As the Digital Content Lead at GNGF, I help my team create content for an industry many would deem as "boring." How do we overcome his to make content that grabs attention and turns into leads?
GNGF creates content for the legal industry…
Needless to say……….. we know boring.
More importantly, we understand how to take boring, and make it interesting for the consumer.
I’m going to leave you with three ideas that could change the way you approach your “boring” content and alter the ways consumers view your product or service.
Boring product doesn’t mean boring experience.
Just because we working in an industry many would classify as boring, the GNGF team is not okay with producing boring content. We want to use the creative juices of our team to
Engage potential clients
Get their attention
Make a connection
That all comes from creating something unique and worthwhile for the user.
This is a client of our’s in Cleveland, Ohio, a small worker’s compensation law firm. For the second year in a row now, they’ve published a Christmas-themed post that relates to their practice area.
Both this post, and their 2013 post have received lots of attention, links back from other legal sites, great traction on social media.
Perfect example of taking a “boring” topic and making it interesting. Your product may be boring, but that doesn’t mean your story has to be. Don’t take yourself too seriously
First impression is more important than ever
Boring industries get fewer chances
This starts with the presentation of your content. If you were searching for a bankruptcy attorney in Chicago, which firm grabs your attention first?
And this example assumes that the prospective client is already searching for a bankruptcy attorney, and is comparing them.
The prospective client that most of you are after, the person we’re really marketing for, is the person who doesn’t know they need your product or service, or aren’t positive they do. This means you’re having to reach them with your content on social media, blogs, and other places—amidst a current of more things they’re more interested in.
THIS IS WHY FIRST IMPRESSIONS ARE SO CRITICAL FOR CONTENT MARKETING IN BORING INDUSTRIES. We get fewer chances.
HELP before you HYPE yourself. Up. Again, don’t take yourself too seriously. Provide the answers they’re looking for, and show how you can help solve their problem or make their situation easier.
People are searching for answers to questions. If they are on your website, if you are in a boring industry like legal, they are looking for answers.
Give them the answers they’re looking for. Show them how you can help. Earn their trust. This is the most effective and critical thing you can do.