There is nothing more dissatisfying than downloading an asset that is – quite frankly – boring. I feel a double pang of irritation and guilt; I’m a marketer, so I know how much work probably went into said asset, but I’m also a potential prospect, and I’m not impressed. It’s a scary world out there for a piece of content all on its own. While there’s no foolproof way to create the perfect piece of content – and no perfect piece of content either for that matter, there are a few things you can do to make it easier to develop consistent, useful (and maybe even interesting) content for your campaigns. And don’t miss the ultimate guide to kicking boring marketing to the curb: register now for Cliff Seal’s presentation “Death to Boring Marketing,” a webinar version of one of our most popular sold-out sessions at Dreamforce.
It’s all about Perspective
For me, content creation is all about perspective. I start by thinking: what would I want to read if I was looking for this information? And truthfully, as a content marketer, I usually do look for information. I’m always after a piece that will really tap into what I think about content creation and give me something – a new way to look at it, or a good method for coming up with new ideas. There might not be any truly foolproof way to create, but the idea of giving something, leaving a takeaway or offering up an idea is one that I try to keep front and center when I’m working on content.
Questions to ask:
- What do I want my audience to learn from this piece?
- What’s going to be the most important thing to take away?
- How would someone who’s read this, summarize it or describe it to someone else?
I take this part very seriously. If I haven’t had fun creating a piece of content, then I’m not sure my audience is going to have run reading it. It’s tough to get the right balance of entertainment and information, but the most fun pieces for me are the ones that let me interpret a topic in a different way.
Questions to ask:
- What form should the content take?
- Are there any elements of the topic that I find especially interesting and want to share?
- Is there an opportunity to discover something new to share with the reader?
Look at it as a challenge
Not every piece of content you make is going to be out-of-this world stellar, but consistently creating good content is more about knowing your audience well, and aiming to give them what they’re looking for. Looking at it as a challenge gives you a goal to reach, a bar that’s set and and a target to hit. Write down the things you want to accomplish with your content, and then work towards each unique goal.
Want to learn how to defeat boring content from the get-go? Register for B2B Marketing Rockstar Cliff Seal’s upcoming webinar presentation: “Death to Boring Marketing.”