Our perspective at VantagePoint

Help! Content Overload

I don’t know about you, but I get dozens of e-mails a day. Many are from colleagues, but several are from content-rich sources covering marketing and public relations topics. While I opt-in to these daily or weekly newsletters and blogs, I still find that I have limited time to really read through the entire e-mail. And I know that I am not unlike other professionals in other industries – we are all doing more with less and are strapped for time. That is why is it critical that you have the right message to capture your audience’s attention when you have just a second to do so.

So how do you create a message that is compelling? You have to know who you are communicating to. You have to know their interests and pain points. What I’m about to say may be a tough pill to swallow, but people generally don’t care about your company, but rather what your product/service can do for them. It is the old “what can you do for me” mentality. For me, when I scan my e-mails, I have time to click only on the stories that might offer me real insight or relevant professional advice.

With that being said, when you are crafting your message – whether it is a blog post, e-mail communication, press release, direct mail, etc. – you have to be sure to offer something up that helps your customer/client. Perhaps it is a free trial or sample. Maybe it is a white paper with useful information. It could be a new take/solution on an old topic/problem. Whatever it is, research your audience to find what matters to them.

By creating content that is relevant, you will have a much greater chance at catching the attention of your audience.


  • Craig O'Neal says:

    Jaclyn, I couldn’t agree with you more. Content is growing exponentially and our time to read and absorb has become increasingly limited. This dynamic shouts that only highly relevant content will be appreciated and puts tremendous responsibility on the communicator to deliver. Those who do will win the battle.

  • Sam Beamond says:

    Jaclyn, Another point to consider is the timing and frequency of your email. Once should research and experiment with different times of day and different volume levels to receive the best open and click rates, with minimum unsubscribes. I wrote a bit more about improving email marketing techniques here: http://bit.ly/42T6wd

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