The Custard Blog

Words of wisdom from our team of online marketing experts

There’s No Such Thing as A Boring Niche in Content Marketing

According to, every minute Facebook users like 4,166,667 posts, 300 hours of new video is uploaded to Youtube and Buzzfeed amasses an additional 34,130 video views.

There are only so many hours in the day and as the volume of content being created continues to increase, the goal posts for what constitutes interesting content shift.

Like many others in the industry, have been putting more and more focus on creating engaging content over the past few years.

But due to this shift and the fear of failure, there’s one objection that we’re frequently met with –

“But my industry is too boring, no one wants to reads about that!”

Well, when you’re talking about the industry as a whole that might be true. You’re going to have to do something really special to make editors jump for a story about self-storage (Sorry!) but that doesn’t mean a content approach won’t work for you.

[Further Reading – How to Win Your Battle for Content Marketing Buy-in by Content Marketing Institute]

Saying that, you will need to be smart.

How to Think Outside the Box

Instead of launching into a project zeroed in on your main keyword, find the human angle for your industry.

To do this there are few questions you should ask yourself:

  1. Why do people need your product?

    In 2015, we began working with an appliance retailer, and after an initial struggle producing content related to washing machines, we started looking into how people use their washing machines instead. We uncovered some worrying data about men’s habits.

    This story went on to be picked up by Huffington Post, the Telegraph, and to name a few, as well as also achieving print coverage and radio features.

  2. When would people engage with your product?

    Most industries will have a peak season and this can be a fantastic way to uncover content opportunities you might have otherwise missed.

    For example, a removals company might see a spike at the beginning of term time when students move away to university. Creating content aimed at this sub-set of potential customers will not only give you a whole new avenue for content ideas, but also a previously untapped list of target media to approach for links.

  3. Where are people most likely to see your product?

The industries that can sometimes be considered ‘to boring’ for content marketing are often B2B and lacking the connection to the everyman that is required to make truly viral content.

But whether you’re selling to the end consumer or not, your product will affect some aspect of people’s lives and that’s what you need to exploit.

Still not convinced? There are plenty of extremely well known brands out there that have made a name for themselves by through innovative content marketing.

Ever heard of an old fashioned men’s soap company making a name for themselves through video marketing?

They actually managed to double sales through this campaign.

How about a department store who have created a fan base that eagerly wait for their Christmas TV ads like they were Hollywood Blockbusters?

They saw online sales rise by over 20% during the 6 weeks that the advert ran and demand for telescopes rocketed by 412%

Still not inspired? Find out how we can help you create content to take your brand to the next level.

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