a checklist for creating captivating content

Many marketing and business leaders recognise the value of expert content. It’s well-known that content that shares expertise is seen as more compelling, unique, and differentiated. Particularly right now, as trust becomes more of an influence in purchasing decisions. Increasingly, consumers are seeking reliable sources from their peers, technical experts, and influencers.

There are many factors to building successful content campaigns. To help you get started, we’ve created the following list as a guide to developing captivating content.


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A checklist to create expert content


  1. Your content offers real value

Nobody wants their content to fall flat and in a noisy market; it’s the pieces that provide unique insights and actionable tips that will make the most impact. Discover what makes your business and experts unique and then use this to differentiate your content.

  1. It is relevant

Your audience is likely time-poor with limited capacity for lengthy reading sessions. For content to successfully engage your audience, it needs to be relevant to their interests, challenges and questions. It’s also worth aligning your content format to the types of formats and channels that your audience interacts with the most. Content doesn’t always have to be written, some of the most successful pieces have been delivered through videos, graphics and podcasts. Indeed, audiences retain 95% of a message when they view it through a video compared to reading a piece, and 92% of people regularly share videos with others.


  1. It builds authority

Every piece of content shared should increase your reputation as a market expert. You can tell if it’s hitting the mark if your target audience engages with it, shares it with their peers, and industry influencers (like analysts, bloggers and journalists) begin talking about it and your business.

An effective way to build authority in your market is through publishing original research and writing a white paper as 79% of B2B buyers regularly share whitepapers with colleagues. Original research also regularly attracts millions of shares on social media.


  1. Focus on quality, over quantity

This ties closely with the above three points. Ensure your content hasn’t just been created for the sake of it. It can take time to harness all the expert insights within your organisation and to research potential angles or data. Instead of rushing the process, creating a high-quality piece of content that is well-considered will set your organisation apart for its expertise and helpfulness.


  1. Don’t be afraid of experimentation

Your audience’s needs are constantly changing, so your content needs to adapt too. Always monitor what’s working and isn’t, and revise your content strategy accordingly. Use tactics that you know will work for your audience, but at the same time don’t be afraid to try something new.


Read: How to engage audiences in the WFH era


  1. Continue to improve

With each content piece, gather feedback from internal stakeholders and your target audience about what they thought about it. Data on engagement, click-through and conversion rates can also help you gauge how well your content performed and any areas that could be improved in the next content piece.




To discuss how your marketing plans can be supported by the Henley Group, get in touch with our team today: hello@henley.co.uk



The Henley Group is a B2B communciations agency, based in Henley-on-Thames, UK. We specialise in public relations, content marketing, corporate communications and strategic consulting for clients in the UK and overseas. We advise, plan, produce and deliver engaging communication programmes for clients across a range of B2B sectors.