Why “Interesting” is a Very Overrated Blogging Quality

by Marcus Sheridan

Think this room is interesting? Some would say "yes". Others would say "no". It's all relative, just like blogging.

I received a one-line email last week that read:

Marcus, I just can’t seem to start blogging because I’m worried I don’t have anything interesting to say.”

Ahh yes, such a simple statement, yet so very much a problem for many bloggers, marketers, and business owners around the world.

But I get it. We all want to be known as “interesting.” We don’t want to write boring stuff. And we certainly don’t want people to see our names next to a blog post and think, “Dang, this blog post stinks!”

The Myth of Interesting

There is a very unique problem with this quest for writing “interesting” blog posts—it’s relative.

In other words, what’s interesting to me might be the most boring thing on earth to you.

What’s interesting to you may make me want to bang my head against a concrete wall.

Unlike my college English professor who acted like there was a blanket law for all things “good and bad” in writing, the fact is you can write an article and ask 10 people how “interesting” it was and get 10 completely different responses.

For example, do you think reading about the difference between AWeber and MailChimp is interesting? For most people in this world, the answer would be no….unless, of course, you were trying to figure out which email provider you should be using for your blog and/or business, at which point the subject might all of the sudden seem very, very interesting.

Or do you think the subject of “fiberglass pool problems” is interesting?

Of course you don’t. In fact, it sounds epically boring. Notwithstanding, over the last 2 years 100,000 + people have now read that article on my pool company’s website—and with over 200 comments, it appears they feel it’s pretty interesting.

Again, “interesting” is relative. In the case of business, it all starts with whether or not the person is even in the market for your product or service. (Granted, sometimes we don’t realize we’re in the market for something and once we see it, we buy it, but you get my point here.)

Just Solve Problems

When businesses and marketers come to me and say, “I want to be interesting,” I always have one simple piece of advice:

Go solve someone’s problem, that’s pretty darn interesting.

Yeah, that’s exactly how I feel about this subject. When someone gets an answer to a question that no one else was willing to address, that’s VERY interesting.

When someone is on your website and learns something that will help them save money, have more time, have less stress, be more efficient, etc.—now you’ve become very, very interesting.

Do you know why we think our stuff isn’t interesting? Because we’re too close to it. We live it every day. We’ve lost the appreciation for what our product or service does, who it helps, and what problem(s) it addresses.

That’s why it’s a dumb idea to listen to our own opinions too much when it comes to blogging and content marketing. As I’ve said many, many times before—

  • If someone is asking it, you should be answering it.
  • If someone is thinking it, you should be mentioning it.
  • If someone is comparing it, you should be comparing it.
  • If someone is pricing it, you should be addressing pricing.
  • If someone has concerns about a product or service, you should be tackling those concerns head-on.

This, my friends, will make you one of the most interesting bloggers and marketers in your field. And not only that, but you’ll also become a voice of trust—which will in-turn generate more web visitors, traffic, and ultimately sales.

So please stop focusing on being “interesting” and start focusing on being a problem solver. If you’re just willing to try this and embrace such a paradigm I can promise you the results, in time, will be simply astounding.

Your Turn:

Has this issue of being “interesting” been a struggle for you with blogging and content marketing? How have you gotten over the fear that readers won’t be engaged in your content and what other suggestions would you offer to someone who has these same doubts and concerns?

Jump in everyone, I’d love to hear your thoughts on this.

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