3 Secrets To Content Marketing For “Boring” Industries
If you have the privilege of working in this awesome industry of online marketing, you may find yourself having to do work on content marketing for “boring” industries from time to time. This can be frustrating because as writers, we want people to read what we write and feel compelled to engage in some way.
The term “boring” is not meant to be insulting. The simple fact is that some topics are just more exciting for both the authors and the audience. And even with all those amazing SEO tools out there for online marketing, when it comes to creating original content that is informative and entertaining, you’ve really got your work cut out for you.
Topics that are considered dull:
If you work on content marketing for clients in areas like plumbing, insurance, real estate, landscaping and so on, you have probably found yourself sitting in front of a blank computer screen with a serious case of writer’s block.
Seriously! It’s incredibly difficult to write a fascinating blog post about cleaning rain gutters that people will actually want to read.
On the other hand:
If you are working on content marketing for a client in the travel, food, or entertainment industry, you’ve got a huge advantage over the rest of us. So for all you travel and fashion bloggers out there, you may have a lot of competition but let’s be honest, if you have trouble finding a way to write a compelling post about the latest Hollywood sex scandal, you may be in the wrong business.
And let’s not forget all the incredible opportunities out there for influencer marketing in the world of entertainment and beauty. It’s not so easy to become an influencer in the dental industry.
So, if you have to write content for an unexciting topic it’s not your fault if that content isn’t very impressive, right?
Not so fast!
As content marketers, it’s our job to creating captivating and thought-provoking content no matter what. Client’s pay us to promote their business and whether it is through pay-per-click advertising, social media management, creating blogs, writing newsletters, or even through video marketing, we’ve got to find a way to deliver AND convert an audience into paying customers.
The main point:
We are Optymizer and we have been in the business of content marketing for all types of business for years. And based on our experience as well as the advice from other online marketing experts out there, we have come up with some surefire ways to write mind blowing content for any topic.
The Top 3 Ways To Excel At Content Marketing For “Boring” Industries
# 3. Use Visuals
It doesn’t take a rocket scientist to know that using quality images as part of a content strategy is a good thing. But, it’s going to take a lot more than just adding a few cool pictures to a web page to capture the reader’s attention and make a lasting impression.
You don’t need to be an expert at graphic design, but when it comes to using visuals to enhance your content, you do need to think outside the frame (pun intended).
Start using more infographics!
Infographics combine text and images to represent data. Here are a few reasons why infographics are a great way to engage readers on any topic:
- They are attractive and eye catching
- Share a lot of information quickly and easily
- Use infographics on social media and see your likes and shares go through the roof
It’s true that creating great infographics require both skill and creativity, but don’t let that scare you off.
Visuals are great for social media, blogs, websites, email campaigns and more. And don’t forget about videos, GIF’s and other visually stimulating mediums to grab your reader’s attention.
# 2. Tell A Story That Your Audience Can Relate To
If you are trying to come up with creative content for a web page, for instance, try this:
First share vital information that the reader needs to know (location, contact info, list of products or services provided, etc…) Then, make things more interesting by adding a section where company employees share a funny story or anecdote about their experiences in the industry. Or if you are writing for a local business, add a section related to the local area.
We also suggest adding sections with benefit-driven headings such as:
“Packing Tips From The Experts”
“The Do’s And Don’ts Of Of Lawn Care And Maintenance”
“Simple Tricks To Prevent Mold In Your Home”
You can also consider conducting an interview with an expert in the field and add it to the site. This can be in the style of a news or magazine article or you can post a video of the interview on YouTube.
Whatever you do, don’t forget to include CTA’s or Call To Action. Make it as easy as possible for your audience to get the information they are looking for. That way, even if some people don’t read every single word you have written, you will still see conversions. And, be sure to always conduct keyword research before creating new content!
It’s true, even if you have created the world’s most exciting piece of content, some people may just skim over the main points. Don’t take it personally!
# 1. Stop Using The Word “Boring”
You’re right, we’ve been using the terms “boring” and “dull” throughout this entire post. But that ends right here!
Just because you may not find a certain topic all that exciting, doesn’t mean that your readers don’t need to know about it.
The key is:
Stop thinking like a content marketer and really get inside the heads of your target audience. After all, most people would not consider accounting to be a very engaging topic to write content for. But, if it’s March 20th, you still haven’t started your taxes, and you are scouring the internet looking for an accountant, you will be pretty interested in the content on the accountant’s website.
Bonus Tip: Think Quality Over Quantity And Stick To What Is Relevant
Yes, we all want to increase traffic. And it can be very tempting to write about a topic that will entice more people to visit your pages, even if those topics have nothing to do with the product or service you are trying to promote for your client.
Don’t do it!
This may lead to an increase in traffic but will likely result in fewer conversions. This means that all the time and effort you spent creating truly unique, yet unrelated content was a waste of time and money.
“Don’t take the easy route by writing on anything that will go viral. Write content that is related to your business that helps your ideal customer.”
The bottom line:
Content marketing for “boring” industries is difficult, but not impossible. And if you put in the effort, you will get results.
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Originally published at optymizer.com on May 17, 2017.