You don’t have to spend much time learning about content marketing to find the phrase “content is king,” but that metaphor doesn’t tell the whole story about your content. In fact, it leaves out one of the key concepts about content. When people stay on your website to read a whole article, take action on your landing page or subscribe to your newsletter, they’re casting a vote. Content isn’t king; it’s democratically elected. With that in mind, what can you do to get your audience’s votes and win their support?
Be Interesting
All the careful content marketing in the world won’t help if the content itself is dull. That doesn’t refer to the subject matter but to the content itself. Too often, B2B companies assume that because their products are utilitarian, the content they supply can’t be creative, colorful and clear. If anything, these subjects take a little extra thought on the part of your content creation team to make them sing. Finding a creative metaphor to link concepts to something concrete or illustrate how a practical application works can turn any subject into an engaging one. One of our most widely shared posts was about the lessons content managers can learn from wine-tasting. Not everyone’s familiar with content marketing, but tastings are familiar territory.