By Ahava Leibtag published October 31, 2011

Content Getting Boring? 5 Ways to Bring Sexy Back for Your Brand

Couples with marital troubles are often told to spice things up in the bedroom. Why is that? Well, it turns out that people get bored with even the most fun activities. You see, we as humans are programmed from a biological and emotional perspective to seek out new challenges and experiences in almost every part of our lives. For example, experts on the aging process often encourage senior citizens to take up new sports or play puzzle games like Scrabble to keep their mental muscles agile. Likewise, we can all stand a little variety in our activities and surroundings to keep us as engaged and entertained as much as possible.

On the flip side, when things are too different people tend to become uneasy or even fall apart. Change to a part of a routine is necessary to keep it interesting, but completely change the routine and you risk experiencing way too much chaos as fear of the unfamiliar sets in.

Spicing up your content marketing

This same challenge is inherent in content marketing. How do we keep enough variety in our content offerings so that our customers feel engaged  but not so much that they become disengaged? Think of the introduction of New Coke in the early 1980s when the company’s signature formula was changed. The consumer outrage was deafening. How about when the Emmy’s or the Oscar’s producers made changes to the venue (round seating), the nomination process, or the awards presentations? These actions were completely unpopular for the same reason that new lingerie would make things exciting, while a new wife would not. It’s just too much change all at once.

So what can you do to keep your content marketing spicy without making radical changes that may isolate your audience? Here are some ideas:

Think about repurposing your content in terms of messaging, not branding

For example, if you want your consumers to know that your trucking company ensures shipments arrive on time and without damage, consider doing a series of videos that demonstrate that fact. Or, produce customer testimonials that speak to specific examples of why choosing your trucking company will result in on-time shipments and unbroken merchandise. Don’t spend so much time talking about your brand itself; instead, spend the time demonstrating what makes your brand unique and worthwhile.

Clearly define each user audience you have and market to each one directly

Women tend to like some types of messaging, while men tend to be more receptive to others. Similarly, different age groups and people in different professions (and at different professional levels) may respond to a message in different ways. If you’re getting stuck producing the same content again and again, consider dividing your messaging by your different user audience bases and tailoring your content specifically to each one of them. For example, alter your content for senior executives from what you would deliver to a middle manager. Their challenges are different, so it follows that you should speak specifically to what each group will be most interested in knowing.

Invite low-maintenance customer involvement

Recently, I remodeled my bathrooms and bought new toilets, lighting fixtures, and towel bars online. In all cases, the companies sent me a link and asked me to comment on my purchase using a three-step form: A star ranking system, a comment box, and a user identification field. It was easy and took only one minute of my time. In contrast, someone I recently bought some furniture from asked me to write him a review on Yelp, but he didn’t send me a link or even give me exact instructions. I’ll get around to completing the review eventually because I like the guy and he did a good job with my furniture, but by not making the process as easy as those other websites did, he risks losing out on a favorable review. By adding testimonials and comments to their websites, the first three content marketers are providing their customers with several unbiased perspectives on their products. And by making it easy for me to provide those testimonials, they made it much more likely that I would participate in a timely way.

Pick a slightly different tactic

Let’s say your brand has cultivated a reputation for having a good sense of humor in its consumer interactions. Consider creating some satirical content for your site that demonstrates that personality. Or, if your brand is known for being dependable, how about creating content that demonstrates some practical ways consumers can incorporate your brand and its values into their every day lives? For example, a moving company could really increase Facebook page engagement by including a series of 30-second videos on how to pack glasses, picture frames, and other small valuables to keep them safe during a move. In short, don’t just say it  show it. If you stay consistent with your brand messaging but alter the tone or format of your content slightly, you won’t alienate your customer base and you may attract some new customers in the process.

Get outside of your own box

Couples are often encouraged to travel or do new things  together so they can discover each other in a whole new way. As marketers, our noses are often so pressed up against whatever we are doing that minute that we sometimes forget to lift our heads and notice the ground that is being broken in other industries. Pay attention to what other content marketers are doing. There may not be exact parallels but you may be inspired to try something new or, even better, put a new twist on an old idea.

What have you done to spice up your content marketing efforts? Exchanging some of your ideas in the comments section can help us all add some new flavor to our work.

Author: Ahava Leibtag

Based in the Washington, D.C. metropolitan area, Ahava Leibtag is a Web content strategist and writer. She leads AHA Media Group, a Web and content consulting firm, and authors the blog Online it ALL Matters. She thinks 60 words is way too few to communicate why she’s interesting. You can connect with Ahava on Twitter at @ahaval.

Other posts by Ahava Leibtag

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