By Gail Gardner
The ability to excite and inspire is a critical ingredient for online marketing success. What are you doing today that will connect and engage viewers of your content?
Boring industries don’t have to be boring. NBC built an entire series, “The Office,” around the daily doldrums of a paper company in Scranton, PA. Nine seasons, two-hundred and one episodes, 42 Primetime Emmy Award nominations and it’s still one of the most popular series on Netflix — four years after production ended.
If NBC and Steve Carrell can transform an office servicing the paper industry into a pop culture phenomenon, you can develop content that is exciting and engaging for your industry.
Tips on Content Creation for Boring Industries
Keep reading to learn how to write the kind of online content that grabs your future customers’ imaginations and hopefully their wallets.
Step One: Discover Something that Excites You
Creating content is an exercise in creative thinking. Your best work happens when you’re genuinely engaged and excited by what you’re doing. And it’s not a linear process. Do not expect to go from brainstorming, to excitement, to amazing content.
Instead, let your subconscious do the heavy lifting. Keep yourself engaged in your daily routine of ensuring an amazing customer experience and stellar product or service. But, also, book time to let your mind wander.
Wolfgang Kohler, a 19th century German psychologist, is credited with coining the phrase “Bed, Bath and Bus”. These are the places where creativity strikes — opportunities to let the mind wander without purpose. These moments of everyday routine free the mind to work its magic in solving the challenges of the day — unlocking maximum creative potential.
If you set out to identify the aspect of your work that excites you and potential customers, in a matter of minutes or hours, you’re going to run into difficulty. The most direct path between creativity and inspiration is not a straight line.
Step Two: Research Existing Content
Once you’ve found your source of inspiration (hopefully you had a way of recording the idea when it hit you), it’s time to dig deep. Comb the internet for other discussions surrounding your topic. Read this post for how to use BuzzSumo to find the most popular content ever published by keyword.
Discover how other writers are positioning their content. Watch this short video from Neil Patel who shares his thoughts on why no business needs to settle for boring content:
Are the search results in Google inspiring, instructive, or more observational in nature? Once you understand the content that has already been published, you can begin phase three.
Step Three: Find a Unique Angle or Opportunity to Scratch Deeper
You’ve spent an hour or two researching and reading your competition’s blogs. Hopefully, you’ve experienced a few more micro-bursts of creativity as you read content from outside sources on your chosen topic.
Now it’s time to nail down what you’ll produce, and how you’ll present it. The message you want to send is important — but how you Go to the full article.
Source:: Small Business Trends