Back in 2008 when Content Marketing wasn’t such a “thing” in the digital marketing world, I was hired to ghostwrite “interesting” content for ID Integration Inc., a Washington-based company offering software solutions to help their customers meet IUID compliance.
Given the “dryness” of their topics, it was a huge challenge for me to come up with content that their audience would find interesting to read.
Let’s face it — creating interesting content for some industries are relatively more challenging than others. For example, creating content around music, sports, lifestyles isn’t quite the same as it is for a local plumbing company.
It’s 2017 — today, “Content Marketing” is the lifeblood of every B2B enterprise. Consumers are savvier, more informed, and equipped with the ability to search the Web on the fly. In other words, they’re hungry enough to consume information the go.
However, you’re also pitted against their short attention span. So, how do you build interesting content if your industry is seemingly “too boring” for content marketing?
Here are some nifty tricks you could try to turn boring topics into interesting and —hopefully— engaging narrative.
Focus on Usefulness — Offer Solutions that Matter
Are you stuck at generating content for a boring industry?
Well, just focus on offer utility to your audience.
Delve into a research to understand user's intent and come up with information your audience would find useful.
Here’s a fun fact — if you’re dealing with a dry topic, e.g car tires, you also need to understand your audience isn’t really aiming to get entertained. They just need some accurate and credible information they could put to use right away.
If you’re developing content around DYI furniture, make sure your content is exhaustively educational and informative.
Avoid Geeky Industry Jargons — Say it Like a Layman
Even as you focus on educating your audience on a dry or boring topic, you still need to make it easy for your audience to understand.
In fact, most technical topics often require the author to explain things in plain English. The industry jargons aren’t necessary but if you must use theme sparingly, be sure to explain it to your audience in layman terms.
Using Jargon might make you look smart - but if your audience doesn’t get it, it’s an utterly stupid idea.
Instead of saying, “our products are scalable”, you could say “our products address the needs of businesses of all sizes.”
Develop Personas — The Actual Prospects Who Needs Solutions
Understanding the exact audience you’re addressing always help you come up the most useful content possible. This is why developing personas is considered one of the most important steps in content marketing.
Developing personas starts with gathering information about your prospects. Certainly, you wouldn’t speak to a high-school grad the same way as you would to a senior citizen even if they want to buy the same product. The same holds true for content marketing.
Unlike a local store, you don’t get to see the prospect you’re addressing. Therefore, it’s important to gather data about your imaginary target audience and design your content accordingly.
Keeping the actual prospects in mind helps you articulate your thoughts, presentation and even information based on their tastes and behavioral profile.
Throw in Some Humor/Anecdotes — Personalize Your Narrative
If you have a knack for humor and anecdotes, use them in your content as long as they support your narrative.
Telling a short story or joke can defuse the potential boredom your audience might drift into. Alternatively, you can use funny tweets or even gifs to jazz it up for your readers.
Use Relatable Analogies — Cite Everyday Challenges
One of the most challenging tasks of writing content on seemingly boring topics is incorporating simplicity. However, that’s what separates an expert storyteller from a novice writer.
One of the best ways to explain complex topics to your audience is using relatable analogies. There are plenty of real-life examples that mimic the challenges of your prospects.
For example, while explaining the benefits of blogging, you could say it’s like jogging — you’ve to keep at it for a long period of time to see positive ROI.
Be Concise — Don’t Let the Length Scare Them Off
When you’re creating content on a boring industry, be extremely judicious about using the right word count.
With the burgeoning use of mobile devices for information consumption, your audience is also hardpressed with time and patience to engage with a large chunk of lengthy content unless it’s compelling enough.
Your main objective is to inform and educate your audience and establish yourself as a go-to resource. When you’re able to do it consistently, they will read your content regardless of the length. However, that’s not the case if you’re a new brand with a small fan following.
Make sure to edit your content properly for your target audience. Keep it concise, tight and crispy.
Here at Atomic, our AI-driven content optimization tools are designed to help you do just that.
Format Your Text — Focus on Readability
Apart from being concise, you should also focus on readability of your content. With over 60% of the Internet audience accessing information from their mobile phones, readability can make or mar your content marketing success, especially when you’re dealing with content from boring industries.
Therefore, you need to format your content according to the readability best practices.
Recommended Reading: How to Improve Readability for B2B Audience
Use Graphics — Storify Your Visuals
Every content marketing campaign leans on visuals to boost engagement. Needless to say, you need them even more while creating content around boring industries.
Visuals help your audience understand complex matters and keep their engaged with your content. They add life to a boring topic and improve scannability of your content as well.
There are a number of ways to perk your audience up while introducing boring topics to them. From interactive images to attractive sub-headings to explainer videos, you could use a variety of visual elements to keep your audience engaged with your content.
Recommend Reading: Content Marketing in Sports: Game Changing Tips to Boost Engagement
Whether you’re operating in the car rentals or promoting a dentist clinic, knowing your audience well enough is a great starting point to create engaging content. If you believe your products and services can help them lead a better life, use these aforementioned ideas to develop your content and bolster your thought leadership.
What are your ideas on crafting great content for boring industries?
About the Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: @ugosus.