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Creating Compelling Content for "Boring" Industries

Posted by Tod Meisner on May 12, 2016 9:00:00 AM

Selling a service can be hard, especially a B2B service that may be considered “boring” to the average person. At Verge Pipe Media we pride ourselves on figuring out the problems that keep our clients up at night. The pain points, if you will, that we can help them solve to effectively get the conversions for which they are looking.

Creating Compelling Content for Boring Industries

During my tenure working for a boring industry, I liked to say that “we aren’t selling Nikes,” so we had to cut through some clutter and make engaging and educational content that would convert visitors into prospects.  

Think for a minute about the end user or the person making this “considered purchase.” What are they trying to understand? What research are they doing? What problem are they trying to solve with the service? When you nail that down, produce content and content offers around that problem.

It may be hard to “un-boring” your service (think engineering, finance, banking, etc.) but it’s not about making something that isn’t flashy, into something flashy. Rather, it’s creating content and offers that compel people to want to learn more about how your business can solve a particular problem. Inbound marketing for boring industries is all about producing educational content that shows you are the trusted resource in the industry.

Try hard to find an un-boring angle if possible. Good content for boring industries doesn't have to be exciting, but it has to be compelling to your target audience. Creating compelling content for boring industries is also about finding that one un-boring angle and using it to your advantage. Knowledge is power, so as long as you prove that you know what you’re talking about and know it better than your competitors, you’re on your way to gaining customers.

We do want to caution you, although what we just said may seem simple, it’s not. Boring industry marketers are often at a disadvantage because we have to do lots of extra homework. Often we find ourselves teaching our team in great depth about what this industry does and who it serves, before we can even start marketing.

With that said, here are some helpful tips to follow if you need to convert new customers for your “boring” industry:

  1. It’s all about your personas
    In order to create compelling content, you must know your target audience. Creating detailed buyer personas will help you know the likes, dislikes, interests, activities and influences of your ideal customer. Want to learn more about personas? We have you covered.
  2. Leverage your subject matter experts
    Every industry has subject matter experts, no matter how boring it may seem. These experts often have unique insights to share and can bring an “everyman” perspective to the content. They often have to explain their craft to people, so leverage those thoughts into blog posts, content offers or white papers.
  3. Offer educational content consistently
    Be known by the problems you solve! If you are consistently creating and distributing content that is solving problems for your personas, you will see conversions. It’s as simple as that. The inbound marketing methodology works in spades when you’re solving problems and making people’s lives easier with your content.
  4. Sales and Marketing have to be closely linked/share input.
    Mixed messages will derail any progress. You can’t create content that solves problems if your sales and marketing teams aren’t aligned and pushing out the same messages. It may also be helpful to involve your customer service team (if you have one) when creating content. The sales team usually knows what’s preventing prospects from becoming customers and can help you create content around those problems. Same with the customer service team. They can help you delight customers by telling you what customer love, or what aspects with which they struggle.
  5. Constantly search for success stories and trends
    Leveraging testimonials and “warm” stories can go a long way to building trust and brand loyalty. Let those advocates help tell your brand’s story and how it solved their problems. Additionally, always look for how you can capitalize on trends, keywords, etc. You’re not boring if you’re providing answers to timely questions and to make things relatable to your potential customers.

Don’t be afraid of the challenges that may come with trying to market a boring industry. Dig in, roll up your sleeves, and learn all about what it does, how it works and its ideal customers. Then begin to create content that will be helpful, educational and problem solving.

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Topics: Content Marketing, Inbound Marketing