“Boring?” Who said that? There are no boring industries, only boring marketers — didn’t you see Monday’s Daily Carnage?
But the obvious truth is, there are boring industries, and it’s super easy to market them that way. Exclusively posting branded content, for instance… Not only is it a turnoff to potential customers, but branded content also makes it more difficult to build links and earn PR mentions.
That’s when ya need tangential content. As in, content that is related to (but not about) your brand. Like a pool company creating content about summer safety tips and BBQ recipes.
Tangential content will help you earn your target customers’ attention, build high-quality links, and increase brand awareness.
While there’s a time for branded content further down the sales funnel, tangential content might be right for you if you want to:
- Reach a wide audience and gain top-of-funnel awareness. Not a lot of raving fans in your “boring” brand niche? Tangential topics can get you in front of the masses.
- Target a greater number of publishers to increase your link building and PR mention potential.
- Create more emotional content that resonates with your audience. If your brand niche doesn’t naturally tug on the heartstrings, tangential content is one way to create an emotional reaction.
- Build a more diverse content library and don’t be limited to creating content around one topic.
Today’s Read from Moz shows how tangential content posts perform much better than branded content posts. Especially if you’re in a… ::whispers:: …boring niche. See how certain campaigns compared, why they worked so well, and ideas for coming up with your own tangential content.