Skip to main content

Are you in an industry that’s not exactly exciting? Not every brand can sell electronics, toys or fashionable clothing. No, some brands sell products that are necessary and functional.

Imagine a company that sells steel storage tanks, or a healthcare office that offers podiatry services. They’re a little less glamorous, but that doesn’t mean content marketing won’t work in these less-than-glitzy industries.

But, how do you create content that presents dull topics in an interesting way? We asked freelance writer Lisa Goller, who is used to jazzing up dry content, to provide some tips to turn drab topics into must-read articles.

Goller has worked with two of the “Big 4” accounting firms, as well as with several insurance companies, so she knows how to translate potentially less-than-riveting topics into consumable content.

Here are her three tips:

Add people
Effective content is relatable. To turn stuffy content into something a live audience can relate to, you should add a personal angle to your stories.

“Tell stories about real people and their business issues to make your content more relatable,” Goller says.

“If readers can empathize with the pain points and benefits you mention, they’re more likely to pay attention because they feel understood and intrigued.”

Need an example? The Global Fund for Women, a non-profit, tells the stories of women they’re empowering. Rather than write generic content about the internal structure of the non-profit or how much money was raised, the organization tells personal stories to promote its cause.

Here’s an example of a story about a Brazilian woman who helps others fight racial discrimination.

Add visual relief
Don’t underestimate the power of visuals. By adding some eye candy you can attract and maintain a reader’s attention.

“Few people adore a big block of dense text, especially if they’re reading digital content. That’s why I recommend giving your readers something attractive to look at on every page like images, captions, charts or bold headers,” Goller says.

Need an example? Remember that steel tank industry we mentioned awhile ago? Well, Fisher Tank runs a blog called, “The Think Tank,” that’s chock-full of fun content about a not-so-fun industry.

There’s a great visual post on the blog that showcases how a giant ammonia tank was built in North Dakota. There are great pictures and a video to complement the article.

Add value
Make sure every piece of content that you create is useful. In other words, provide content that has a takeaway message, or news a consumer can use.

“Since helping is the new selling, generously give your readers content that solves their problems,” Goller says. “To create valuable content, share practical tips, advice from experts or a list of resources your customers would appreciate and use.”

Need an example? Lexington Podiatry has a regularly updated blog with a great post that offers foot care tips for factory workers. It offers useful information for people standing on their feet all day.

Content marketing offers great benefit to every industry, not just the fun-filled, consumer-driven ones. There’s always a way to break content into an enjoyable, digestible form, Goller says, you just have to think out-of-the-box to achieve it.