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How to Write Content for "Dull" Industries

by Article by Remington Begg Remington Begg | February 5, 2016 at 10:44 AM

Content_For_Dull_Industries_2.jpgIt seems like some industries were just made for content creation. There’s probably endless ways to make traveling to the Tropics or designing your dream home exciting and fresh. But what if your company isn’t in one of these industries? Afterall, someone has to sell cleaning products and financial services, and the inbound methodology is just as helpful in their pursuits. So, what can you do to continually create quality, readable content for these topics that don’t lend themself to high emotions?

Find the Excitement in it

No topic is truly boring. What might have seem boring, such as taxes, all of a sudden becomes a very interesting topic to someone needs to figure out how to file income taxes for their small business for the first time. As an inbound marketer, your job is to find these exciting points and incorporate that into your content. Your content doesn’t have to be exciting in the traditional sense; it doesn’t need to go viral or get 1,000 shares on social media. But it does have to do is  touch on your ideal customers’ specific pain points and be relevant to them.

Be Unique

Just because you need to write about building codes doesn’t mean you need to write about building codes the same way as everyone else. It's easy to become so accustomed to the workings of your industry that its complexities seem commonplace, but your audience isn’t an expert like you are and they want to know more. They will welcome your ability to address specialised or niche subjects in a compelling way.

Plan Ahead

If you don’t give yourself enough time to properly create content, you’re much more likely to fall into the rut of producing the same old thing. Stick to a content creation schedule that gives you plenty of time to brainstorm new ideas and ways to liven up your posts. For even more help, adhere to a content calendar and you’ll never need to settle for less-than-stellar content again.

Content_For_Dull_Industries.jpgTry a Different Medium

Maybe the reason your content seems boring is because you’re trying to present it in the same way every time. For example, you might have collected lots of interesting survey results, so instead of simply writing about your conclusions, you could create a colourful infographic highlighting key findings. Or maybe you’ve interviewed an industry expert who has a fantastic sense of humor, and you could record it for a webinar instead of just written content? Combining different elements of digital marketing will ensure that your content is as engaging as possible for your target audience.

Stop Thinking Boring = Bad

Who said a dull industry was more difficult to write for anyway? In many cases, a so-called “fun” topic, like fashion, is so inundated with competitors that it’s difficult to separate yourself, gain loyal followers, and prove any real results. However, you may be the only one in your niche industry creating compelling content and that will make it a lot easier for you to start seeing fantastic ROI for your efforts. And that’s what it’s all about!

Selling insurance might not sound thrilling at first, but it is still an important need that many people have. Why not create awesome content about it to attract your audience? With an effective content marketing strategy, every industry has a chance to shine. If you aren’t sure what’s working and what isn’t in your content marketing strategy, start from the beginning. Download our free eBook The Beginner’s Guide to Inbound Marketing today.

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