How to Create Compelling Content for Any Industry

Let’s face it: Some businesses just aren’t incredibly exciting. It could be because they’re associated with highly technical products that don’t have mass appeal. Even so, you’ll soon discover how easy it is to beef up your content marketing plan regardless of the associated industry or focus. Keep reading to get some easy-to-implement tips for creating compelling content. 

Take a Problem-Solving Approach

If there’s one thing that’s consistent across all industries, it’s that people usually engage in content because they’re looking for solutions to problems. For instance, they’re buying a product for the first time and want to do everything possible to avoid mistakes. 

In that case, you can write instruction-oriented content that helps readers conquer problems like seasoned pros.

For example, if a person is trying to determine the cost-benefit ratio for certain brands of lightbulbs and is having trouble weighing the pros and cons, by focusing on a few product manufacturers within a themed blog post and getting down to the nitty-gritty details such as energy efficiency and average lifespan, you can help customers make smarter picks by providing content that solves their problems. 

Harness the Power of Videos

Brainstorm and come up with relevant ways to use videos in your content. Taking this approach is an especially good idea if you’re creating material for a business that already has a strong social media presence, or you’re aiming to try and increase social media momentum in the near future. Statistics indicate compared to social media posts that contain photos, those with videos have a 135% greater organic reach (Source).

Also, think of innovative ways to shoot compelling videos and choose which topics to cover. Maybe you operate a business that manufactures industrial floor mats. Because many of them probably look similar to laypersons’ floor mats, you may not want to create a video that outlines very precise visual differences. 

Instead, center your content on ways your floor mats could make workers feel more comfortable while at work. Plan a video that reminds viewers of the challenging conditions common to many industrial spaces. You might highlight how people often have to spend hours on their feet and stand on hard surfaces, but the floor mats your company provides eases associated discomfort from so much standing. 

If you’re considering making a series of videos, you could take a different angle with the next one by revealing safety attributes related to your floor mats. If your products feature textures that prevent slipping and are designed so workers’ feet don’t catch the corner of the floor mats when employees are on the move, it’s easy to use video to convey why the products make it easier to uphold a “safety first” principle, not to mention promote worker comfort. 

Realize That People Have Different Skill-Sets and Levels of Knowledge

When writing content for a niche industry, there’s no faster way to alienate portions of your audience than by assuming everyone is already well versed with even the most technical products in your inventory. For good results, start accumulating a content library that has something for almost everyone imaginable, regardless of if they’re very familiar with the specifics of your industry or are just getting started.

CJ Pony Parts has an impressive resource center on its website that segments content into different types, ranging from articles to infographics. For starters, the auto parts retailer has several instructional guides and video clips that take people through the various stages of upgrading or repairing their vehicles. I am by no means a car person but I came across their commuting infographic and was surprised to see how many resources were available to someone like me. 

There’s also a Beginner’s Corner link, complete with a call to action link that reads, “Start Learning”. Whether visitors want to know the difference between horsepower and torque or need insight about how manual and automatic transmissions differ in Ford Mustangs, the section for automotive newbies is a great place to start. Since the website’s content creators have done an excellent job of also including material that’s appropriate for more experienced mechanics, people could easily spend hours on the website.
When you’re planning your content, don’t limit yourself. Think beyond your core audience to others who may be interested in your products or services.

Think of your sister, uncle, cousin, grandma or best friend – how could you write a relevant post about your industry to them? What would interest them and what could you teach them? You might find yourself like CJ Pony Parts: with a whole host of topics that go well beyond car parts. 

Cater to Goal-Oriented Consumers

You already know how it’s smart to write content that helps people feel like the things you sell solve their problems. You might also do a variation on that theme by emphasizing how your products help people meet their goals, or at least think more excitedly about what they could achieve in the future. There are plenty of apps that help people progress toward their goals, and many of them are very popular. Why not generate content that explains why the things your business sells could bring users closer to their aspirations too?

This works particularly well if your company sells a part for a larger item that’s necessary for helping people make measurable improvements. For example, while writing content for your company that sells treadmill belts, you’ll probably be hard pressed to come up with a 500-word blog post that only discusses that single component of the workout equipment. 

It’s easy to branch out and come up with catchy blog post titles that speak to consumers who need to buy replacement treadmill belts because they can’t work out again until everything’s back in working order. Ideas include “3 Ways to Make Every Treadmill Trek More Effective” and “Simple Strategies for Making Indoor Workouts More Fun.” 

Assuming your website is geared toward consumers rather than manufacturers, remember that almost every visitor has probably used a treadmill before, and more likely than not, owns one. By coming up with content that’s closely related to the parts you sell, it’ll be easier to encourage people to keep returning to your site just to see if anything new has been posted.

The content suggestions mentioned above are worthwhile because using the word “more” suggests some kind of change, and in both cases of the proposed titles, the content discusses improved workouts. With a little prodding, people make the connection between your treadmill belts and the things that need to happen before their goals can be met. 

By selling parts that workout enthusiasts can buy, you’re offering a practical opportunity to move in the right direction toward accomplishing something. Your blog can provide a supplementary approach by giving people ideas of things they can do to achieve results more quickly, especially after ordering and installing some of the items you sell. 

Hopefully, these ideas and the accompanying potential scenarios can help you to see that it’s not hard to create content that resonates with your audience. It may seem like the task is a bit tougher if you’re writing for a highly specialized industry, but even that’s within your grasp when you practice a bit of creative thinking. 

ABOUT THE AUTHOR

Sarah Landrum is a freelance writer and Digital Marketing Specialist. She is also the founder of Punched Clocks, a site dedicated to sharing advice on navigating the work world. Passionate about helping others find happiness and success in their careers, she shares advice on everything from the job search and entrepreneurship to professional development, and more! Follow her for more great tips.

Sarah Landrum, Punched Clocks
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