Marketers have to continually earn and reward people’s attention. If we fail at that task, there are plenty of other content options out there. People — yes, even B2B buyers — want engaging, entertaining and valuable content.
That’s great news for those of us on the content side! It means we should be regularly exercising our creative muscles, breaking free of boring B2B, and coming up with new ways to delight our readers. How cool is it, for example, to make Ghostbusters references… for your job?
But as fun and creative as the work can be, there’s a cerebral and analytical side to marketing that we can’t neglect. If you came into marketing through creative writing, not the other way around, you may need to develop the left-brain part of the job:
- Writing for a specific audience
- Meeting audience demand for information
- Prompting the audience to take action