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By PATRICIA REDSICKER published MARCH 16, 2011 EST READ TIME: 7 MIN

5 Content Strategies for Boring Brands

“If people aren’t talking about you, they’re not talking about you for a reason. And the
reason isn’t that they dislike you. They’re not talking about you because you’re
boring.” ~ Seth Godin

The formidable challenge for marketers of boring brands is that you have to present content that is remarkable and
interesting even when your product—on the face of it—is not.

So, how should you get people to take interest in a boring brand?

The key is in distinctive presentation. Every brand has a unique story about its origin, its people and its experience.
The solution is to find an authentic theme, apply creative imagination and tell your story in a way that will attract and retain
people’s attention. What was widely perceived to be boring could become inspiring or at least interesting to a group of
people.

Let’s face it. Boring products solve legitimate problems too. QuickBooks, toilet paper and dentures fulfill a need just as much
as, if not more than, smart phones, cool music and fashionable clothes. If your brand is one that solves a problem but doesn’t
easily spark the imagination, here are five brand content strategies you can use to attract attention.

Come to the rescue

Just like good brands, good content solves problems. Boring brands have the same opportunity as everyone toshare
information that improves customers’ lives or helps them to do their jobs better.

Roberts and Durkee knows this. In 2008, this run-of-the-mill law firm used content marketing
to become the de facto consumer advocate for victims of the Chinese drywall problem that
hit the US market toward the middle of the decade.

They created a website/blog called chinesedrywallproblem.com to help thousands of Florida

homeowners whose homes were built with toxic drywall. The website provided pertinent
information such as how to identify contaminated drywall, the toxins’ health implications, and
the victims’ legal rights. This content strategy established Roberts and Durkee as the expert
in Chinese drywall problems and resulted in tremendous business opportunities for the firm.

To create content that solves problems, ask yourself:

What kinds of emergencies are happening in my community?

Are there particular groups in need of someone to speak up for them?

 How can I create content that helps them resolve these problems?

Reach out to your community

If your product does not generate excitement, create content that showcases your readers’ lifestyles, interests and
passions instead. Focus your content on the consumer rather than the product and encourage conversations that resonate
with your community.

Procter & Gamble – the makers of Gillette razors, Head & Shoulders shampoo and other
everyday brands – created ManOfTheHouse.com as “the real man’s magazine,” packed
with compelling advice on guy-to-guy topics such as money, careers, gadgets, parenting
and, of course, sex.

The site specifically targets young dads and connects with them via Facebook and Twitter as
well. By December 2010, manofthehouse.com attracted over half a million unique visitors per
month.

To reach your community with your content, ask yourself:

Who do I want to attract?

What is their lifestyle?

What are their interests and preferences?

How can I provide a forum for them to discuss these issues in a conversational, entertaining fashion?

Do something completely unexpected

No matter what kind of product or service you offer, there’s no reason for a boring presentation. Any product can be
showcased in a way that is interesting, appealing, even surprising!

Agilent Technologies produces measurement instruments that help scientists, researchers

and engineers measure variables in chemical analysis, life sciences and electronics. Ho
hum, right? On the contrary.

Going completely against type, Agilent resisted the typical dry technicalities in favor of the
truly unexpected: a video puppet show. The highly engaging Agilent Puppet Chemistry is
so far removed from the company’s brand image, it immediately disarms, intrigues and
captures the audience.

And that audience consists of scientists and chemists who work in research and forensic
labs – an audience that is relying more heavily on the internet to research instruments and
platforms. This technique proved to be highly successful for Agilent, increasing traffic to their
website and encouraging more prospects to click through in search of more information.

Want to go against the grain?

Brainstorm a list of adjectives that describe your company and then research their opposites.For example if your
organization has a serious, demanding and dull environment, you could research ideas that are entertaining, relaxing and
fresh. Then create a mix of content that matches those ideas and presents your company in a totally unexpected way.

Play to your strengths

A lot of people equate content with writing. But writing (blogs, e-books, white papers, books, etc.) is just one way to
create content – and it’s not for everyone.
 No one knows this better than Gary Vaynerchuk, founder of Wine Library TV. Gary, by his
own admission, couldn’t write to save his life. So he doesn’t. He video blogs…and he does it
extremely well.

His very informal yet highly energetic style, frequently described as an unpretentious, gonzo
approach to wine appreciation, offers a stark contrast to everyone else’s dry, conservative
approach to wine culture. Most wine bloggers simply publish a written article and then wait
for visitors to subscribe. Gary, on the other hand, loves the camera, is passionate about wine
and comes across like a familiar dinner guest, relaxing in your living room.

To play to your own strengths, ask yourself:

How do you prefer to express yourself? If you enjoy being in front of the camera, try video blogging and inject your
own personality into the content. If you prefer to look people in the eye and feed off of their energy, speaking
engagements or training opportunities might be your vehicle.

Do people easily recognize your gifts or talents? Perhaps you’ve been told that you have a ‘golden voice’ or a ‘way
with words.’ Maybe they’re onto something. Explore your talents and find a complementary outlet to express them.

Encourage people to talk…about anything

Josh Bernoff, Forrester Research Analyst and co-author of Groundswell, recommends that boring brands encourage people
to talk–even if it isn’t about the brand itself. By borrowing a relevant topic and encouraging conversations about it,
boring brands become part of the conversation.

Social media presents the perfect opportunity to apply this “borrowed relevance,” as Bernoff calls it, because conversations
are already taking place there that are not product-centric, pushy or self-promotional.

A good example is Liberty Tax, a tax service franchise (yawn)…with a Facebook audience of
over 6,000 people! A quick look at their Wall reveals how they use a variety of tactics to
engage their customers and create a lively atmosphere. They discuss Groupon deals, hold
photo contests, show appreciation to different members of the community (teachers,
policemen and firefighters, etc.), and so on. They also make taxes fun (no, really!) by giving
away free tax apps, and offering advice and tips on little-known tax credits, refunds, etc.

Without a doubt, distinctive presentation is the key to a boring brand’s problems. But it is not without its stresses. Breaking
away from the comfort zone is risky and may open you up to criticism. I think Barry Gibbons, former CEO of Burger King, hit
the nail on the head when he said: “Ho-hum. We swim in an ocean of ho-hum, and I’m going to fight it. I’m going to die
fighting it.” If Burger King recognizes the importance of distinction, I think lesser-known brands ought to be taking notes.

Over to you: Are you fighting against being boring? What strategies have you employed?

See how more of the best brands on earth are conquering their content marketing challenges. Download our e-book:Get
Inspired: 75 (More) Content Marketing Examples.

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Recommended by

Author: Patricia Redsicker

 Patricia
Redsicker is a
content
marketing
expert from
Baltimore MD.
Follow
As owner and
senior
marketing writer at WordView Editing Patricia works with healthcare organizations to develop content strategies that attract and retain
customers. Her blog provides content marketing insights to aspiring bloggers and healthcare marketers. You may follow her on Twitter at
@predsicker.

Other posts by Patricia Redsicker

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