June 15, 2016
Not many people get excited about buying insurance, tax software, or diapers. Why? Because despite being necessities, they’re just downright boring. And if you’re in a “boring” industry niche, you understand how hard it is to make your marketing content interesting enough for your audience to actually read and share. If this is the quandary you face, here are some tips to create content that will engage readers and make them want to share with their communities.
Add Some Humor
A surefire way to get your audience engaged is to inject humor into your content. The trick is to understand how to use this humor to your advantage, and being consistent with the tone and use. Some companies implement this through a mascot who has silly adventures (like Gecko), while others find humorous methods to bring in current events or holidays. Think outside of the box and don’t be afraid to try new things.
Publish Stories and Input From Customers
Ask customers for their stories. How have they used your product in unique ways? WD-40, a spray oil, has been primarily used to loosen things or stop squeaky doors. But when the company asked customers for their stories about unique uses for the product, the responses they recieved were beyond expectations. Over the years, they have accumulated a huge list of unusual uses. These lists keep growing, and have been shared all over the web, helping to establish WD-40 as a household name.
Customer-generated content isn’t to be underestimated – it’s can be a powerful asset if you’re struggling to figure out how to increase input from your customers.
Use “How-To” Videos
A lot of “boring” products or services require customers to follow written instructions for proper use. Instead of sending written text with your product, why not think outside the box and use video content to demonstrate those instructions?
Deck stain, for example, is not too exciting, especially when customers plan to apply it themselves. Porter Paints uses a video of an average guy to demonstrating the process. It’s embedded the video on its site and promotes it all over social media. Videos appeal and engage in ways that words will never do.
Present Q&A’s in Engaging Ways
Richard Waters, owner of Go Assist, an appliance repair company, states, “My customers are always asking for ways to lengthen the life of their appliances or to do the normal maintenance that will prevent expensive repairs. Q&A lists are boring, so we use video instead. My customers share that video with their friends, and we get name recognition. People like the fact that we care about saving them money.”
Get a Cause and Appeal to Emotions
Your product/service may be boring, but your company doesn’t have to be. What cause or charity can you support? Find one will not only increase the impact that you’ll have on the surrounding communiy, but your content can also reflect your business’s altruistic side. After all, companies that are socially conscious are shown to be more popular with today’s consumers.
Use Current Issues as a Backdrop for Your Content
Employing copywriters is probably not the most exciting thing that businesses do, but it is often necessary. To make itself less mundane, Purple Feathers – a copywriting company – created a slogan, “Words Matter,” to help motivate their workers and remind everyone of the company goals.
Words have a drastic impact on consumers. Understanding how to properly use them to make a difference with your consumers can mean a drastic difference with the success of your business in the long run.
It’s Not Always Easy
Creating engaging content is not easy for any niche, but it is especially difficult for niches that are considered “boring.” It’s crucial to think outside of the box and find ways to make content more appealing to your audience if you want to find success in the long run.
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