A lot of businesses are given bad advice about Content Marketing. “Stay laser-focused.” “Keep on topic.”
And then, very quickly, these businesses run out of things to write about. It gets boring fast. And readers stay away in droves.
Running out of things to say is a very real danger for single-topic marketing efforts of any type. Trying to publish something new five days a week while talking only about that thing you’re trying to sell is a plan for boredom. You’ll not just bore readers by you’ll bore yourself. And that will show.
But just take a moment look at the people you work with. Look to your customers. I bet that you always have something interesting to talk about with all of these interesting people. There are lots and lots of things that make your business, industry, and customers fascinating. Focus on these things and you’ll never run out of things to publish in your content marketing efforts.
Broaden your scope. Put the laser down. Don’t talk so much about yourself. Become an industry resource. Go off topic now and then. Surprise and delight and engage your readers.
Running out of things to talk about is a sign that you’re doing something wrong. Being boring is another sign that you’re doing something wrong.
Get it right. Write about what you and your team talk about. Show the struggles of your customers. Celebrate their triumphs.
And you’ll never, ever run out of things to say.
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Randy MurrayContent Marketing: Running Out Of Things To Talk About by Randy Murray, unless otherwise expressly stated, is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.
