Content Marketing: 3 Tips On Great Content Generation

Ashley Sava
content marketing

It all comes down to attention: do you know how many times you have searched the internet for things? I don’t! And I’m pretty sure you also don’t have a specific number in mind. Have you ever thought about how much time you spent skimming through the first results only to find yourself with as many questions as you started with?

According to this research, Google receives more than 70,000 searches per second. A lot of people are searching for tons of things all the time. But are they getting the answers they seek?

More sources tell us that the average time someone spends on a given search result page is up to a minute, but only 66% of the results generate one click or more. That means that almost 40% of the links on the first pages do not get a click at all… even though they are very well positioned. And what’s more shocking is that only 3.4% of those clicks come from a Google AdWords Ad (also known as a paid one).

Isn’t that scary? Knowing that you only have a minute to convince your target audience that you are worthy of their time before their attention wanders elsewhere?

So many things are competing with your target audience’s attention: there are family members demanding likes in private Facebook groups, friends waiting for your opinion on their newest snap on SnapChat and brands asking for a little of your time with paid Ads… You only have one shot at competing with all of those and winning: and that is by creating great quality content.


First things first: what is Content Marketing? Simply speaking, it’s an approach to content creation that aims to either generate an increase in website traffic, an increase in quality lead generation or to enhance positive brand perception rates, brand awareness and brand credibility by creating and distributing valuable content to your audience.

The most important thing you can ask for nowadays from your clients is their attention. And instead of asking things from your audience (like almost everyone and everything around them), first, you have to give – and give freely. With that, you will earn their trust. And the rest will come with time.

If you’ve been successful so far, it means you have a useful solution to a commonly perceived problem. And when time is limited and people need to prioritize what they do with the hours they have to spend each passing day, they’ll think about themselves. They’ll look for things that will make them happier or better, and you’ve got this!

You just need to let them know you do. Having a strong Content Marketing game will do that for you.

So even though Content Marketing is one of the many possible Marketing pathways to get people interested in what you have to offer, it should not be strictly viewed as a strategy within a greater marketing plan – or “another way.” Think of Content Marketing as a secondary product your brand has to offer and is offering for free to your clients: video content, blog posts, white papers, tips on content marketing strategy (why not, if you are a success at it?) and so on.

If Content Marketing is not taken seriously and/or is not done well, it’s better not to be done at all. Instead of getting to drive profitable customer action, you’ll end up driving them away by your lack of ability to make them like and trust you with their problems and pains.   


Picture this: this will probably be the first interaction you’ll ever have with your prospects – the first real one! The problem with traditional marketing and advertising is that both aims to showcase something in a clear attempt to get the prospect to buy something… And nothing more.

If you don’t create an awesome brand experience from the start, they will not trust you. They’ll go elsewhere to be amazed. The qualities that are missing from those approaches and are also the core of Content Marketing are:


Almost always, the story is not being told and a purpose is not being shared. A giant LED screen in a busy street (that is there for only a minute or two or worse – it only gets seen for a few seconds) is barely enough to give me a fair shot at coming to know and caring for the existence of your brand.

This is also true of random online marketing ads that are not well planned – like the ones that clutter your screen, showing prices for things that you aren’t even sure you want. And if you say your mission is to make the world a better place, you’re not showing that by throwing things in people’s way in a random street.

You might still feel like you should have your Google AdWords strategy, but only if it leads to the prospect of meaningful interactions. By that I mean: interactions in which you provide them great value or insightful information. Or even a way to guide them toward something that they were not aware was good for them, but that still makes sense and can resonate with inconsistencies and smaller pains that weren’t even a primary source of worry.

Not connecting with your prospects won’t get them to trust you. There are many reasons why they might not go through your whole sales funnel, but bad advertising decisions on how to let them know you are there for them should not be one of them.


Tangible proof of your ability to solve said pain is not provided in a minute. With so little time, the person can’t be sure of where you’re coming from, why you might understand them and how your unique approach can offer superior value to the millions of other things that are also asking for time and – indirectly – money.

    • Do you have testimonials about satisfied clients that might make your prospects want to feel that way as well?
    • Successful case studies that might provide tips that will help your audience?
    • Valuable content that can give them advice on what to do next – even without your product or service –  and give them good outcomes?

Consider that when someone buys something, they’re not only buying it for the sake of spending money (well, not most of the time, anyway). They are trusting you to get them to where they aspire to be: a better state of mind, a painless future, a promotion… You name it. It’s your job to know what they are looking for and to provide them with the set of tools they need to get there. No matter what kind of content you’re going to produce, you have to make sure they are getting the value that you are providing.


Distributing valuable relevant content takes time, resources and – more than anything – experience. People are attracted to what they identify with for the first time, but they’ll only come back once the value that was first delivered and the value that was secondly proposed prove to be true.

This means that you might do a great job of attracting people to your website because you produce a lot of content that seems great at first. But if your tips, steps, how-tos, guides, white papers and everything else do not deliver what they’re looking for, they won’t be coming back.

And if they are not coming back, they are probably not going to become your client anytime soon. So in this case, you need to be aware: Content Marketing cannot be about vanity for your Content Team. If that’s the case, their mentality needs to be changed.

And if that’s not the case, maybe the type of content that is being produced is not quite aligned with the ideal customer profile that your marketing and product teams have built to your business. Or maybe the people that are being attracted to your social media sites and the company website that are later on becoming leads also might be missing the mark and a revision of your ads strategy is in need.


After getting to know what Content Marketing is and how to ensure every piece of content that gets your brand name on it is great… aside from getting more leads, you’re decreasing waste across one of your marketing channels by making sure your Content team knows how to produce things that are worthy of their passion and concentration. That’s being excellent and efficient. That’s being Lean.

Pipefy is the Lean Management Platform and we believe that everyone should be empowered to solve business problems on their own and become the professionals they’ve always dreamed to be. No more depending on other departments or anyone else to get what needs to be done-done. To achieve our goals. To bring change and to be better. Let’s make it happen!

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Written by
Ashley Sava
is Pipefy's Editor and Copywriter. With a background in journalism and content marketing, she uses her wit, writing skills and incurable cheerfulness to leave her readers inspired, hooked and informed. Sava resides in Austin, Texas.

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