Not every industry is what you might call “exciting.” While some writers will crank out amazing posts on topics like relationship advice, politics, health, games, and other fun, controversial, or mainstream topics, others are stuck with the overly technical, completely plain, or utterly boring subjects.
This does not mean that your career is boring itself, but it may not be something that people are jumping online to read about. This can make content marketing more difficult for you, requiring a more unique approach to spice up your content.
No matter what industry you are in, there are quite a few people who would most likely be interested in reading your material if you present it to them in an interesting way. Everyone has their buttons, even in a traditionally “boring” industry. You just need to know which ones to press.
Tailor to Your Customers
The first thing you need to do is figure out who your ideal customer is. Think about where they are and the problems they are facing. What questions do they have that need answers? Once you have a clear picture of their issues in your mind, you should tailor your content to them.
Some examples of common problems in an industry are only a quick Google search away. If you are in a financial industry, you might talk about investing made easy, or the latest trends in the housing market, and even the most promising up-and-coming industries. These may not be the most interesting topics to everyone, but someone in the financial industry, or with financial interest, is going to research these types of topics.
You can “press their buttons,” if you will, by being the website that offers the high-quality content when they need it.
The Right Words and Images
One of the biggest turn-offs to a reader is when they don't understand what is being said. Keep the wording simple and straight forward. The large majority of your audience is going to be others who are in the industry, so you don't have to write like you are talking to a toddler, but be sure that it is easy to understand.
You should always keep the overall appeal of the content in mind. Adding images among your short paragraphs, like quotes, a picture, or graphics, is a great way to break up the monotony of text and keeping the reader interested. If anything is hard to read, the visitor will quickly lose interest and move on to another source.
The Voice of the Content
In order to push readers’ buttons and encourage them to actually read what you put out there, you need to make the content interesting. One of the easiest ways to do this is to add in some humor. When the reading is fun, you can keep a person's interest for a longer period of time. But is it always appropriate to use humor?
Most blogs and websites have an overall voice that they aim to maintain. While some may try to keep things simple and entertaining, some sites are more professional. If you are hoping to tap into a place with an established following, you should create your content to match the stuff that is already there. If this means going over the top and being weird, then so be it. If it means filling the page with stats and equations, then that is your answer. Those are the buttons you need to press.
If you are putting content on your own site, try to keep things fairly uniform. This can help you start building your own following and establish your own voice. Of course, that shouldn’t stop you from doing something that has more of a “shock factor.” Something a little more controversial can draw in big crowds, which translates to a lot of clicks and comments.
Not every blog and website can publish shocking and controversial topics all the time. There are those that find success in it, but sometimes it is better to have a stable theme and publish these from time to time.
Social media is a powerful tool for generating traffic. Chances are that you are already on some of the sites, but you should consider expanding your reach. Having a presence on the right platform gives you the opportunity to share the link with your friends and colleagues. If you have business partners or employees on the same sites, have them share the links as well so you are reaching a larger audience.
Creative, interesting, and informational articles that really speak to an audience are much more likely to get shared, repinned, and re-tweeted. The best way to tap into that type of influence is to keep things relevant and specific. The information you are putting out there should actually help people by teaching them or reminding them of something important.
This is also when you might take a controversial stand on something. If a certain subject in your industry is prone to inciting some strong feelings, this may be the perfect opportunity to do something memorable. Just be careful. Your readers may end up remembering you for the wrong things if the industry turns against you.
Sharing Your Interests
The next time you set out to create content that really speaks to your audience, keep these tips in mind. Cater your content to your ideal reader and make sure the information you are putting out there is interesting, helpful, and relevant to your crowd. Once you figure out your niche, you will find your own way to make your mark and draw a lot of traffic.