How to create successful content for “boring” industries
Guest Author Guest Author
Content Writing
November 29,2013

How to create successful content for “boring” industries

Content marketing is becoming an increasingly important part of any company’s digital marketing strategy. Establishing yourself as a source of authoritative content has never been more important.  For some industries, their products and services are generally exciting to read and write about so creating an array of interesting content is a breeze. However, not every segment consists of glamorous fashion stories, mouth-watering food articles or travel blogs. For others, (consulting and accounting, I’m looking at you) coming up with unique and interesting content on a regular basis can be very challenging.


Fortunately there are a handful of ways to spice up your brand’s content marketing and be rid of the “boring” industry label.  Let’s take a look at Charmin, one of the biggest toilet paper providers in the US. Toilet Paper. Loo Rolls. The White Stuff. It seems like a pretty boring product, right? Wrong! Charmin are becoming well known in the marketing world for creating a hub of amusing online content. Exhibit A, these humorous, naughty tweets:


So, in light of Charmin’s content success, let’s explore how you can market traditionally “boring” industries more effectively.

1. Be relevant

The first step, and perhaps the most important of all, is to learn about the industry. You need to determine who you are talking to and what messages will resonate best with your preferred audience. Social Media is particularly useful, as Twitter and Facebook do more than propagate thousands of selfies; after logging in, you’ll be able to find out what your customer are talking about, sharing and giving the big thumbs up. Additionally, your competitors will no doubt be already stoking the social market for similar conclusions, so make sure to shadow them and keep track of their conversations – you never know, concessions and opportunities mount up anywhere. Use this data to build blog posts and relevant content strategies, targeting the best audience for your identified business goals.

2. Use online tools to help generate ideas

Luckily for us, there is an abundance of online tools designed to make our jobs easier, tapping into our creative juices. These tools are particularly helpful during a bout of writer’s block. My personal favourites are:

  1. – A free keyword suggestion tool that brings back a long list of relevant keywords to help inspire you for your next blog post title.
  2. Quora – A Q&A social site that contains a huge collection of questions and answers. It can act as a great source of knowledge for content generation.

In addition to these tools, it is important to use an editorial calendar to help you plan your posts. As Winston Churchill said, failing to plan is planning to fail. Along with planning content dates, an editorial calendar can help spark ideas for new content ideas.

3. Create “cool” content

Just because your product isn’t “cool”, doesn’t mean your story doesn’t have to be. Make your content fun, interesting, relatable, engaging and most importantly, make it unique. Add visuals, create infographics, and maybe consider turning written words into videos every so often.

To mix things up, you may also want to invite others to help you create content. Guest writers often have interesting content and stories to share that you may not have considered. With a credible guest source, you can establish your company as an authoritative figure in the industry.


The fact of the matter is, even if you think some business ideas and products are boring, someone out there is looking for information about that industry.  Remember, being in a boring industry is not a disadvantage. While it does come with challenges, it also presents you will an array of opportunities. In industries where content is easily developed, there is often a problem of overcrowding and it is hard for businesses to stand out – this leads to the problem of businesses trying to speak louder and louder, but with a substandard message.  So, boring industries, it’s your time to shine.

Don’t have time to keep your website content interesting and up to date? Give us a call today to have a chat about how we can help you with your content marketing. 

Content Writing
November 29,2013
Guest Author

Author: Guest Author

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  1. Great post! I actually enjoy writing posts for “boring” content/sponsors – I love the challenge of actually making it interesting! 🙂

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