The Professional Copywriter’s Guide: Writing for Boring Industries
Welcome to the world of copywriting, where the power of words can transform even the most “boring” industries into captivating and engaging narratives. As a content marketing expert, I understand the challenges that come with writing for industries that may not be inherently exciting or glamorous. However, fear not! In this guide, we will explore how to turn seemingly mundane topics into compelling and attention-grabbing content that resonates with your audience and drives results.
Consider an industry like industrial manufacturing, which might be perceived as “boring” to some. Instead of simply focusing on technical specifications and machinery, a content marketing expert could craft stories about how innovative manufacturing processes have revolutionized specific industries, creating jobs and reducing environmental impact.
Understanding the Power of Storytelling:
Before diving into the writing process, it’s essential to recognise the immense power of storytelling. Every industry, no matter how technical or dry, has a story to tell. Whether it’s the journey of a product’s creation, the challenges faced by your clients, or the innovations driving your field, infusing narratives into your content humanises your brand and creates emotional connections with your audience.
In the world of financial services, the topic of accounting might be seen as less than thrilling. However, a content marketing expert can weave stories about how an accounting firm helped a struggling small business turn its finances around, leading to growth and success. By highlighting real-life success stories, the content becomes relatable and inspiring to readers.
Speak Your Audience’s Language:
One of the keys to engaging copywriting is speaking directly to your target audience. Conduct thorough research to understand your readers’ pain points, aspirations, and interests. By using their language, incorporating relatable examples, and addressing their concerns, your content will feel tailored and relevant, making it more likely to resonate.
When copywriting for the healthcare industry, especially in medical technology, avoid using complex medical jargon. Instead, use straightforward language and explain technical terms in a way that patients and non-medical professionals can understand. For example, a content marketing expert might write about the benefits of a new medical device, emphasising how it can improve patient’s quality of life and recovery times.
Simplify Complex Concepts:
Boring industries often involve complex jargon and technical terms that can intimidate readers. The job of copywriting is to simplify these concepts without sacrificing accuracy. Break down complex ideas into digestible chunks, use analogies, and incorporate visuals to make your content more accessible and engaging.
In the field of legal services, legal contracts and agreements might be perceived as complex and dull. A content marketing expert can create infographics or step-by-step guides explaining common contract terms in a user-friendly manner, empowering clients to understand their legal documents better.
Inject Personality and Humor:
Injecting a dose of personality and humour into your copywriting can work wonders, even in the dullest of industries. Be authentic and approachable in your tone, as it helps build a connection with your audience. Clever wordplay, witty anecdotes, and playful metaphors can add a touch of fun to your content and make it memorable.
Copywriting for the insurance industry, which can be perceived as serious and unexciting, a content marketing expert can use humour to liven up the content. For instance, they might create a blog post titled “Insuring Your Dreams: Why Boring Paperwork is Worth It!” and use humorous anecdotes to illustrate the importance of insurance coverage.
Showcase the Human Side:
Behind every “boring” industry, there are real people with real stories. Feature customer success stories, employee spotlights, or behind-the-scenes peeks into your company culture. Humanise your brand, and your audience will be more inclined to engage with your content.
In the energy sector, a content marketing expert can showcase the dedication of employees working behind the scenes to develop sustainable energy solutions. They might write articles featuring interviews with engineers, researchers, and technicians, highlighting their passion for creating a greener future.
Educate and Empower:
Transforming boring industries often involves educating your audience about the significance and impact of your products or services. Empower them with knowledge and insights that help them make informed decisions. Position yourself as an industry expert, and your content will become a valuable resource.
For the construction industry, a content marketing expert can create in-depth guides on green building practices, explaining how sustainable construction materials and techniques benefit the environment and contribute to energy efficiency. This educates clients about eco-friendly options and empowers them to make environmentally conscious choices.
Format for Scannability:
In the age of short attention spans, formatting plays a crucial role in holding readers’ interest. Use subheadings, bullet points, numbered lists, and bold text to break up large blocks of text. This approach makes your content easy to scan and encourages readers to delve into the details.
When writing for the manufacturing sector, a content marketing expert can create a blog post titled “10 Innovations Revolutionising Manufacturing” with each innovation listed as a bullet point. This format allows readers to quickly skim the main points and click on the innovations that interest them most for more in-depth information.
Call-to-Action (CTA) Magic:
Even in “boring” industries, compelling CTAs can drive action from your audience. Encourage them to subscribe to newsletters, download resources, or request demos. A well-crafted CTA can turn passive readers into active participants in your brand’s journey.
In the world of software development, a content marketing expert can end a blog post about a new software release with a CTA like “Try Our Groundbreaking Software Today – Get a Free Demo!” This encourages readers to take the next step and engage directly with the product.
Harness the Power of Visuals:
Incorporate visuals such as images, infographics, and videos to break up text-heavy content and make it more engaging. Visuals not only enhance the reader’s understanding of complex topics but also add an element of interest to otherwise dull subjects.
In the field of accounting, a content marketing expert can create an infographic explaining common tax deductions for small businesses. The visual representation of tax benefits will attract attention and make the content more shareable.
Incorporate Real-World Examples:
Relate your content to real-world scenarios or case studies that demonstrate the practical application of your products or services. Real-life examples add credibility to your content and help readers see the value in what you offer.
Writing for the insurance industry, a content marketing expert can create a blog post titled “How Insurance Saved the Day: True Stories of Policyholders’ Triumphs.” The post could feature stories of individuals or businesses whose insurance policies protected them during challenging times.
Use Thought-Provoking Questions:
Pose thought-provoking questions that stimulate curiosity and encourage readers to reflect on their needs and challenges. Thoughtful questions engage the reader and prompt them to seek answers from your content.
A content marketing expert writing for the healthcare industry could start an article with a question like, “Are Your Lifestyle Habits Affecting Your Long-Term Health?” This question encourages readers to delve into the article to learn more about health-related topics.
Create Interactive Content:
Consider incorporating interactive elements, such as quizzes, surveys, and calculators, into your content. Interactive content boosts engagement and allows readers to actively participate in their learning journey.
In the financial services sector, a content marketing expert can design an interactive retirement savings calculator. This tool would allow readers to input their financial data and receive personalized insights on retirement planning.
Address Pain Points Directly:
Identify the pain points and challenges faced by your audience in the “boring” industry and address them directly in your content. Showing empathy and offering solutions to their problems will keep readers engaged and interested.
Writing for the legal industry, a content marketing expert could create a series of blog posts addressing common legal concerns such as “How to Protect Your Intellectual Property: A Comprehensive Guide for Startups.”
Stay Updated with Industry Trends:
Keep a close eye on industry trends and developments, and incorporate them into your content. Providing the latest insights and information on emerging topics positions your brand as a thought leader and keeps readers coming back for more.
In the construction industry, a content marketing expert could write a blog post on “Sustainable Construction Trends 2023: Building the Future Today” to showcase the latest environmentally-friendly construction practices.
Experiment with Different Content Formats:
Don’t limit yourself to just blog posts; explore different content formats like podcasts, webinars, and e-books. Diversifying your content offerings can attract different audience segments and cater to varying learning preferences.
A content marketing expert copywriting for the industrial manufacturing sector could host a webinar series on “Industry 4.0: Shaping the Future of Manufacturing” to engage a tech-savvy audience.
Crafting engaging content for “boring” industries requires creativity, empathy, and a deep understanding of your audience’s needs. By infusing storytelling, visuals, and real-world examples into your content, you can transform even the dullest topics into compelling narratives that captivate your audience and drive meaningful results.
Copywriting for boring industries doesn’t have to be a dull affair. With the right storytelling, audience understanding, and a touch of creativity, you can craft content that captivates, educates, and converts. Embrace the challenge of transforming technical jargon into engaging narratives, and you’ll soon find that every industry has its own unique story waiting to be told.
So, let your words do the talking, and watch as your “boring” industry captivates the world, one compelling piece of content at a time!
We are Emarkable, a content marketing company with a passion for transforming dry topics into captivating stories. With years of experience in the industry, Emarkable understands the power of well-crafted copy to elevate any brand, no matter the field.