Content marketing, and especially SEO-optimized content marketing, is quickly becoming the backbone of marketing for companies across industries. It requires time, effort, knowledge and money to do well, so if you have the budget, hiring a digital marketing agency to execute an informed content strategy can make a big difference. There are plenty of resources out there for you to learn to do it on your own, however. With that in mind, below are 7 ideas for making content for boring industries.
Associate Your Industry With Non-Boring Ones
Leaning on industries that are not boring is one of the best ways for firms in dull industries to improve their content marketing. Maybe you own a cleaning company; you could explain why cleaning is essential for families with children who have allergies or how long it would take to clean something or somewhere famous, such as Buckingham Palace or a celebrity’s opulent mansion.
Maybe you make ball bearings; you might talk about all the ways ball bearings make daily life possible. The goal is to discover a common ground between your company and a more appealing and marketable industry, so you can stay relevant while also producing mainstream content.
Many dull industries are dull because they are not geared toward customers. You might work exclusively with other businesses or a very niche demographic and, therefore, only a small portion of the population.
In any case, thousands of people are likely attempting to DIY in your niche. If you’re a gardener, then you could create guides to teach people how to cut their lawn faster or care for roses. This content is extremely valuable to those who read it, and there is a strong incentive for them to share it with others who may be interested in gardening as well.
If you are worried about this type of content incentivizing people to do the work themselves and forgo paying for your services, your concerns aren’t misplaced. However, only a small fraction of people will attempt things on their own. Most people have already decided whether they want to do it themselves or hire someone to do it for them. Furthermore, this content can help you build links back to your website, which will help you enhance your rankings and attract more clients.
Be Less Dry
Don’t be scared to let your individuality shine through in your writing. Too many businesses believe they must be as bland as possible to attract the broadest possible market. But many customers prefer doing business locally because they want a more personalized experience.
Write as though you were speaking, and throw in a joke every now and then. Even the most uninteresting issue will become a little more humorous and, perhaps, more shared as a result of this.
If you want to push yourself a little further, you might make videos of yourself talking about the topic and combine them with the text. This also allows you to upload it to YouTube, where it will gain more exposure. If you’re a self-storage company, consider starting a video series to accompany your articles. An article with the title “How Not to Pack a Self-Storage Unit” could be accompanied by a video where you film yourself removing the contents of a particularly disastrous storage unit that has been repossessed.
If you’ve only been producing written material, you should think about branching out into video and infographics. Although writing about cleaning pools isn’t exactly fascinating, many people would be interested in seeing a video about the kinds of things pool cleaners find in drains and filters or animals found living or swimming in pools.
Another option would be to design an infographic with a lot of data and statistics about your industry. Infographics are usually the type of thing that become viral and widely shared, getting your “boring content” exposure and helping you build authority when people link to it from their websites.
Inject Some of Your Personal Life
Even if you work in the most uninteresting business imaginable (e.g., maybe you manufacture a particular screw for industrial application), you almost certainly have a tale to tell. After all, you’re a human, and we all have humorous or unique experiences.
You can record yourself recounting an amusing anecdote and post it to your site or social media channels. If you think or have been told you are a good storyteller, you can likely entertain people even when the subject matter is not the most interesting.
Of course, you should avoid saying anything that could jeopardize your company’s reputation. But a lighthearted storey free of contentious political and cultural issues can help you humanize your company by striking a personal chord and perhaps establishing common ground with current and potential customers.
Get Rid of Marketing Speak and Business Jargon
Professionalism is conveyed through giving great advice, not by sounding like you read management consultant whitepapers over breakfast. Write in a conversational tone, avoiding corporate jargon that makes it harder for readers to grasp what you’re saying.
Instead of saying things like, “we’re a company that offers scalable marketing software that can adapt to the changing needs of businesses of all sizes, from small to large, in any industry,” consider rewriting that as “look for a marketing software vendor that caters to businesses of all sizes and across a variety of sectors.”
Explain Things in Ways That Are Relatable
If you work in a field that some might consider uninteresting, keep in mind that “boring” could simply mean “confusing.” This is especially true for anything IT and technology-related. If you install fire safety equipment, break things down in ways that explain what the equipment does so that even lay people can understand. You should make sure that you have enough content for general readers and buyers who might be interested in what you have to offer but feel intimidated by how unapproachable your content is.
Consider introducing new concepts to readers through accessible analogies that explain things in ways lay people will understand while making sure to include content and concepts that will resonate with your specialist audience.
Encourage Your Customers or Viewers to Participate
A great way to get people commenting, reading, liking and sharing is to recruit them into the content creation process, also known as user-generated content. For example, people might not be that keen on reading a 2,000-word article on painting a room or cleaning a swimming pool, but if they get to stand in front of the camera or have their story shared with others, thus making them the star of the show, it could change their mind.
Furthermore, if you’re the expert, you are, by definition, making fewer mistakes as you go about your daily work than learners or amateurs would be. In addition to publishing how-to and tutorial content, people love to read stories about follies and failures. Ask people to write in and share their biggest blunders or frustrations and compile an article using that content.
If your business or niche is not something people are going to want to spend their Saturday morning reading about or watching content for, you are in a difficult position. But it is not impossible to make major improvements to the entertainment value and readability of the things you share and publish. Employ the above tips, and you can inject personality and intrigue into the driest of activities.
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