Why Even Un-sexy Businesses Need Content Marketing

unsexy business content marketing
Some businesses are just sexy. There’s no other way to put it. They’re fun to write about and easy to share. People love to talk about them, marketing feels effortless and massive sales are inevitable.

And then there’s the rest of us.

For every hip tech startup and YouTube fitness sensation out there, there is a corresponding gas station owner and vending machine supplier.

Not all businesses are sexy. In fact, most businesses are like a sturdy ol’ pair of granny panties. Useful? Yes. Fun and exciting? Not so much.

So, the next time you think your work isn’t exciting enough to write about, here are three reasons to keep on keepin’ on.



Every business is sexy to somebody

I was recently talking with a prospective client who told me her business “just isn’t cool enough to write about”. She was trying to decide if she should continue putting time and effort into content marketing or not — and she was leaning toward the latter.

Saying goodbye to her blog, shutting down all her social media platforms and never sending another email ever again sounded pretty good to her at the time. She was over it.

The real problem wasn’t that her business was boring, it was that she was trying to make her business into something it wasn’t with clever marketing. She watered down her message so it would appeal to more people, and in doing so negated all the things that made her appealing in the first place.

Someone out there thinks your business is as hot as two rats doing somersaults in a wool sock. And it isn’t because of your amahhhhhzing website or your mind-blowing social media prowess. It’s because you make them sleep better at night.

And that shit’s sexy.

Content Marketing makes you more competitive

If content marketing feels like torture to you, it probably feels that way for your competitors too. This is especially true if you are in an industry where people need what you sell, but they would really rather not have to buy it.

Take car insurance for example. There are about 253 million cars and trucks on the road in the United States and every single driver needs car insurance. But I’d be willing to bet that if we could get the same protection insurance provides without paying for it, we’d all stop forking over money for insurance each month.

We need insurance, but paying for it feels a lot like taking a stack of bills and lighting them on fire. Not a fun purchase to make.  Most small insurance companies feel like they can’t compete with the Geicos and the Progressives and the All States of the world, so they don’t focus on content marketing.

Bad decision. Your competitors probably don’t feel sexy either. Let them be the ones that stay silent because they aren’t cool enough. Meanwhile you keep connecting with customers by blogging and podcasting and sharing useful content on the Book of Faces. Your competitors’ silence means less noise for you to compete with.

Content Marketing keeps you top of mind

Your business exists for a very good reason. Your customers have an annoying, expensive or embarrassing problem. You make that problem disappear. Poof!

When you get hired, your customers aren’t thinking “Gee, I would really love to have this pair of jeans. I think I will buy them!” They’re saying “OMG OMG OMG, MY TOILET IS OVERFLOWING!! I need a plumber and I need him here 10 minutes ago.”

There are 364 days a year where your customers may not need you. But when the toilet is overflowing and the bathroom smells like stagnant water (or worse) and your boss is coming over for dinner that night? They need you, someone, ANYONE right now!

Being consistent with content marketing means your clients never have to Google “fastest Plumber in Chicago”. If you are already top of mind, that customer is going to be yours when the you-know-what hits the fan.

Your turn

Do you have an un-sexy business? I want to hear from you! Let me know how you use content to market your “boring” services in the comments below.

2015 Content Marketing featured sales

Jules Taggart is a human-centered content strategist, speaker, consultant and educator. She believes intelligent business growth is fueled by creating meaningful experiences, one client at a time. Jules teaches small business owners how to leverage the relationships they already have to sell their services more consistently. Connect with Jules on Twitter.

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