Breaking Bland: Adding Personality to Your B2B Content Marketing
Close your eyes. No really, close your eyes and let your fingers dance across your keyboard. Open your eyes. Now, break up the jumble of text with a few haphazard bullets, lists, and stats. Then, log in to your dashboard and publish your improvised masterpiece on your company blog. You can blast the email list while you’re at it too. Before you hit send, make sure that there are a few words underlined in blue to give your helpless clients an escape route to the nearest website. Congratulations, you’ve just written your first piece of bland business content.
Ok, maybe B2B content isn’t that horrible, but it has earned a bad reputation. Sirius Decisions reports that, “60 to 70 percent of content churned out by B2B marketing departments today sits unused.” Just imagine if you could do the same dust-collecting work with your budget! Oh that’s right, when money sits, it’s called savings. When content sits? That’s just a waste of time.
It’s time to crash your bland B2B content marketing strategy and introduce ideas that will appeal to the eyes that drive the clicks and views that today’s companies value so much. Yes, we’re talking about humans, those advanced machines who have the power to push your business forward and actually close deals.