How to Create Content for “Boring” Industries

Not every single industry out there isn’t terribly exciting, especially to the average person. But when you’re a content creator, it’s impossible to skirt around the industries you don’t find to be very interesting or that you find to be “boring”, for lack of a better word. However, your clients are still paying for a service that you need to provide, no matter what line of work they might be in.

Cherry picking the content you write or the topics you write about simply cannot be done when it comes to copywriting, for the aforementioned reasons. But what can you do if you’re struggling with writer’s block when it comes to the more serious industries that you have to create content for? Here are a few things you can do to create content for “boring” industries.

Understand the audience you’re writing for

Each industry will have its own separate audience that you’ll need to target, so getting to know who works in that particular area and who might be seeking out their products or services is the first step in generating content for an industry that you might not find very interesting. Just because you don’t find it to be riveting doesn’t mean to say that someone else will feel the same way.

Your client, for example, might feel extremely passionate and get excitement and satisfaction from what they do and it’s your job to convey that in the content you produce for them. Tone of voice can play a part in this because not every client will want a colloquial feel to their website copy or articles. Some might want a more professional-yet-friendly tone, but that doesn’t mean that you shouldn’t lose enthusiasm along the way.

Not only are you trying to please your client, but you’re always working on targeting the right people. For example, waste management content, such as skip hire, should be targeted towards housing developers, construction site managers, or even homeowners wanting to renovate their property. 

You wouldn’t then target that content towards people who are looking for the best ways to reduce the amount of household waste they produce. But a waste management company could write an entirely separate article about the aforementioned subject as it’s still very much relevant to waste management in general rather than skip hire, for example.

Generate relevant content ideas

This ties in, roughly, with the previous point. You’ll need to generate content ideas based on the industry and audience you’re targeting. There are several different ways in which you can generate these content ideas, including performing keyword research. This will tell you exactly what people are searching for. This way, you’ll be able to come up with ideas for content based around what internet users are looking for at present.

It’s also important to note that, when doing keyword research, not only will it provide you with a search volume figure, but it’ll also give you a competition score. The lower the score, the easier it will be for you to rank on the Google search engine. This is an excellent method for those wanting to improve engagement and, therefore, leads for a client as SEO will be enhanced as a result.

Look for alternative ways to present your content

The first thing someone will think about when it comes to content creation is an article or a blog post. However, there are several other pieces of content that a copywriter can produce that will be easier to create than a full-length article. 

For example, if you need to create a piece of content about RPA and document scanning, then you might find it easier to produce micro-copy surrounding the subject rather than streams of text. Infographics are perfect for getting the point across whilst using micro-copy simultaneously. 

Infographics are also ideal for posting on social media as it’s something a user can skim read but still take the main point onboard without having to read paragraphs of copy (which they won’t be likely to read on social media anyway).

Posters, leaflets, videos and even podcasts might also be a more interesting project for you to undertake if you don’t like the idea of producing a large piece of content about something you don’t find particularly interesting. Talk to the rest of your team about the possibility of taking on a different type of content piece – they might be able to help you with it.

Conduct in-depth research on the topic

I cannot stress this part of content creation enough, especially if you know very little about the industry or topic. It’s important that you’re creating useful, accurate content that can be used by everyone, not just the professionals in the field. As such, you should refrain from using jargon and industry-specific terms and phrases so as to target as many people as possible. It also helps all readers to feel included in the conversation.

If you’re completely stuck and are struggling to find information about something, ask your client for some professional input. They’re going to know their industry better than anyone else, so use their expertise if you become stuck or feel slightly overwhelmed.

It can be easy to lose the point you’re trying to make, especially when you’re writing about something that’s very complex. Be sure to take breaks and proofread paragraphs as you go. There are also a few different sources you can use when it comes to conducting research and taking notes. For example, you could draw upon information conveyed in:

• Articles
• News reports
• Blog posts
• Leaflets
• Infographics
• Videos
• Podcasts
• Journals
• Books

Be sure to reference everything as well, especially if you’re using quotes and statistics. It’s important that all the information you’re including is traceable, so keep a log of the websites you have used along the way. Read more about how to avoid plagiarising your content here.

Kumo is a highly-experienced digital marketing agency with a team of highly-skilled, dedicated professionals at the helm of our operations. Whether you’re in need of a brand new, smooth-running website, require website copy or industry-specific articles to be written or simply want to improve your leads and engagement, we’ll be able to help. Offering copywriting, SEO and PPC services that you’ll always be able to count upon, look no further than Kumo. Get in touch with us for further information – we’re always happy to hear from you.