Let’s face it, many B2B articles written to address a specific group of end-customers can get a bit boring. Often, this is because these boring articles are on the same topic that has been covered many times before. The goal with these articles is to yes, present the same issue and the same information, but to a new generation in that industry.
But how can you make those old boring articles enjoyable so someone may want to read them?
Well, three ways to make these boring articles more interesting. These include using catchy titles, anecdotes, and quotes. These are standard “tricks of the trade” when it comes to marketing content creation.
Catchy Titles. When submitting an article to a trade publication, the editor is likely going to determine the title. Therefore, many titles delivered to editors are just placeholders. However, one way to turn this around is to make the title so catchy that the editor will keep it.
For instance, “Lessons Learned While Cleaning Public Restrooms,” will likely generate a bit more interest than “How to Clean Public Restrooms.”
“Effortless Sustainability” will likely catch more eyes than “Becoming More Sustainability-Focused.”
“Turning Water Efficiency into a Building Mantra” will likely spark more interest than “Reasons for Teaching Water Efficiency to Building Tenants.”
Also any title that starts with “How to” or “Tips to Make” invariably are used by the editors of trade publications. These are referred to as “hooks.” The editor knows they will hook a reader into reading the article.
Entertaining Anecdotes. One way to capture a reader’s interest in an old topic and hold on to their attention is to start with an anecdote, or real story. These draw readers into an article.
For instance, using our water efficiency title just referenced, an article that begins with a building owner discussing how her facility’s water bills started declining so much, she had to investigate what was happening, may get more readers involved than an article discussing how much less water new urinals and toilets consume per flush.
Thoughtful Quotes. If an article were focused on floorcare in a college setting, which of the following introductory paragraphs would most likely grab your attention:
Option 1: “I was walking through our student community center and was surprised at just how bad the tile floors looked,” said Susan Smith operations manager at Lake View University. “They were a bad reflection on me and my school. They did not portray what our school was all about.”
Option 2: Floorcare can be a challenge in many colleges. Used by hundreds of students every day, it is hard to keep them clean and shiny.
Option 1 takes the cake. Many readers can relate to what this operations manager is saying.
The bottom line is that every B2B organization is working harder and harder to grab end-customer attention. When writing articles and blog posts, it is important to think outside the box to grab readers’ attention.
More on marketing content creation can be found here.
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