When it comes to content marketing, there are always going to be some niches and sectors that offer far more potential for exciting topic ideas than others. But that doesn’t mean the ones that don’t instantly pique your interest or cover drier subjects are boring - far from it.
Today, we’re going to prove to you that there are no boring content marketing topics - only unimaginative writers. We’ll be demonstrating how the right blend of tone, format and other key elements can make every piece of content engaging to your target audience.
Answer your readers’ burning questions
Whatever industry you’re in, your audience will have specific questions, problems or needs that they need addressed. As a content creator, it’s your job to provide the solutions - even if you’re working with a particularly dry topic.
This may sound obvious, but identifying the types of questions your readers want answers to can help you create informative, interesting content that’s actually relevant to them.
A good place to start is looking at the ‘what’, ‘where’, ‘who’, ‘why’ and ‘how’ questions that spring to mind surrounding the topic. You can also make use of sites like Quora or Yahoo! Answers, using your core topic keyword to identify what real people want to know.
For instance, if you’re writing about automotive spare parts, don’t limit yourself to technical pieces. Instead, think about how your content can answer real-life questions. This could result in a step-by-step guide on how to change a car battery, or detailed advice on how often you should change your engine oil and why.
The key is to make sure your content is giving readers a solution to their pain points - whatever they may be.
Give your content some personality
If you’re faced with an unexciting topic that does little to inspire you, let alone your readers, don’t be afraid to inject some personality into your writing style. It can help your content feel more human and relatable, while also making it more entertaining to read.
This could mean including a few jokes or personal anecdotes, or simply opting for a light, conversational tone over stuffy, corporate or formal language. However you choose to let your personality shine through, it can be a highly effective way to make your content more readable.
Of course, you do need to strike the right balance between professional and personal language to make sure you don’t offend your readers or stray too far from your brand’s voice and persona. A liberal use of expletives and overly colloquial language may be your comfort zone in conversation, but it may not be the best fit for your business’s content writing.
Nail down your formatting
How you present your content also matters to readers, especially if you’re writing about a less exciting subject.
Think about it like food. Would you rather eat bangers and mash that have been dolloped on a plate school-dinner-style with zero finesse, or the exact same meal that’s been carefully laid out on a plate to look as appealing as possible?
We know which one we’d go for - and the same goes for your content. Vast walls of text with no paragraph spaces or imagery can be an instant turn-off for readers - no matter how engaging the actual content is.
Your content layout should be easy for readers to scan and digest by:
- breaking up large reams of text into smaller paragraphs (a maximum of 3-4 lines, generally speaking)
- separating paragraphs with white space to improve readability
- using bullet points
- writing short, succinct sentences
- adding descriptive subheadings for each section
- including relevant multimedia (photos, customised images, infographics and video)
Making use of these tactics will help you to break down content into more manageable chunks that make the subject (no matter how complex or dull) easier to digest and more visually appealing to the reader.
Find a new or interesting angle
A decent proportion of content on the internet covers the same ground. But if you want to stand out in your niche and create evocative content, it pays to find a new angle or interesting take on tired concepts.
Originality can often be all that’s needed to spark interest in unimaginative topics. This could involve expressing a controversial opinion on a current trend or a compelling real-life story. Dig a little deeper into your topic to pinpoint a new or interesting angle that’s not been covered before - or at least not in the same way.
Take the lead from personal finance bloggers who seem to expertly spin boring topics like budgeting and debt into relatable and irresistible content. They do this by tapping into the questions readers want answers to in a refreshing way, or using real people’s success stories to inspire others.
This approach can be challenging, but the rewards will be worth it as you demonstrate that the right angle for dry subjects can still deliver powerful content. If you’re struggling to find the inspiration you need, use social media platforms or sites like Medium to discover what’s trending and gain some fresh perspective.
Play around with formats
There’s only so much you can do with written content to make certain topics more engaging. If the above tactics don’t do the trick when it comes to spicing up the written word, why not consider switching up the format to a video?
Not every topic will transfer well to the video format, but how-to articles, interviews and other educational tutorials have huge potential to convert into engaging visual content. For example, if you wanted to know how to change a printer cartridge or install some new software on your laptop, videos offer a quicker and easier way to access the key information you need.
Studies suggest that, by 2022, over 82% of consumer internet traffic will go to online videos. This knowledge could help you tap into this ever-growing audience - giving your readers the know-how they need in a readily consumable format.
There’s no escaping the fact that some niches and topics are going to be easier and more exciting to write about. But we hope we’ve proved that making dull content exciting isn’t beyond the realms of possibility. With the right approach, you’ll be set to engage your audience whatever you’re writing about.
If you need a little helping hand to hone your content marketing strategies, let us do the hard work for you. At Paragraft, we have a team of highly skilled writers who love nothing more than finding new ways to create enticing content your readers won’t be able to resist, whatever the topic. Get in touch today.