We have all been there. The boss hands us an assignment that is so boring that you wonder if you are being punished or something. As a copywriter, I work with technical information and industry jargon and have been tasked with making it as interesting and inviting as possible. The classic case of putting lipstick on a pig.
When it comes down to it, we all work in obscure, niches in the business universe. To anyone outside of your audience, it is going to seem nerdy and needing a translation from “Techese” to English. Regardless, it is what it is, and it’s up to us to present it in its best possible light. Easier said than done?
Five Thoughts on Making Content Interesting & Inviting
- First impressions can be lasting ones. When I open a piece of content, I immediately scan the page for colors, white space, and it’s layout. How readable is it? How scannable is it? As a reader, I like white space, splashes of color, photos, and graphs/charts. Why? It breaks up the reading.
- Know your audience. You may know who they are, but how much do you know about what makes them tick? What their pain points are, what keeps them up at night. How can you make this poor guy’s job easier? What are they using presently and what do they think about it?
- You can’t go out and play until your homework is done. Research your target market. Learn as much about it as you can. If you are going to serve that market, you need a solid understanding of what they are doing. Sales can be particularly helpful (if they wanna be), helping you learn about the contacts and what they do. You need to show they how it benefits them to help you. How much are great quality leads worth to them, after all?
- Exploit what you know to your advantage. Being aware of industry news and how it can affect the future is always a great topic to spin into your writing. Everyone is interested in the latest big story or topic, and wants to know what the future has in store for them. Capitalize upon it with content that answers their questions. Put yourself in their shoes. What would you want to know?
- You do your best work when you are writing about a topic that is near and dear to your own heart. Being interested in the subject goes a long way for generating enthusiasm in your content and in your readers. Find an angle that you are excited over and use it.
Personally, I think the best reason for endeavoring to write interesting content is because you put your byline on your work. Taking pride in yourself and your work is an essential component of writing marketing content. Putting your own stamp on things, sharing your personality with readers, and deploying your wit and creativity into the assignment should yield noticeable results in your work.
To hear the rantings of other voices on the same topic, try these two out:
9 Ways to Turn a Boring Topic Into an Engaging Presentation by Peter Khoury
How to Take Boring Content and Create Engaging Content by Ryan Hanley