If you’re feeling like a short order cook instead of a celebrity chef, try these tips to spice things up. #1: Freshen Up Your Research A great content marketing initiative starts with thorough customer research. When you started your strategy, it was based on solid intel intended to help you create best answer content. If your audience is unenthusiastic about your content, it’s time to refresh your research. You have the same team writing content to support the same solutions with the same talking points—at some point it’s going to feel repetitive. So if you ever feel like you’re repeating yourself in your content, seek out new voices in your organization. #3: Balance Your Funnel Part of a solid content strategy is developing content for the entire marketing funnel: Attract content has broad appeal (while still being relevant to the target audience). It seeks to gain attention and define a problem. #4: Change Up the Format If your content is solid but is failing to inspire engagement, it may be the structure, not the content, that’s the problem. Case studies can get too by-the-numbers if we’re not careful: “Customer had problem.
How can you turn out haute cuisine content on a fast food production schedule?
Your content team—especially if it’s a team of one—can be on the hook for creating a vast quantity of content. Between sales enablement, eBooks, white papers, and blog posts, it can be overwhelming.
The temptation to churn out uncreative but passable content is hard to resist, especially if you’re behind on the editorial calendar. This kind of rushed content can lead to each piece having a same-y feel—same format, same voice, same structure.
Not only is bland content hard for your readers to stomach, it’s not particularly inspiring to create, either. If you’re feeling like a short order cook instead of a celebrity chef, try these tips to spice things up.
#1: Freshen Up Your Research
A great content marketing initiative starts with thorough customer research. When you started your strategy, it was based on solid intel intended to help you create best answer content. Research shouldn’t be a one-and-done proposition, though. It’s important to keep evaluating, optimizing, and adjusting.
If your audience is unenthusiastic about your content, it’s time to refresh your research. First, see how your published content is performing. What’s resonating with your audience? How can you expand on the topics that are getting the most attention?
Then, revisit your sources for customer information—everything from Google analytics to customer surveys. See if there are questions that still don’t have answers. Or better yet, look for opportunities to answer questions they haven’t asked yet.
#2: Find a New Point of View
Ever feel like you’re repeating yourself in your content? Ever feel like you’re repeating yourself in your content? It’s understandable. You have the same team writing content to support the same solutions with the same talking points—at some point it’s going to feel repetitive.
So if you ever feel like you’re repeating yourself in your content, seek out new voices in your organization. Interview someone in sales, someone in customer service, someone in the C-suite. Sit down for a face-to-face if possible, and record audio for a podcast or create a video at the same time. You’ll end up with a fresh take on your content, a new authentic voice, and a spot filled in the editorial calendar with minimal effort.
#3: Balance Your Funnel
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