how to create compelling content for boring industries

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HOW TO CREATE COMPELLING CONTENT FOR BORING INDUSTRIES Hana Abaza, Director of Marketing @HanaAbaza

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Post on 30-Jan-2015

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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

Page 1: How to Create Compelling Content for Boring Industries

HOW TO CREATE COMPELLING CONTENT FOR BORING INDUSTRIES

Hana Abaza, Director of Marketing

@HanaAbaza

Page 2: How to Create Compelling Content for Boring Industries

The dirty little secret…

You can’t!

Page 3: How to Create Compelling Content for Boring Industries

You might not love it, but somebody does.

Page 4: How to Create Compelling Content for Boring Industries

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!

Page 5: How to Create Compelling Content for Boring Industries

How to get warm and fuzzy feelings about a boring industry…

1. Research the Industry2. Understand the customer3. Find the intersect

Page 7: How to Create Compelling Content for Boring Industries

TELECOM

Page 8: How to Create Compelling Content for Boring Industries
Page 9: How to Create Compelling Content for Boring Industries

CRM INDUSTRY

Page 10: How to Create Compelling Content for Boring Industries
Page 11: How to Create Compelling Content for Boring Industries

TOILET PAPER

Page 12: How to Create Compelling Content for Boring Industries
Page 13: How to Create Compelling Content for Boring Industries

EVERYTHING

Page 14: How to Create Compelling Content for Boring Industries
Page 15: How to Create Compelling Content for Boring Industries

General Electric

doesn’t take

themselves too

seriously. And

people LOVE it!

Page 16: How to Create Compelling Content for Boring Industries

FILE STORAGE

Page 17: How to Create Compelling Content for Boring Industries

Dropbox keeps

things real by

humanizing the

product, making

people want to click.

Page 18: How to Create Compelling Content for Boring Industries

Thank you!Hana Abaza, Director of Marketing,

www.uberflip.com

@hanaabaza