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How to Create Compelling Content for Boring Industries


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A talk I have at Marketers Unbound in Toronto about how to create compelling content for boring industries.

Great examples include Charmin, GE, Yak and Intercom.

Shout out to HubSpot for a few of those.

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How to Create Compelling Content for Boring Industries

  1. 1. HOW TO CREATE COMPELLING CONTENT FOR BORING INDUSTRIES Hana Abaza, Director of Marketing @HanaAbaza
  2. 2. The dirty little secret… You can’t!
  3. 3. You might not love it, but somebody does.
  4. 4. Understand why you think it’s boring… Think it’s not sexy? You don’t need it? Suck it up and learn to love it!
  5. 5. How to get warm and fuzzy feelings about a boring industry… 1. Research the Industry 2. Understand the customer 3. Find the intersect
  6. 6. Here are a few great examples from Uberflip and HubSpot…
  7. 7. TELECOM
  10. 10. EVERYTHING
  11. 11. General Electric doesn’t take themselves too seriously. And people LOVE it!
  12. 12. FILE STORAGE
  13. 13. Dropbox keeps things real by humanizing the product, making people want to click.
  14. 14. Thank you! Hana Abaza, Director of Marketing, @hanaabaza