The Art of Thinking Sideways: Content Marketing for ‘Boring’ Businesses

By robinparallax

Posted by robinparallax

In this article, I’ll examine the art of thinking sideways for one of the slightly more tricky marketing clients I’ve worked with. I hope that this will provide an insight for fellow content marketers and SEOs in similar scenarios.


It’s amazing what you end up finding online working in the SEO game. Some of the most obscure business sectors have thriving communities and many online magazines and publications. It’s really quite staggering.

What any SEO or content marketer should know is that there really is a conversation happening online in every industry. However niche it might at first appear to be, positioning your client to become a part of that conversation is the challenge!

‘Boring’ Businesses

I’ve worked on a pretty mixed bag of clients over the past two years or so. From pharmaceutical services to interior design products, and from renewable energies to our digital agency’s own efforts.

But one client has really stood out in terms of being a ‘boring’ business. However, this has actually become the most fun and exciting campaign I’ve worked on.

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