How to write content for any industry

Can you REALLY use content marketing for every industry?

I’ve asked myself this question way too often.

And, let’s be honest, so have you. Don’t deny it, you know it’s true. The days you’ve set aside to write content for those clients loom over your head and suck all the joy out of your day.

So, to help you I’ve decided to dive head first into this problem. Fine, you caught me, I’m procrastinating… but bare with me and we’ll get through this together.

The problem:

The industry

Many of my clients are in industries where coming up with topics for content marketing is next to impossible.

They’re either in an industry that’s perceived as boring, in too niche an industry, too conservative an industry… the list goes on and on (and on).

Between you and me, I’ve signed up to so many newsletters on engineering websites just to get an idea of what these people are interested in – and sometimes I’m still at a loss!

The solution:

Ask and you shall receive

Don’t be shy. Ask your client for some input, even if it’s just to direct you to industry-related websites. Explain to them that you’re not familiar with their industry and that you’d like to gain some insight into what works and what their target market cares about.

Know your target audience

Many of my clients struggle to define their target audience.

And I can forgive them for it – I guess, in a sense, that’s what they hired me for. That being said, I do need a bit of guidance; “Our target audience is men aged 18 and up” is not something I can work with!

I was struggling with this when I came across a golden piece of advice on Coshedule the other day.


Topic ideas

Sometimes overcoming the brain block just requires a bit of creativity.

If you’re still struggling to find what content would work, explore your options.

While you’re waiting for that list of industry websites from your client, do a bit of research on your own!

Here are some of the ideas I’ve used in the past:

  • Timelines – In some cases, I’ve found that writing a short article on the industry or the product can actually be quite cool. It’s a “two-birds-with-one-stone” kinda thing: Your client gets their article and you learn about their industry.
  • Case studies and project coverage – Many of my clients often have large-scale projects going on. So I asked them to send through a bit of info on these, as well as some photos.
  • Q & A – Gone are the days of the enigmatic corporate giant. Nowadays, people want to know people (and they said technology would make us anti-social – ha!). Indulge your readers and have a brief Q & A with your client.
  • Lists – Everybody likes lists. It’s information in bite-sized proportions. Perfect for today’s instant gratification need. Find some interesting facts about the industry and spice it up! Have a look at this great list found on Convince&Convert.

Thanks for reading! Was this helpful? Do you have any tips of your own?