available that prospects might be inundated with similar messages." Use with caution!
• Inferred Macro Triggers: Monitor industry trends and competitor activities to create timely, unique content. “Observe what’s going on in their world. Perhaps their key competitor had an amazing end of quarter report or a poor one.” These can give you a real competitive edge, as they're a little more subjective.
• Time to their buying cycle: If you don't have a specific trigger, at least time your content to their stage of the buying cycle. Match the right content to which stage of the '3 Why's' they're most likely to be in.

3. Value

Provide valuable content through:

• Education: Offer how-to guides, courses, and benchmarks that help prospects overcome their challenges. “Help teach them something that is a how-to, like a step-by-step guide or five steps to achieving a goal.” Even better if you can give them a free tool or template that helps them to achieve their goal!
• Insight: Share data, frameworks, and studies that offer new perspectives. “People love frameworks; they help rethink what they’re doing,”
• Inspiration: Use case studies and success stories to motivate and inspire action. “Inspire them into action with great case studies that show similar challenges and the incredible results achieved.”
• Entertainment: Engage prospects with fun and entertaining content, keeping their attention and building warmer leads. “Entertaining content could be fun or funny YouTube videos, cartoons, or a fun blog post.” Tom Boston's LinkedIn posts are a great example of this; as is this brilliant YouTube mini-series.

4. Consistency

Maintain consistency in:

• Message: Ensure all content aligns with your core value proposition and brand message. “The content you’re creating needs to be consistently on message.”
• Channels: What you're AEs and SDRs are saying, is as important as your content marketing, which must match your PPC ads and website...its not as easy as it sounds! But if every channel is giving off slightly differently messages, it's easy to confuse your prospects.
• Quality: Produce high-quality content consistently to avoid tarnishing your brand. “You can’t let the quality of the content drop; it’s super important to maintain quality.”

5. Driving Action

Each piece of content should guide the prospect towards the next logical step with minimal friction.

Whether it’s signing up for a newsletter, downloading a white paper, or scheduling a demo, make the process seamless and aligned with the value offered at each stage.

“Think about what’s in it for them at each step, and make it as easy as possible for them to take the next logical step.”

Conclusion

Creating resonant content is an ongoing effort that requires a strategic approach and consistent execution. By focusing on relevance, timeliness, value, consistency, and driving action, businesses can build strong connections with their audience and achieve significant growth.

If you'd like to book in a 1:1 session on how to create more resonant content to fuel your revenue engine, book in some time here.