First things first, we’re firm believers that there is no such thing as a ‘boring’ business. Every industry is interesting to someone, offering numerous opportunities to create informative, relevant content that, although not always exciting, remains incredibly valuable. The truth is that helpful things are rarely boring, even if they might be a bit dull objectively.
Of course, in specific industries, it is a lot easier to create a buzz and build on the level of interest that already exists. But in what we might term ‘drier’ industries, there are still plenty of opportunities out there; you have to work a bit harder.
There’s no such thing as a boring business.
Boring content isn’t boring to the people who need it. Some businesses believe a content marketing agency won’t be able to help them because their industry is bland, but that really isn’t the case. Effective marketing produces sales, regardless of the industry you operate in.
On the surface of it, the company selling snowboards is more interesting than your insurance business. But if you’re willing to get creative and trust a content marketing agency to do their work, your insurance business can be relevant, informative and interesting too.
Here are three tips to keep in mind when creating content for your ‘boring’ business…
1. Capitalise on the opportunities
If you operate in a boring industry, believe it or not, you are actually at a distinct advantage in terms of content marketing. While there will be hundreds of pieces of content targeting every keyword in more glamorous industries, competition for keywords and topics in your industry is likely to be low. This means you can enjoy excellent search engine rankings for the content you produce with minimal effort.
This presents an excellent opportunity for your business, enabling you to carve out a niche and establish yourself as an industry authority without incurring significant expenses. That’s an opportunity businesses in more exciting industries don’t have.
2. Keep content relevant
Since brainstorming ideas for businesses in less exciting industries can be more challenging, there’s a temptation to create content that’s less relevant in the search for backlinks. We’d advise you to steer well clear of this strategy.
Instead, you should focus on producing high-quality, relevant content that serves a genuine purpose by answering your prospective customers’ questions. Even if link-building opportunities are few and far between, it’s better to build a reputation as an industry authority, rather than going in search of users who are not part of your target market.
3. Inform your readers
Consumers across all industries appreciate data that offers new insights and influences their purchasing decisions. Presenting this data in clear and compelling ways, such as infographics, charts and images, is a great way to grab their attention and keep it. Framing your content in an attractive and readable way not only makes it more shareable but also increases traffic and spikes interest in your supposedly ‘boring’ business.
How can we help?
DGTL is a team that helps a diverse range of businesses capture the attention they need online. From keyword-rich articles to infographics and videos, we create content that turns your ‘boring’ business into the next big thing.