Boring Industry? 6 Tips for Engaging Content
You have exciting industries, such as travel, tourism, food and culture. And then you have, well, not-so-exciting industries. Some of these industries are simply highly regulated and restrict the amount of information a person can share publicly. Take for example, the financial industry and trade stock exchange. Then there are the so-called “boring” industries that are deemed so, based solely upon their work and products, examples being construction, materials supply or warehouses.
If you are a business in one of these less-engaging industries, how do you create content that will actually interest people? We’ve got a few tips for you.
1. Helpful is rarely boring
Content is never boring to those who actually need it. For customers or businesses who need your product or service, writing educational content and answering their questions is going to keep them interested.
Fill your print materials with helpful, relevant content that those in your industry will appreciate.
2. Skip the jargon
Skip the lofty industry jargon and write your content how you would speak to an individual in person. Using business babble will make it difficult for readers to understand your message.
You can still establish professionalism in your materials with sound content and advice but find ways to make it easy for readers to understand.
3. Show your sense of humour
Adding a little light, humorous tone throughout your content can help add some life to an otherwise boring topic. And it may even make it more fun for you to write too. Don’t be afraid to throw in a joke, be a little informal or make references to pop culture. If it’s natural and doesn’t detract from your content’s meaning, the humorous tone can keep your audience’s attention for much longer.
4. Don’t be afraid to work in an analogy
Sometimes, industries may be considered “boring” but they are actually just confusing for customers to completely understand.
If you work in a complex industry and market to people who aren’t experts on your subject, consider introducing new concepts to readers through relatable analogies that explain things in terms they can understand.
5. Keep it short and sweet
Long-winded content is not your friend in a complex or boring industry. If your topic isn’t inherently interesting, people will be even less willing to devote time to it.
Invest in an editor who can help you say what you need to in much fewer words. The less time it takes to get through a paragraph, the less likely you are to experience reader drop-off.
6. Tell your story visually
Instead of words, many content creators rely on visuals to tell their story or explain their product. Find and create different visuals and mediums that will help your readers stay interested.
SOURCE: Imagine
