Let’s face a tough truth: Your business is probably a lot more interesting to you than it is to other people. This is somewhat relative, of course, and some businesses are inherently more compelling than others. Say that you’re a financial planner; your clients probably don’t care quite as much about investment strategy as you do, but they likely do care about receiving advice on how they should spend and save their money.
For a financial planner, then, content marketing is relatively easy to adopt. For other businesses, though, it may seem a lot more daunting. You may own a company that manufactures drill bits. That’s good and important work, and we’re glad that you’re doing it—but with all due respect, that’s not something the rest of us want to spend a lot of time reading about.
Too Boring for Content Marketing?
These basic truths have led many business owners to assume that their industry is simply too boring for successful content marketing. We want to be clear in saying that we don’t think this is true; at Grammar Chic, Inc., we believe that all companies can benefit from content marketing. Some just might have to think outside the box a bit more!
If you’re concerned that your industry is a little too blasé for good content marketing, we’d recommend you implement all of the following steps:
- First, remember that all good content starts with your consumers. If there are people who are buying your products, then there are people who have at least some interest in your company—simple as that. Start the process with some good, detailed buyer personas.
- Think about the kinds of questions your clients and customers tend to ask about your products, and about the ways in which your products offer value. The answers to these questions may point you toward some smart avenues for content creation; they may not be flashy, but they will at least be helpful and informative, which is what content marketing is supposed to be.
- Think about content creation not in terms of your products or services, but in terms of the end benefits that your customers receive. Lowe’s has mastered this. Rather than show their customers countless Instagram photos of a drill or a screwdriver—which would obviously be pretty tedious after a while—Lowe’s shows images of finished DIY projects and home improvement endeavors, also offering tips for homeowners seeking to use these tools properly. This is a great example of what it means to create value-driven, rather than product-driven, content.
- Think like a curator. You may be stuck on how to make your industry come across as interesting and compelling, but we guarantee there’s someone in your line of work who has found success in content marketing. See how your peers are doing it, and leverage their content approach for your own brand.
- Finally: We cannot stress enough the importance of having an editorial calendar in place. This will help you get the most of your hard-earned content—not just posting and promoting it, but then reusing it down the road.
The team at Grammar Chic, Inc. offers full, creative content marketing campaigns for all companies; to learn more, visit www.grammarchic.net.