“If people aren’t talking about you, they’re not talking about you for a reason. And the reason isn’t that they dislike you. They’re not talking about you because you’re boring.” – Seth Godin

Given the amount of industries that exist (and continue to be born), it is clear that not all of them are going to be as exciting and fun like Coca-Cola, Nike or Apple. But that doesn’t mean that content marketing shouldn’t be an investment by brands from these ‘boring’ industries. Not being conventionally cool isn’t a reason to disregard digital. At most, it should inspire you: if you can do it the right way, it is a great opportunity to stand out from your competition. By creating exciting content from a… ‘boring’ subject, people who are not part of your target may get to know your name and, who knows, maybe they will share your posts in their profiles. And who doesn’t like to have shares?

From boring to cool

  1. The right mindset
    This step is not technical and it doesn’t even require digital marketing knowledge, but if we are doing this, may it be done with the right mindset. Don’t forget that the things you may find boring, may be (and probably is) interesting to another person. Your brand is much more than the product(s) or service(s) it sells! Besides, with over 7 billion people in the world… we are sure that there is a group of people interested in what your brand has to say.
  2. People listen to the experts… Become one
    You, obviously, know your industry. But for your name to be recognized among your niche, and seen as a reference, “knowing” is not enough. Because there probably are X other competitors that also “know”. You have to become experts, be aware of your ideal client’s problems and be capable of solving them. This way, your readers are most likely going to return to read your content.
  3. Be creative and show your brand’s personality
    Showing that you know what you’re talking about is great. But humor and lightness are equally powerful. If you find a way that makes sense to your brand, be bold. Be fun. Be controversial (within the limits and ONLY if, and when, it makes sense). DON’T just talk about your product – it becomes boring. Of course, you want to sell your dental floss, your insurance, or your cleaning products, but there is more about your product that can be the subject of a story. Not following the industry standard may result in a much more shareable content, because who doesn’t like a brand that breaks stereotypes? More shares = more exposure = more possible consumers: business!
  4. Have in mind that your approach to content marketing may lead to some criticism
    Being a cool brand in a boring industry is basically a matter of being bold, which may not please everyone. And you must already know how easy it is for a user to hide behind a screen and say whatever they want. Sooner or later, that situation is most likely to happen, so guarantee that you know how to deal with negative feedback.


Brand: Charmin
Industry: Toilet paper

More than a million likes on Facebook, more than 10 thousand subscribers on YouTube, and more than 80 thousand followers on Twitter. All with “bathroom humor”. Some of the brand’s campaigns:

  • Sit and Squat: an app that consists of a public bathrooms’ map, in which each one of them has a rating of “Sit” if it is clean” or “Squat” if it is not that clean; and some of them even have written reviews.
  • Music on Youtube: with lyrics like “You’re my Number 1, when I go Number 2” or “Charmin – you clean so well, my bum can tell”… it gets difficult to ignore this brand
  • Posts on social networks like the ones under #TweetFromTheSeat.

After all, it’s toilet paper… how serious should the communication be?

Brand: Casper Mattress Startup
Industry: Mattresses

The goal: to become the Nike of the mattresses’ industry. The strategy: a digital presence different from any other mattresses’ company.

Brand: HomeLovers e Zurich
Industry: Real estate and insurance

A Facebook campaign that included two brands, a real estate agency that operates in that social network, and an insurance company, and the number one goal was to promote the product Safe Home (from the second brand).

  • The campaign consisted of photo albums from each home, whose first images were of bad situations that could happen to anyone, like theft, floods, fires. Then, two images in which was given the advice of making an insurance with Zurich so that people could safeguard themselves from those situations, and the remaining photos were the house already insured.

Don’t forget: the interest is in the eyes of the beholders. Be original, use the trial-error method until you find your brand’s voice and personality and you will see it is possible to make incredible campaigns over the internet!