Engaging content follows an ideal framework. Objective: which area of the buying cycle are we influencing? A master asset that helps an early-stage buyer structure their problem holds little interest for a late-stage buyer — align the objective to the buyer’s mindset at that stage.
Strategy is the hard part: the unique insight that helps the buyer see the benefit clearly and lands you in the considered set. Structure is the logical flow that keeps readers nodding to the end — the order a top sales exec naturally presents in. Style combines brand voice and tone, the delivery environment, and the right graphical representation, approached from the top down.
