How to Create Epic Content for Boring B2C Niches

July 25, 2016

9:17 am

Once upon a time there lived a lovely company selling bricks and construction supplies. They had a lovely neat website, high-quality visuals, accounts on social media and even a blog about all things construction-related. They were around for a few decades and did professional marketing campaigns on radio, TV and in print. Now, as the Internet age came they anxiously watch how the “glamorous niches” and innovative startups are crushing it on social media, land free online press coverage and tons of hits to their blog.

Making people excited about construction materials is pretty hard, right? It’s something a lot of people have to buy sometimes, but it seems just hard to come up with creative marketing to spice up your niche. Yet, absolutely possible if you give the following strategies a thought:

Get Better In Storytelling

I imagine you rolling your eyes saying: “But who wants my boring stories about the dry and boring niche I work in?” This mindset won’t likely lead you anywhere. So, clear your mind of all the stigmas and take a look at what GE is doing.  

At some point, the company decided to remove the lengthy sales texts of their website and replaced those with thrilling stories about the future of electronics and how cool new stuff is made. Some of their most successful videos managed to hit over 22 million views.

Their new Emoji Scientist Dot is the new sweetheart of Facebook. By telling curious stories and explaining complex subjects in a simple, engaging manner the company has managed to drastically improve leverage their brand visibility.

No matter how seemingly boring your niche may seem – you always have a unique story to tell – from the history of bricks to a sneak-peek inside your manufacturing process.   

Rally for a Cause

You know this “elephant in the room” phenomenon – a thing everyone clearly sees, but no one talks about.  The Stop Online Piracy Act was such a phenomena. Once a few people started actively talking about it, the issue got traction and started steering discussions on a national, governmental and global scale.

So if you know there’s something wrong going on in your industry – don’t be afraid to be the first one to speak up and spill some controversy. There always enough myths and odds to address.

A new perceived “scientifically baked” claim about the harm of your product, unfavorable legislation, a cheeky competitor doing some bad things? Be among the first to express your opinion and start the rally. You are not only building up your company’s reputation but will likely gather a camp of active supporters and brand promoters around you in the meantime. The modern society loves going crazy over controversies, just remember the Red Cup case with Starbucks or the most recent rally against racist commentary from Sonia Cruger in Australia.  

“There were always a lot of talks on how air conditioning is slowly killing you/is full of germs/will cause cancer and other strong accusations all over the web. Our company was among the first to step up and write a very detailed report busting all those stigmas and myths and providing actual statistical data and consumer safety tips for installing and maintaining air conditioning systems at homes and in the offices. What started as my personal rant turned out to be a bonding experience for our industry – I had other wholesalers, suppliers and a lot of other hardly known people sending me their support messages. Needless to say, our sales went up during this whole local turmoil,” – shares Brandi Andrews from National Air Warehouse.

Go Light and Go Into Details

Shopping for insurance, finding a new aircon or choosing the right kind of paint isn’t among my favorite experiences as I always have zero clues where to start. How can I make sure that the paint is not toxic/last long enough/doesn’t change color/is suitable for the type of walls I have at home?

Shopping for some goods are harder than for others and that’s exactly where you can step in with content marketing. Strip your product away from all boringness and technicalities and talk about it in simple plain English as if you are having a conversation with a friend in a bar.  Here are just a few ways to make your industry content sound more interesting and useful at the same time:

  • Use metaphors to break down hard-to-grasp concepts.
  • Explain the tech specs by comparing them to familiar objects.
  • Go visual and create how-to videos or step-by-step picture guides.
  • Infuse humor and pop-culture references.

There’s no such thing as a “dry” or “boring” niche if you adopt the right mindset and strategies.

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Dianna is a former ESL teacher and World Teach volunteer, currently living in France. She's slightly addicted to apps and viral media trends and helps different companies with product localization and content strategies. You can tweet her at @dilabrien

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