It is one thing to develop a marketing strategy for engaging content if your product or service is exciting and appealing. However, not all businesses are just as lucky. In fact, many profitable companies are those that people would classify as “boring.”

For many marketers, this sobering reality puts them in a disadvantageous position. Because the product or service is anything close to being interesting, they assume the options for marketing them are limited, including content marketing.

Believe it or not, there have been several companies from otherwise “boring” industries that were successful in using content marketing in generating leads and increasing sales profits.

How did they do it? That is what I will be sharing in this post.

1. Understand your buyer persona

One of the reasons why people consider a specific product or service boring is because it is a necessity. In fact, it is an integral part of your target customers’ lives that it is practically taken for granted. Think of car tires, gasoline, light bulbs, and even toilet paper. They may sound boring, but it is next to impossible to imagine living without them.

So instead of focusing your content marketing strategy on your product or service, shift the focus of your content instead towards your buyer persona.

A buyer persona is a semi-fictional portrayal of your ideal customer. This goes beyond demographics, wants, and needs. A well-thought-of buyer persona also includes details about your it is customer’s pain points, challenges, and questions.

Creative Chris Buyer Persona

Your buyer persona should also include information where they are looking for solutions for these. This need is what can make your content appealing to them.

2. Tell a captivating story

Stories about your brand have an uncanny way of evoking your target audience’s emotion. That is because they go right to the heart of your brand’s mission and beliefs.

Marketing consultant and motivational speaker Simon Sinek once said that people buy more into why a brand is in business over what they are offering. He also points out that the same region of the brain responsible for processing our feelings and emotions is the same region where decisions it is. So when you can create content that taps into your audience’s emotions, you are it is “speaking” directly to the part of the brain that makes all the decisions. Not only does it capture their attention, but also increases the chance for them to take action.

For example, say you need to create content for a company that sells custom labeled bottled water. Since these make excellent souvenirs, a compelling story that you can use to market this is how these make practical giveaways for a beach or outdoor wedding during the summer.

3. Simplify things

Sometimes, boring is another word for confusing. This is often the case if you are creating content for a specialized company with customers that are not as technical.

That said, it is essential to make sure you create content that’s simple to read and understand. Using short sentences and simple, non-technical language is one way of doing this.

Another way is to use analogies. This is very helpful especially if you have a very technical service or your product is not tangible. This makes the concepts you are trying to explain in your content easier to understand.

4. Use visuals

Visual content is trending now because more engaging than text. It can quickly transform any boring topic into something appealing.

Not very many will be keen to read an article about the benefits of eco-plumbing. However, put the information into an infographic, and it becomes an impressive piece of content that your audience will not only want to read but also share.

Eco Plumbing Infographic

Source: Pinterest

Don’t worry if you do not have any experience creating infographics or have a flair for graphic design. Platforms like Venngage provide a range of ready-made templates you can use to create stunning infographics to liven up your content.

5. Maximize user-generated content

Most companies focus using branded content. While this is good, this is just one of the many kinds of content you can use for your content marketing strategy. Another is user-generated content.

User-generated content, or UGC, are just as effective—if not, more effective,—when it comes to generating leads and increasing conversions. That is because these are content are created by your target audience or customers, making it more genuine and therefore, more influential.

Customer feedback, positive reviews, and images posted by your customers on social media are great examples that you can use.

The success of a content marketing strategy lies on the type and quality of the content you publish, not on your product or service. That is because every single business has something valuable to offer, including those most people label as boring. Use these five simple techniques as you develop your content marketing plan, and you will notice an increase in the amount of site traffic and leads your content generates.