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"My industry is boring. How do I create interesting content?"

My industry is boring. How do I create interesting content?

Category:  Case Studies  Content Strategy  B2B Sales  Content Marketing  


My industry is boring. How do I create interesting content?

I get some variation of this question every time I do a presentation or webinar, so I know many folks struggle with it. Whether you’re marketing a data center, insurance industry, or mortgage titles - every business, no matter how seemingly mundane, has something to say that its buyers want to hear. 

If you need further proof that every industry really does have a story to tell, here are great case studies of businesses that probably don’t spring to mind when you think of content marketing. 

Swimming pool company generates leads and shortens sales cycle

By embracing content marketing, Marcus Sheridan turned around his swimming pool company, River Pools and Spas, from the brink of disaster with a successful blog and website that generate tons of leads and dramatically shorten his sales cycle.

 How did Marcus do it? 

“Essentially, all we did is we just answered every single question that we had ever received from a consumer, without filter. That’s what we did, and immediately, within six months, it was on top of the industry. The leads and the traffic and the sales started pouring in because of it.” 

Click here for an interview with Marcus’ that explains how he successfully uses content.  

Key Takeaway: What questions do your buyers ask? Follow Marcus' suggestion to list 50 of the most common questions and create content that addresses each one. 

Consumer electronics store builds high-quality image and increases traffic

Roger Parker took over the marketing for a small family-owned audio specialty store against tough price competition from other stores. He created a buyer’s guide that marketed solutions rather than individual products. The buyer’s guide also answered common questions so it became a useful resource of objective information for potential buyers.

The buyer’s guide was very well-received and began to build a high-quality image for the electronics store. It also brought in new buyers. Eventually the business was purchased by Best Buy for $87 million.

What did the buyer’s guide focus on?

“We devoted 60 percent of the space in our buyer’s guides to educational editorial material by answering questions like:

  • What should you look for when buying a receiver?
  • Should you buy a single-play turntable or a record changer?
  • How do you compare speakers?
  • How do you hook up a stereo?
  • What kinds of accessories can enhance your listening pleasure? 

"We used approximately 30 percent of the space in each issue to talk about our “core” systems and why they offered such great value. We used the remaining 10 percent of space to describe our store’s philosophy and how we backed up what we sold.”

Read Roger’s process for using content to build the store’s success

Key Takeaway:  The buyer's guide didn't shy away from selling products but also included useful, educational content that buyers appreciated. Focus on your buyers' questions and provide helpful solutions. 

Next Steps

Even if your industry commonly uses content marketing to engage buyers, you may find these examples inspiring. Each of these businesses took a step back, asked themselves what information their buyers most needed, and then built content that addressed it.  


What can you take from these stories to build your own content? 

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