14 Ways to Avoid Creating Safe & Boring Content

How do you stand out from the entire litter and get your viewers to take discover?

People are uncovered to messages (i.e., content material) constantly – a lot in order that it turns into noise.

There are fundamentals which have to be addressed, corresponding to taking the time to determine and outline your personas, however additionally it is simply as crucial to know what sort of content material will seize their consideration.

We’re usually apprehensive as entrepreneurs, enterprise house owners, search engine optimisation professionals, and content material writers, of making content material that’s totally different from everybody else in our discipline.

What if we lose our viewers?

What if we’re too totally different?

There is a time and place for protected content material, however there’s additionally a time to be fascinating, totally different – and even edgy.

To get an out of doors perspective of different methods entrepreneurs keep away from protected and boring subjects, I reached out to Dustin Diehl, Director of Content Marketing at Digital Current and Troy Pottgen, Co-Founder of Narwhal Stories.

The following are methods they preserve it fascinating with a few of my very own recommendation on the finish.

Diehl’s Advice:

1. You Aren’t the Hero of the Story

The minute you make your model the point of interest of your content material is the minute you lose your viewers.

Your buyer is the hero — convey them into your model story, present them the integral position they play.

Having clearly outlined personas or buyer segments provide help to determine what’s necessary to your buyer and the way to interact them.

2. It’s Not Just About Keywords

If your content material creation technique is predicated solely on key phrase analysis, it isn’t a lot of a technique.

You have to analyze your key phrase analysis by way of the lens of your content material technique (the overlap between model targets and viewers wants).

Only then will you find a way to decide which key phrases are really going to resonate along with your viewers and map again to your corporation aims.

3. Stand Out from the Crowd

Is everybody creating content material about AI? GDPR?

Sometimes the recent subjects are unavoidable — however if you happen to can’t present a novel perspective on trending subjects, you’re simply contributing to the noise.

If you really need to keep away from groupthink, check out what your rivals are doing … and do the alternative!

Filling a spot within the dialog is a good way to push your considering and have interaction your prospects.

White flower in field of green

4. Learn from Your Mistakes

If you aren’t measuring what content material is working and what content material is falling flat, you’re lacking out on precious indicators.

If your current listicle or downloadable whitepaper failed to get the traction you have been hoping for, your viewers is more than likely attempting to inform you one thing.

Rinsing and repeating will probably serve up equally disappointing outcomes.

5. Be Nimble

Evergreen content material is a vital a part of any search engine optimisation and content material advertising technique — however it not often has the chance to seize trending subjects or cultural vagaries.

Leave room in your editorial planning for advert hoc content material that faucets into themes necessary to your viewers at particular (and maybe fleeting) moments in time.

6. Mix Up Your Editorial Planning

Are you creating editorial calendars by your self, or with a go-to workforce of strategists and writers?

It’s time to combine it up.

There are fantastic content material tales hidden at each degree of your corporation (or your consumer’s enterprise) — you merely have to create an setting the place they’ll flourish.

  • Invite a member of the decision heart to your subsequent planning assembly.
  • Ask a product marketer to contribute some subjects that excite them.
  • Plan an interactive editorial brainstorm.
  • Invite a consultant from each division to take part.

Getting exterior perspective is a good way to add various voices to your content material combine, and can have your editorial calendar feeling contemporary and thrilling very quickly.

Pottgen’s recommendation:

7. Why Is Great Writing so Important?

“Great stories happen to those who can tell great stories.” – Ira Glass

Great writing is necessary for precisely what Glass says, but in addition as a result of a real tragedy for any enterprise or group could be to work laborious to construct a helpful product or present a significant service, however then fail to clarify it in ways in which resonate with stakeholders (not simply prospects, however workers, distributors, shareholders and the communities you’re employed in and serve).

8. What Innovations Have You Seen in Your Sector?


Traditional strategy has been to inform/present your merchandise, give a call-to-action and look forward to gross sales.


Now we share our story to speak about not solely our what (services or products we’re promoting) and how (course of we use to make product or present service), but in addition our why (cause for being).


We are seeing this increasingly more.

The sharing of your objective by way of considerate storytelling and the offering of occasions or actions that present your model understands and maps to the methods prospects need to interact along with your model.

Doing this develops extra immersive, emotional, and transactional experiences on your prospects in each the net channels they’re on and the offline experiences they admire.

9. What Are the three Biggest Things You’ve Learned Over the Past 3 Years?

Give your self permission to ask “What if?”

You have a mind. It’s wired in its personal means, uniquely for you. And nevertheless you’re utilizing it proper now, there are extra purposes, extra makes use of for it. Have confidence in it and your self.

I can’t promise you each different utility of your creativity is healthier than what you’re doing now, however I can promise you there’s at all times one other one on the market.

Remember: the reply is at all times NO if you happen to don’t ask.

Share what you’re considering, dreaming, doing. Be trustworthy. Don’t be afraid to attain out.

We are naturally curious individuals, and the great ones of us will get excited by that curiosity and search for methods to assist. So faucet into that curiosity and positivity.

It really takes a village.

I’ve been honored and impressed by way of participation in packages like Valley Leadership which have proven me simply what number of nice individuals and organizations it takes to fill within the gaps and preserve this state operating and its residents supported by way of training, healthcare, public security, conservation and different points impacting Arizona.

10. Knowing the Whole World Would Hear It, What Plea Would You Make?

“Service is the rent we pay for being. It is the very purpose of life, and not something you do in your spare time.” – Marian Wright Edelman, President of the Children’s Defense Fund

Edelman spoke at my school commencement on the University of Illinois, and these phrases have stayed with me all through my life since then. Each of us has been blessed with sure items.

But I don’t imagine they got to us only for us – in reality, I’d argue they’re wasted on us if we solely use them to serve ourselves. Rather, they got to be shared with and used for the advantage of others.

My recommendation:

11. Become a Hoarder

At one level in my writing profession, I used to be producing extra content material than anyone individual ought to sort out.


If I instructed you what number of articles, touchdown pages, and weblog posts I used to be writing every month, you’d assume I used to be insane.

One of my secrets and techniques was somewhat inexperienced folder I stored within the drawer of my desk.

Every time I got here throughout one thing fascinating, whether or not it was {a magazine} article, mailer, commercial, and many others., I’d retailer it in my folder for inspiration later.

If I heard one thing intriguing on tv or radio, I’d do the identical factor — I’d merely jot it down and reserve it.

Not all of these things have been related to my shoppers, however they did encourage creativity.

When it was time to write, I’d undergo the folder and consider how I may use the subject, format, and many others. for my very own article.

Trust me. It works.

12. Break the Rules

Almost each exercise has a set of predetermined guidelines and methods of doing issues.

Some of essentially the most well-known inventors, artists, and writers weren’t afraid to break the principles.

Who says you have got to write the usual weblog that follows the format, subject, and elegance of everybody else in your trade?

Break the principles.

13. Look Outside Your Field

We’re taught to concentrate to our rivals and what they’re doing. That is sound recommendation, particularly when it comes to search engine optimisation.

However, trying past our rivals when it comes to content material subjects may also help uncover a goldmine of concepts.

For instance, if you happen to come throughout an incredible article that has nothing to do along with your discipline, dissect it. Analyze it. Re-mold it.

In different phrases, consider methods you should utilize that article as a information to creating your individual content material masterpiece.

14. Embrace Uniqueness

This tip undoubtedly is determined by your trade, as a result of it received’t work for all of them. Creating one thing edgy or stunning can get you consideration, however each good and dangerous.

If you go this route, you want to first take into account the dangers and rewards related to creating this content material.

I’d take into account my target market and reference my personas. Would they discover this content material intriguing and stunning (in a great way)?

Below is an instance of what I’m referring to. This firm is the consumer of a good friend Cathie Dunklee-Donnell at Ducktoes.

Her company created a weblog publish for a plumbing consumer and determined to go for the shock worth. The end result was consideration from the native media and numerous reads.

Plumber article

Closing Thoughts

Don’t fall into the lure of solely creating protected and boring content material. Stand out. Be daring. Be courageous. Have some enjoyable.

More Content Marketing Resources:

Image Credits

Featured Image: marjan4782@gmail.com/depositphotos.com
Image: photoholicgirl/depositphotos.com
Screenshots taken by creator, November 2018

Subscribe to SEJ

Get our every day publication from SEJ’s Founder Loren Baker in regards to the newest information within the trade!


Tags: , , , , ,