How To Storytell In A Boring Industry

How To Storytell In A Boring Industry

I recently met with a client who was grappling with the challenge of developing a content strategy. His main concern? The fear that his industry was too mundane to generate captivating content.
My response? Storytelling! No matter how “boring” an industry may seem, there are always stories to uncover and problems to solve.
Here are three modern examples of companies that have excelled in storytelling within industries many would label as “boring”:

Intuit QuickBooks – Accounting Software

The world of accounting may sound dry to most, but Intuit has transformed its content approach by creating relatable and inspiring stories. Their “Small Business, Big Dreams” campaign showcases real entrepreneurs’ journeys—highlighting their challenges, victories, and lessons learned. This approach not only humanizes the brand but also connects deeply with its audience, reminding them that QuickBooks is more than just a tool; it’s a partner in their growth story.

John Deere – Agricultural Equipment

John Deere has taken an industry steeped in tradition and made it a pioneer in content marketing through The Furrow, a magazine they’ve been publishing since 1895 and have now modernized into an online powerhouse. The content focuses on stories about farmers, sustainable practices, and innovative agricultural technologies, offering engaging insights that resonate with both farmers and business leaders interested in sustainability and technology.

Geico – Insurance

Insurance is typically considered one of the most unexciting industries, yet Geico consistently leverages humor and relatable scenarios to capture attention. Their memorable campaigns—like the famous “Hump Day” commercial—have shown that you can make even the most mundane products engaging through storytelling that taps into shared experiences and injects humor.

Key Takeaways for Business Leaders:

  • Empathize With Your Audience: Understanding what your audience truly cares about can transform dry content into compelling stories.

Leverage Visual and Interactive Media: Videos, podcasts, and interactive social media campaigns can help breathe life into complex topics.

Tell Human Stories: People connect with people. Highlight real users, employees, or experts within your industry to make content relatable.

Have another great example of content marketing for boring industries? Tell us in the comments below!
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