Creating Great Content In a ‘Boring’ Industry

A few days ago I shared that there are some industries that are not that exciting. They’re highly technical or maybe more mundane. Let’s be honest: there are just some industries that are not sexy to write about, talk about, or even think about.

A new client recently told me, “That perfectly describes my industry! I do back-end IT consultations for hospitals. Sure, it’s highly lucrative, but it’s super boring!”

There’s a reason why these industries aren’t that exciting - it’s because people aren’t connecting great stories with those products or services.

Let’s use the IT consultation for hospitals as an example. What’s the story we can clearly draw from this industry?

It starts with the people: who are the people benefiting from a better IT solution at the hospital? The administrators, the doctors, the nursing staff, the lab technicians, the processing department working with insurance providers.

At every level of the hospital, medical staff are able to provide better care because they know they have an IT network that’s reliable and helps them be better at their jobs.

If we just stop there, we miss the ultimate audience: the patients and their loved ones. Because our client is a world-class IT consultant, it means people are getting better care through his support.

Connect your story to the people you serve, and I guarantee your industry will never be ‘boring’ to you again.

Copy and Content for Thought Leaders is presented by Jon Cook, founder of Keynote Content. Jon and his team help thought leaders, namely speakers, coaches, and consultants, craft and share their messages to better serve their audiences. Connect with Jon and his team at Keynote Content by visiting keynotecontent.com. You can subscribe to the Copy and Content for Thought Leaders Flash Briefing by visiting bit.ly/CopyContentFlash and enabling it there. Then, all you have to say is, “Alexa, what’s my flash briefing?”