So, you have to write some content for a business. Problem, the business you are writing for operates within a less than thrilling industry. How are you going to create engaging material when the firm you are writing for, despite the fact that it is essential, is monotonous?
When you're marketing to marketers, it's rather simple to attract interest and attention through content. When you're running a popular company like Tesla or Uber, it's also rather simple to draw attention. But what if the company you are writing for is not as ‘exciting’? What if you are writing for a normal everyday business?
It seems impossible doesn’t it? Well, it might not be as difficult as you think. Indeed, there is always something that can be learnt. This has proven to be notably true in my interactions with senior leadership, employees, and even clients and brand partners, among other things. Even the most boring looking industry has some fascinating stories to tell, It only takes a little rethinking and digging to get things moving.
In this article we will give you our best ‘tested and approved’ tips for writing content for a ‘boring’ business.
Boring or helpful?
The fact is that "boring" content isn't genuinely uninteresting to those that seek it. If you're writing educational content, you should make sure that it is fascinating to the people who are asking the questions you are answering.
For example, if someone is looking for information about underfloor heating, which website hosting service to choose or which coffee machine to buy the content that answers these questions is very interesting and useful. If you're concerned that you lack the writing skills necessary to make a dull subject entertaining, concentrate on creating the most instructional piece possible.
Write for all publics
When writing content for a seemingly ‘boring’ industry, keep the reader in mind. There is nothing more annoying than looking for simple information about a subject and being inundated with complicated terms and difficult concepts.
To tackle this problem, write in a conversational tone, avoiding specialised and complicated jargon that makes it more difficult for readers to understand what you're trying to communicate.
The best way to do this is to imagine that you are explaining the subject to your grandmother (who has no knowledge about what you are talking about at all). This will help you simplify you discourse and go to what is essential.
Write with purpose
Now that you have made sure to eliminate confusing jargon, the next step is to write with a goal in mind. You need to create content that will be useful to your readership rather than writing content for the sake of writing content. Indeed, readers will want to read your content if it answers specific questions they might have. They will not be interested in generic useless banter. You need to offer the solutions they are looking for.
This starts by choosing the right topic. Make sure to target specific problems. No matter the industry, there always is a few questions and problems that keep being encountered. For example, a new home owner might want to know the difference between glass fibre insulation and cellulose insulation. Someone who is new to website building might enquire about the best website hosting service or how to change the author of a blog post on their website.
Take inspiration in your own needs. You are currently reading a blog about how to write content for ‘boring’ businesses. It does sound quite specific, but here you are, consuming such content. This means that there is a definite need and demand for a wide array of subjects. Your role is to write something useful. That is it!
Keep it short and sweet.
People will be much less willing to dedicate time to a topic they deem boring. Make sure to only keep engaging and relevant content. The shorter time it takes for a reader to get through a paragraph, the less likely it is that the reader will give up reading.
A large part of not boring your audience is just not having them feel overwhelmed with too much information. Any written information, no matter how well-written and intriguing, must be presented in a way that makes it simple to read. Dividing your work into smaller, more easily consumable portions will help readers feel confident in their ability to tackle a more tough section. This is especially critical if, even after editing for conciseness, you are still left with a text that must be lengthy.
But keeping short doesn’t mean that you have to make overly formal. Infusing a light, amusing tone throughout your writing might help to breathe new life into a topic that would otherwise be dull. As an added bonus, it can make writing more enjoyable for you as well. Don't be afraid to crack a joke, use colloquial language, or make fun of yourself by using ridiculous pop culture allusions. A cheerful tone, as long as it is natural and does not detract from the significance of your information, can help you retain your audience's attention for far longer.
Use different mediums
A great way to break the monotony of a ‘boring’ topic is to offer images and visuals to illustrate your argument.
People are getting more and more used to alternative ways to consume content since the popularisation of podcasts, YouTube videos and other social media content. So take advantage of all the possibilities to offer interesting ways to engage with the topic you are writing about.
Adding different mediums such diagrams, videos, images or any other material to your content will help you to bring life to your argument and keep readers engaged.
No matter the subject you have to write about, there are many ways to make your content interesting, useful and engaging. If you keep you readers in mind and keep your writing focused and interesting, everything should go smoothly. You can even use this opportunity as a way to innovate and challenge your creative skills.