One of the most common things I hear from people in industries that are not traditionally considered to be exciting is that they find it almost impossible to keep a blog up and running. Who wants to read a blog about dentistry, financial services, or air conditioning tips, anyway? It’s easy to write for exciting industries like content marketing and SEO—there’s always new content to be written, because these industries are constantly changing and there are hundreds of different wells to draw content from.
But what if you want to blog about an industry that isn’t as “exciting?” Sure, your blog might not be as exciting as someone who travels for a living—but it can be just as engaging and informative. And; when shared properly, can do wonders for your first page of Google hopes. Here’s 7 tips to help you get started:
If it’s helpful, it won’t be boring
Recently, I was having an issue with my laptop. It was cycling endlessly through the loading sequence and then immediately giving me the blue screen of death. I immediately got on my phone and searched for a website that could tell me how to correct this eternal cycle without taking my computer to tech support. I found the solution on a tech blog and was able to fix my computer in less than a minute.
Sure, the blog was not the flashiest or most interestingly formatted blog I’d ever seen, but it was very useful to me in that moment. The lesson here? If your blog is helpful, you don’t have to worry about it being boring.
Focus on the fact that even through it may seem like a boring industry, your audience won’t think it’s boring. And, if you’re providing solutions with your content marketing, that in itself will begin to show fruits in the form of leads and thought leadership.
Ditch the jargon
One of the biggest roadblocks business bloggers face is the knowledge gap between them and their potential readers. You want to tell them something about your business, but you just don’t know how to present it in a way that your readers will understand.
Here’s a tip: get rid of the business jargon. You want to sound professional, but you never want to sound like you are talking down to your readers. Instead, write how you speak. You’re not writing your dissertation—you’re writing a friendly blog that the average person should be able to read and understand without too much trouble. If you do need to use a business term, make sure you clearly define what it means.
To clearly define terms, you could simply spell it out or use it as an opportunity to link outbound to a helpful resource that defines the term/concept more clearly. This is also a great way to make sure that you’re not just including internal links, which is key to your search engine optimization goals.
Be as specific as possible
There is nothing useful or engaging about very generalized content. If someone clicked on this post, for example, and found only a general article about why it’s important to blog for a boring industry, without any tips for how to do it successfully, that reader would likely just click away. Be as detailed and specific as you can be. Talking generally is a good way to be boring in any industry. Talking specifically is a good way to, at the very least, make your post is informative and useful. It will probably make it interesting, too. Focus in on a specific aspect of your topic, rather than trying to cover a huge area of that topic.
For example, is you are in the pool care business – You don’t have to just write about swimming pools. You can write about solutions to common problems, or heating options. You can write on lighting options or scenarios that your customers have run into in the past. The topics can be nearly endless if you write articles that are focused on the specifics.
Show your personality
The biggest thing that makes a blog boring? No personality. It’s like sitting in a class where your professor speaks only in monotone and just stands behind the podium and reads the book to you. Sure, it might be informative, but it’s not the best way to get the information you want. You can quickly liven up your blog by letting your personality shine through. Write colloquially, use humor, make pop culture references, and keep it natural. Imagine if the Most Interesting Man in the World only read those stories to you, rather than visualizing them in those catchy commercials – Boring!
A light hearted tone is usually the best way to make something interesting to read. It’ll grab and hold your audience’s attention even if the topic itself isn’t that sexy or mind-blowing.
Side note: I miss the old Dos Equis guy.
Use an analogy to explain a complex idea
Many people might label a topic boring if it is, in fact, just confusing. Making an analogy between a concept your readers are already likely to understand and something you want them to understand is a great way to provide valuable information without dumbing it down (which is insulting to your reader and makes your post less valuable).
For example, if you were writing about SEO, you could draw an analogy between SEO and working out. Both require consistent, sustained effort over a long period of time in order for you to get results. If you’re in the car detailing business, I can already see you drawing similar comparisons to your industry.
Cut the fluff
We’re all guilty of this. We’ve been told that Google prefers longer content, so we pad out all of our blog posts to be at least a thousand (if not two thousand, or three thousand words). After you’ve written your post, go back and determine whether or not you actually need all of that stuff in your post. Your readers are interested in the information they’re promised in the title—they’re not interested in all of the extraneous, only obliquely-related information that you stuffed in there to make the piece longer. If you can say something in fewer words, say it in fewer words.
Use lists and white space
Most people who come to your blog post are looking to get to the meat of the information as quickly as possible. Make it easy on them by utilizing white space and a list format. They’ll be able to easily scan and get the information they need. The white space provides a mental break, so they’re less likely to get tired or bored during your piece.