With content marketing comprising such an essential part of a business's marketing efforts, it can sometimes be difficult to come up with unique topics to cover. This is especially true if the nature of your business falls outside of the normal range of human interest topics. If you're a biochemical engineer or you run a hardware store, you might find others aren't quite as passionate about your work as you are. For the most part, consumers likely don't want to hear you talk about it at length, let alone read an article about it.

The simple truth is though, in order to build your reputation as an expert in your field, you have to write about it so that you or your company appears in search results. You'll have to use various ways of drawing customers in, regardless of your subject matter. Here are a few tips to help you create winning content on a less-than-interesting topic.

Think Like a Customer

If you've been in your industry for a while, you probably have learned a few things about your target demographic. One of the best ways to do this is to put yourself in your customers' shoes, approaching your product as they would. Why are they visiting your website or searching through your website to start with? Address those needs and you'll satisfy your readership.

For example, take a look at what I'm doing now. I'm writing about a subject that many readers have come to expect me to write about. I know that many of them want to read what I have to say about content marketing and entrepreneurship, so I'm brainstorming topics and creating content in those areas that Inc.com audience members like. This keeps me, as well as readers, more interested.

Another example is the above-mentioned hardware store owner. He or she may find the majority of customers are embarking on do-it-yourself projects and want help. By creating content that answers those questions, the business owner draws in new customers with informative blog posts and articles.

Choose the Right Partners

For businesses partnering with marketers to deploy campaigns, it's important to find the right fit. There are a number of platforms and networks than can help you find influencers that speak to your target audiences, and their value comes from the relationships the influencer marketing platforms have already built. In most cases, when you do your due diligence, things can go well.

However, as Kelsey Havens of marketing platform Find Your Influence points out, when a brand isn't a good fit for a marketing professional, it can show through in the content. Customers will realize at first glance something is missing from the post. The passion of the business's owner should be evident throughout, even if the content is rewritten in layman's terms by someone with content marketing expertise.

It's also important that marketing professionals be straightforward when asked to create content for a client. If a marketer feels he can't do justice to the topic, he should politely decline a working partnership. Business owners should be on alert for this reluctance, since some firms might hesitate to speak up when they're uncomfortable with a topic.

Use Visuals

Visual marketing is an important trend in today's social media-driven marketing world. Instead of only creating text-based content, a business owner can make a much more powerful statement by adding pictures or short videos to the content mix. This imagery will stand out in social media feeds, while also showing that a bland topic can be made interesting.

Your visuals can be as simple as a photo of your product assembly line or as complex as an infographic. Videos can be simple how-tos or a behind-the-scenes look at your staff Christmas party. When you have fun with your content creation, your readers will have fun, as well.

Involve Your Customers

Every business that has been around for a while has a built-in audience for its products or services. It may be a niche audience, but it's an important readership base nonetheless. It's important that businesses are aware of that niche and cater to it to make sure they're consistently creating content that resonates with their customers.

One of the best ways to do that is through interacting with your customers on a regular basis. Ask your customers and readers what they'd like to read about and use those ideas to create new content. You could even invite your readers to submit questions and answers that you could then format into content.

Content marketing is an important part of promoting a brand today, but it's essential that it be done correctly. If a business owner or marketer is simply going through the motions, customers will lose interest. Each piece of content must convey the voice of the business owner, as well as passion for the brand, to be truly effective.

Published on: May 12, 2015