Can you turn a boring topic into interesting marketing?

You absolutely can! Content Director Jenni Lieto from Sanoma Content Studio has three techniques s for content marketers. 

I have heard it dozens of times: “Our topics are just too dull to be made interesting content” Each time I hear this, I get excited as I know that, without expception, that is not the case! 

Here are my three top tips for turning a (so-called) boring topic into intriguing content.

Learn more: In a minute long video Jenni gives you more tips for successful content marketing in Finland.

1. Break the pattern and disrupt

The word disruption was trending fifteen years ago, but as a strategy it still works. The important task of marketing is to stand out and get noticed. And here's the good news: if your industry isn't sexy in the traditional way - you don't sell perfume, burgers or trendy sneakers, for example - it's actually much easier for you to be the one that stands out from the competition. 

LinkedIn is a popular platform for B2B marketing. How about you created visually distinctive content there that carried a story more in a way of an arresting video on Instagram and less like a traditional business post? We created a strategy and content for our client that did just that, and the results were record-breaking. 

Learn more about UPM's award-winning content marketing >

So, think about the channel you are on, whether it’s LinkedIn, a radio ad break or a news feed. What kind of message would stand out from the crowd in that environment? 

2. Find someone who burns for the topic 

There is no communication tool more powerful than a passionate person. The more obscure the issue, the more important it is to find a person who has a genuine zeal for it. Passion is contagious. 

There are bound to be more than one people among your in-house experts or outside the company with a burning passion you could harness to communicate your message in a gripping way. 

• Tip: the fear that your systems designer or CEO wouldn't want or have time to appear in marketing content is often misplaced. Surprisingly,many are happy to be featured. 

3. Find a myth - and debunk it 

There are myths and misconceptions associated with every industry. Turn them into content!

The True or False content format is a classic for a reason. When you ask the dumb questions no one dares to ask, and answer them, many in your target audience will be grateful. This is why those doctor columns were the most popular content in teen magazines.

Busting myths or answering silly questions is a format that can be applied to almost any industry, from electricity to insurance and to finance to construction. Make sure to phrase the question in a compelling way.

For added interest, consider the format in which you provide the answers. Short  Thumb-stopping videos might do wonders.

Got a tough topic? No problem. Reach out—we specialize in transforming the “unmarketable” into scroll-stopping stories your audience will love.