Posts tagged with Dentists

Six examples of interesting content from ‘boring’ businesses

It’s easy enough to create amazing content if you’re ASOS or Red Bull or LEGO. But what if you’re a dentist or a funeral provider or you sell Hoover spare parts for a living?

In the world of content marketing, ‘boring content’ seems almost to have become a genre in its own right.

It tends to stand for content from B2B organisations facing those classic considered-purchase challenges: sales lead-times that can run into years, forbidding levels of compliance and stakeholder review, and products/services that can be dauntingly complex or just too mundane to inspire content that could ever be considered compelling or engaging.
 
And yet I can’t help feeling that, what with all their breathless talk of Red Bull, Coca-Cola, Amex, LEGO and the like, content marketers are in danger of giving the less glamorous businesses among us a bit of a complex, and for no good reason.

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