How to create interesting copy for your ‘boring’ business

Dog representing how to create interesting copy for your 'boring' businessFiguring out how to create interesting copy for your ‘boring’ business is key to expanding your customer base and unlocking new opportunities.

No business is too grey to present a rainbow of exciting, engaging content to its target audience.

But, all too often, businesses lacking that obvious ‘wow’ factor steer clear of content marketing, fearful they’ll have nothing to say, or that what they have to say just won’t resonate.

Your business could be a super-snazzy new start-up or slightly stale snooze-fest. Ultimately, when you know what approach to take, this is insignificant.

So, to address this subject and help you gain maximum value from your content marketing budget, we’ve developed this epic list of ways to create interesting copy for your ‘boring’ business. But, first…

What makes content ‘interesting’?

There’s no magic formula for writing interesting copy. However, content that draws readers in and encourages them to take action generally combines one or more of these elements:

  • Relevancy
  • Intrigue
  • Humour
  • Usefulness
  • Practicality
  • Shock/surprise
  • A unique voice

As you can see, none of these are industry-specific. Interesting content is – at its heart – simply a matter of how well you understand your target demographics, and how effectively you’re able to put across your message.

5 tips to help you create interesting copy for your ‘boring’ business

Ultimately, ‘boring’ is in the eye of the beholder. Make sure your content ticks some or all of these boxes, and you’re sure to pique the interest of potential customers:

1) Develop a brand voice

Anyone who’s been to university will tell you it’s the lecturer – not the subject – that makes a class interesting.

Like any good public speaker, your passion, creativity and tone will define the personality of your content. Make this voice likable, worldly and engaging, and the same will be said for the content itself.

According to research from Sprout Social, the key traits consumers want to see in terms of brand voice are:

  • Honesty (86%)
  • Friendliness (83%)
  • Helpfulness (78%)
  • Humour (72%)
  • Trendiness (43%)
  • Political correctness (39%)
  • Being snarky (33%)

Developing a well-defined brand voice will help add personality to your content, giving readers a reason to return.

2) Educate your audience

Teaching your audience something new is a sure-fire way to generate interest.

You already have a wealth of qualitative and quantitative data at your fingertips. And, you have an understanding of your products, services or market that goes way beyond that of your prospective customers.

Use these elements to your advantage and create content that discusses:

  • Industry trends
  • Product specifications
  • Creative ways to use products
  • How effective products are
  • Development of new practical skills
  • Relevant awareness initiatives

Sharing your knowledge in this way will set you apart from the competition, and demonstrate both your expertise and industry standing.

3) Conduct original research

The clue’s in the name. Original research gives prospective customers something that’s new, and therefore inherently interesting.

In a recent study conducted by Clutch, content marketers gave ‘Research/Original data’ the top spot as the type of content that typically performs best.

You don’t have to reinvent the research wheel to create interesting copy for your ‘boring’ business. However, the more detailed your research, the more uses you’ll find for it.

You could do something as simple as setting up a free Twitter poll asking customers to vote on how regularly they use your products.

For heftier pieces of research, think about creating a dedicated white paper, case study, guide or eBook. That way, you can apply the ‘hub and spoke’ model.

With this concept, you designate this resource as the central ‘hub’. Then, you can use specific stats or ideas contained within to create smaller ‘spokes’ (e.g. blogs or infographics), all of which direct readers back to the central hub.

In doing so, you’ll create a seriously authoritative central resource, and generate multiple pieces of interesting content from the same broad concept.

4) Raid your CRM, analytics and social media

Even if your business appears a tad dull, your customers must find it useful, otherwise you’d have shut up shop long ago.

Look beyond “this is my product, and this is why we think it’s great” and figure out how your product fits with your customers’ lives to generate real interest. Try to answer questions like:

  • How do my customers actually use my products/services?
  • What problem are they trying to solve by purchasing the product/service?
  • Are there motivational trends that encourage customers to purchase (e.g. life events, seasonal cycles)?
  • What information do they look for before committing to purchase?
  • Which topics have gained most traction when promoted in the past?
  • What route/search terms do customers typically use to find my site?

There are three main sources you can plunder to gain insights such as these:

1) CRM system

Sales and customer service queries are hugely valuable for guiding your content strategy.

Aggregate the most commonly asked questions from your CRM system or website and set out to create content that answers these questions.

2) Google Analytics

Google Analytics will give you a wealth of information you can use to create highly engaging blogs you know will interest potential customers. Find out:

  • What topics you already rank for: Create a list of the broad search terms you already rank for. Then, try entering these phrases in Google and seeing what related terms come up for each. Use these keywords as the basis for new content.
  • What topics site visitors look for: Applying the same method as with your CRM system, look at the questions and search terms your website visitors have typed into your search bar. Then, flesh these out into fully fledged blogs or other content resources.
  • Which channels do visitors use to find your site: Use this to decide where to post your content to garner most interest and how to format it to optimise effectiveness on these channels (e.g. infographics are seriously potent on social media).
  • Which pages are visited most and least: Look at page visits and visit duration to establish your best/worst performing pages. Develop more content around topics featured on popular pages. Focus your efforts away from underperforming pages, or figure out how to take a different tack.

3) Social media

Social media is another great source for creating interesting copy for your ‘boring’ business.

Use a social media monitoring tool (or, simply conduct your own ad hoc analysis) to establish what the conversation is surrounding your type of product or service.

Look out for the questions people are asking, search terms they’re using and any related topics of interest. Then, as with the other options, transform this into the basis of your future content strategy.

5) Use a wide range of media

Sometimes, it’s the format in which you deliver information – rather than the message itself – that makes it appear a little dry.

Create interesting copy for your ‘boring’ business by mixing things up.

Test-drive the whole range of written content – blogs, white papers/guides, social media posts and more – to keep things fresh and find out what formats interest your audience most.

And, as much as we’re advocates for the written word, you could spice up your content strategy even more by creating content across a range of mediums, such as:

Using a variety of formats gives you scope to present information in a range of ways to appeal to different types of customer. It will also show visitors you’re no one-trick pony.

There you have it. Use this epic list of tips to create interesting copy for your ‘boring’ business, drive traffic to your site and ramp up those conversions.

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