I read an today. I had to. It was about poo.
It features this , which incidentally, is friggin’ brilliant.
But back to the poo. The article starts off with “I believe the most common content marketing question is: How do I make exciting content about (insert dull product category here)? Barry Feldman gives us his answer. Which is actually a re-asking of the question. It turns out that the real question you need to ask when looking to develop engaging content is “How do I excite my readers?”
Positioned like that, it really makes a marketer think.
Before you can excite your readers, you need to understand your readers. Who are they? What do they like / need / want? You might have to make a few assumptions, and then gather feedback from the content you publish. Then, do more of the things that work. Even if you are a ‘boring’ B2B company, you still have people selling to other people. And that’s important to remember. So inform, but entertain too. Educate, but have some fun while you’re at it. And don’t be afraid to take a few chances.
Take this series of homemade films from . They worked with an internationally acclaimed football freestyler to add some cache to their “Are You Keeping Up” campaign. They even went as far as calling-out Conan O’Brien in a Keepy Uppy Challenge. (Footnote: Conan never bit. But viewership rates and comments from partners, clients and prospects made the effort worthwhile).
According to Barry, “Your customers aren’t dull. They’re fascinating. And your content can fascinate them if it speaks to their interests and desires.” Crack that code, and “you’ll be ready to create exciting content and earn your audience’s attention, affection and dollars.”
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Kudos to Mr. Feldman and his post. Engaging. (Check). Funny. (Check). Memorable. (Check). And infinitely sharable. (Check).
(I’m off. Gotta drop a few friends off at the lake).