Content Marketing Boring Industries [SLIDES]
Creating content is often a daunting task. It’s even more complicated when the industry you are working for is not all supermodels and fast cars. What to do when you need to create content for a boring industry? There are two main ways:
Create content for the “weird” people who find the industry interesting. Ask them what they want to know and fill that need. The down side is that this audience might be limited and not your ideal customer base.
As an alternative you can create content about something completely different. Find a topic that is important to your customer base and talk about that. If you can tie it to your industry – great! If not you will still get visibility to your brand and the interestingness of the topic will rub off on your brand.
Let’s take an example like RedBull. It’s sugar fizz with some stimulants in it. Not something you can talk about for hours. However, they have found a way to be extremely cool in the eyes of their potential customers by dominating the field of extreme sports.
I found this is a great slide deck and just had to share it with you. Most of us are the marketers who need to make content marketing to produce results in boring industries.
- Ball bearings
- Nuts and bolts
Let’s face it most areas of business are not fun that you would want to read about first thing in the morning. Find out how to do content marketing for boring businesses.
Example of Content Marketing for Boring Industries
American Express has created a whole business portal for content marketing that has (almost) nothing to do with credit cards. Open Forum has everything that a small business would need to start and manage its day to day operations from strategy to team building.
Of course, you may have a bit less resources as American Express and creating this amount of content is out of your reach. This example helps you understand that you can focus on the topics that your product or service enables.
If you are selling construction materials for small contractors, then don’t write about screws! Write about how to improve their sales and client relations. How to optimize workflow and logistics. Buying screws is not their problem! Find out what is and address that.
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