Capturing Curiosity in Commercial Audiences
A woman jolts awake in the dead of night, awoken by a thud from downstairs. A wizard, who’s been training in the magical arts since he was a boy, is about to face his first great test. Plane crash survivors on a remote island grapple with their new circumstances. Each sentence is the start of a brand-new story. And somehow, in one sentence, these stories have the power to capture our attention and spark our curiosity—something content marketers aim for with every piece they create.
The Key to Capturing Curiosity
So, what’s the key to successfully capturing curiosity in commercial audiences? Creativity. As a content marketer for a B2B tech company, I know how burnout feels and how hard it is to generate new ideas. There’s round-the-clock pressure to create new content—whether the goal of that content is to recruit for an event on social media or promote a new product on the blog. Sometimes, I feel more like a content machine than a content strategist.
The Consequences of Burnout
If you share this sentiment, we’re not the only ones. In fact, research finds that 61 percent of creators are experiencing burnout. Marketers can’t produce their best work if they’re burnt out. And if your content doesn’t stand out from your competition, it won’t turn your prospects’ heads. Content quality is a major factor for potential buyers evaluating brands with similar products. Studies show that poor-quality content decreases the probability of a sale by 40 percent.
The Importance of Creativity in Marketing
Your brand’s content needs to capture attention, or your prospects will go elsewhere. How do you make that happen? With more creativity in marketing assets. For now, let’s forget about SEO, analytics, company goals, and deadlines. Instead, let’s focus on different ways to spark creativity with content to gauge interest and engagement.
Developing a Deep Understanding of Your Brand
The ancient Greek aphorism “Know thyself” suggests this is the highest form of knowledge. The same school of thought applies to your company’s brand. You might be thinking, “Obviously! I’m a marketer. It’s my job to live and breathe our brand.” Even if you clearly understand your products, company values, and target persona(s), doing a gut check on your brand is essential. Even veteran employees and brand creators need to ask themselves, “Is this representative of who we are?” at times.
Experimenting with Different Media
Almost every company with a content marketing function covers a few core areas. The most common include an active blog, social media, long-form assets (like eBooks and whitepapers), email newsletters, and customer case studies. Don’t get us wrong: You need these types of assets. They’re the bread and butter of content marketing. But creativity in marketing is about bringing novel ideas to the table. Cutting-edge thought leadership is one way to stand out. But can you go even further?
Multimedia Content
An estimated 3.63 billion people worldwide will watch digital video content in 2023. Yet only 12 percent of marketers feel like they’re using video to its full potential. There’s a huge opportunity here. Whether using visuals to help tell a story or creating content that prospects can listen to, multimedia content can relay more digestible content more efficiently. In fact, it’s estimated that one minute of video is worth 1.8 million words.
Interactive Content
Content consumers want one thing: Value. If you can answer a question they have or solve a problem, you’ll earn their loyalty. Engaging, personalized, and interactive creative content is a great way to do that. Interactive content, like a quiz that tells you where your organization could best benefit from AI, also encourages prospects to share their views with their networks.
Trying a Hub-and-Spoke Content Strategy
You can’t generate creative content without killer ideas. Sadly, sometimes those ideas don’t come to you when you need them. When you feel stuck, lean on the power of a good brainstorming technique. The hub-and-spoke strategy is one of our favorites. Picture a bicycle tire with a hub in the center and a myriad of spokes branching out of it. The hub-and-spoke content strategy comes from that visual.
Putting Your Most Creative Foot Forward
By creating content that prioritizes creativity, you can make every piece of content you produce a beautiful, rich story that captivates your readers and immerses them in your products, your organization, and your core values.
Conclusion
The great, big world of content is your oyster! Do you want creative content marketing tips delivered straight to your inbox every week? Subscribe to The Content Strategist newsletter today!