Creating Fun Content for Your Boring Industry
Ah Marketing, those of us that get into this industry love the challenge and creativity required. We get to meet with clients who are excited about their product or service and then come up with a corporate branding strategy to effectively present them to the public. It’s challenging, fun, measurable and always changing. Things are be going great and then … ‘the email’ arrives.
Your boss is very happy with your work as of late and has a new client for you. A new project!! It’s corporate branding strategy and one blog post per week and the client wants excitement, Sweet!! The new client is a Self Storage business. Okay, so a snoozer came down the line and it’s your job to create fun content that targets consumers. Your first thought, ‘Who wants to read about big empty rooms where we store random ‘stuff’ we don’t use?’ ‘*blink, blink*
One of your co-workers passes by your desk and sees the look of stunned disbelief on your face. You just point at the email. He smirks, pats you on the shoulder and keeps walking, wishing you luck as he makes his getaway. Your look in their direction says, ‘take me with you.’ Alas, you are left to deal with the yawner of a job.
Boring < Fun Factor
In this case the obstacle is comparable to a rather large mountain. The kind with a permanent snow cap. This ‘Boring’ mountain is what you need to summit. You are going to need to create the ‘Fun Factor’ here. It’s a good thing that as a marketer you have some artistic freedom. First, you should ask yourself about storage lockers to help you create fun content. Here are a few facts:
- They come in various sizes
- They are secure
- Some are heated
Now you need to ask yourself what is fun about this? Think about a couple doing a cleanup. He sees the 6×8 storage locker as a great garage for his Harley. She figures out that she can store 1248 pairs of shoes in the box in the same space with a walkway down the middle for access! You’re on to something! During your weekly post you can add a fun fact about what you can store in various lockers. Shoes, bikes, garden gnomes, vinyl records, pillows, the possibilities are endless. This will create some fun for the viewer. The main purpose of this part of the corporate branding strategy is fun. Sure it’s nice to know that 1248 pairs of shoes or a Harley can fit into the same storage locker, but it’s not vital. Price, security, space and heating are important, but they aren’t fun. Garden gnomes are fun!
Simplicity = Fun
Once you tap into something fun the tendency will be to overdo it. You know what happens when something fun gets over complicated? It ceases to be fun!
Don’t do it!
It is very important that you keep the fun factor = to simplicity. You have selected your fun factor, in this case, ‘how many ? can fit in the storage unit’. Avoid the temptation to build a database of random objects and and locker sizes. That will be fun for only one visit, then the magic will be gone. On the other hand if you release one new Locker Fact per week, it will be fun and some will even return just to see what has been posted. The payoff will come when someone decides they need a storage locker. By creating fun content your clients product will be filed away in the publics’ brain in a positive, fun way. When they need a storage locker they will most likely call Fun Factor Storage first.
Silver ‘Re’ Cap
- Create the fun. Sometimes it isn’t there to begin with
- Keep It Simple Silly – Don’t overcomplicate
- Create fun content (It’s worth mentioning twice)
More examples of fun content for snoozer industries can be found here in our free eBook shown above.
Colin is the Social Media and Content Marketing guru at OTR Web Solutions a web development and content marketing company since 2000, with offices in Canada, USA, Europe and South America.