Erika Heald Marketing Consulting

Content marketing that drives business results

April 15, 2019 Content Chat Recap: How To Create Interesting Content On “Boring” Topics And For Conservative Industries

by Leave a Comment

Every marketing or content professional has faced the dreaded task of exploring a topic that they consider to be “boring.” Regardless of skill or industry experience, it is incredibly onerous to discuss something that feels so innately unimportant, and it’s easy to get caught up in negative emotions against said topic (and whichever boss or client suggested it).

The thing is, very few topics are actually boring. It’s the way that professionals approach them that makes the topic boring.

In this #ContentChat, Caitlin Kinser (@CaitlinMarie89), social media and digital content manager at the American College of Sports Medicine, discusses how you can turn any “boring” topic into something fun for your audience (and also protect your mental wellbeing in the process).

Q1: What makes for a “boring” content marketing topic?

Boring is in the eye of the beholder. Anything can be seen as boring if you don’t think your industry, product or service is entertaining. Or, you may find something boring if you’ve been in a certain role or industry for a while.

Content can also seem “boring” if it is written for internal stakeholders and their needs/vision for a piece, instead of written for the target audience and their actual needs.

Other red flags include a lack of direction, examples or imagery, or if the content does not provide anything new or unique.

But, as we’ll explore today, almost any topic can be entertaining if approached the right way.

Q2: Share some of your more “boring” content marketing topics.

Some industries, especially those that are highly regulated, face an uphill battle from the start.

Topics also need timely stats and a true insight to be interesting (tying back into some of the responses above).

Again, most topics have the potential to be interesting if approached the right way.

Q3: What’s our first step when confronted with a “boring” content marketing topic or industry?

Cater to your audience, their emotions, and their needs.

Approach the content in an accessible way. Think through the topic to see what makes it boring, then present it in a way that avoids jargon and uses examples that will entice your audience.

Researching the topic is essential, then take a different angle or approach than what is already being said. Look to your competitors to see how they address the topic and ask your audience if you need inspiration.

Using current events or pop culture can give your content the lift it needs.

Q4: How can we keep things interesting as we work on a “boring” topic?

Appeal to the emotions of your audience from different angles. This could mean taking a topic and hyper-focusing it for a specific audience or a specific moment in time.

Test different approaches and measure how they perform. Find inspiration by looking at your competitors, companies in different industries, or by surveying your customers for ideas.

Make it personal by exploring what you find interesting about the topic.

Don’t overthink every little detail at first. Work on getting a complete draft written before you judge the content.

Use examples that are relatable for your audience, and add some element of surprise or take the path less traveled in how you approach a topic.

Visuals or interactive elements can be perfect as a finishing touch, or as the launching pad for an idea (thinking digital from the start could spark ideas).

Q5: How can we keep things interesting as we work on a “boring” topic?

Keep your audience and their needs front and center when you explore a topic. Research the way that they like to consume content, and approach your topic in a style that fits their needs. Consider everything from content length and type (blog, video, infographic, Q&A), visuals, interactive elements and more.

Use real-life examples and industry stats to make the content more relevant. Seek out those who find your topic interesting, and talk to them to mine from their passion.

Q6: What are your favorite tools and resources for breathing new life into “boring” topics?

User-generated content is an avenue to explore, as well as social media listening to see how your audience is talking about your brand or topic.

And you can look at the social accounts of bloggers to see what tactics you could use for your company.

A few suggestions that have popped up earlier: leverage video or graphics when relevant, tie into larger industry (or pop culture) trends, find inspiration by looking at other companies, and use interactive elements to make the content more engaging.

Q7: Share something that you thought was going to be a boring topic that you found (or someone else found) a fresh spin to put on it.

Use these as potential inspiration the next time you face a “boring” topic. It may take some creativity, but any topic can be approached in some way that is both fun and valuable for your audience.

About Alek Irvin

Alek Irvin is a content marketing professional with a rich history in social media management, executive thought leadership development, and media relations. As a consultant at Erika Heald Marketing Consulting, he creates human-focused content and thought leadership platforms that help brand leaders connect and engage with their communities. Alek has worked with a range of startups and Fortune 500 companies across the B2B technology and consumer spaces, including IBM, Dell Technologies, Hitch Works, Emtrain, Integrate, and Frameable. Connect with him on Twitter @AlekIrvin.

Explore the Blog

#ContentChat ABM B2B blogging branding buyer personas career development CMworld conferences content audit content creation content distribution content marketing content marketing planning content marketing process content planning content strategy customer experience editorial calendars editorial management editorial style guide employee brand advocacy events influencer collaborations LinkedIn marketing conferences new hire onboarding personal branding podcasting professional development professional development for content marketers research SEO SMB social media social media engagement social media planning solopreneurs Spin Sucks startups thought leadership twitter UGC virtual events writing process

Reader Interactions

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

All content © copyright 2000-2023 Erika Heald. All rights reserved.
Read our Privacy Policy.