Creating content which inspires, connects and converts is never an easy task, and even if your product or service is “sexy” and on trend, it can still be tough.
But it's even more challenging when your business is in a highly regulated industry, such as healthcare, financial, insurance or government. Also, it may simply be your content is just not sexy, and what some would call “boring.” However, those who need and want your services and content will likely think that it is exciting - if you do it right.
In 2018, there's even more pressure on marketers and business leaders in businesses of every size to continuously create content to drive conversation, engagement and sales. The social and digital web is getting noisier, and standing out from the crowd is a challenge, especially if you don't understand the ecosystem, your audience, and how your business can provide the most relevant and unique value possible.
Unfortunately, too many marketers give up on creating exciting, engaging, empowering and entertaining content as they feel their products, services and industry are too “boring.”
But here's the thing...
Just because your industry is boring and unsexy, it doesn't mean you also have to be boring
Before founding our social media, digital marketing and branding training and consulting agency, Marketing Nutz, I spent 15 years in corporate America, working in “boring” and regulated industries. I drove numerous highly successful content marketing programs, humanizing brands, developing creative strategies, and launching and generating millions of dollars of revenue in the big technology, data center, mortgage, insurance industries. These were industries that many would call "boring".
I can remember launching programs with images which highlighted communities and humans long before Facebook was ever a thought. This was during a time in which most organizations were still spamming direct mail postcards, catalogs, and cold calls via a dialer.
The point is, you can create amazing content.
Any industry - unsexy, boring or dry - can still create irresistible and exciting content. You just have to get out of your own way and learn the strategies, tactics, tools partnered with the right mindset.
Take a listen to episode 247 of the Social Zoom Factor podcast, in which I share the key foundations of building a rock-solid content marketing strategy and plan, that when executed, will attract your dream customers to you, even if your market is not what most would consider interesting.