Sticky toffee content pudding . . .“Please, sir, can I have some more?”

Content. Content marketing. Inbound marketing. Hands up who’s bored of hearing marketing’s new buzz terms already? Let’s be blunt and concise . . .

Good content is good storytelling. Good storytelling is about audience relevance. Entertain, educate and engage.

Here are five considerations, tips if you will, to ensure what you create, curate and collate keeps the reader in an Oliver Twist frame of mind.

1) Empathise

The public isn’t stupid. There are others doing what you do. Your potential audience is comparing and gathering information on suppliers. Accept it, recognise it and produce content that is about the problem and its resolution, not just what you’re selling. This may mean recognising that competitors exist.

2) Don’t procrastinate – crack on!

Less is more, right? Only if it gets to the point. Have something to say. Say it clearly and accept that opinion needs fact like strawberries need cream. Think fast-food speed but not burger-chain flavour. Be bold and confident without wasting your audience’s time.

3) Editorial niche – have one

Deal with the fact you may be selling and talking about the same stuff as other companies. So change the tone, take an alternative perspective and occupy an editorial niche that makes your content every bit as strong as your visual brand.

4) Collate and curate as well

You’re not the only voice worth listening to. A different voice (independent or otherwise) can add weight and validity to your stance. Find them. Share them. Add their content to your own. Create a one-stop shop for the audience . . . entertainment, education and engagement.

5) Take a risk

Easily said, rarely done. Conservatism is the disease of B2B content. Say something different. Change the conversation. Make the audience take notice. Challenge them and don’t worry if you get a reaction. In fact, rejoice. It’s the start of a conversation . . .

Remember too that young Oliver Twist didn’t get any more – and all he wanted was gruel. In the congested, over-supplied digital age ‘any old words’ won’t suffice. The audience palate is more mature and more discerning so apply the appropriate time, budget and resource to your content. Then it will deliver results. Take it for granted and, well, the proof will be in the eating of the sticky toffee content pudding.

Still want more? Sign up for a full content marketing diagnostic and get a second helping of that content pudding.


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