Author: Michael Brenner / Source: Marketing Insider Group Compelling content sells. That’s great for those marketing for the so-called se
Compelling content sells. That’s great for those marketing for the so-called sexy industries like food, travel and leisure, and skydiving.
For insurance brokerages, accounting firms, and plumbing repair services, getting people excited about your brand isn’t as simple. Yet, with creativity and some thinking outside-of-the-box, you can make any industry interesting, engaging, and worthy of being shared on your audience’s social media sites.
With the unstoppable power of inbound marketing today, you have to be able to come up with riveting content in order to get people interested in your blog and talking about your brand. Otherwise, there’s no way you’ll stand out from the competition.
What will make your visitors share your content?
In a survey of random internet users, when asked what drives them to share, the number one response is to entertain. There’s your answer – produce content that is entertaining. While 44% of survey participants listed entertainment, another 25% share to educate their social media friends and followers. 20% share content to express their identity. And, another 10% want to show support for a cause.
So if you want to build up awareness of your brand through your website and get people interested, talking, and buying, you’ll need to put on a good show.
Here are the essential tips to get your compelling content marketing started.
Have an Exciting Storyline
How do you feel about the industry you are marketing for? If you believe it’s lackluster, then that is going to come through with your marketing, leading to dry-as-a-bone campaigns that no one wants to pay attention to. The first step to creating content that others will love is to shift your own perceptions.
You have to know why and how your ‘dull’ industry is important if you are going to convince others that it is worth their time.
Here’s a set of questions to ask yourself to get those inspiring juices flowing.
- If your product or service was a hero – what would be its heroic tale? For example, a plumbing company saves homes from water damage – and customers from serious financial destruction. Home insurance swallows risk for breakfast, so customers can live with peace of mind.
- What would life be like without your brand’s product? Where in the world would we all be if locksmiths didn’t exist? One word: out-in-the-cold. No waste management services? Swimming in germ-infested, putrid garbage. Yuck.
- How has your brand evolved in order to become the hero? This is where you look at what sets your brand apart from others in the industry. It is the ability to change, transform, and become something more – the personal brand transformation. For example,…