Article

Abdaraouf Zouai
Abdaraouf Zouai 5 May 2017

There Is No Such Thing As A Boring Industry, Only Boring Content

Behind every business is a person and a story. Dig deep into that story and you’ll discover amazing and compelling content. When presented in the right way, any content can be compelling and engaging. All you need to do is find that compelling angle and consistently work hard on it.

You, the founder, have a story. Your business has a story. Why do you and your business exist? Where are the two of you going? What are the two of you doing? Where did the two of you come from? When you tell your story, your audience will relate. It will resonate with them. Storytelling is human nature after all.

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No content is boring if it is educational, valuable and helpful to those who are genuinely interested in it. No content is boring to those whose questions it answers. No content is boring to those who need its existence. No content is boring if it relates to your audience. People search for and devour content to be educated and entertained. The only limit is your creativity!

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People need help in knowing how to do something. It may be confusing or complicated for them. When you don’t understand something you research it and gather information. Take car insurance, for example. Use content to provide free tips, tools, examples and informational resources. Tell customer stories about the people who use your product/service.

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Include yourself in your content. People would be interested in your story if you share your own challenges and struggles. How did you overcome them? You want your audience to think ‘that sounds just like me.’

I got fantastic news for you. If you are in a ‘boring’ industry you actually have the upper content hand! How often do you see the pharmaceutical or finance industry use content marketing? You can stand out and compete with a solid content marketing strategy.

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Pay attention to this. Using visuals and humour can keep your audience engaged and pay attention. Explain things in ways that they can understand much easier. Avoid technical jargon, be specific and make it easy to digest. Write for your audience in mind first, optimise for Google later. Content is not about you and how great your brand is. Content is about the people and how you helped them solve their problems.

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You should have done your homework and know your audience inside and out. You should know their problems, what and where their searching for information and what they like and dislike. All that information is a content goldmine. Use all that golden information and turn it into dazzling content you know they will love.

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