Writing shallow, generic content is easy, requires minimal research and demands little prior knowledge of the subject -- all of which are selling points for content writers. However, clients are looking to stand out from their competitors and demonstrate to their audience why they are the right choice; readers are looking to be informed or entertained with something new; and Google ranks unique content high in search results. Content that just scratches the surface fails to please all three.
The problem is that there is a huge amount of content already on the web, making it difficult for writers to create something completely original. However, by taking a different approach to content creation, you can intrigue your readers and provide value to your audience. Here are a few ideas how to avoid being generic and go deeper into your subject matter.
1. Write from a different angle
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You can turn even what may at first seem like an uninteresting subject matter into an exciting piece of content when you consider how you feel about the issue.
recommends sticking to topics in which you already have some interest; however, we understand that this is not always possible. In the case you do have to write on a subject you find boring for a B2B company, never allow your audience to feel your despair. Liven up the content by finding aspects that make the subject compelling, taking an angle you've never tried before. You may not be an expert on the subject matter, but this has no bearing. In fact, limited knowledge can often be beneficial, as you are even more likely to have some fresh ideas that your client's readers had never considered.
2. Infuse pieces with your personality
Nothing makes for more shallow content than facts presented in a bland, dry tone. Your content may be completely free from grammatical or comprehensive errors, but this does not necessarily mean it is well-written.
Enhance your content by allowing your personality to shine through. Pay attention to your choice of vocabulary, style and structure to ensure your writing reflects who you are, while still taking an appropriate tone and voice to meet your clients’ requirements.
3. Experiment with various formats
Mix things up by trying out a variety of formats for your content. For instance, if search results on your subject are turning up many pieces in data analysis form, try a Q&A, opinion piece or how-to instead. Simply by presenting the information differently can be inspiring and may lead you to coming up with a range of new ideas or penetrating the subject in greater depth.
Whether you are tackling a completely new issue or returning to a topic that you have covered many times before, it is always possible to put a new spin on the subject. Keep your clients happy, encourage their readers to come back for more, and improve search engine rankings all by creating something fresh and thoughtful.
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