Google tells us, “Just create good content.” Bill Gates told us long ago that content is king. Unfortunately, too much of the B2B content out there is a little, well, boring. But creating valuable, shareable content is not that easy.
I confess. I’ve created some very boring content. It’s not necessarily that I wanted to, but if you work for a company, or a client, that takes their business too seriously, you end up with long lists of facts and data. How many features and benefits tables inspire you?
So, how do you create more interesting B2B content? You add interest to your content.
Don’t take yourself so seriously.
Unless you want your audience’s eyes to glaze over when they think of your business, avoid getting too technical. Just because you think what you’re selling is interesting doesn’t mean that it really is. You can always tell a joke, like this one from Intel. Nothing like a little nerd humor.
Show, don’t tell.
It’s not always easy to think of something to share on social media, but images are a good way to go. You can create a meme or a GIF, which are fun ways to engage customers and prospects on social media.
Stand out from the crowd.
Consider creating more than white papers and product fact sheets. Both have their place, but before you can get a prospect to want to read them, you need to convince them they should. Sometimes you need to show, not tell. When Volvo wanted to tell people about the new dynamic steering system in their trucks, they found a way to do it that generated a whole lot of buzz (as of today, the video has 75,403,931 views).
Variety is the spice of life.
Yes, I know you’re using PowerPoint, SlideShare and Prezi in your B2B marketing. But you can also create B2B videos, podcasts and hold webinars. There’s more than one way to tell your story.
Lose the buzzwords.
Are you innovative? Completely optimized? Seamlessly integrated? Then stop it.
Remember, corporations are people.
You’re talking to a person, not a logo. By humanizing your business or product, you’re letting your audience get to know you, what you do and what you can offer. You don’t need to be boring. Just start a conversation.