Content developed to demonstrate thought leadership must motivate the user to take action, such as downloading a white paper or contacting you directly. You can only get them to take action if you can:
- show them that they have a problem they need to solve (I call that 'fear'), or
- that they have an opportunity they can access (that's what I call 'greed').
This video describes how to create informative, helpful content that also motivates -- through 'fear' and 'greed.'