How to write engaging content in a boring industry

Let me guess:

You’re struggling with your content creation.

You want it to be engaging and entertaining. But the topics in your niche are just not exciting.

So you stare at the screen. You make a few attempts to start, which you quickly delete. And then, facing a deadline, you give in and write an uninspired post just to get something—anything—published.

It doesn’t have to be this way. If you use the tactics in this article, you can write content that keeps readers captivated from beginning ‘til end and compels them to share it—even in a “boring” industry.

Change your mindset

No tactic is going to work unless you first come to this realization:

There are no boring topics. Not even accounting or insurance.

They may not be topics you’d get excited about. But you’re likely not the target audience.

Boring is a relative term. I’d rather stare at a blank wall for a couple of hours than watch most of the reality shows on TV. But the ratings indicate that there are plenty of viewers who feel otherwise.

Don’t make the mistake of thinking that everyone has the same interests as you. You’ll never be able to engage the readers you’re supposed to be writing to that way.

So how do you find the interest in a topic you’re not interested in yourself?

Focus less on the topic and more on what readers get out of the content. To put it even more simply, provide value.

Let’s use accounting and insurance as examples. You’re probably not thinking, “I can’t wait to read about that.” But if you saw an article explaining ways to save money each month without sacrificing time or resources, I doubt you’d yawn and move on.

See, I told you accounting and insurance weren’t boring.

Use a conversational tone

If your writing is boring, then even the most exciting topic will seem boring, too. Consider these two examples:

Example 1:

Stored hematoxylin-and-eosin–stained sections from each participant were evaluated by a breast pathologist who was unaware of the initial histologic diagnoses and patient outcomes. Biopsy findings were classified according to the criteria of Page et al. into the following categories: nonproliferative fibrocystic changes, proliferative fibrocystic changes without atypia, and proliferative fibrocystic changes with atypia (atypical ductal hyperplasia, atypical lobular hyperplasia, or both). Biopsy specimens were designated as having proliferative fibrocystic changes if they contained any of the following: ductal hyperplasia (greater than mild), papilloma, radial scar, or sclerosing adenosis. Cysts, fibroadenoma, or columnar changes were considered nonproliferative unless they also contained one of the lesions denoted above.

Example 2:

A breast pathologist looked at participants’ biopsies and put them into the following categories:

• Nonproliferative fibrocystic changes
• Proliferative fibrocystic changes without atypia
• Proliferative fibrocystic changes with atypia (atypical ductal hyperplasia, atypical lobular hyperplasia, or both)

Proliferative fibrocystic changes included ductal hyperplasia (greater than mild), papilloma, radial scar, and sclerosing adenosis. Cysts, fibroadenoma, or columnar changes were considered nonproliferative unless they also contained one of the lesions above.

To prevent biased results, the pathologist had no knowledge of the initial histologic diagnoses and patient outcomes.

Which engages you more?

If you’re like most people, it’s the second one. That’s because the conversational tone is easier to read and understand. It comes more naturally.

Here are a few ways to make your writing more conversational:

Imagine you’re writing to a single individual. Try to picture someone in your mind and write to him or her. A persona can be helpful with this.

Replace jargon with common, everyday words. You don’t have to eliminate your target audience’s buzzwords entirely. In fact, you shouldn’t. But you should have enough plain language to make it sound how the reader would speak.

Use contractions. Sure, this is a little thing, but that’s the way most people speak. Not using them can make your writing sound awkward or robotic.

Break a few grammar rules. If our conversations got graded on grammar, most of us would get poor marks. So don’t worry about starting a sentence with and or but. It’s OK to end a sentence in a preposition if it sounds better. You can even use sentence fragments.

It’s important to remember that these aren’t hard and fast rules. If your brand and your niche are more formal, then you don’t want to sound too casual. Do what’s best for your situation.

Tell stories

In sure you’ve heard before that storytelling is a powerful form of communication. But did you know that there is actual science behind it?

According to research from neuroeconomist Paul Zak, our brains produce the stress hormone cortisol during tense moments in a story, which increases focus.

And that’s not the only neurological response our brains have to stories. They also release oxytocin and dopamine, chemicals that affect mood and feelings.

Which brings us to the next tip.

Tap into an emotion

When was the last time something boring made you mad? Or happy? Excited? How about anxious?

Probably never. If you are feeling those emotions, you are engaged.

If you can create this type of emotional response early in your content, then you’ll hook your target audience, regardless of the topic.

So how do you do that?

One way is by amplifying their pain.

Think about the problem your content is trying to solve and speak to that. But don’t just mention it in broad, matter-of-fact terms. Create a hypothetical situation the reader can see herself in or has already experienced.

Use concrete terms and mental images to capture the emotions involved. Target the readers’ senses to simulate the experience.

Creating an antagonist is another effective tactic. It creates drama and tension. The antagonist could be a company, an individual, or even the status quo.

That’s the approach Dr. Andree Bates took in a series of columns for EyeforPharma. In No More Lip Service and Rethinking Pharma parts 1, 2 and 3, she paints the current state of the pharmaceutical industry as the antagonist standing in the way of innovation.

Focus on the reader

The most interesting topic in the world for most people is themselves. Even you. Admit it, you perk up when you hear your name mentioned. If you saw it on a piece of paper or computer screen, you’d take a closer look to see what it is all about.

It’s not because we’re egotistical. It’s just human nature. And you can use it make your content more engaging.

Obviously, you can’t personalize the content with each reader’s name. But there are other ways to make your content about them.

One way is to call out an attribute most of your target audience shares, such as job function. If your topic is about management, using the term manager should get managers’ attention. The more specific you can get, the better.

Using the word “you” throughout your content is another way to make it more about readers. It helps you focus your messages on what your audience can do.

Surprise your readers

Predictable is boring. Rehashing the same old advice or information isn’t going to cut it, especially in a so-called boring industry.

Find a way to instead surprise your reader, and you’ll instantly create interest.

So how do you do that?

Defy conventional wisdom. Take a contrary view on a popular topic. It’s not as easy as it sounds. You have to be able to back up your stance. And you need to be authentic. But it’s a great way to stand out.

You could do something unexpected, like Jeff Deutsch. He became wealthy as a self-professed internet spammer, but did a complete 180 and is now a white hat advocate. His article explaining the transformation quickly went viral.

Build suspense

Have you ever kept watching a TV show or movie that you didn’t really enjoy because you felt compelled to see what was going to happen next? That’s the power of suspense.

We’re hardwired that way.

That’s why TV shows put cliffhangers before the commercial break and at the end of the season. It keeps viewers tuned in. Given the short attention spans people have today, that’s something we need in every piece of content we create.

When writing your content, don’t give everything away in the beginning. Give readers enough to care about your topic. Let them know what they’ll learn or what they’ll miss out on if they bail. But leave some of the details for later in the piece. Slowly reward readers who stick with it with the information they crave.

Even little delays can build anticipation. You can do this with what’s known as grease slide or bucket brigades. Successful writers these words and phrases to bridge points together and keep people reading longer. Here are a few examples:

• Why?
• Here’s how.
• And that’s not all.
• Let me explain.
• It gets even better.
• You may be wondering:

KISS

In case you’re not familiar with this acronym, it stands for Keep It Simple Stupid.

Complex content can be hard to read and process. In other words, it’s work. Even people who enjoy their work appreciate things that make their tasks easier.

Keeping your content simple doesn’t mean dumbing it down to remedial level. If your audience needs advanced information, you should deliver it to them. But you should eliminate the roadblocks and distractions that get in the way.

How?

Limit your content to a single topic with a clear purpose. It’s easy to go off on tangents when writing. If you’re well versed in your niche, you may be tempted to try to cover several things.

Don’t. Every time you go off topic, you give the reader an opportunity to exit.

Your topic isn’t the only thing you should limit to a single thought. You should do the same with your writing structure.

Whenever possible, eliminate compound sentences. Use short sentences and paragraphs. People process them more quickly and easily. That keeps them reading. And it’s visually more inviting.

Involve the reader

Most content is passive. It merely presents information. The reader is on the outside looking in. But truly engaging content makes the reader an active participant.

Fortunately, there are several involvement devices and techniques you can easily add into your content.

Ask questions. You’ll transform the narrative from a lecture to a dialogue, even if the answers are just in the readers’ minds. The best questions to ask are specific and relatable, such as the classic headline “Do you make these mistakes in English?”

Questions can also be an effective way to pull the reader into your stories and anecdotes. For example, you could ask, “Has this ever happened to you?” leading into a hypothetical situation. It helps the reader see himself in that situation.

Include a survey or poll. These are great involvement devices for a couple of reasons. First, people love to give their opinions on things. It makes us feel important.

Plus, if you use a plug in or widget that requires typing or clicking, it also gets people physically involved. That may not seem important, but those actions typically increase response rates in direct marketing efforts.

WP-Polls and YOP Poll are two popular options.

Create tasks or challenges. This is another way to get your target audience physically involved. And it doesn’t require any additional technology.

For instance, you could instruct your audience to jot something down before continuing on. Or you might include step-by-step directions that the reader can perform as he progresses through the post.

Quiz readers. Testing your knowledge can be irresistible. It involves readers the same way asking questions does. And it’s easy to include in any post.

You could use a plug in or widget such as Wp-Pro-Quiz. Or you could simply pose the questions and answers in the text within your post.

Whichever you decide, try to keep it brief and simple. While people love the challenge of a quiz, it shouldn’t feel like work.

Conclusion

At the end of the day, the boring industry excuse is just that. An excuse. Don’t let it stop you from creating the engaging content you’re capable of delivering and your audience deserves.

That’s not to say it’s going to be easy. Even with the strategies I’ve outlined, it’s going to take hard work and practice. But nothing worthwhile comes without those things.

Start with just one or two of the techniques above for your next campaign. Then, when you’ve master those, experiment with some of the others.

I’d love to hear how you make out. And if you have any tips or techniques of your own, share them in the comments below.