Content marketing is one of the best ways to build brand awareness, bring in new customers and boost your SEO campaign. However, it’s not as straightforward as creating content and putting it out there.

You have to make your content relevant, valuable and engaging. But creating content of that caliber is a difficult task if you’re in one of the “boring” industries such as accounting, waste management, office supplies or software.

Not only is it challenging to create content on dull subject matters, but it’s also challenging to get people to pay attention to your content. Thankfully, there are many strategies you can use to make engaging content even if your industry is considered “boring”.


1. Use Benefit Driven Content

It doesn’t matter how boring your industry is; everyone wants to know about something that will benefit them. It doesn’t matter whether you’re writing to an audience of real estate agents, product manufacturers or accountants.

If you create a piece of content that teaches them how to gain more customers, save more money, or increase profit margins, they’re going to pay attention. Come up with content topics that will improve the quality of their lives or career, and you’ll have them engaged before you even know it.

2. Create a Problem-Solution Piece

Everybody deals with problems related to their subject matter. If you can figure out the problems that your target audience is dealing with, you’ve hit content gold.

In order to make this happen, you’ll have to conduct a lot of research to find problems that are specific to your industry.

Being specific is key, as that will help your audience relate to what you’re saying and make them feel like you know what they’re going through. If you can address the problem and offer a solution, you’ll not only engage your target audience, you’ll gain credibility and authority in your industry.

3. Interview Industry Leaders and Influencers

If you’re looking for more ideas on how to create engaging content, why not reach out to industry leaders and influencers in your industry?

By interviewing industry leaders and influencers, you are leveraging their brand, credibility, authority and following for your content. People will want to know what they have to say and their fans/followers will more than likely share the piece with others.

Many industry leaders and influencers will be more than happy to do an interview with you since it helps promote them. The best part of all this is that all you need to do is to send an email with great questions and have them reply back with their answers.

4. Use Interesting Statistics to Educate Your Audience

One of the easiest ways to create content is to draw from statistics. You can use industry or consumer reports data to come up with a piece that educates your audience.

For example, you can come up with a piece on emerging business trends in your industry, statistics that give insight on how consumers are behaving, or how the use of technology impacts your audience.

One type of content that works well is infographics. Infographics have high engagement and share numbers because they are eye-catching while being easy to read and understand. In addition, the concise nature of infographics results with higher consumption rates than standard articles.

5. Share Thought-Provoking Case Studies

Case studies implement ideas/tactics/strategies and analyze them. Business professionals tend to love reading case studies because it always inspires them to think about how they can do things differently or what they can improve.

However, case studies can be very time consuming to set up and run. Fortunately, you can create a piece of content that is built on several case studies. There are many industry publications that publish case studies. You just have to make sure that your sources are properly cited, and you use your own words to reflect on the results of the case studies.

6. Write In a Conversational Tone

One of the biggest reasons why some industries are viewed as boring in the first place is because of the language.

Instead of using business jargon, sounding overly professional and using technical language, simply write the way you speak. When you write in a conversational tone, you come off more personal and relatable. It’s also easy for the reader to understand what you’re saying.

Using stories, analogies and metaphors can also help improve the readability of your content and convey your core message. Here are some other tips you may use:

  • Write your text in a way that makes it easy for people to skim through it
  • Write articles with images (use screenshots and graphics)   
  • Use a “Table of Contents” section if the piece is really long
  • Write short sentences and paragraphs
  • Italicize and bold certain key phrases
  • Use simple analogies to explain complex concepts
  • Add some personality through humor
  • Avoid fluff content and redundancy
  • Use bullet points.

7. Create Different Types of Content

For some reasons, many businesses stick to blog posts and articles for their content. But there is so much more to content than that.

You can create videos, podcasts, interactive games, calculators, quizzes, etc. As a matter of fact, rich media tends to get more engagement than everyday blog posts and articles.

This is due to the fact that the content is visual in nature, which makes it easier for people to consume and understand. Break away from the norm and come up with ideas for creating different types of content. You may be surprised by the results.

8. Use or Create a Brand Personality

When you read content in “boring” industries, one big commonality you’ll find is that the content lacks personality. In many cases, it may as well have been a robot behind the keyboard.

If you really want to make an impact with your audience, try creating a brand personality. Put a face behind the brand and a personality that stands out in the industry. Backing that personality up with strong opinions, anecdotes, stories, and advice will be far more engaging than the faceless, cookie-cutter articles you see all over the web.

With that said, you do want to put a lot of thought into the personality, as you want something that resonates with your brand and avoid one that’s abrasive to your readers.


These are just a few ideas you can use to create engaging content. Don’t limit yourself to thinking that you can’t write engaging content because your industry is considered “boring.” There are many things you can do to make your content interesting, valuable and entertaining. It’s all about being creative and willing to experiment with different ideas.

About the Author:

Eric D. Gordon is an independent business development and marketing specialist for SMEs. He loves sharing his insights and experience to assist business owners in growing their revenues. You can find Eric on Twitter at @ericdavidgordon