3 types of money-making content
Most written content doesn’t make money. This is the type of content I call “cattle content” because, like a cow munching on grass out in the field, you have to wait a long time before it becomes valuable. Cattle content includes blogs, social media, even most website copy.
But some content is geared for making money. I call this “pet content” because, like a pet, it gets special treatment by the owner and it gets special attention by the people who receive it. In my experience, there are really only three types of pet content that actually make money. Let’s dig in.
Case studies hypnotize your prospects
Anyone can write on their website, “Our product is awesome and will help you so much.” But very few can say, “This customer saved $637K using our product. Read their story.”
Case studies are important because they:
Prove that your product actually makes a difference for your customers
Show that your customers love your product enough to say it publicly
Most importantly: Help your prospects imagine themselves as your customer
Case studies foster a sense of desire in your prospects. They see themselves in your customers shoes, giving them that feeling of “we have the same problems as they do—maybe this product will work for us.”
Case studies are hypnotic because they make a reader imagine achieving the same results. They follow a relatable storytelling arc: a problem, a solution (your product), and a positive outcome. It draws the reader in, focuses their attention on your customer’s success, and convinces them they can do it too.
In essence, a case study is a guided mental experience designed to shape the reader’s thoughts and actions, much like hypnosis.
Bonus points: If you can get your customers on video saying they love your product, that’s super persuasive.
White papers demonstrate your expertise
When you write a white paper, you’re demonstrating that you can dive deep into a problem, covering different facets and angles, and that you understand how to solve it. A white paper positions your product as an expert-backed answer to your prospects’s challenges. This builds authority and trust, making your prospects more inclined to hand you money.
White papers are important because they:
Position you and/or your company as a thought leader and a trusted advisor in your industry
Provide detailed insights that help your prospects understand complex issues and how to solve them with your product
Offer data and actionable takeaways, giving prospects the confidence to move forward in the buying process
Whereas case studies are hypnotic, white papers are make an intellectual argument as to why your product is the answer to your prospects’ questions.
Bonus points: If you can make a deep-dive video with your white paper author(s) talking through their findings, that’s going to win over technically-minded decision-makers.
Competitive analysis saves your prospects time
When your prospects are comparing your product to your competitors’, they want help in understanding where they’re the same and how they differ. Doing a deep competitor analysis is a great opportunity to:
Show how your product stands out (hopefully in ways that matter to prospects), whether through features, pricing, ease of use, or ROI
Tackle common questions and provide a transparent comparison that builds trust and simplifies decision-making
Equip prospects with specific talking points that align with their pain points
The bigger the expense, the more important a competitive analysis becomes.
Bonus points: If you can be totally honest in your analysis, your customers will thank you. Talk about how competing products actually excel, just not for the most important decision criteria. :)
Make your prospects hand you money
There’s a classic quote: “You wouldn’t be on the car lot if you weren’t interested in buying a car.” In the same respect, if someone is reading your case studies, white papers, and competitive analyses, there’s a pretty good chance they’re looking to spend some money. As Alec Baldwin said in Glengarry Glen Ross: “They’re ready to hand you their money. Are you going to take it?”
Almost nobody is going to read a cattle content blog post and say, “Wow, I need to buy this.” On the other hand, if someone reads your case study or white paper, there’s a good chance they are somewhere closer to a buying decision.
If you don’t have this kind of content for your prospects, it’s much much harder to convince them to spend money on your products and services. And if you need this type of content, we should talk.
