A recent discussion posted on a content marketing message board asked this question: Why is content so boring?
It’s become a lively discussion. Some of the reasons given:
- The content’s message is too focused on the company rather than the audience
- The content is written for search engines and not humans
- Boring content is usually written by a bored writer
- Formulaic writing leads to bland content
- Content that doesn’t help people do something worthwhile gets ignored
As more businesses understand that creating content is a key marketing tactic for engaging their audiences and persuading them to take action, this question will become more crucial.
The short answer to the question, “how do you create content that isn’t bland” is this: you begin with the buyer in mind.
In order to create content marketing that isn’t bland, you have to keep telling yourself that it isn’t about you—it’s about your buyer.
It isn’t about you rolling out your newest software app or premium widget. It’s about what your buyer is searching for.
It’s about your buyer’s irritation, fear, pain, annoyance, anxiety, insecurity, confusion, doubt, uncertainty, dread, disappointment, suffering, and a whole slew of other negative emotions that motivate a buyer to find a solution to fix her problem.
When a copywriter is able to write copy that has a reader gasp and say, “Good night… that’s exactly what I’m going through,” they know they’ve struck gold.
Buyers are desperately seeking companies who understand them.
They want content that speaks to their needs.
They are only interested in themselves.
Not. You.
David Meerman Scott wrote a great post in 2009, “SEO and your crap filled site.” What is amazing is that when Scott wrote it, Google hadn’t even yet started to pull the rug out from under everyone by completely upending the way their search engines ranked pages.
We now know that Google is looking for quality content. Because they changed their algorithm, they look at how people are wording their searches and then matching those questions better with relevant links.
My takeaway from Scott’s post:
“I tell people that they need to understand their buyers and create great content that buyers will want to consume. That way, their pages will attain high rankings as the search engines gradually reward the great content.”
So in order to create content that isn’t bland means…
Understanding your buyer.
This is the timeless advice that seasoned copywriters tell newbies.
Actually, that’s a polite way of saying it. I’ve been on many copywriting message boards and A-list copywriters usually say something like this:
“It’s not about you, ya jackwagon! Quit trying to shove your crap down the throats of unsuspecting readers! Who the #$%& cares about you? No one! Except maybe your mother and even that’s debatable… Your copy is pure shite. Go back to the drawing board and this time, envision your perfect customer, his hopes, fears, passions, dreams, etc. and then write for that. Got it? Now scurry along before I really rip ya a new one…”
Yeah. Some of those A-list copywriters like to brag they make the newbies cry.
As for me, I don’t want to make you cry. But I do want to continually remind you that whenever you start typing out your content, you think about the buyer first.
And by the way, from now on I’m going to be using that word, “buyer,” instead of audience.
I know content marketing is about engaging the audience. But businesses want to stay in business.
Which means they’ve got to get people to buy their stuff.
So although “telling a story” is a popular catchphrase, I will guarantee you that every CEO and C-level executive out there knows that if they don’t make more sales, they won’t grow. And if they’re not growing, they’re falling behind in the marketplace.
Ultimately, the ROI for content marketing is sales, whether anyone wants to admit to that or not.
And to get the sales, you need to create content that isn’t bland. You’ve got to snuggle up to your perfect buyer. You’ve got to buy him a beer and ask about his day and then listen.
You can do this virtually by hanging out in the places your buyer hangs out in. Message boards are a great start. Especially look for the “General chit-chat” areas. You’d be surprised how personal and intimate people get in there.
Scott recommended doing Google searches as though you were the buyer looking for a solution. Watch what comes up in those search pages. If you get blog posts, especially pay attention to the comment section. That’s where your buyer starts to share a few things from the heart.
Look for common questions about your industry. Develop the answers into content.
If you have buyer personas, psychographics, or firmographics, use that valuable information to create content that will connect with that person or hit trigger issues for an organization.
Write to one person.
If you ask me, the hardest part about writing content that isn’t bland isn’t so much about the writing.
It’s getting inside the head of your buyer so you know what he wants.
And then, give it to him.
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Photo credit: Theryn Fleming / Foter / CC BY-NC-ND