Not every business is naturally enthralling to customers, many lack attention grabbing appeal, simply because of the sector they’re in. It’s a fact, some sectors are ‘boring’. But that isn’t a license to produce dull, uninspiring content. On the contrary, due to its very nature, a ‘boring’ business needs to put more thought and consideration into its content marketing. If your business has a ‘boring’ reputation then read on (yes, solicitors, accountants and consultants, that does indeed mean you….)
Know your audience
This is basic stuff, but all too often overlooked. It is fundamental that you have a clear understanding of the demographic of your target audience. Failing to ascertain this means that no matter how good your message is it’s not going to reach the right people and your carefully planned content marketing campaign will undoubtedly flop. Only once you have identified your target customers can you begin to create content that is engaging and relevant to them.
Establish the correct tone
The language contained in a legal document, such as a mortgage application, is there to serve a particular purpose, demanding formal structure and tone. Whereas an online case study discussing mortgage applications wouldn’t require the same level of formality. Understanding this and finding the correct balance is key to making your content an enjoyable read for your audience. Wherever possible try to avoid technical business jargon. Offer visitors to your website digestible chunks of information that are not only easy to understand but also a pleasure to read. If you feel that your typical customer would appreciate a little humour to break up the tedium then provide intermittent whimsical asides. In our experience, the unexpected is well received and serves to increase engagement.
Answer questions and solve problems
It is highly likely that customers of tightly regulated businesses will struggle to understand the complexity of cutting edge industry developments. This provides perfect fodder for content creation. Take a piece of new legislation, remove the legalese, make the language less technical, insert some real-life examples of how it might impact everyday life and before you know it you’ve constructed a handy online reference guide. Create a buzz via social media and you will have successfully added significant value to your website – and your business – in the eyes of the consumer.
Use a variety of mediums
Content marketing isn’t just limited to the written word, there are other ways to increase your reach. If the business lends itself to it, make use of social media platforms such as Pinterest (photos) and YouTube (videos). We’ve seen some great examples of builders posting ‘before and after’ photos and timelapse videos that make the improvements clearly evident. For businesses where images and videos aren’t quite as relevant, then the use of platforms such as Twitter and Facebook is an absolute must. However, remember that these sites facilitate two way communication. It’s not enough to simply post an update every few days, you must engage with the audience, especially as and when they ask questions.
If nothing else, be creative: clever content marketing is rewarded with improved traffic and, eventually, increased sales. If after reading this you still think your business is just too ‘boring’ for high quality, engaging and powerful content then why not give Crowdbait a go? We have worked with businesses in a wide variety of sectors to ensure that their content isn’t just search engine friendly but actually makes people want to read it. Find out more about what we can offer here.