Is your industry too boring for interesting content?

No matter which articles you read on the key components of content marketing, you will inevitably stumble upon phrases such as “content is king”, “you need to engage your audience”, or “your content must be shareable and share-worthy”. All of those statement are true. However, I wasn’t surprised when I recently talked to the owner of a company that provides home security systems and a freelance blogger who had been contracted by a roofing company. Both individuals mentioned how it would be so much easier to create interesting content for other, more “fun” industries. Sure, some verticals may be sexier than others, but that doesn’t mean that you can’t provide exactly the type of valuable and engaging content that your particular audience is looking for.

Here are some examples.


Everybody loves a good story that is memorable and relatable. Have you helped a customer to overcome obstacles and to be successful? Write about it. What about your own company’s story? Why are you here? What were some lessons you’ve learned along the way?  What have been the defining moments for your team and your product? You may also look beyond your own company and customers and find stories to retell and put your own spin on it.

Trends and visions of the future

Establishing yourself as a thought leader is one of the objectives of content marketing. After all, it builds credibility and helps you foster a trusting relationship with your audience. As a thought leader, you want to be on top of emerging trends and talk about them in an educated manner. But that’s not enough. How about providing a vision of the future? What do you think your industry will look like in five years, ten years, and beyond?

Instructional videos

Creating and publishing videos has become a lot less expensive and involved than it was even a few years ago, thanks to technological advancements of camera devices, editing software, and hosting providers. Does your industry lend itself to instructional videos? Try creating one and see if it renders the desired views and shares. If it’s not feasible to do quick video demonstrations, you can also do whiteboard videos, in which you present three simple talking points.


One technique when it comes to presenting content in a relatable and engaging manner is to draw analogies to or comparisons with everyday things. Check out some of Spectate’s examples, such as “How marketing practices saved two dogs”, “How I used foosball to illustrate agile methodologies”, or “What inbound marketers and olympic athletes have in common”.

Culture spotlight

Ultimately, provided that your products and services are up to par, relationships can make or break your success. Your audience wants to interact with your people, not with your logo. So show who you are by highlighting your team members (via interviews, quick videos, bio pages) and things that you do for your community, such as volunteer activities.

As you can see, you don’t have to be in a hip industry to create engaging content. At the end of the day, it’s about sharing your passion, your enthusiasm, and your purpose with your audience.

What are other ways to create engaging content for businesses that are not typically known for being exciting?

Kat is the CEO of Spectate. Her goal is to empower users to create and manage their web content and to provide them with the tools to become even better content marketers. Connect with Kat on Google+!

Twitter Google+ 

Comments are closed.