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3 Tips For Creating Content for a "Boring" Industry

paper-emotions---bored-1158070-mBelieve it or not, the world of digital marketing doesn’t interest everyone. While we can’t help but geek out when we hear words like PPC and CTA, we understand that the majority of the population tunes out quicker than you can say “search engine optimization”.

Time and time again we hear from clients or potential clients who are skeptical of inbound marketing, even though inbound marketing costs 61% less than traditional outbound marketing. One of their main concerns is that their products or services are not interesting enough. But you know what? It’s okay to be boring. Why? Because warm leads don’t find your content boring.

That being said, we know it can be difficult to get started writing content for a “boring” industry. If you’re at a loss when it comes to creating content for your company, here are 3 tips to get you started:


Give up trying to be flashy and create something useful

Let’s be real here, if you’re the owner of a small remodeling company, there’s a pretty slim chance you’re going to skyrocket your company to success by going viral. Instead of trying to be the next big thing, think about who your ideal customer is and what problems they may be facing. Focus on providing solutions. Do you often find that your customers struggle to choose a countertop that fits their specific needs? Create an eBook that describes how to choose the right material for their kitchen.


Reuse and recycle

You may not realize it, but you probably have a treasure trove of content just waiting to be used. Think about past online and offline content you have offered and consider ways it can be reformatted to provide value to your potential customers. Have a blog post with steps for a DIY kitchen project? Turn it into a downloadable, printable PDF instruction manual.


Be relevant

It’s easy to get caught up in driving traffic to your website. After all, more people visiting your website means more people buying your product or service, right? Not necessarily. Having a lot of web traffic doesn’t mean that the traffic is converting into leads. The best way to ensure that the traffic you are driving to your website is actually interested in your company is by creating relevant content. Instead of writing blog posts on general topics like why the construction industry is growing, focus on topics that are relevant to your potential customer, like how to plan a kitchen remodel. While writing on broad topics might drive more traffic to your site and increase back-linking to your blog, writing on more relevant topics will drive the right kind of traffic to your site and increase your conversion rate.

What it really comes down to is an age-old marketing principle: provide value for your customers. If you can give up trying to be the next big thing, and focus on creating useful and relevant content, the rest is sure to follow. 



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Matt Walde
Post by Matt Walde
March 19, 2014

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