Crumpled paper with ideas written on it
Crumpled paper with ideas written on it

There Are No Boring Industries. You Just Don’t Know How to Create Content For Them

Martyna Kozłowska

Martyna Kozłowska


Companies operating within “boring” industries often dream of what it would be like to market something “sexy”. Think about luxury watches, designer shoes, or high-end make-up products. Easy-peasy, the content basically writes itself.  


In the case of demanding industries, however, it’s more of a struggle. With highly specific or niche sectors, it takes sweat, blood and tears to create engaging and gripping content. So why even bother? Many organisations resort to creating cookie-cutter and painfully safe content that represents their “boring” industry and blame it for the lack of conversions and audience engagement. Don’t repeat their mistake. 


Don’t get me wrong – once in a while, everybody needs to vent their frustration and wallow in self-pity. Feel free to blame the industry, product or service just to let some steam out. However, in the long term, you need to get your… stuff together and work with what you’ve got. After all, as Brian Halligan, CEO & Co-Founder of HubSpot, once said:  


It’s not what you sell that matters as much as how you sell it!


Having that in mind, let’s explore the fascinating world of content for the so-called boring industries. Grab a keyboard, and take some notes on how to create absorbing content even for the most marketing-resistant sectors. 


Break Free from the Stereotype of a Dull Industry 

Before we discuss content strategy for difficult industries, let’s think about what truly makes them so. Typically, “boring” brands are related to technological development and specialist knowledge. Think about some obscure areas of the IT sector, banking and finance, the legal industry or logistics.  


Why it is so difficult to conduct marketing activities for them? With a high entry threshold, they often require deep industry knowledge, as well as specialised terminology, which is incomprehensible to people from outside the environment. Moreover, you can’t expect quick effects and instant revenue – in niche industries, there are no impulsive purchases. The decision-making process in such industries is also usually multi-stage and involves several people from different levels which has an impact on content marketing management. 


However, these are just excuses. In fact…


There are no boring industries – there’s boring marketing. 



Of course, some industries appear less interesting on the surface. After all, a company selling insurance services simply needs to get a lot more creative with its marketing than a business selling smartphones. However, if you’re willing to get inspired and develop the right content strategies, you’ll soon discover that your “boring” industry can be sexy, too.  


Even the most demanding sector can be made captivating when there’s a unique and compelling story to associate with it. With the right content strategies, you can spice up your industry and engage your target audience like never before. And often, the obscurity of your industry can work in your favour – it can be easier for you to stand out from your competition. 


Think about Salesforce, HubSpot or Slack – their marketing has no right to be so captivating considering their “boring” areas of expertise. However, with their powerful video content and coherent storytelling, they make their products stand out. And you can do it, too. 


Make Your Content Sexy 

Whether you’re running a small local business or a large multinational corporation, content marketing is a crucial aspect of any digital marketing strategy. It can truly work wonders for your organisation and attract loyal customers, even if you operate within a difficult, niche industry.  


However, it’s simply not enough to mass-produce blog posts and expect a miracle. To make it spicy and appealing, you need to come up with various types of content that will make a seemingly uninteresting or difficult sector “sexy”. Here are some examples that can truly make a difference.  


Educate Your Audience With Webinars  

In the case of demanding industries, you can’t just go with the flow and simply advertise your products or services – you need to spread awareness and educate your potential clients about the intricacies of your sector. And there’s no better way to do that than organising educational webinars.  


Not only does it give you a platform to talk with your potential clients and break the ice but also allows you to explain all the details and answer questions. Hosting webinars can also help you build an expert image and promote your company not only as a service provider but also as a great advisor.  


It doesn’t matter how “boring” you think your industry is – there will always be people looking for solutions and advice. If you create content discussing their daily struggles and challenges, you’re more than likely to attract their attention. 


Attract Eyes With Visual Content  

Visuals not only make your brand more memorable but also distinguish you from the competition. If you want your content to truly blossom and attract attention and traffic, you need to invest in different visual mediums such as videos, infographics and animations. If you feel especially creative, you can even create some memes. However, be careful with that – the “Silence, brand” crab is waiting for your marketing hiccups.  


Considering the fact that 95% of B2B customers evaluate a company based on its visual content, not capitalising on that opportunity is a huge mistake – especially due to the fact that difficult topics are much easier to understand when they are visualized and presented in a memorable way. 


Share Practical Knowledge With E-books, Expert Guides, Industry Reports and Video Explainers  

Put yourself in the shoes of your potential client. Consider what are their questions and what solutions are they looking for. The level of their knowledge and level of initiation may vary, but most of them need education, advice and just that feeling that they are dealing with a professional company – not just a seller, but a consultant. 


Publishing e-books, explainers or guides not only expands your email base but also helps you gather loyal readers. Once you have their attention, it’s simpler to convert them into paying customers, but you need to make sure you’re first giving them useful information. When consumers visit your website and find it to be of high quality, they are more likely to become brand loyalists.  


Create Expert Image With Case Studies  

Working as social proof, case studies are crucial because they offer genuine examples of successful results and client sentiment. They allow you to show your experience with no empty boasting. It’s extremely important, especially in the case of difficult industries and can help you create an expert image.  


Moreover, they not only allow you to celebrate existing cooperations but also encourage new ones. After all, for both customers and prospects alike, it’s always better to see the real examples and results of your actions rather than just listen to a bunch of empty promises. 


How to Prepare Content For Difficult Industries  

Now you know what to write if you want to make your content more crowd-pleasing. However, do you know how to write it?  


Worry not, if you still struggle to sell your industry, services or products as interesting, here are some evergreen practices on how to make your content shine.  


Don’t talk big  

As I said before, entering a difficult industry is no piece of cake. There’s no use in scaring your prospects even more with unapproachable and alienating language. I totally get it – you’re an expert and know your industry inside out. You’re fluent in industry-specific lingo. However, your potential clients are not.   


If you want them to stick around, you need to speak their language. Even the most complicated ideas can be described in simple, understandable words. And if you manage to inject personality, humour and emotions into your content, you’re bound to succeed.  


Make it look good  

In times of excessive screen time, it’s no longer enough to write content which brings value – it needs to look good. As much as it hurts me, quality content won’t stand up for itself if it’s not presented appealingly.  


You need to make sure that your content displays well on any kind of screen. On top of that, to add some excitement, sprinkle your wall of text with images, infographics and graphs. As the emphasis on visual content marketing continues to grow, you need to align your brand with this trend.  


Tell a story

We are wired to identify with a narrative, feel empathy for the characters, and respond to an engaging plot. Storytelling is, therefore, a brilliant way to deliver your marketing message. When compared to marketing communication that is solely based on facts, data, and tired advertising slogans, storytelling makes your content much more compelling and engaging.


Storytelling delivers a message that subtly markets your products or services. It allows you to engage your audience on a deeper, more personal level and create emotional connections. When creating your content, look for stories that demonstrate how your product or service has helped people solve a problem or achieve their goals – it will truly make a difference.


Speak of benefits  

No matter what industry you operate in, every customer has one basic need – they want to know what they will get out of buying a given product or using a service. They need specifics, so give it to them – write how the purchase will make their lives easier.  


Using the language of benefits, you can successfully educate your audience, as well as hook them in and create demand. Just work your magic and write about the advantages you can offer. 


Consult an expert

Believe me, I know the struggles of writing for difficult brands. Initial confusion and horror when you find out you have no idea what you are supposed to describe. Hours spent researching the subject and gathering information from reliable Internet sources. However, the real source is at your fingertips.  


When creating content, make sure to talk to specialists from your client’s company. Those who work close to customers can be especially helpful because they know their problems and concerns well. By doing so, you can not only verify your research but also get to know interesting insights and catch topics that arouse questions and interest.   


Embrace Your Non-Sexy Industry 

I’m not going to lie – it is harder to write about products and services that aren’t considered sexy. However, it doesn’t mean you should abandon all hope and sabotage your marketing strategy. There are plenty of ways to make your products interesting to your target audience. After all, the pen is mightier than a sword. 


In the era of Internet marketing, no medium has the ability to attract new prospects and loyal clients quite like quality content. If you leverage the tips mentioned in this article, you can successfully develop a content strategy that will make your products or services attractive.  


And finally, don’t treat your non-sexy industry as a curse. Operating within a niche sector allows you to truly stand out from the competition. You’re just a few words away from your success. 

Martyna Kozłowska



Content expert, creating captivating content since 2018. English Studies graduate with a passion for cinematography and American literature. Zealous movie-goer and cinephile.

Content expert, creating captivating content since 2018. English Studies graduate with a passion for cinematography and American literature. Zealous movie-goer and cinephile.

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