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 do 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.
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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 fewer 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.
Easy way to create the content your audience needs
Research the problems that your potential customers have. Create a long list of problems and questions that need an answer. Then find out who is answering those questions right now. First, try to find areas where competition is low, and you can easily improve on the existing answers.
First piece of content
Create one large article about those topics. Answer 10 to 15 important questions and create an epic piece of content that is 2,500 to 4,000 words long.
Create a highly visual slide deck about the questions and share on Slideshare.
Make a video based on the slides and promote it on Youtube and Facebook.
Link all that material back to your original FAQ article.
Find all the blogs and forums where your target audience is asking those questions. Register, write a short but valuable answer and link back to your original content.
Expand to cover all the top areas
Next, create a long post out of each question. Ideally, you can pump out one awesome piece of content per 2 weeks. Adding it all up means that it will take about 6 months to cover all the questions.
Every time you post a new article link to it from the original post and crosslink with already published articles.
Create an ebook and use it as a lead magnet
In half a year you will have 11 substantial blog posts in your field and now comes the last step. Combine all the posts into an ebook. Use that ebook as a content upgrade for earlier articles and other material that you have on your site.
Make sure you put product and service offer in your ebook.
Create an autoresponder sequence and send your subscribers additional materials and offers.
Select another topic area, rinse and repeat.
Repeat this publishing schedule for 3 cycles; then you will have enough content to go against all major competitors. Also, after two or three cycles you have enough content that you can simply update old content to keep the machine going.
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