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So your company does something that’s not exactly begging to be turned into a blockbuster movie trilogy…okay, or even a made-for-TV special. Face it, your business can be a bit boring. That’s not an insult, by the way—some of the most respected and lucrative industries are painfully dull to talk about. So, what’s the point of even bothering with content marketing if nobody really wants to know about your unsexy industry? Don’t give up so soon! Here’s how to turn boring into an asset.
Embrace the Whole ‘Thought Leadership’ Thing
The term “thought leadership” gets tossed around marketing blogs a lot, albeit in an overused, misused kind of way. To actually be a thought leader, you need to establish a reputation for being the source, the authority, the go-to person for your industry or area of expertise. To be a thought leader, you have to build some serious credibility. Why should people listen to you over all the other boring businesses?
Start by leveraging boring to your advantage. One person’s boring is another person’s authoritative. Sure, people love to watch epic fails and cat videos, but no one’s looking for their arthritis treatment or legal advice to come with a side of entertainment. When it comes to serious business, audiences are going to turn to the folks who knows their (boring) stuff.
Remember, Everyone Has a Story to Tell
Even you, owner of the most unexciting business in the world, have stories that need to be told. Telling stories—about how you built your company, about the wacky hijinks at the office holiday party, about your passion for competitive yo-yoing—can create familiarity. Posting content doesn’t always have to be about making a direct sales pitch—nor should it. Storytelling is a legit business tactic even boring businesses can use to their advantage.
And don’t think stories have to be filled with romance or explosions in order to grab your audience. One of the most highly acclaimed novels of all time was about a guy who became weirdly obsessed with a whale. Jerry Seinfeld dominated 90s prime time with a show “about nothing.” A story’s greatness lies in how you tell it.
Take Some Creative Risks
Think about the best marketing campaigns in recent history. They captured our collective attention because they were funny, memorable or connected with us emotionally. In order to level up your own marketing tactics, you’ll need to find an overlap between your boring industry and a creative angle. Look for that sweet spot where you’re being creative and thinking outside the box while still maintaining your credibility.
The solution could be as simple as saying the same old thing in a new way. What about answering client questions in a video? How about snapping photos with your phone instead of using the same old ho-hum stock photos as everyone else? Start looking for ways to gain an edge and you’ll surely find them. Remember, all that really matters here is how well you connect with your customers.
