There’s No Such Thing as a Boring Industry... Only Boring Content
2 million blogs are created every day, and a further 27 million pieces of content are shared daily. The internet is saturated with content and with all that’s already out there, businesses in industries like travel, food, and entertainment would seem to have it easier than those in manufacturing, B2B technology, or finance. After all, who wants to read “boring” content in these niche markets?
The answers is: actually, a lot of people.
70% of internet users prefer learning about products via content. 47% of customers will view 3–5 pieces of content before reaching out to a sales representative. Your content, boring or not, matters. The modern buyer has changed to one who looks for content to educate themselves and come to a buying decision on their own, without much need for pushy sales tactics.
Boring Content Can Still Answer Specific Questions
Take Marcus Sheridan for example. In early 2009, Marcus’s pool company, River Pools and Spas, was sinking (pardon the pun). Marcus began considering the way he uses the internet. Like most of us, when he has a question, he types it into Google. What he noticed is that most niche businesses, like his, were not answering, online, the fundamental questions people are always asking. So, Marcus started doing just that. Within 24 hours of writing an article on the variance of prices for fibreglass pools, it was number 1 for every fibreglass pool cost-related search you could type into Google. With analytics, Marcus has been able to attribute a minimum of $1.7 million in sales to that one article. Further, Marcus could project that if a person read 30 pages from his website, they’d buy 80% of the time. The industry average for sales appointments is 10%.
The fact is, no matter what niche industry or market your business is serving, no matter how “boring” the subject, people still have questions. Millions of searches are made a day on Google, and you could be missing out on a massive opportunity by not creating content that provides answers.
Boring Content Speaks to A Targeted Audience
Niche businesses are generally considered to have an advantage. They have less market competition, a stronger opportunity for market dominance, and they serve a targeted buyer. Your content is no different. Consider the fact that you might actually be at an advantage with your dry subject matter. It means you aren’t competing for traffic with major content producers like Buzzfeed, and you are speaking to a very target audience, who are looking for your very specific content.
Truly’s client, PWL Captial, a private wealth management firm, has seen massive success with their content strategy in part due to the positioning of each advisor targeting a specific audience. Where one advisor speaks to professional Millennials starting to amass income about personal savings and paying off student debt, another advisor speaks to more advanced investors about bond index funds and downside protection. It’s not just how well targeted this content strategy is that makes it work, it’s also the format. PWL Capital (with the help of yours Truly) takes “boring” subject matter and delivers it through fun, accessible videos with eye-catching graphics and cartoons. The results are an average video completion rate of 80% and 1.6 million views on YouTube.
Boring Content Doesn’t Mean Boring Delivery
84% of people expect brands to provide content that entertains, tells stories, offers solutions, and creates experiences. Just because your subject matter doesn’t exactly have people on the edge of their seats, doesn’t mean the format you deliver said content needs to be dry as well. Formats like podcasts, videos, quizzes, interactive micro-sites or webpages, even infographics keep audiences engaged while still being able to present relevant and helpful information. As a producer of content, the last thing you want is to make the information you have even less digestible through blogs written in a jargon-heavy and formal tone.
It’s important to remember that boring content serves a genuine purpose in answering people’s real questions and is, therefore, not boring at all. People expect to find answers to their questions online, no matter how mundane the subject matter. It is your task to find a way to serve up those answers in the most creative, easily accessible and easily understood way.
Just because your industry is boring, that doesn’t mean your content has to be.