First things first, we’re firm believers that there is no such thing as a ‘boring’ business. Every industry is interesting to someone, with plenty of opportunities to create informative, relevant content that might not always be exciting, but will still be incredibly valuable. The truth is that helpful things are rarely boring, even if objectively they might be a bit dull.
Of course, in certain 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 just 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 then believe it or not, in terms of content marketing, you are actually at a distinct advantage. 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 without too much hard work.
This presents an excellent opportunity for your business, allowing you to carve out a niche and become an industry authority without having to spend a fortune. That’s an opportunity businesses in more exciting industries simply don’t have.
2. Keep content relevant
As it can be more difficult to brainstorm ideas for businesses in less exciting industries, the temptation is 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 in every industry love data that provides them with new insights and shapes 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 such an attractive and readable way also makes it more shareable, thereby increasing traffic and spiking interest in your supposedly ‘boring’ business.