Do you have one of those Chandler Bing type jobs? You know, one where your friends don't really understand what you do? While you may be incredibly passionate about your line of work and industry, some may consider what you do to be painfully boring. If your company happens to fall into one of the industries that have earned the stereotypical boring label, how in the world can you create content that people actually want to read?
Take New York Ave for example. Our company specializes in branding, website design, social media, and email marketing. These are not topics that the masses consider to be particularly sexy. So what have we done to make our content more interesting? Here are 5 strategies that we embrace when creating content for our audience:
1. Strive to be helpful.
People turn to the internet to search for answers. If you are able to produce genuinely helpful content, you will find that your target audience will return to your website or blog time and time again for information. So don't get caught up in trying to make your content sound interesting to a broad audience. Instead, focus on creating highly educational content that will appeal to your buyer personas.
2. Drop the corporate voice.
Brands today have less and less face-to-face interaction with customers. Often, the only interaction that today's consumers have with brands is over the internet via a website, blog, or social media page. With this in mind, brands that sound too corporate and use too much "business babble" in their content will come across as boring. Write like you speak. This will help to give your content a conversational tone and your brand a much more personal voice.
3. Write to your specific buyer persona(s).
Brands get themselves in trouble when they try to cater each piece of content that they create to too broad of an audience. It's likely that your company has several different buyer personas, and each of these groups has different pain points that should be addressed. If you create content directed toward a more specific buyer persona, you'll find that you are more able to make a connection with your audience, therefore making even the most mundane topics interesting to this group of people.
4. Incorporate relatable analogies.
This is especially important if you're trying to simplify an idea that is both complex and traditionally boring to talk about. So, for example, while business blogging might not be the most exciting thing in the world to talk about, a business in the inbound marketing industry could make the analogy that blogging is like jogging--the more often you do it, the faster you will see results.
5. Take advantage of visuals to help tell your story.
Did you know that the brain processes visual content 60,000 times faster than text? This reason alone should encourage you to incorporate high quality visuals into your content. Mixing in images, video, and GIFs can help you to capture your audience's attention and communicate concepts in the least boring way possible.
So if you happen to be in one of those industries that may not sound particularly interesting on the front end, take advantage of these 5 tactics when creating content so that it is more appealing and resonates better with your audience.