Here’s a fact: 43% of people admit to skimming blog posts.
Here’s another fact: People spend an average of 37 seconds per article.
(You’re probably skimming this post right now.)
These stats tell us that, in order to generate crazy amounts of leads and achieve our awesome conversion goal, we must write interesting, thought-provoking content.
Stale donuts won’t do.
We need mouth-watering, ridiculously good, delicious marketing content.
So good your clients will devour it and then ask for more.
This sounds hard to create, but with the right tools, it’s actually pretty easy (even when writing about ‘unsexy’ industries such as B2B Technology and B2C Real Estate).
3 Simple Changes to Make “Boring” Marketing Content Ridiculously Delicious
1. Use active voice like no tomorrow
Make your content do something. Have it take action. To do this, use active voice.
When you break it down, the English language is actually fairly straightforward: subject, verb, object. This is, in fact, active voice.
Active voice is when the subject performs an action onto the object.
Comcast does this phenomenally in their ad (below).
In “We make big fast,” the subject “We” performs the action, “make” (verb) onto the object, “big.”
It’s short, concise, and to the point.
Since we normally speak in active voice, it’s easy to understand Comcast’s advertisement.
Comcast makes big fast—it must be an efficient company with a very powerful internet connection.
That’s some scrumptious content.
What makes this so challenging is that business and tech industries deal with lots of numbers: research, stats, you name it.
These are usually presented in passive voice.
(Passive voice is not past tense. It’s object, verb, subject, in case you want to know.)
Fine for data, a disaster for marketing; use the data, ditch passive voice.
By changing your content to active voice, you make it more understandable, straightforward, and action-oriented.
And especially delicious.
2. Explain jargon…sometimes
This goes hand-in-hand with understanding your target audience.
Depending on your audience, you may need to explain the term or altogether choose different words to use.
Especially for B2C companies, consumers may not know what “cluster zoning” or “estoppel certificate” is.
You don’t want 10 of those 37 seconds spent on deciphering what one word means.
Or worse, they become bored; or, when googling the term, get sidetracked into something else (oh, the pleasures and pains of social media).
This applies to B2B companies as well. Although you usually write content for companies in your general field, a blog post/white paper/case study may discuss a highly specialized product.
In that case, explain it.
There are times to use industry-specific jargon to your advantage.
B2C companies can use it to show customers they know what they’re talking about.
The same with B2Bs.
Again, it all boils down to knowing your target audience.
3. Tell a story
Give your content a beginning, middle, and end.
Even ‘how to plumb a toilet’ needs this.
Stories are entertaining. Stories reel you in like chocolate chip cookies. Once you smell them, you want more.
Like every story, use a hook. Notice how I started off with some interesting, relevant stats? Propose a question or describe a problem your post solves.
This will make your reader drool with anticipation.
The middle is the marketing journey explained.
Just like J.R.R. Tolkien wrote how Frodo traveled to Mordor, write about how you solved a pertinent problem for consumers/businesses with your ridiculously amazing product.
If you’re writing a list post, this is the list part—the reasons why this product is amazing, how it solves x, y, and z.
Make your content especially ridiculously delicious by adding some humor. Throw a few anecdotes here and there.
Sprinkle in some suspense too with a couple well-placed power words when you describe the problem your ridiculously awesome product tackles.
Don’t be afraid to talk with the reader. Your marketing content is a conversation you’re having with consumers/businesses about your product.
Keep it light and conversational, unless deemed inappropriate given the nature of the content.
The end of your story is the conversion goal.
- attracted your reader with an undeniably insane hook
- kept the energy up with some humor and anecdotes
- laid out the list or how-to explanation like a problem your product slayed to get amazing results
- and added some suspense with power words
The reader will see your conversion goal as a cherry on top.
They’ve devoured your ridiculously delicious marketing content experience and want more…to subscribe to your newsletter, purchase your product, read another post, share via social media…
Missed some ridiculously delicious points? Don’t worry about it. Here’s a summary:
- On average, people spend 37 seconds per article (Content Marketing Institute, 2016)
- 43% of people admit to skimming blogs (Hubspot, 2016)
- Inbound content marketing costs 62% less than outbound and it generates more than 3x the leads (Content Marketing Institute, 2016)
- Companies that adopted content marketing have 6x higher conversion rates than companies who didn’t (Content Marketing Institute, 2016)
Look at the stats.
Ridiculously delicious marketing content delivers.
Try these changes out and let me know what results you get (I want to know!) by leaving a comment below or messaging me on social media.
This post got me thinking…I have some other questions/comments about B2B and B2C copywriting—comment below, chat with me over social media, or email me (seriously, love the questions).
This is information overload—download the ridiculously delicious summary.