I Couldn't Care Less, But You Couldn't Tell More

A day in the life of a marketing content writer can be very fun and entertaining, but there are other days when this is not as much the case. Though I greatly enjoy writing about companies with products or services of which I’m personally excited or that are even close to my heart, for every one of those, there are at least five to ten customers with products or services that don’t really apply to me. While everyone has teeth, writing about the importance of flossing for a dentist’s blog isn’t really my idea of a thrilling experience. I get as annoyed as the next guy when a parking lot is torn up with line striping that is hard to see, but the prospect of writing compelling content about a parking lot seal coating and line striping company doesn’t exactly get the juices flowing. In order to combat this potential mental stagnation brought about by what can seem to be a drab writing assignment, there are a handful of helpful tactics I employ on a daily basis to ensure that each piece of content I write is as compelling as the last.

One of the first methods for generating compelling content on a subject that might not be very compelling to me is putting myself in the shoes of the person who started the company. In most instances, business owners are not greedy money grabbers, but instead, are people who feel very passionate about the products and services that their company provides. The reason that they are not writing marketing content themselves is because they are either too busy running a successful company or feel that they could benefit from the skills of a professional wordsmith to articulate what their company is all about to the public. In either case, I feel it is my personal responsibility to project the level of passion and enthusiasm that they would if they were the ones writing about their company. Writing about a company like it is my own company is one way I like to add the spunk and glow to the material and makes the content that much more compelling.

Being a simple guy, most of the research I do in order to write blogs or other content isn’t research I would normally do in my free time. Heck, sometimes the blog I’m writing isn’t even the blog I’d be interested in reading. How does someone who has little personal connection with the content write it for those who do? The answer is simple; get interested. Before writing these pieces, I like to stop for a moment and imagine a person Googling this subject in search of answers. Before they even hit the “enter” key, I try my hardest to become them. When I do this, new questions arise that I wouldn’t have thought to ask before and lead me down new paths that hadn’t previously existed in my mind. Suddenly I really am wondering if my dog has the symptoms associated with having fleas while back in the real world, I’m a cat person.

Though I walk in the door every morning as a writer for Quantus Creative, I take on many roles during the day. In the mornings, I could be a Persian rug dealer. Around lunch time, though I keep kosher, I could be looking for the best lobster in town. By the afternoon, I could be selling motorcycle accessories even though I’ve never so much as sat on a motorcycle. Closing in on quitting time, I could be on a hunt for the best Friday night drink specials though I’ll probably over at my in-laws’ around the Shabbat table. There’s no Ouji board in my desk drawer, but some days after work, my feet are certainly sore from writing in so many different people’s shoes all day long. There is no individual in the world that is genuinely interested in every subject under the sun so being a successful content writer in the marketing world requires a strong ability to play make-believe and pretend that you are. 

– Ken