A well-crafted content marketing strategy can provide value for any brand, business, or cause regardless of the industry. However, one of the challenges (especially for many B2B companies) is trying to figure out how to create engaging content for an industry that isn’t compelling, interesting, or sexy.
Marketers in the manufacturing industry look at non-profit marketers and wish they had a story that was as compelling to tell. CMOs at software or financial companies scratch their heads as they try to figure out how to compete with all of the other entertaining content vying for their audience’s attention.
The bad news for “boring” industries is that finding the type of content that is going to both resonate with your audience and lead to measurable results is a challenge. The good news is that when you find it, you’ll be able to leverage content marketing to leave your competition in the dust.
How to create interesting content for your boring industry
Here are two keys to creating interesting content about your boring industry:
1. Make your audience the hero of the story.
Share ideas they can use in their next business presentation. Provide practical solutions to their challenges that are easily implementable. It starts by knowing the pain points your audience is experiencing and then looking for ways to provide valuable solutions to those problems.
Example – Sales Benchmark Index is a marketing consulting firm that focuses on using data to help businesses increase business. If we’re being honest, there’s not a lot of sexiness in that. However, instead of focusing on how great their products and services were, Sales Benchmark Index created this eBook written specifically to employees who were recently promoted to a VP of Sales position.
This is brilliant! Readers are saying, “You’re going to help me figure out how to overcome the learning curve and set myself up for success in my first year? Of course I’ll listen to what you have to offer.”
2. Leverage the “not so obvious” connections to your audience’s personal interests.
If you work in a boring industry, more than likely your audience doesn’t spend a lot of time thinking about your offerings. They’re thinking about themselves. One way to get their attention is to look for those connections that are not so obvious, but still provide value.
Example – Charmin’s sit or squat app is a great example of how to create value for your audience by providing a creative solution for a problem that doesn’t directly lead to sales, but is very important to your audience.
They could have created content that helped people where to find Charmin toilet paper, but who would care about that? Instead they provided a solution to a problem a lot of people experience that is semi-related to their industry.
Bottom Line: The best content marketing strategy for a boring industry is this – think Audience First, Industry Second.
Do you work in a “boring” industry? What are some ways you use content marketing to engage your audience?