Author: Chris Herbert, B2B Specialist & Founder of Mi6
Audience: Content Creators, Marketing Professionals
Attribution: Sjhill
I’m confused right now as I read and listen to content marketing gurus and strategists who tell you that it’s important to know what people want to read and learn.
They talk about having a key message and sub-messages that support the overriding objectives of the business. Voice and tone is important as well. Should my posts focus around the key objectives and competencies of Mi6? Should they be formal or informal? Should they be controversial (see: What Was Linkedin Thinking?) or funny? Maybe both!
This post for example is about content creation which is part of the Mi6 service offering. I want my posts to be informative. First, they need to focus on education and insights while encouraging readers to voice their opinion. Second, if relevant, they should inform prospective buyers (tactfully) about what Mi6 offers. My voice and tone is meant to be conversational, a bit challenging and open. I wonder if it came across that way to you!
Content strategists and gurus also say that you need to ensure that you write about things that interest your readers and that it’s important to get input and ideas from them. By the way, you can provide input here now in case you’d like to shape the editorial schedule of the Mi6 blog.
I get the need to stay focused on objectives, use messaging and supportive sub-messaging “hierarchies” to guide you in your content development. I also feel that getting input from your readers is very valuable. But, this is only part of the content creating process.
This is Where J.K. Rowling Comes In
Attribution: Wikipedia
The Harry Potter series of books came mostly from Ms. Rowling’s imagination and less from reader input. She created a fantasy and series of stories that captivated her readers. Readers that became fans of Harry Potter and the characters she created. These readers will storm theatres in November when “The Deathly Hallows” hits the big screen. I can feel the money leaving my wallet already!
What does this have to do with writing blog posts for B2B companies? I think it’s important that we use our imagination and produce content that surprises our readers. Content that readers never thought would interest them. Content that makes them think a bit differently about a topic, a problem or a situation.
Sometimes it’s good not to know what your readers want and pleasantly surprise them with a story, a post and ideas that come from your imagination and not a survey. Use your imagination and take some risks in creating your content. Hope it is well received and adjust accordingly. But, do ask for input so your readers have the option to provide you with their thoughts and aspirations about what they’d like to learn and read.
About the Author
Chris Herbert is the founder of Mi6. Mi6 is a B2B (Business to Business) marketing agency and network dedicated to helping companies build their brands and develop commercial relationships. He is the founder of ProductCamp Toronto and the new Hi-tech “unassociation” Silicon Halton. He tweets under the handle @B2Bspecialist
Photo Attributions:
JK Rowling from Sjhill
Harry Potter Books from Wikipedia
{ 1 comment }
