“High-stakes content” works differently. Rules from generic B2B content world don’t apply.
What makes the stakes high? Ultimately, it’s the impact of the implicit decisions you’re expecting your reader to make.
Institutional finance is one such example.
Maybe not in the moment of reading, but at some point, your reader is going to entrust the management or administration or throughput or safety of billions of dollars worth of assets to whatever it is you’re talking about. They’re going to put their reputation on the line. With your offering or something else.
That’s why content for content’s sake doesn’t inspire trust. It doesn’t create the mental or emotional moments of which trust is made. Drink all the content koolaid you want to, and it still won’t satisfy an audience looking for sustenance.
This difference doesn’t preclude ease, grace, flair, or even wit in your writing. But it does demand insight, clarity, and precision. And above all, it demands empathy for the decisions you want your readers to make.
What’s Your Thought Leadership Persona?
2022-08-30
