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Unleash Exciting Content for Tame Industries

author image Written by: Lia           Categories - Digital Marketing, SEO Tips>Content Marketing

How Content that Focuses on Users Helps You Stand Out From Crowded, Generic Industry Competition

There’s an unspoken assumption that content writers can come up with amazing content that will wow readers and win big, no matter the industry. But not everyone wants to acknowledge that some industries, despite their importance, usefulness, or commonality, are sort of dreary. They lack the big, obvious, attention-grabbing content marketing opportunities afforded to other industries. Some industries just lack mass-market appeal, which means you’re going to have to get creative.

A woman types on her laptop at a table by a window.
Are you ready to get creative?
Good content is always a challenge, but some industries pose a greater challenge than others. In many of these cases, you must target a niche audience to get results. That said, there’s one fact that cannot be ignored: There are no boring industries—just boring storytellers. Find the stories that matter to your industry and give them the spotlight! If we step beyond the realm of content for a moment, it’s true of practically every aspect of marketing: the challenge is always in finding the excitement and delivering it, not in the industry itself. From advertising to design, content to local SEO strategies, you’ve got to find the hook that doesn’t just attract attention but demands it.

Dispelling the Myth that Certain Industries are “Boring”

As we just mentioned, there’s nothing inherently boring or exciting about any given industry. Marketers are simply good (or, well, bad) at spinning them a certain way. Consider, for example, the fact that there are a healthy 394 million search results for something as generic as “patio construction.” If we narrow that down to “diy patio,” and target those handy folks looking to take on a challenge themselves, that’s still 190 million results. See for yourself:

A sample of search results for "diy patio."
We’ve highlighted the approximate number of results for this search – nearly 200,000,000!
Obviously, this won’t be everyone’s cup of tea, but it goes to show that there’s a wealth of possibility in something that might seem pretty mundane. In fact, the more you search, the more you realize that a lot of these topics have a pretty narrow niche. For instance, a search for “tying flies” reveals a treasure trove of articles and topics, tailored around specific species of fish, locations, and inspiration to get you started. There’s a ton of information and data out there that proves that there’s an audience searching for content that informs and engages, no matter the field or industry. You just need to find ways to make it stand out.

Make the Mundane Interesting

Writers make the mundane interesting. They take the details of a project, find the threads that will capture attention, and weave them into something that people will want to read. Of course, this can seem daunting if you’re trying to write content about HVAC systems. So how do you make the mundane interesting? Let’s take a closer look:

  • Delivery is Everything: It’s not just what you say, but how you say it. Forget about keywords and focus on the topic. Write for human beings, not search engines! When in doubt, be as helpful as possible. If your content matters to people who have questions or need information, don’t hide it. Put it front and centre. It’ll pay off.
  • Cut the Jargon: There’s a time and place for industry terminology or jargon, but it often gets in the way of your central argument or the point you’re trying to make. If you can say it in fewer words, and with language, more people will immediately understand, why not drop the jargon? It makes reading easier for your users, which, again, ties into being as helpful as possible.
  • Get Specific: We’ve discussed buyer personas before, but when you hit a wall with content creation, it’s time to break out the personas. For instance, if you’re reading this now, you’re either a content marketer or you have a business struggling to make its content strategy pay off. A quick search for “making content for boring industries” reveals how big a concern it is. What concerns or issues does your audience have, and how can you address them?

This all sounds suspiciously like Google’s favourite advice: create great content and great websites. There’s a reason for that: search intent, user experience, and thinking in terms of topics and narratives that engage with your audience.

Focus on Search Intent and Get Outside the Box

If you’re still struggling to find your angle, there are a few things you can do to shake up your usual approach and get fresh ideas and approaches. Focus on search and user intent. All the keyword research in the world doesn’t matter without examining the context you find it in. Those high-volume search terms you’ve found might not provide much in the way of direction. You need to zero in on what provides value to your users and how you can offer comprehensive, engaging content. For instance, if you search “car repairs” in SEMRush, a useful keyword research tool, it’ll return a ton of information about what other terms you might want to focus on:

Search volume for "car repairs" in SEMRush.
We can see the volume of closely related search terms here.
So, say we want to rank for “car repairs.” Running a quick search reveals a bunch of ads before a location snippet, and the top organic result is for the 10 best car repair businesses in the region. As we delve deeper into the organic results, there are several Kijiji results intermixed with websites for automotive garages. Because our search term is so broad, Google tries to return results that match our intent. As such, we get a lot of ads and general information. It’s not immediately clear if we need repairs now, or if we’re thinking ahead for the future, so we get a broad mix. Google’s trying to figure out where we are in the buyer’s journey, and what we actually want from a search—they’re considering the user’s experience and what they’re trying to do.

The Buyer’s Journey

There are three stages to this journey:

  1. Awareness: A user is conducting early, educational research to understand or give a name to their problem or opportunity.
  2. Consideration: The user knows what their problem or opportunity is and wants to understand their options better.
  3. Decision: The user is ready to make a decision based on their research, and simply wants the best possible service or solution.

If you’re trying to create content for a garage or shop, then, you’ve got to do some heavy legwork to get your content noticed and help move the needle on search results. Instead of focusing on broad, catchall topics, try and create content that addresses the buyer’s journey. Target the intent behind a search, not the specific terms themselves—don’t just create content around “car repairs,” focus on providing guides and advice for specific problems.

Two team members brainstorm together, a man pointing at a woman's laptop as he discusses his perspective.
Get outside the box and brainstorm.

Tips for Keeping Content Marketing Fresh and Engaging

If you’re still struggling, understand that there are times where the ideas aren’t going to flow as readily. You won’t always be able to knock it out of the park on the first swing, after all. When in doubt, though, remember:

  • Don’t be boring—remember, there are no boring industries, just boring storytellers.
  • Skip cliched formats—listicles, clickbait, and generic content that doesn’t contribute to the industry aren’t doing you any favours, and users would much prefer something informative and interesting.
  • Remember the power of storytelling—people love good stories! Find the good ones in your industry. They provide huge opportunities to showcase your knowledge and speak directly to the issues your users are facing. For example, jumping back to our car repair example: “A client came in the other day, looking pretty stressed out. Their tire went flat and the rim of their wheel was starting to crumple, but they hadn’t driven their car all weekend…”
  • Don’t be afraid of disagreeing or presenting a contrary perspective. Don’t focus exclusively on controversial topics or adopt a contrarian perspective just because, but if you disagree with popular opinion, speak up. Just make sure you support your stance with well-thought-out arguments and information.
  • Brainstorming (especially with team members) can get the ideas flowing. Sit down with paper or a whiteboard and break things down by topic. Build idea maps and webs of content ideas focusing on who you’re trying to reach. You’ll be amazed at how this can get you out of your comfort zone and shake the cobwebs loose. We particularly enjoy finding top-level ideas and breaking them down until each idea could be a full-sized article in and of itself.

The Last Word

Creating good, engaging content and content marketing strategies is a time-consuming, challenging task at the best of times. With a so-called “boring” industry, it can feel even more daunting—but that’s no reason to back down or give up. Find the threads of the stories and highlight them. Provide answers, information, and stories that users are searching for. There’s nothing boring about that!

Lia

Twitter Testing New Options For Attaching Content

04/29/2022

Even though the younger generation doesn’t want us to use GIFs anymore (yeah, I’m confused too), Twitter is testing an option that would let us attach not only oh-so-convenient-and-dear GIFs but other media as well. Seems like Twitter is working on increasing engagement and encouraging more creativity among its users.

 

This option could make way for more creative opportunities, expand its expressive tools and help businesses connect with their audience better. However, no one knows when this option will see the light of day.

Read More: Should You Start Creating Video Content? 

Social Media Today reached out to Twitter and asked for a comment, but they got no specific response, which doesn’t come as a surprise since Twitter itself doesn’t know what the platform will be like in the coming period, with Elon Musk buying the platform.

Read More:  How And Why Did Elon Musk Buy Twitter?

Another great thing about this option is the possibility to better showcase your product. With a single tweet, you could offer a photo of your product and a how-to-use video. That way, you can highlight everything there is about your product in a single place, making this option also opens a possibility to make ads more effective.

Read More: Do You Need A Video Content Strategy?

On the other hand, you can also consider using GIFs for communicating with your audience, or use them as promo content – you can let your creativity decide – the possibilities are endless.

Since we don’t know when exactly this option will be available, it wouldn’t hurt to put some ideas on paper and consider customizing your Twitter strategy.

Read More: You Will Finally Be Able To Edit Your Tweets!
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Instagram Updating Its Ranking Algorithm 

04/21/2022

Instagram chief Adam Mosseri announced that Instagram is adding a few changes in order to put more focus on creators and the credit they get. One of the mentioned changes is updating its ranking algorithm with the goal to put more focus on original work. Judging by the number of copy-paste posts we’ve seen so far, this update should have been made a long time ago.

 

Read More: Instagram’s Main Feed Going Full Screen

Making Sure The Credit Goes To Those Who Deserve It

Instagram announced the following changes:

  • Product Tags – it will now be available to everyone. So, no matter who you are, you will be able to tag products and drive traffic and attention to a business, creator or a company that they like.
  • Enhanced People Tags – now, you can add a category for yourself (into profile, edit profile) which will show up when you are tagged in a photo or a video. This makes sure you have your identity be what you want it to be, and credited according to your wishes.
  • Ranking – people that actually created something from scratch should be more credited for that, so the algorithm will focus more on that kind of content.

“We are going to do more to try and value original content more, particularly compared to reposted content. So, more to come there as well.” – said Mosseri in the announcement.

But, what does it exactly mean? As mentioned in SocialMediaToday, the changes in ranking are not that well explained and it’s not clear if any penalization will happen.

Read More: Instagram Subscriptions Tests Three New Features

What Will Affect The Ranking?

The Twitter community did have some questions regarding the originality of content and asked about editing outside of the app. If you remember, Instagram started down-ranking content that was re-shared from other apps. So, if you will be re-posting your TikTok with a watermark on it, your content will still be penalized. However, if you only edited it off the Instagram app, that shouldn’t be a problem and won’t affect your rank.

Still, Mosseri admits that Instagram can’t know for sure if a content piece is an original or not. They only build classifiers that will show how likely something is to be an original, but they can never know for sure. It’s still a work in progress.

Posting History Is Also A Factor

Content aggregators are the focus of this update, and Instagram will be able to determine this with the account’s posting history. Instagram is more likely to detect that an account is an aggregator if it re-posts a lot of content from other accounts.” So if you’re re-posting a lot of content from other accounts, you’ll likely see a drop in reach.

The main goal of the whole update is, as we mentioned, to give more credit to original creators, but the system is not yet perfect. However, Mosseri said that Instagram will continue to improve its detection features over time to better distinguish where the content comes from and who posts original content, to promote the real creators and reduce the influence of big farm accounts.

It looks like it’s time to say goodbye to reposting trending memes in order to boost engagement.

 

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