This document discusses strategies for content marketing for businesses in boring or niche industries. It recommends understanding the audience and use cases, choosing appropriate formats, representing brand values authentically, and focusing on the purpose of the content rather than trying too hard to be interesting. The key is to understand the customer's needs and perspective rather than assuming the product itself needs to be exciting.

3. Content
Marketing
for
Watching
Paint
Dry

5. Business-­‐
centric
digital
marketing
Think.
Do.
Modernize.
Improve.
Create.
@hannahjthorpe

6. As
an
agency,
we
work
with
a
whole
range
of
clients

7. The
majority
of
products
aren’t
that
interesting

8. But
that
doesn’t
mean
the
brand
can’t
still
be
exciting

9. How
many
times
do
you
hear..?
“But
i
don’t
know
anything
about
that
industry”
“They
don’t
need
content”
“It’s
too
difficult
to
create
a
campaign”
“It’s
too
niche”

10. Agencies
are
still
businesses,
&
not
all
of
us
can
pick
&
choose
clients

11. How
do
we
sell
in
boring
markets?
Understand
the
use
cases
Know
the
audience
Think
about
format
Represent
brand
values
Know
why
you
are
making
content
Don’t
try
too
hard

12. Why
are
you
making
content?

16. Everything
ties
back
to
this…
“Never
tell
people
how
to
do
things.
Tell
them
what
to
do
and
they
will
surprise
you
with
their
ingenuity”
General
George
S.
Patton
(...&
Nichola Stott)

17. Know
the
audience

18. Who
are
they?
Where
do
they
spend
their
time?
When
are
they
searching?
What
do
they
want?
Why
are
they
searching?
What
will
help
them
decide?
WHO WHAT

19. Yougov Profiles
Lite -­‐ Similar
Brands/products

20. Connecting
dots
(&
Brands)
Purchases
an
extension
cable
Senior
member
of
household
-­‐ rental
or
owned
Rental
-­‐ Probably
tight
on
space?
Creative
ways
to
‘build’
their
room
Owned
-­‐ Maybe
redecorating?
Why
redecorate?
A
change
in
living
WHO
WHAT

21. Product
alternative!
We
should
be
explaining
the
difference
in
these

22. Represent
brand
values

23. Know
who
you
(they)
are
Friendly Corporate
Spontaneous Strategic
Modern Traditional
Fun
Serious
Entry-­‐level Expert

24. Think
about
format

25. Audience
Consider:
• Time
to
consume
• Platform
• Device
• Location

26. Understand
the
Use
cases

27. Sometimes
buying
is
an
experience…

28. cleanBREAK Dry
Disconnect
Coupling
...other
times
it’s
about
the
end
result
BLOODHOUND
SSC
land
speed
record-­‐breaking
car
OR

29. Don’t
try
too
hard

32. Alliteration,
Puns
&
Rhymes
No.

33. Top
Takeaways
Understand
the
use
cases
Know
the
audience
Think
about
format
Represent
brand
values
Know
why
you
are
making
content
Don’t
try
too
hard

34. Thank
you!
@hannahjthorpe
hannah@white.net