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The 3 Keys to Creating Flaunt-Worthy Content for Even the Most Boring Industries.

Every industry has flaunt-worthy facts and fun features. I don’t care if you’re a bricklayer, a pipefitter or you sell leggings from your spare bedroom, husband’s man cave or Cheryl’s She-Shed. If your career choice were THAT boring, you wouldn’t be doing it for X years. The trick to finding great content for your business is to think about the behind-the-scenes fun that goes down when that open sign flips.

Every industry has flaunt-worthy facts and fun features. I don’t care if you’re a bricklayer, a pipefitter or you sell leggings from your spare bedroom, husband’s man cave or Cheryl’s She-Shed. If your career choice were THAT boring, you wouldn’t be doing it for X years. The trick to finding great content for your business is to think about the behind-the-scenes fun that goes down when that open sign flips.

Think about your favorite song. What about it makes it your favorite? Likely, these three things:

1. It tells a great story. Whether its lyrics captivate your heart and enthrall your senses or the cadence of its crooning message sears the reality of the human condition, the words, no doubt, contribute to its appeal.

2. Its message is well-crafted. The rhythm of the music is apropos to the aforementioned lyrics, creating an opportunity for virality and share-ability. For example, if I say the following, you instantly know what song or at least what band or artist I’m referencing:

  • “…off to Never Neverland.” (Metallica, Enter Sandman)

  • “Give me one reason to stay here…” (Tracey Chapman Give Me One Reason)

  • “…I have to praise you like I should.” (Fat Boy Slim, Praise You)

  • “Hold me closer tiny dancer/ Count the headlights on the highway…” (Elton John, Tiny Dancer)

  • “Whisper words of wisdom…Let it Be.” (Beatles, Let it Be)

As soon as you hear the music, your brain instantly starts filling in the words. It’s as if you know what the lines before it were or what the ones to follow will be. Your heart starts racing, your spirits lift and you’re caught for the next 3-5 minutes in the throws of a great song.

Finally… that great song that came to mind? Chances are…it resonates with your vulnerability and speaks to your imperfections.

3. It embraces imperfection. Whatever questionable, painful, vulnerable, nerdy or quirky tendency resides within us…that shameful flicker that feeds the flame of our essence…is often the most interesting component of our content of all.

Really, that’s all great content does: it delivers a well-crafted message, tells a great story and embraces the imperfection in all of us. Whether its Cage the Elephant reminding us of our wicked tendency to give into the rat race or Chumbawamba reminding us of the struggle to stay on top of our sh*t while getting said sh*t kicked out of us (while also, simultaneously sh*tfaced even…from a whiskey drink, a lager drink, a vodka drink, haha…) we connect with it on a profoundly visceral level.

Finally… that great song that came to mind? Chances are…it resonates with your vulnerability and speaks to your imperfections.

At least, this is what I believe. It is what I have witnessed to be true in my near-decade of helping politicians and public figures develop content in the form of speeches, talking points and soundbytes.

Great, Leslie. But I’m a bricklayer. There’s nothing fun or viral-worthy about my industry.

This couldn’t be farther from the truth. Every industry has flaunt-worthy facts and fun features. I don’t care if you’re a bricklayer, a pipefitter or you sell leggings from your spare bedroom, husband’s man cave or Cheryl’s She-Shed. If your career choice were THAT boring, you wouldn’t be doing it for X years. The trick to finding great content for your business is to think about the behind-the-scenes fun that goes down when that open sign flips.

Here’s where to start:

  • Think about the interesting facts re: your industry. For example: Bricklayers know how to make it hot…the most common bricks are made from clay and heated at 1,000 degrees centigrade. Bet you didn’t know that, did you? Do some digging…find out interesting facts about the work that drives your slice of the economy. Chances are, your target audience wants to know all about it.

  • The Dirty, the Delicious, the Dark, the Dastardly… Doesn’t matter what you do or what industry you’re in…there’s something dirty, delicious, dark or dastardly about it. Chances are, there’s a hidden gem of controversial tea waiting to be sipped by your target audience. A little cocaine in your morning cola, perhaps? Sell makeup through MLM? Bet you weren’t aware that cosmetic powders and creams used to contain radium…a dangerously radioactive element discovered by Marie and Pierre Curie in 1898. Yes…the same radium responsible for the crumbling jaws and disintegrating bones in young female clock dial painters (Google: Radium Girls if you’re curious).

Really, that’s all great content does: it delivers a well-crafted message, tells a great story and embraces the imperfection in all of us.

Another suggestion: start with your story. Think about the reason you got into your industry in the first place. There’s a good chance that whatever keeps you motivated and going to work everyday is worthy of a great place in your company’s content strategy.

So turn on your favorite tunes, grab a notebook (or open your word processor) and start thinking about how you can incorporate the 3 keys to creating flaunt-worthy content for even YOUR boring ol’ business!

Need help crafting ideas for your content strategy? Not sure where to start? Don’t have time to master your own content creation? Contact the crew at BPC Content to schedule a time to chat about how we can help your business or brand create flaunt-worthy content today.