As I interview new candidates for content marketing positions on my team, there is one question I feel necessary to ask: “How will you handle writing for B2B accounts?” What I am really asking is, “Are you OK writing for what may be considered boring topics, and how will you make each piece interesting?”
The truth is, I don’t want to hire someone who will become bored or overwhelmed by the topics we most often write about and jump ship just months after joining the team. The candidates I gravitate toward are the ones who have answers like, “To me, there are no boring topics. It is all about understanding what type of content the audience wants and giving it to them. I know how to sniff out a story, which makes any topic interesting.” Agreed!
However, there are still some topics that could use a little push away from boring into “interesting” territory. Here, we look at how eight organizations sniffed out their stories to become some of the most interesting content on the web.
1) Develop Your Own Voice
No matter your product, service or industry, you must start with your own unique voice and tone. If you sound like everyone else, buyers have no reason to pay you any interest. Case in point? There are a million sites out there offering business advice for owners, but none quite like the Middle Finger Project.
