A talk I have at Marketers Unbound in Toronto about how to create compelling content for boring industries. Great examples include Charmin, GE, Yak and Intercom. Shout out to HubSpot for a few of those.

1. HOW TO CREATE COMPELLING CONTENT
FOR BORING INDUSTRIES
Hana Abaza, Director of Marketing
@HanaAbaza

2. The dirty little secret…
You can’t!

3. You might not love it,
but somebody does.

4. Understand why you think it’s boring…
Think it’s not sexy?
You don’t need it?
Suck it up and learn to love it!

5. How to get warm and fuzzy feelings
about a boring industry…
1. Research the Industry
2. Understand the customer
3. Find the intersect

6. Here are a few great
examples from Uberflip
and HubSpot…

7. TELECOM

9. CRM INDUSTRY

11. TOILET PAPER

13. EVERYTHING

15. General Electric
doesn’t take
themselves too
seriously. And
people LOVE it!

16. FILE STORAGE

17. Dropbox keeps
things real by
humanizing the
product, making
people want to click.

18. Thank you!
Hana Abaza, Director of Marketing,
www.uberflip.com
@hanaabaza