Some topics seem SO inherently boring. Content marketing is all well and good if you’re working in an exciting field with endless subjects to explore, but what if you sell life insurance or manufacture Teflon? Jazzing up a seemingly dull subject isn’t as hard as it sounds.
Stop boring your target audience by following these five content marketing tips:
1. Share your Passion
You love what you do, right? Show your customers the beauty of your industry by sharing your passion. It’s not all about selling. Tell them why you believe in your product or service and how it makes your life better. Provide case studies featuring people like just your customers (businesses, individuals or families, whatever is appropriate) to demonstrate how you solved their problems or improved their lives, their bottom line, or their business.
2. Offer Solutions
Compelling content answers questions—but the key is to answer the right questions. Do people want a detailed explanation about actuarial tables? No. Really, they don’t.
What do potential customers really want to know? Keyword research and social listening will help you determine that, but there’s also something to be said for your own instincts. People are interested in how your product relates to them and their lives. Find their pain points, address their fears, or find a way to make their lives easier.
3. Walk on the Wild Side
It’s human nature to be fascinated by the strange and unusual. Add some pizazz to your content by finding the angles that add interest to your product or service. People may not want to hear about actuarial tables, but they DO want to know if they’re at risk for ebola. (Nope. You’re far more likely to die from your jammies catching fire.) Find creative ways to tie topics together.
4. Add Images
Visuals carry tremendous weight. Research shows that 80% – 90% of the information our brains process is visual and that related images help us process information. Brain science aside, visuals are simply more appealing.
5. Understand the WHY
The New York Times teamed up with Latitude Research to study the psychology behind sharing. Digging into social media motivations, they found that customers share to connect with each other. They share to motivate, advocate and interest their peers. The takeaway is to address your customers’ desire to connect with their friends…not just with your brand.
Providing answers is not only a great way to make your content more interesting, it’s also a great way to nurture your customer relationships throughout the buy cycle. Download our FREE Growth Cycle Marketing white paper to better connect with your prospects before, during and after the sale.
In the end, the most important takeaway is to be sure to make your marketing about your audience.
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