Video 16 – Catch Factors & Competitive Differentiation

George SzantoIBMS Semester 6b Fall 2013

Outline of Topic & Learning Objective

• Introduction to Catch Factors for online content marketing and why they are important drivers in properly nurturing sales leads

• You should be able to name the 5 catch factors and explain them in your own words.

• You should be able to give 1 example of how catch factors are used (or improperly used) by the case company assigned to you

Recap of Constructing Natural Nurturing Tracks

Content flows outward to engage prospects and customers

Website Content (microsites)

Email campaigns

Blogs

Syndication on industry sites

Linkedin; Twitter

LinksAttract prospects& customers

back to yourcompany

Catch Factors & Competitive Differentiation

• How to increase the attraction value of content • Catch factor – are the preferences and aversions

that form a lead’s gut reaction to your communications. Do you attract attention – or not

Catch Factors For Content DevelopmentUrgencyWhy now?

ImpactWhat will improve,

increase, or change?

EffortHow hard will it be to get the

promised outcome?

ReputationWhy should they believe

you?

IntentWhat’s in it for them?

Urgency• Is your information focused on solving a

Problem or simply “noise” your prospects ignore? 

Impact

 When you communicate about  topics a lead sees as critical to success –  they listen. 

Effort• Is information so deep that busy executives need  to print and underline to understand? 

• Is webpage layout so confusing your prospect  works hard to find what you promised? 

• Are any statistics or comparisons clearly  understandable for your audience? 

• Is your information presented in a way that  provides “scan,” as well as “read” value?

Reputation

Reputation is earned, or lost, based on Cumulative impressions. 

Intent

Your communications pass intention scrutiny if they are perceived to:  • educate.  • clarify issues. • offer information with little obvious gain to your

company • not request anything from your lead beyond their

attention

Thank You

Please try the online quiz associated with this lecture

Also, there is a PDF document posted which discusses Catch Factors in more detail.