For content marketers in B2B especially, content should achieve one or both of the following:
- Resonate by adding value
- Provoke a strong enough reaction for your audience to share it
It is difficult to meet either of these objectives without two core elements, regardless of format: structure and intrigue.
Structuring quality content requires flow to give a quality reader experience. Creators need a compelling storyline that outlines a problem, introduces a protagonist, features a resulting solution, and then a conclusion that ties everything together. Readers should walk away with no questions about the substance of your content.
By the end of your read, your audience should see the narrative fit together and make it easy for them to understand and explain. This in turn, makes it shareable.
With a good story framework in place, separate yourself from all the other content providers in your space by applying intrigue. Without deviating from your corporate voice, add some “je ne sais quoi” to your content so that your blog or resource center is subscribed to, stickied, or bookmarked. Stephanie Flaxman, of Copyblogger, describes intrigue as:
“The fascinating details that make your content unique. These are the characteristics that make people say, “I love that website” or “I hate that website,” rather than “I don’t remember that website.””
Determining a topic to write about is a challenge of it’s own, but for substantive, non-feel good content, these variables make all the difference. Learn more about how to apply structure and intrigue to content in Flaxman’s original story below.