6 Ways to Create Compelling Content for Boring Brands

6 Ways to Create Compelling Content for Boring BrandsFrom manufacturing to IT, some industries lack the style and excitement associated with many of the world’s leading brands.

But the truth is, there’s no such thing as an unimportant topic within any niche.

After all, in the event of a spilled bottle of Merlot, even humble carpet cleaner becomes the world’s most important product. 

As long as you’re able to  present helpful information and address pain points, you’ll create relevant content for your buyer.

But even with relevant topics, we can sometimes get into a creativity rut.

Feel a boring story coming on? Armed with these 6 techniques, you can create more compelling content for your buyer.

1. Have Fun With Your Topic Choice

Pick a core topic that’s important to your audience, and have fun developing related topic ideas around it. 

Brainstorm questions your buyer would ask. Use a tool like Ubersuggest to see what people actually search for… or check out the Hubspot Blog Title Generator to give you a new spin or unique twist.

For instance:

  • How to Blog for Business  => The 7 Deadly Sins of Business Blogging
  • 10 Principles of Effective Marketing  => 10 Marketing Lessons Learned from The Lego Movie

2. Write With A Conversational Style

Clarity is crucial, but that shouldn’t limit your writing to style to a strictly formal approach. By adopting a more conversational tone, otherwise dull content will better engage the reader.

To develop a breezier style for your niche, try this: find someone in your company who has the most fun at work, and ask them to write about your company … chances are, they’ll create content with a fresher voice and give you some new insight on how to talk about it.

3. Don’t Play It Safe With Your Content

Push the envelope with topics, with your buyer’s concerns as your guide. And that means addressing topics that you might find uncomfortable.

For instance, why make it hard for your buyers in search of a solution to compare and evaluate options? They would surely appreciate seeing comparative information all in one place.

You may object to including competitive information on your blog:  I don’t want to tell prospects about my competitors!” … but the truth is, your buyers will search for and find your competitors info anyway. Help them assemble the data, and you have the opportunity to be front and center in their comparison, for those within your niche who are evaluating your solution.

I’ve found that if you help your buyers compare options it can become one of the most highly trafficked, and highly converting, pieces of content on your site.

4. Pictures Are Worth A Thousand (Dull) Words

Mix it up …  turn to a more visual method of communication. An eye-catching image or infographic can turn even the dullest set of statistics into a compelling piece of eye candy.

For an easy way to create your graphic, check out a free tool like Canva to stylize your images or add text, for a branded presentation.

5. Don’t Take Yourself Too Seriously

There’s a time for the serious whitepaper or case study, but try to match the tone and weight to the medium.

A blog, whitepaper or case study can educate and add value … and as long as the subject of your content is helpful and honest, your brand can afford a lighter tone of voice.

Especially on social media, the name of the game is relationship building. In that context, lightening up can help you to stand out and break the ice.

Even a joke can be worthwhile content if it relates to your niche.  Here’s a recent tweet, as an example:

> A joke for my #inbound14 friends: How many marketers does it take to change a light bulb? None – it’s automated << see you in Boston!

Bottom line: your content is being read by people – and people like humor. If you’re able to tap into niche humor, you can engage with your audience on an extremely personal level.

6. Interview Interesting People

People are fundamentally interesting.  Even in the driest industry, it’s possible to find individuals with a depth of experience who are willing to share it with others.

If you’re stuck for topic ideas, why not talk to the people in your industry? These conversations will achieve the two core tenets of content marketing: interest and relevance.

Ask about their experiences, get their opinion of what’s new in your niche, and use these stories to illustrate the messaging of your content.

Bottom Line: Don’t underestimate the value of a boring topic!

The majority of the business world consists of plain-Jane products that perform a necessary purpose.

While it’s true that your B2B manufacturing brand is no Ferrari, there’s no reason for your content to be boring.

  • Drill down and uncover your target’s true concerns,
  • Humanize your content with genuine stories, images and a lighter approach,
  • Address buyer questions and pain points by being relevant and authentically helpful.

Spice things up with these 6 techniques … your audience will reward you with their interest!


About Rhonda Hurwitz

Rhonda Hurwitz is a content strategist and marketing consultant who helps mid-sized businesses develop more effective online strategies. @rhondahurwitz on Twitter, and on Forbes.com: http://blogs.forbes.com/people/rhondahurwitz/
This entry was posted in blogging, content marketing and tagged , . Bookmark the permalink.

2 Responses to 6 Ways to Create Compelling Content for Boring Brands

  1. audrey brooks says:

    Really good ideas. And thank you for Convo. How did you know I was researching this very subject today! It’s much superior than the one I’d found.

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