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Gillian
by Gillian
on September 18, 2014

Content is an essential part of a successful inbound marketing strategy. This should come as no surprise. But it's not always easy to just bang out a blog post on [INSERT YOUR INDUSTRY HERE], especially if you've been doing it for a while. So maybe you're a little burnt out, that's understandable. Or maybe you suffer from an all too common inbound malady: the boring industry.

You're worried. You're tired. You don't know what to do.

Well stop worrying, because there is hope. Not only can you continue creating great content for your industry, you can actually get excited about it. Keep reading for four content creation tips that will get you back in the content game, no matter what industry you're in.

  1. Take Your Customers on a Date
    No, I don't mean some bizarro version of The Bachelorette where you take your customers on a helicopter ride to go rock climbing (seriously though, is anyone doing this on a real date? I want to know). I mean get to know your customers. Give a survey, analyze some data, or even just get a few on the phone and find out what their problems are. If you really want to make an impression, send them some flowers afterwards.When you know your customers and what they want, creating great content for them is a snap. Because if your customers are anything like every human on the planet they have problems that you can help them solve. Even if your product or services don't directly help, your content can.
  2. Mix Things Up
    We've all heard the saying that variety is the spice of life. Well, it's also the spice of content marketing. Maybe you're burnt out on creating eBooks and need to spend some time dedicated to creating a really great infographic. Or maybe you've been blogging for years and need to step back and create an awesome video for a week or two. Even just a simple change of format can give you new ideas and a renewed energy to keep creating.
  3. Remember: Relevance is Relative
    Your content should always be relevant and related to your industry. But even more importantly, it should be relevant to your buyers. Your customers. Your leads. So if you've been typing away, only creating content that is distinctly and directly related to your industry, it makes sense that you may have run out of steam. Instead, take that info you got from your customers and think about problems you could solve that may only be tangentially related to what you do.For example, say you're in the steel production industry and you've written about steel production to the point your fingers started bleeding. Well, maybe your biggest customers are industrial construction companies and in addition to steel production, they have a lot of issues with employee turnover. (It should be noted at this point that I have no expertise in either of these industries and have completely made up this scenario). But let's just imagine. As a business owner, maybe you've dealt with the same problems and can offer some insight as to how to improve employee morale. Would this type of content be directly related to your industry? Nope. But would it be helpful to your customers? Yep. And so is it relevant and worth exploring? I'd say so, in this made up universe, yes.
  4. Keep Your Chin Up
    Being a little bored or a little burnt out doesn't mean it's time to throw in the towel on content marketing. Instead, look at it like an opportunity. Try new things. Address new issues. And do not give up. Inbound marketing works. Don't give up just because it gets a little tough or less than exciting. Instead, get excited again.And if all else fails, we've all benefited from a little bit of delegation.

INBOUND2014 has come to a close, but we can still keep the momentum going. This post was inspired by Dan Moyle's panel entitled 5 Tools "Boring Industry" Marketers Can Use.

Even if we didn't get to connect in Boston, we still want to hear from you! Be sure to comment below or tweet @ManoByte to keep in touch.


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