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How to make content marketing interesting even if your business isn’t

John Murray

There are some business sectors that, try as they might, struggle to be seen as anything but boring. To create interesting web content is a challenge for these companies.

To create content for businesses such as travel firms, film studios, music companies and fashion businesses is relatively easy. Simply upload a GoPro action video or a film trailer to attract many visitors.

If you are an accountant, an industrial pump maker or a care home, however, creating interesting content requires innovative strategies.

Payson Petroleum, a Texas petroleum company, created an iPhone app that provides commodities market updates. This app was targeted at people investing or thinking of investing in the gas and oil industry. The app was aimed at a niche audience, not the millions of people who watch a dog making a fool of itself on YouTube. The app does not promote Payson Petroleum directly, but it does associate the company with professionalism and expertise, and this raises positive brand awareness.

On its website, Payson Petroleum says that its values are transparency, honesty and integrity. These are the values that businesses like financial services, care homes and other “boring” industries need to associate with their brand via web content.

There are many businesses with complex products. For example, there have been a lot of changes to the pension regulations in recent months, which have made pension choices difficult. This does not mean that content about pensions needs to be complicated or boring. By using infographics, writing in plain jargon-free English and breaking up the text into short paragraphs, complex subjects can be made interesting. Humour can also be used to inject some energy into an otherwise dull subject too.

Whether people find your business interesting or boring, we at Pressroom can provide you with lively and stimulating content.

John is every inch the wordsmith and loves a game of Scrabble above all else. With experience writing for newspapers, John’s time at university was spent studying Creative Writing – something which comes across in his love of the pun.

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