How To Create Engaging Content Secret

How to create engaging content in boring industries

5 min read
Shirley Lowe

A seasoned social media manager knows how to create engaging content out of nothing. However, there are certain “boring” industries that can be a nightmare for a newbie. We’re looking at you, insurance.

But don’t worry. With a little know-how, you can turn “boring” topics into engaging stories that attract an audience.

Related: How a small business social media manager can save you time and make you money

Which industries are considered boring by social media standards?

Before we learn how to create engaging content, we need to understand what we’re dealing with. When we think of “boring” industries in the context of social media, we usually think of things that are complicated or hard to explain, like financial services, the legal field and IT.

While these industries don't tend to set social platforms on fire, they provide essential services -- and that's why it's important to learn how to create engaging content for Facebook, Instagram, Twitter and other social sites where customers and prospects spend their time.

Are you willing to shake things up and try a new approach?

3 companies that make dull topics interesting

There are plenty of companies that are doing interesting things in a so-called boring niche.


In 2014, Mini launched a campaign called “Mini Not Normal.” It asked its followers to upload images using the hashtag #MiniNotNormal, and it had more than 230,000 people engaged with its brand within a six weeks, including more than 30,000 new followers and fans, and more than 3,800 people who visited the campaign hub to look for a new Mini.

Related: 6 marketing ideas for custom car shops


Messaging for insurance companies can be pretty dry — and understandably so. Talking about what happens if you get hurt or if a storm hits your home is a tough sell.

Allianz, however, managed to show how this old-fashioned industry can rock new-school media. It launched a successful marketing campaign targeted at millenials using Snapchat with the tagline, “Let your Snaps disappear; not your loved ones.”

Promoting your services as an insurance agent can be tricky, but not when you try to think differently.

Related: 5 ways to promote your services as an insurance agent

Real estate

The real estate industry seems to be more comfortable sticking with traditional marketing methods. But one young company, Rentberry, is using a completely different approach to rental property marketing. It’s a pretty simple concept, too: Give people useful information on social media and do it well. This type of content marketing can help you get through to millenials.

Related: Marketing to millennials: Why it’s wise to create business strategies to attract them

How to create engaging content for your industry

Creating content that will resonate with real people takes a lot of creativity and passion. It also helps if you leverage proven methods. Here’s how to make it work for you.

Tell a story

How To Create Engaging Content Storytime

Create a compelling storyline that you can thread through all of your marketing campaigns. You could even create an imaginary character, who could someday become real. Remember as you’re crafting your story that even the best copy requires good visuals. Your users need to see high-quality videos and eye-catching images to want to dive deeper into your content and brand.

If you’re looking for inspiration, these four brands can teach you a lot about successful storytelling.

Related: 9 types of video content to help you move customers through the sales funnel

Let your customers speak

Mini’s Not Normal campaign is a great example of getting customers involved and leveraging their creativity to give your social platforms a boost. User-generated content can help you create an engaged audience and cultivate loyal customers.

Related: What is user-generated content and can it help your business?

Social media is a two-way street

You can’t expect to be interesting to users if you don’t listen to what they want. They might tell you straight out, or they might tell you in more nuanced ways. Take in their feedback — the good, the bad and the ugly — and turn it into content. This will also help you measure customers’ satisfaction and develop your brand further.

Editor’s note: Need extra help coming up with creative social media campaigns? Let GoDaddy Social take the reins. Our experts will help manage your social media platforms so you can focus on your customers.

Boring is as boring does

Operating in a boring niche is not the end of the world — after all, those are some very important industries. By humanizing your brand and taking a creative approach, you can get better results than the rest of your industry.

One final note: Don’t flip the switch to a completely different brand voice and content overnight. Transition slowly to avoid confusing your audience and damaging your brand.

Related: A beginner’s guide to social media for small business

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