How To Build a Compelling Content Strategy for Your “Boring” Industry
There is no boring industry, just a boring approach, mix up your content strategy.
In an age when an internet search is the start of every sale, establishing and maintaining a compelling content strategy is vital—even (and perhaps especially) if you’re in a “boring” industry. It can feel virtually impossible to post interesting and quality content on your blog and all of your social media channels while keeping up with day-to-day business tasks. And if you’re in a “boring” industry, content ideas can feel even more difficult. But you have more to say than you think you do, and if you know where to look, you’ll find that you already have tons of content waiting to be shared with the world. Here’s how to find it.
Answer Common Questions
Your blog is a great place to answer customer questions, and your content ideas are waiting for you with your sales and customer service team. They are already engaged in conversations with your customer base every day. Ask them what questions they are hearing from customers and potential customers. The people who ask these questions are likely speaking up for many others who have the same questions but aren’t speaking up—or they’re finding the answers through the competition that IS addressing them. A successful content strategy is built around educating existing and prospective customers in an engaging way.
If you don’t answer your customer’s questions, your competition will.
Share Your Process
As boring as you may think your industry is, there are parts of your process that will be of interest to your customer base and potential clients. Show your work! People love being let into other people’s process—especially if it’s a brand with whom they’re considering doing business. If you make a product, a photo from around the shop may seem mundane to you, but to people who aren’t in your shop every day, it’ll feel like a special insider peek. Voila! a compelling content strategy has begun.