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Create Compelling Inbound Marketing Content in a Boring Industry

By June 22, 2016May 13th, 2019

boring-industry-relevant-content.jpgIf you believe you’re in a ‘dull’ industry, you may also believe that inbound marketing can’t  work for you. After all, inbound marketing is all about creating relevant engaging content, right?

But if your industry is just dullsville, then how can you create content that will catch your prospect’s eye? It seems logical but in reality, nothing could be further from the truth. Inbound marketing can work for nearly every industry, even if your industry may seem slightly boring to the average Joe.

Your industry isn’t as dull as you think

Let’s get one thing straight, relevant,  useful content is not boring. But it can absolutely be created in a way that bores the heck out of your customer.  But before we tackle the boring aspect, let’s make sure we understand what  exactly makes content relevant or useful. The definition of relevant is;  bearing upon or connected with the matter in hand; pertinent. I think the key word there is pertinent. Your content, in order to be relevant has to be pertinent and address  your customer’s;

  • challenges,
  • opportunities,
  • and pain points.

Just because you have written or know a topic inside out, don’t assume that your prospects are as well informed. If you are answering your consumer’s questions then you can rest assured that the content is interesting to your prospect.

Your content should be easily digestible

We had this teacher when I was in 9th high school. I was told she was once a dynamic teacher that really grabbed the attention of her class. But the time I was in her class, all she would do was sit and talk about world history in a monotone voice. It was the first and only time I fell asleep in a class.

Writing styles can  mimic the monotone speaking voice.  By finding ways to catch your prospects attention you will keep them engaged. This can be done through using;

  • bullets,
  • headers,
  • imaged,
  • and easily digestible paragraphs.

Your content should appeal to your buyer personas

I love a good joke. I tend to become more engaged when the content I am reading or viewing is light and fun. And if I fall into a specific buyer persona demographic, the content writers should keep that in mind. But, the fact is, I am just one of many types of buyer persona possibilities that may be interested in your product or service.  When you keep your persona’s preferences and pain points in mind while creating content you will help increase engagement.

If you only have an outline of your buyer persona and are basically winging it. I urge to stop what you are doing and make the creation of your buyer personas a key priority.

Take a step out of your creative box

When we are told to create content, our immediate thought is to hit the keyboard and start blogging. But writing is just one of the many ways we can share the value of our organizations. In a blog I wrote, I shared the different ways we can create content without actually writing or having little writing involved. A few of the items on that  list were;

  • video,
  • infographics,
  • POD casts,
  • and surveys.

Take the buyer’s journey into consideration

As your company’s marketer,  you’re familiar with your organization’s offerings. But it’s important to remember that your customer may not be as familiar.  So make sure that you create content that appeals to your prospects, no matter where they are in the buyers journey. Some are going to want content that is down and dirty in the weeds with all the industry buzz words and statistics. While others, who are just getting started on their journey, need content that is informational but that doesn’t go into quite as much detail.

Reach out to our sales team

When is the last time you reached out to your sales team and asked them for their ideas on blog topics or email content? If that just made you roll your eyes,  it’s time to reassess. Our account managers routinely meet with our sales manager to talk about our content. Why would we do that? Sales is on the front line with your customers. They know firsthand your customer’s;

  • FAQs,
  • challenges,
  • pain points,
  • current solutions, and
  • buzz words, etc.

Not connecting with their sales team is a key way many marketers fail. Your sales team is an easily accessible and free way to get instant access into your personas.

Don’t be afraid to get emotional

Let’s go back to my example above about my World History teacher. Some people think history is boring. That’s probably because they had teachers like mine. But think about all the movies based on historical events. When history is made into a good story, it captures the audience. The same is true for your marketing and don’t make the mistake of thinking good storytelling is restricted to the B2C world. While the themes and characters will be different, a good story can be just as compelling for an IT manager looking for a new technology supplier, as it is for a consumer who wants to buy a new pair of shoes.  The trick is to find the stories that will appeal to your buyer persona.  Take time to discover the stories within your organization and use them to grab the emotions of your prospects.

Being a B2B marketer can be challenging but it shouldn’t ever be boring, especially to your prospects and customers. Keep things fresh by keeping the tips above in mind.

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Larry Levenson

Larry is passionate about inbound marketing and is a HubSpot Certified Trainer. He's learned the "secrets" of leveraging HubSpot to make marketing hyper-effective and customizes that information to help our clients meet their goals. Larry lives in Prescott, AZ, and when not at work, he is hiking or hanging out with teenagers as a volunteer with Boys to Men USA.