--- title: "Content Strategy: Don't Be So Vanilla" description: One of the biggest problems facing business bloggers is coming up with website content. When you think of the sheer amount of image: https://www.zerys.com/hubfs/shutterstock_150497807_edited.jpg --- [![Zerys ..plan on content success](https://www.zerys.com/hs-fs/hubfs/Zerys/Zerys_With_Tagline_Medium.png?width=404&height=60&name=Zerys_With_Tagline_Medium.png "Zerys ..plan on content success")](https://www.zerys.com/) - [![Schedule a Free Consultation](https://no-cache.hubspot.com/cta/default/90897/4d8da028-6fca-4bb2-b66d-42b9f61a9ec0.png)](https://cta-redirect.hubspot.com/cta/redirect/90897/4d8da028-6fca-4bb2-b66d-42b9f61a9ec0) [![Login](https://no-cache.hubspot.com/cta/default/90897/c60778ef-078f-429e-822b-0300d9081cc8.png)](https://cta-redirect.hubspot.com/cta/redirect/90897/c60778ef-078f-429e-822b-0300d9081cc8) - Menu - For Business - ![Arrow](https://www.zerys.com/hubfs/Zerys/header_menu_arrow.png) - ![Z3i](https://www.zerys.com/hs-fs/hubfs/Zerys/Z3i_icon.png?width=57&height=30&name=Z3i_icon.png) #### Managed Content Services [ Pricing ](https://z3i.zerys.com/PricingCalculator.html) [ Learn More ](https://www.zerys.com/managed-content-services/zerys-certified-specialists) [ Reviews ](https://www.zerys.com/zerys-user-feedback) [ HubSpot Services ](https://z3i.zerys.com/PricingCalculator.html) [![Get Started Now](https://no-cache.hubspot.com/cta/default/90897/925cb5c1-2f05-490d-a72f-f5ef91ac7129.png)](https://cta-redirect.hubspot.com/cta/redirect/90897/925cb5c1-2f05-490d-a72f-f5ef91ac7129) - ![Zerys](https://www.zerys.com/hs-fs/hubfs/Zerys/zerys_icon.png?width=34&height=34&name=zerys_icon.png) #### Zerys Content Platform (DIY) [ How It Works ](https://www.zerys.com/how-it-works) [ Price Guide ](https://www.zerys.com/suggested-freelance-writing-pay-rates) [ Video Tutorial Library ](https://www.zerys.com/video-tutorial-library) [ API for Developers ](https://www.zerys.com/api) [ Get Started Now ](https://my.zerys.com/create-new-account.html) - For Agencies - ![Arrow](https://www.zerys.com/hubfs/Zerys/header_menu_arrow.png) - ![Zerys For Agencies](https://www.zerys.com/hs-fs/hubfs/Zerys/ZFA_Logo_Small.png?width=98&height=40&name=ZFA_Logo_Small.png) - Manage all your clients' content in one place Invite your clients into white-labeled portal Build a scalable, profitable content service! As Low as **$15** /document [ Create a Free Agency Account ](https://agency.zerys.com/create-new-account.html) [ Learn More ](https://www.zerys.com/zerys-for-agencies) - [ How It Works ](https://www.zerys.com/zerys-for-agencies) [ Agency Pricing ](https://www.zerys.com/suggested-freelance-writing-pay-rates) [ Video Tutorial Library ](https://www.zerys.com/video-tutorial-library) [ API for Developers ](https://www.zerys.com/api) [ Reviews ](https://www.zerys.com/zerys-user-feedback) - [ For Writers ](https://www.zerys.com/writers) - [ Pricing ](https://z3i.zerys.com/PricingCalculator.html) - [ Blog ](https://www.zerys.com/content-marketing-blog-0) - Resources - ![Arrow](https://www.zerys.com/hubfs/Zerys/header_menu_arrow.png) - [ What is Content Marketing? ](https://www.zerys.com/what-is-content-marketing) [ White Papers and Ebooks ](https://www.zerys.com/content-marketing-learning-resources) [ Case Studies ](https://www.zerys.com/case-studies) [ Reviews ](https://www.zerys.com/zerys-user-feedback) [ Company ](https://www.zerys.com/about-us) - [ Infographics ](https://www.zerys.com/content-marketing-infographics) [ Statistics ](https://www.zerys.com/content-marketing-statistics) [ Quotes ](https://www.zerys.com/content-marketing-quotes) [ Contact Us ](https://www.zerys.com/contact-us-0) - ![Search](https://www.zerys.com/hubfs/Zerys/search_icon_black.png) This is a search field with an auto-suggest feature attached. - There are no suggestions because the search field is empty. # Content Strategy: Don't Be So Vanilla [John LeCoq](https://www.zerys.com/solutions/zerys-for-agencies/content-agency-blog/author/john-lecoq) [0 Comments](https://www.zerys.com/solutions/zerys-for-agencies/content-agency-blog/bid/96812/content-strategy-don-t-be-so-vanilla#comments-listing) One of the biggest problems facing business bloggers is coming up with website content. The sheer volume of [content](http://www.searchenginejournal.com/how-to-generate-a-years-worth-of-blog-post-ideas/66614/) one must come up with can give anyone the feeling of being overwhelmed. Coupled with the fact that many other sites are vying for people's attention, it's enough to make any marketer break out into a cold sweat. ## Don't Be Vanilla This is where great content strategy comes in. Most sites have the same sort of content: text, photos and videos. When you think about it there's not much more you can put up on your client's site either. It's clear that you need to come up with better ideas. Your task is to come up with website content that is fresh, different and attention-grabbing. That same old content that everyone else has up will not set your clients apart from their competitors. Give people who visit their site an alternate view of information. ## Alternative Content Strategy Here are a few things things you can do with website content that might set your clients apart from other companies: ### Showcase the company Of course you are going to highlight your firm's products and services. That's the "meat" of your website. But don't be afraid to feature other information about your organization, and don't be shy about getting personal. Publish information on your company's volunteering efforts. Does any company employee have an interesting and unique hobby? Create website content that portrays your company in a favorable light. ### Return on investment (ROI) calculator Every company has a person, even if that person is you, that calculates return on investment figures. Turn the tables on this and create a document that will show prospects, and even existing customers, what ROI they can expect if they do business with you. As part of your overall content strategy this gives people a concrete idea on what value they get when they do business with you. ### Compile data You are probably in possession of tons of data pertaining to your industry. In gathering [feedback](http://blog.kissmetrics.com/best-ways-to-get-feedback/), checking out competitors and studying industry information you may have information overload. People who follow you and visitors to your website may be seeking out this type of knowledge also. Why not compile this data and present it in the form of an eBook comprised solely of statistics? People, especially busy professionals, appreciate you doing some of their legwork. ### How-Not-To presentation Most everyone explains on their website how to use their products. Photo and videos generally show how it's done. Take a different approach to this and produce a "how-not-to-do-it" presentation. Chances are you have communications with your customers on all the problems they had with products they purchased from you. Compile some of these and put them in a video or photo offering. You can even use humor to make this more interesting. ### Tackle Myths No matter what field of endeavor you are in there are going to be tales about products and services that are simply not true. Some of these may even concern your offerings. You can help combat and debunk these myths by producing content in the form of whitepapers, videos, eBooks and other information that will educate your customers, many of whom have been made to look foolish by believing in these untruths. ### Glossaries Does your industry have specific terms that are not used in everyday language? Then it will be exceedingly hard for prospects to understand your business. Help them out! Provide them with an explanation of terms unique to your trade. This allows them to "talk your language" and may encourage them to do business with you. ### [Infographics](http://www.coolinfographics.com/) This stands for "information" and "graphics". These are just visual representations of facts, figures and information presented in an easy to understand format. People are more cognitive when it comes to visual information. This is a great tool for content strategy. ### Frequently asked questions (FAQ) lists Prospects and customers always have questions. Compile these questions, with the answers, and post them on your website. Chances are if one person has a particular question, others have it also. ## Great Content Strategy Drives Business There is no doubt people visit a site looking for information. Having great content available to them is essential for success in today's content-driven marketplace. Set your client's company apart from their competitors!  Interesting and engaging content is the way to get traffic to their site and turn visitors into paying customers. As part of a fresh, innovative content strategy, it puts them head and shoulders above the crowd. 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