Thanks to the Internet, readers have an unlimited repository of information at their fingertips. And everyone can produce and publish content. So how can you create content that stands out and actually gets read?

Dawn Cyr, content manager at Proven Systems, shares four ways to set your content apart.

1. Think in terms of what value you offer your readers.“Readers tune out ‘selling’ messages but will read an email from a business if it contains helpful information,” says Dawn.

   People will spend their valuable time reading your content, provided the content isn’t self-serving. In fact, according to Roper Public Affairs, 80% of business decision makers prefer to get information about a company from a series of articles instead of from an advertisement; 70% feel that content marketing helps them feel closer to a company; and 60% think that company content helps them make better product decisions.

   Keep it about them, not you, and be sure to solve the readers’ problems.

2. Content must be easily accessible.
   Articles or blog posts have to draw readers in. Use compelling headlines and short snippets of valuable information that can be easily digested by readers.“Create concise, tightly focused articles and publish them where readers will read them,” Dawn advises, “whether that’s social media, your blog, or their own inbox.”
3. Know your reader.Think about the customers you already have and enjoy dealing with, as well as the prospects who could benefit from your product or service. What do they have in common?

   “Personas can help you anticipate your customers’ questions and concerns. So create those personas, and then create content that satisfies their curiosity,” says Dawn.

4. Include a call to action.The content should explicitly direct the reader to make a move. Every piece of content should include a call to action at the end, even if it is a subtle one.

   “Don’t just deliver great information and then leave the customer hanging!” notes Dawn. “Push the reader to take the next step.”