5 Cures For Painfully Boring Marketing Content
So, you think your marketing content is awesome, but no one seems to be interested. The cold,
hard truth may just be that it’s boring. Sorry. However, you’re not
alone. Most of the marketing content that you find online is lame. And,
if you can’t grab a person’s attention in less than five seconds, you
can bid farewell to their business because they’ve probably already
clicked the “back” button on their browser.
To make your marketing content succeed, Geoff Livingston shares in a Copyblogger article that your materials have to “rise above the noise.” Here’s a look at how you can make your content interesting, less boring, more captivating and worth sharing:
Stop appearing self-centered. One of the biggest content marketing pitfalls is focusing on the person, site, product or company that you’re pushing instead of the audience. If you take a look at the online marketing content that you find boring, there’s a good chance that it’s about how great a product, service or site is, and reasons why. With all the bad content that’s hijacked the Internet, consumers usually don’t care about what you have to say about a company, product or service. There’s too much “I,” “we,” “us” and “our” type of language. Instead, focus on your listeners, viewers or readers, and offer a solution to their problems or needs. For example, instead of saying, “We’re the number one source of wacky toys online,” try, “Find something unique for everyone on your gift list—even the hardest to please.”
Know your target audience. You can’t please or appeal to everyone, so the trick is to appeal to those who are most likely to want the product or service that you’re marketing. Who are these people? If you don’t know, you can’t offer anything of interest or value very well. When you have a clear picture of your target consumer—age, gender, economic status, hobbies, etc.—you’re marketing will directly appeal to them. It’s better to focus on a group than cast a wide net.
Be helpful. Adding value to your content helps you gain consumer trust and become interesting to the right audience, according to Corey Eridon in an article for HubSpot. Consumers like to educate themselves and learn from their peers, making your content a prime way to facilitate these habits. Being helpful and expecting nothing in return is a great way to attract your target without adding any fancy bells and whistles. When you help your customer solve their pain points, you’ll see higher conversion rates. Ways to be helpful include creating how-to guides, tip sheets, FAQs or best-of lists. For example, if you’re promoting cake decorating accessories, helpful content could include a series of cake recipes.
Keep it simple. Everything that you offer needs to appear user-friendly. Save the jargons and your advanced vocabulary skills for technical items. The best way to instantly turn off your audience and bore them is with overwhelming marketing content (or content that appears overwhelming). This is particularly true for written content. Break up big chunks of text into smaller paragraphs. Make the content simple to scan by using bullet points, lists and bold headings or introductory points. In this article, for example, you see a numbered list and a bolded sentence at the beginning of every tip. This helps you quickly scan and identify the information you seek.
Don’t be afraid to add a dash of humor. Adding humor to your marketing content can make even the most boring topic more interesting and keep your audience’s attention longer. Plus, if you do it right, the content will stand out from the competition. Now and then, don’t be afraid to add relevant colloquial terms, use pop-culture references, crack a joke, be a little sassy, insert a funny story, use popular memes or add a funny picture that drives home the point. When adding humor to your content, it has to seem natural, not faked or like you’re trying too hard to be funny. Don’t know how to be funny? That’s OK. Marketing expert B.L. Ochman shares on her blog, What’s Next?, that if you’re not sure how to add humor to your content, be helpful (tip 3); your audience will appreciate it.
Boring content marketing—it can happen to anyone. The interesting thing about bad content is that the perpetrator is also the victim. Boring content makes consumers waste a bit of time (no biggie), but it ultimately hurts your bottom line (yowch). Fortunately, it’s never too late to convert the snooze-worthy into something your audience will find engaging.
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