All businesses can tell fun, captivating stories… really.
Granted, creating exciting, compelling and engaging content is more straightforward for some businesses than others. Take a florist, for example. Creating stunning visuals for Pinterest, fun instructional videos for your YouTube channel, engaging Facebook posts and appealing blog articles doesn’t require much of an imagination stretch.
And then take a roofing company. Captivating stories might be a little harder to come by, and it might be a little less obvious how to engage the right audience. But just because your business isn’t ‘sexy,’ doesn’t mean you can’t harness the power of creative content marketing.
All it requires is a little sideways thinking.
No business is too ‘boring’ for creative content marketing. In fact, ‘boring’ is a matter of perspective, and what is ‘boring’ to one person, is exciting to another. The likelihood is that your business will not be boring to the users that you are trying to target, so in a way, it makes your job a lot easier. Your content marketing could be like shooting fish in a barrel!
Take the roofing example. Roofing might not be as exciting as other businesses, but it is interesting to people looking for a new roof. All you have to do is to make sure you are the most active, interesting and engaging roofing company out there.
To come up with an effective content marketing strategy for a ‘boring’ business, you just need to think laterally. Ideas may not be immediately obvious, but if you use a little imagination, you’ll quickly start to come up with creative solutions for how to present your business in an engaging and captivating way.
Let’s have a look at a couple of creative solutions that we find useful:
One effective way to demonstrate the value of your business is to feature case studies of people that have used your services before. This immediately engages users with your business and the express value of what you can do for them.
There are many creative and imaginative ways that you can present case studies in your content marketing. Images, for example, are extremely powerful. Most of us are visual thinkers, so high-quality photographs of your business in action are much more likely to engage visitors than reams of dry text. Powerful customer testimonials are also a hard-hitting addition to any content.
As long as you focus on being informative, and hold back on the hard sell, case study content will be of great use to your target audience.
Using your content to answer consumer questions is one certain way to engage your target audience. Most people typing into a search engine are looking for an answer to a specific question, so if you are the one company in your niche that puts efforts into creating content to answer those questions, you will be rewarded much more richly than your competitors.
A common question for online customers looking for a roofing company, for example, might be “What is the Best Waterproof Membrane for my Roof?” The topic itself might not seem the most exciting, but it will directly appeal to anyone typing this question into a search engine.
The exciting part is how you present the answer in a creative way. So why not write an image-rich article describing the pros and cons of different membranes, or commission a stimulating and humorous video that gives the visitor the answer in a way they’ll remember?
It might take a little more imagination, creativity and, let’s face it, legwork, but even ‘boring’ businesses can enjoy the benefits of creative content marketing.
We are experienced in creating fun, compelling and engaging content for every kind of businesses, both ‘sexy’ and ‘boring’. We have even worked for roofing companies! So why not let us help you tell your story with a little more flair?