how to create compelling content for boring industries
DESCRIPTION
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.TRANSCRIPT
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HOW TO CREATE COMPELLING CONTENT FOR BORING INDUSTRIES
Hana Abaza, Director of Marketing
@HanaAbaza
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The dirty little secret…
You can’t!
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You might not love it, but somebody does.
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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!
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How to get warm and fuzzy feelings about a boring industry…
1. Research the Industry2. Understand the customer3. Find the intersect
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Here are a few great
examples from Uberflip
and HubSpot…
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TELECOM
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CRM INDUSTRY
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TOILET PAPER
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EVERYTHING
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General Electric
doesn’t take
themselves too
seriously. And
people LOVE it!
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FILE STORAGE
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Dropbox keeps
things real by
humanizing the
product, making
people want to click.
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Thank you!Hana Abaza, Director of Marketing,
www.uberflip.com
@hanaabaza