Let’s face it; B2B marketers get a bad rap for being boring. I can say that because I am one. Like most B2B marketers, I’m not producing ads for the Super Bowl or booking Gisele Bundchen for our next marketing campaign. Rather, I’m writing whitepapers for the C-suite, creating blogs for other marketing professionals and drafting lead-nurturing campaigns. But just because I’m a B2B marketer doesn’t mean I’m boring—and you don’t have to be either.
Having worked with several B2B clients, I have been asked the same questions time and time again: “How do we make things more interesting?” “How do we inject some life into this post?” and “How do I make someone want to read our content?” When I respond with suggestions to tone down technical jargon and/or add a unique spin, at times (although not all the time) I get a less-than-enthusiastic response.
Why is that? Traditionally, B2B companies have stayed far away from the F-word—FUN (get your mind out of the gutter). However, I’m here to tell you that your brand can be interesting and yes it can be fun. Below are three ways to make your content less boring:
1.Don’t Forget the Human Touch: While you may be selling to other businesses, at the end of the day, you’re still pitching your product to another human being. This person is just like you; he has a sense of humor, he goes out for happy hour after a long day at work and he searches for cat memes on Facebook.
Not every piece of content you create needs to read like a tech manual. Aim to build a connection with your reader on a personal level. Before you press “post” on your next blog, ask yourself the question: “Would I want to read this?” If the answer is no, then go back to the drawing board.
2.Capitalize on Pop Culture: Recently, a client of mine sent me an article about a hilarious email marketing campaign launched by disaster recovery services company, SunGuard. Capitalizing on the pop culture zombie craze, the company sent out a digital manual about surviving a zombie apocalypse that was focused on its business continuity disaster recovery services.
Here’s what Christine Nurnberger, Vice President of Marketing, had to say about the campaign: “Let’s be honest. Selling managed services, business continuity and production resiliency at the surface level isn’t really all that sexy. I was challenged by the CEO when I took on this position last October to find a way to really break through the noise of all the B2B technology clutter that’s out there.” And, boy, did she.
While I’m not suggesting that you tie every blog post back to pop culture, every once in a while see if you can’t find an interesting angle that’s relevant to your audience. You never know how your consumers will respond unless you take a chance.
3.Dare to be Different: Have you ever been reading an article and suddenly ask yourself: “Wait, haven’t I already read this before?” Well, it’s probably because you have. It’s not every day that a new study about customer service or cloud computing comes out, so when it does, everyone jumps on the bandwagon. Instead of taking the safe route and simply regurgitating what everyone else is saying, dare to be different. Take a unique stance on the topic; be controversial. Darn it, have an opinion!
Now that you’re hopefully inspired, I challenge you to create a piece of content that’s FUN. If you need some inspiration or help, leave a comment below or hit me up on Twitter @BNeuman28. I would love to read your blog. Hey, it might even inspire me!
Before she got bitten by the marketing bug, Brooke Neuman worked as a copy editor for Content Boost’s parent company, TMC. As a veteran Content Producer, Brooke draws on her leadership skills and writing expertise to help clients reach their marketing goals. She’s also the creative mind behind the Content Boost blog, featured articles and eNews platforms. When she’s not coming up with killer headlines, you can find her at the beach working on her tan, coaching lacrosse and enjoying her favorite pastime—shopping. Brooke graduated from Endicott College—where she helped the Gulls win four-peat CCC Women’s Lacrosse Championships—with a degree in contemporary journalism.