There are certain industries that suffer from a perception of being boring. The polite term we use is: content poor. For these content poor businesses there is little to write about that people are going to be searching for, let alone find interesting to read.

But that doesn’t mean you shouldn’t blog. Or make it interesting.

Let’s take a look at some examples of content poor businesses doing great content online.

GORILLA ACCOUNTING

There is nothing, absolutely nothing exciting about accounting. Sorry for any accountants reading this. However, Gorilla Accounting doesn’t try to create wacky content or dry blogs about tax updates. Nope. What they do is answer the questions that their target audience has.

All of the content on their site is kept in brand, written in clear English and it all informs the freelancer reading it.

SAVE ENERGY 2DAY

This is an LED lighting installation company that specialises in schools. But they don’t just write about LED lights. They also write around the subject, looking at the educational and environmental impact of their business.

LEGAL CHEEK

The legal profession and plain English do not always make easy bed fellows but this online magazine is known as the Popbitch of the legal world. What Legal Cheek does well is take often dry subjects and approach them with journalism. It finds the story in within all of the legalese.

I particularly like the article on the spelling error found in a rather pricey legal book. We all know how lawyers love a good typo. Reminds me of the Oxford comma legal case where the dispute was settled on a missing comma.

WHAT CAN WE LEARN FROM THIS?

If you are low on content ideas or you run a business that you think is a little on the dry side, the worse thing you can do is avoid creating content at all. Instead, consider that if you are one of these businesses then your competitors will also be feeling the same. Take this as your chance to stand out from the crowd.

HERE ARE THE TOP TIPS YOU CAN APPLY TO YOUR CONTENT:

  1. Keep your target audience at the heart of your content and answer the questions they are asking.
  2. Have a bit of lateral thinking around your subject. You are not talking about the thing you sell but what the thing you sell does for your customers.
  3. Bring in your personality. If you consider the impact on the environment, then talk about that because it means you will start to attract customers who value this.
  4. Use every day English. If you need to use terminology, explain it. Talk to your readers like the people they are. No one is going to be impressed by flowery language, they will simply stop reading.