Interesting Content Marketing Tips For Boring Industries
There is no such thing as a boring industry. It all depends on content development for that particular industry that makes it either interesting or boring.
There are certain niches which could be labelled as “boring” – one is not likely to get adrenaline rushes while reading blog posts on nuts, bolts, wire manufacturing, cement mixer parts, or sealing technologies.
We all know how effective content marketing is and coming up with the right content plan is the key. Thousands of businesses use it to get maximum visitors to their site and outrank their competitors in the search engine listings.
If you aren’t leveraging this opportunity simply because you consider yourself as one of the boring industries; you’re doing it completely wrong.
Let’s see how we can create interesting content that makes every industry a success. With these tips, you can turn “boring” topics into engaging stories that attract an audience.
#1 Come out of the niche
To start with, forget the industry as such. Don’t build up your content around products or services per se – focus on real life situations in which people may need them. Ask yourself questions like: when and why do users actually browse for a particular thing?
Let’s consider the Insurance industry. Instead of writing a blog on “Ten Reasons Why Every Individual Must Buy Insurance”, one can write a blog on “Ten Things You Did Not Know about Death.” The latter topic is catchier and will definitely attract more traffic to your page.
#2 Interview professionals
Try speaking to people who work in a given industry to get insights on particular topics. You can then add creativity to their knowledge and create interesting content around it. You can also feature them in the piece later on. The hands-on experience of such professionals will definitely be beneficial for your blog.
One can always reach out to Google but interviewing people from the given industry will definitely boost both the quality of your writing and your outreach efforts. You will know exactly what you are talking about in your pieces.
#3 Convert products and services into stories
Content marketing is all about telling engaging stories. When deciding how to write content for industries like Real Estate, Pharmaceutical, Consulting, Radiology etc., try turning the products or services that are on offer into engaging stories.
Another great way to tell stories with company blogs is to interview staff. There’s a story behind every team in the company, from those who design the doormats to the tireless distribution staff who ensure they reach their intended destination.
Stories are at every turn in your organization – use your blog to tell them to the world.
#4 Blend your blogs with podcasts
Podcasts are inherently interesting because they involve the thoughts of real people. Even a twenty minute podcast focused on a particular challenge your industry faces will be enough to get the right audience listening, and an accompanying blog that features a transcript of the recording will aid your SEO efforts remarkably.
Remember the interesting industry expert you interacted with earlier? Well, they’d be a perfect guest for a podcast, thus increasing the content’s chance of being found and read by a much wider audience.
#5 Focus on visuals
Content marketing isn’t just about entertaining people. It’s about creating content that is informative and useful.
Few of the most successful pieces of content you can create are:
• Infographics – Data rich stats in a visual format that is easy to understand will usually generate thousands of visitors and hundreds of links over time.
• Videos - Describing “How to design an online store template” is boring both for you and your reader. It would be interesting if you made a video with a screen recording tool and you spoke into a microphone. Keep your videos under two minutes to keep your viewer’s attention. You can make tutorial videos, how-to's, reviews, and mini-documentaries.
• Blog posts – They are extremely informative and people do love it. If they did not, Tumblr would not have sold to Yahoo for over a billion dollars. The key to writing blog posts that generate traffic in the long haul is to create evergreen content. Some good examples are the “Lists” type of posts and “How To” guides.
#6 Don’t forget to guest post
B2B Content marketing isn’t just about publishing content on your site. It also involves leveraging all of the blogs in your space.
Twenty percent of your time, you should be focused on getting your content published on other blogs. Other forty percent of it should be spent on creating content for your own site, and the remaining forty should be spent marketing the content on your site and your guest posts.
When guest posting, keep these three things in mind:
• Only guest post on relevant sites – This will definitely drive relevant backlinks and relevant traffic back to your site. Remember, those visitors are also likely to turn into customers.
• Use rich anchor texts carefully – You must only link back to your site when it makes sense and don’t stuff the link with rich anchor text. Add only if you think the link to your site will benefit the customers.
• Link to your internal pages – If you analyze popular content sites like Wikipedia, you will notice that they all have one thing in common; the majority of their links point to internal pages. Talking about Wikipedia, only 6% of their links point to their homepage. If you want to increase your authority, link to internal pages as this will help increase traffic.
#7 Stats and figures all the way
Data-driven content is always a great idea. Compiling facts and figures in the form of neat visuals or just working them nicely into the text will definitely attract audience.
As for gathering relevant data, you can start with Google Public Data Explorer or online trade journals. It is also a good idea to check out official sites with .edu or .gov. They share latest findings with the public and offer reliable outside sources.
#8 Be artistic
Last but not least, get around the topic in the broadest and most creative way possible. There may be an infinite number of areas that your product is related to. For example, wheels and tires can naturally lead to road safety, entertaining kids when going on family holidays by car, or repurposing old used tires.
Just because a given industry is considered to be “boring” doesn’t have to drag you down. Plus there is actually no clear-cut definition of a “boring industry” – different things are boring to different people. All in all, when a niche is very narrow, difficult, specialist and hence uninteresting, it does not mean it can’t reap the benefits of content marketing best practices.