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Yes, You Actually CAN Write Interesting Content for “Boring" Industries

Posted on 03/24/2017 at 08:00 AM

We’ve heard it a million times. “We can’t really start a blog for our website because our industry is boring. There’s nothing to write about and no one would read it anyway.

It can be both challenging and stressful if you’re the person tasked with consistently creating interesting content for your brand, especially if you work in an industry that is, shall we say, dry or bland -- selling paper towels, insurance, or lawn mower parts – how do you get people excited about topics like that? 

Well, the good news is, it’s easier than you think – you just have to adjust your mindset. Here’s how.

Accept the fact that there’s no such thing as a “boring” industry.

Let’s get one thing straight: The word “boring” is absolutely subjective. What one person finds mind-numbingly bland, another person finds fascinating. Just because you are not partial to a certain topic does not mean others out there don’t find it to be riveting. On top of that, think of all of the people who might really benefit from your products or services, but don’t know it yet. These are the people you are writing for. Think about how you can reach them; what problem can you solve? What luxury can you provide? How could the information you are providing to them impact their quality of life? Show them your product is relevant to them and they won’t find you boring.

Become a Resource.

Figure out what your customers and prospects need and give it to them. In other words, be unwaveringly helpful. Content that helps your readers solve a problem or answer a question will never be boring. In fact, getting a clear, concise answer to a question can be wildly refreshing, especially if it’s a question no one else has been able to answer! Focus on educating an audience who has a specific question, and by doing so, the “interesting factor” will come all on its own.

Use Humor.

Who doesn’t love a good joke? Humor can be an invaluable tool when you are looking to breathe some life into an otherwise (subjectively) boring topic. Incorporating a lighthearted comedic tone can help hold your reader’s attention span and make loyal fans. Of course, keep it natural and make sure your humor doesn't take away from the meaning of your content, but a little playful punning can go a long way in improving readership. 

Be Relatable.

Real life experiences and analogies will help readers comprehend and relate to your message. Get to know your demographic and speak to them directly in a way that appeals to them. They will be more receptive, and not just to your message, but to your products and services as well!

Brevity & Scanability. 

Even if your topic is interesting, if your post is too lengthy, readers won’t stick around to find out. The first, second and third drafts of your blog entry will almost definitely use more words than needed. Nobody has time for that, so edit your blog down to the necessities. You can also make your blog even easier to read by making it scannable, incorporating headings and defining a content hierarchy so readers can quickly find the section that is most relevant to them.
 
Need help with your content initiatives? Global Reach can help. Reach out to our Internet Marketing team today!

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