It’s no secret that some industries and their related niches are not as popular as others. They may not enjoy the high amount of fame and glory, but they still have a trusty audience. These industries are, therefore, deemed as boring, as they aren’t able to hold the attention of an average reader browsing the internet. However, the truth is that there are no boring industries.
That’s why there’s content marketing, which can help any boring industry become interesting. The key is how you make the content and which approach you use. Sure, not everyone is interested in real estate investments, construction manufacturing or fishing, for that matter. Nevertheless, with the right content marketing, these boring topics can become very interesting even to an average Joe. Here are a few tips for content marketers in boring industries.
Educate the audience
The thing about boring industries is that their content is, in fact, being viewed but only by industry professionals and those interested in what these industries have to offer. If you want to broaden your audience and extend your reach beyond your niche, you have to make content that will bring other people closer to your industry.
The best way to do this is to educate people about the industry and why they might need your products and services at one point or the other. If you keep creating content for those already familiar with your industry, you’ll only have them as audience. If you make content for audiences that aren’t familiar with your industry and help educate them on its importance, you’ll be able to expand your consumer base.
Content can make any product, service or industry interesting if you use it the right way. Just because you operate in a boring industry, doesn’t mean you can’t be creative and innovative with content marketing. Try to find a more practical use for products and services aside from their standard use. That way, people can familiarize themselves with these products or services before they actually need them.
The key is to find a common ground where audience’s interests lie and exploit them through creative content marketing campaigns across various marketing channels. Try to tell stories that will highlight your products or services and their use, as well as their relation to other niches. If you have difficulties with proper storytelling, you can always consult with agencies, such as Leafcutter, who can help you improve your campaign.
Add visuals to your content
Visuals play a vital role in content marketing these days. Not only do online consumers prefer to watch videos and view images rather than to read plain text, but visuals also boost engagement and interest. With compelling visual content, you can make even the most boring industries more interesting. A good example is using videos in your content marketing. In fact, YouTube has over a billion users, which makes it nearly a third of all internet users.
Also 55% of people watch videos every day, and videos can generate 1200% more likes and shares on social media than images and text combined. For instance, there’s a series of videos called “Ask a Mortician” on YouTube with nearly half a million subscribers. That proves that even gloomy topics, such as death and burials and boring industries like funeral rites can become widely popular with the right use of video content.
Create a unique personality
Having a personality when creating appealing content is always a good way to capture interest. Any topic or niche can be made interesting with a right twist. Don’t hesitate to use humor, because it’s one of the best means that can bring a lot of people together. What’s more, it can make a boring topic more fun and enjoyable.
A good example is a Poo-Pourri’s “Girls Don’t Poop” ad for toilette scents, that’s a mix of good humor and a bit of controversy. Not only that their personality and approach is effective, but it has also made a “boring” topic much more exciting. The fact of the matter is that sometimes you have to be bold when it comes to boring industries. There’s always a way to make people interested, you just have to find the right way to spark that interest.
It’s quite common that some industries will be more interesting than others, but that doesn’t mean that the boring ones are without an interest altogether. Content is king in the marketing world and it can help reshape any industry. With the right content strategy and the right approach, you can turn even the most boring industries into highly interesting ones.
Lauren Wiseman is marketing specialist, contributor to bizzmarkblog.com and entrepreneur. She helps clients grow their personal and professional brands in fast-changing and demanding market, strongly believing in a holistic ap
Also published on Medium.