Can you make a boring topic into an interesting marketing opportunity?

Well indeed you can! Content Director Jenni Lieto from Sanoma Content Studio has three giveaways for content marketers. 

I have heard at least dozens of times: “Our topics are just so dull that that it's impossible to make interesting content out of them.” Every time I hear this, I get excited, because I know—you can absolutely do so! 

Here comes three tips how to turn a boring topic into interesting content.

Also watch this minute long video where 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. An important task for marketing is to stand out from the crowd and get noticed. Here comes the good news: if your particular 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. What if you created visually distinctive content there? For example, an ad creative more like a narrative that resembles an arresting Instagram video than a traditional business post? We created a strategy and content for our client that did just that, and it achieved record results.

Learn more about our UPM award winning content marketing program >

So which channel are you on: LinkedIn, a radio ad break or a news feed? What kind of output in that particular stream would stand out from the crowd around you? 

2. Find the person who will get back to you 

There is no more powerful communication tool than a passionate person. The more obscure the issue, the more important it is to find the type of person who has a genuine fire for that particular topic. Passion is contagious.

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

• Tip: the fear that your systems designer or CEO won't want or have time to speak at a marketing event is often misplaced. Surprisingly, many are happy to be featured. 

3. Find the myth - and debunk it 

There are myths and misconceptions associated with every industry. It's worth turning them into content!

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

Busting myths or answering silly questions is a format that can be applied to almost any industry, from electricity to insurance and from finance to construction. Remember to make sure the question is phrased in an interesting way.

For added interest, look for the format in which you serve up the answers. 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.