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January 09 , 2010

Content that Clicks

How to create great content in twenty steps


Imagine making stronger connections with your audience, building better relationships with your clients, or inspiring your team to achieve great things.Moments like these are magical.Moments like this can come from great content.Content that connects with the audience on an emotional level, content that helps the audience learn something new, content that inspires them to really care about the outcomes, content that makes the audience want to commit to action or change, and content that they are keen to spread to others. Content that Clicks. The results are powerful - greater brand affinity and reputation, plus happier clients and staff.
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But how do you ensure that your content competes effectively when business professionals are literally being bombarded with content left, right and centre and have limited time, capacity and attention to connect with what you are saying?How do you ensure that all the time, money and energy that you and your team have invested in creating content aren't wasted?

Content that Clicks uses the principle of marginal gains to turn good business content into great business content. It deconstructs what works (and doesn't work) and provides practical hints and tips to improve each component. Drawing on case studies and interviews with content producers and consumers, it helps hone your existing skills, giving you incremental improvements and quick wins that you can apply straight away.
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