Companies are spending an inordinate amount of time crafting and promoting content for prospects and customers. As content marketers, we often underestimate the cost of the content we’re producing and undervalue the cost of content that we syndicate. Content Marketing expert Jay Baer released some startling analysis on this topic in his post, Why Blog Posts Fail.

In his analysis, the average blog post costs approximately $900 for a company to develop, yet 80-90% of all blog traffic comes from 10-20% of posts. Why then would companies invest in a strategy where they value posts at $15 to $100 per post? It’s mind-boggling. Developing a comprehensive content marketing strategy should involve more than pulling a keyword report and working to spew a couple shallow blog posts every day that look and sound the same.

The truth is 60%-70% of B2B content created goes unread. How do you ensure that the content you’re creating makes it past the noise?


We’ve identified five dimensions that you should be evaluating every single piece of content that you produce:

  1. Reader Cognition: Your audience is diverse in how they digest content. Diversity in your content—including visual, audible, and kinesthetic interaction is needed to reach all readers.
  2. Sharing Motivation: Sharing is critical in a social world to extend your reach to a wider, relevant audience. There are specific reasons why readers share content. Readers share content to increase their value to others, create an identity online, involve themselves in their community, extend their network, and bring awareness to causes.
  3. Persuasion: Robert Cialdini’s research has identified six principles of persuasion—liking, reciprocity, consensus, scarcity, consistency, and authority. How are you persuading your readers to move from one moment to the next in their customer journey?
  4. Decision-Making: Every individual is impacted differently from a variety of supporting criteria when making a decision. Trust, facts, emotion and efficiency all play a role, with combinations therein. Having balanced content with respect to supporting criteria is a best practice on every piece of content produced.
  5. Factors: As we write content, we often don’t think about other factors influencing a person outside the content we’re discussing. Every decision we make isn’t just evaluated personally but also impacted by our friends, family, and company.

Storytelling is the new rage in content marketing nowadays. It’s not simply the ability to write an effective story that matters, though. It’s the story’s hyper-relevance and emotional connection with the reader that’s driving visitors, sharing, and conversions. As you evaluate your content, remember that if you are unable to form a connection with the reader, you won’t be able to make an impact.

This excerpt, Five Dimension of Content Marketing, is from our free ebook, How to Map Your Content to Unpredictable Customer Journeys, download to gain deeper insights into creating content that meets your customer at every point along the journey.