Content marketing for “boring” industries: 3 steps to stand out

Learn how businesses in traditional industries can create an effective content marketing strategy

Let’s be honest. 

When was the last time you were excited about shopping for insurance?

Or raring to go when researching a new business technology tool?

Searching for a new accountant may not get your pulse racing, either.

If you work in a traditional, technically complex, or downright “boring” industry, this is something you probably know all too well. Your marketing needs to strike the right balance: your potential customers want facts, not gimmicks—but you also don’t want to bore them with all the details.

Developing a creative content marketing strategy can seem challenging, especially for businesses in industries such as: 

• Accountancy 
• Insurance 
• Banking 
• Law
• Technology
• Construction 
• & more.
  

And now for the good news: it’s more straightforward than you think!

First things first: what is content marketing?

According to the Content Marketing Institute, it’s a “strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action”. [1]

A cohesive content marketing strategy can increase your business’s traffic, generate leads, support sales efforts, and even help to develop your brand. And it doesn’t have to be complicated!

Keep reading to learn how businesses in these so-called “boring” industries can create more traction and position themselves as industry leaders with an effective content marketing strategy—all in 3 simple steps.

Step 1: Tell your story 

Don’t be scared to be creative with your content! Don’t simply state your company’s objective and purpose. It’s important to remember you should create content that your audience wants to read, not what YOU want them to read. 

Your marketing should explain not only what you do, but also how you help your customers solve problems and overcome challenges. To humanize and give personality to your “boring” business, show the people behind the brand and try incorporating humor or relatable content.

Step 2: Tailor your content 

Content marketing is not “one size fits all”. Research your target audience to determine which types of media best hold their attention, as well as what kind of content they find most useful.

Using different mediums can also aid your content delivery and engage your audience.

You could try:

• Diagrams
• Videos
• Infographics, and
• Motion graphics.

Most importantly, keep your message short and sweet. Be direct and always bring value. Avoid or use industry jargon sparingly. Instead, focus on creative language to hold your reader’s attention.

Step 3: Generate interest in your products and services

Don’t be afraid to highlight your product offerings and services through your content. A marriage of your brand’s personality with promotion of your company’s offerings provides potential customers with both the ‘what’ and ‘why’. 

What formats and platforms should “boring” industries use?

There are many different formats that you can use to create effective content about your goods and services.

According to the 2020 B2B Content Marketing Institute Report, these are the top 3 types of content other B2B marketers have used in the past 12 months: 

1. Social media content, such as posts and stories (95%) 
2. Blog posts and short articles (89%)
3. Email newsletters (81%). [2] 

In conclusion

Content marketing for “boring” industries is not as challenging as you’d think! By incorporating storytelling into your company’s marketing materials, tailoring your content to your specific audience, and creating content to complement your product offerings and services, you can take advantage of the benefits of an effective content marketing strategy.

Need help with your content marketing?

At Different Perspective, we love working with businesses that have complex services and products. What some people may find “boring”, we truly find interesting!

We are always up for the challenge to help business owners better communicate what they do and to put their business in the best light, with a range of marketing solutions that can help you grow. 

Ready to get started?
Contact us today to learn more!

Sources:
1: Content Marketing Institute
2: Content Marketing Institute Report