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BEYOND THE BOUNDARIES – HOW TO AVOID TALKING ABOUT YOURSELF

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You’re creating content and you need to choose some topics.

But whatever you talk about, don’t talk about yourself.

It’s one of the fundamentals of content marketing.

There’s a time and a place for that. It’s not here.

So if you’re creating content and you’ve got to take your brand out of the equation for a bit, what are you left to talk about?

Your sector?

Definitely.

What’s new, what’s your view, what’s next? That kind of thing.

In B2B that’s maybe as far as you’ll wish to go.

Commentary on your sector, hot topics, items of interest.

Sometimes it can be a little tongue in cheek – designed to catch people at the top of the funnel who might not necessarily be in the market for anything you’re looking to eventually sell them.

Take a look at some of the content we’ve done for our client ADESA.

Now, what if you’re in a B2C environment. Can you go further?

Probably.

If you’re a massive brand like BMW, you’ve arguably got the oomph to give your views on quite a lot of stuff that’s not necessarily got anything to do with BMW or the automotive sector.

In fact, that’s BMW’s plan.

What if you’re a brand that’s not as big?

You’re perhaps not going to gain anything by going off on a complete content tangent.

Yet it’s still possible to strike out beyond the boundaries of your sector. You just need to be a little bit clever.

For example, we’ve done some interesting things with our client UCB Pharma.

Its product Zirtek Allergy Relief is a leading name in the antihistamine market, including in Ireland. But it couldn’t always talk about hayfever and allergies. So we helped with this kind of stuff.

No matter what you’re thinking about saying, don’t forget three things.

Ask yourself:

  1. Are you qualified enough or recognised enough to talk about this?
  2. Where does this subject fit in your wider strategy and what place does it occupy in the funnel?
  3. Have you got the resource, time and thinking to ensure that the content will be good?

Once you’ve got those answers, life should be a lot clearer.

Now you’re talking.

And if you need help answering the above questions, producing the relevant content, incorporating it all into a wider strategy or if you simply fancy a chat about it, we’re here so why not get in touch today?