How to Spice Up Your Content – Why There’s No Such Thing as a Boring Niche

SEO May 27, 2014



Some websites are bland, boring, and just…bleh—at least, that’s the perception. 

Unless you sell multi-fluorescent James Bond-esque space jetpacks, you might wonder whether anyone REALLY cares about your products or services. 

And when someone suggests the importance of creating high-quality, unique content, you probably think: “But my niche is pretty dull, no-one cares!”

Stop kidding yourself. 

BORING Rubber Stamp

A so-called “boring” niche can play to your advantage. You’ve heard it before—what you focus on, expands. Perception is everything. 

If you don’t fit the bill as you’re ‘ideal’ customer, your perception doesn’t matter anyway. It’s in the eyes of the beholder, and the beholder is that ever-so-sweet ideal customer. 

Think of it like this – if you have a product that at least ONE person has bought before, you already have a market.

But now you need to TRANSFORM your marketing strategy and attract more of those people. You’ll need to present your product or service in a new and exciting way, as well as increase the VISIBILITY of your business online.

What’s a Boring Niche?

Okay, so whilst there’s no such thing as a “boring” niche, there are some products that are less exciting than others. 

Let’s examine a plastic containers company.

Plastic containers are not the most glamorous product on the market (although housewives everywhere may disagree…trust me, you haven’t seen a ‘grand opening’ of “The Container Store”!). But that’s what makes this marketing opportunity UNIQUE.

By serving interesting content to your audience, you can crank out more money from your boring niches (like plastic or garbage disposal).

And do believe me: there is an audience out there for everything, even plastic containers.

In order to create utilize great SEO, the company owner needs to know their product WELL, and then use the niche to their advantage.

How to Spice Up Your Content

If good SEO shows us anything, it’s that search engines (and the public) want unique, FRESH content. 

And one of the biggest misconceptions is that it can be a CHALLENGE to create great content when the subject isn’t interesting.

But remember— what might be “boring” to you can be exciting to someone else.

Here are a few more examples of how you can sex up lackluster content:

Present your information in an innovative way

Think graphics, internet memes, videos, and photos…. creativity is a must.

Think of new ways to present data to your readers – pie charts, graphs, maps… anything colorful or visual that will make your webpages SIZZLE.dvinewinetime-the-most-interesting-man-in-the-world

Remember “The Most Interesting Man in the World”?

While beer might not be the best example of a boring niche, there are literally thousands of different beer brands.

But now I do give a damn about “Dos Equis”, because of the brand’s impact on the meme scene.

Think of a kick-ass headline!

Give your content the kick-boost it needs with an engaging headline.

Once you have their attention, they are more likely to read through the body of the text. If you struggle to come up with great headline ideas, don’t worry. There are plenty of resources to help you write kick-ass headlines


People love lists.

It’s a fact.

We live in a strange culture where everything has to be ranked.

Use this to your advantage, and think of some great content ideas for your blog posts and articles.

Using our plastic container example, how about “Top 7 Things You Can Do With A Plastic Container”? 

Or “3 Ways A Plastic Container Can Keep Your Sandwiches Fresh”?

Hell, I’m practically racing to the container store already!

Communication is key

Encourage your readers to like, share, and comment on your content.

And make it easy for them to do so by adding “Like”, “+1” and “Share” buttons to your posts.

You could even run a competition or award prizes to your best customers, or the ones who frequently visit your blog.

Speak to your audience as if they are a friend

If you REALLY want your audience to engage with your brand, how about posting photos of your premises, or the staff you employ?

Introduce your staff and tell your readers a little bit about them. It’s all about creating an EMOTIONAL connection with your audience, rather than posting meaningless, sterile content.

Personalize your content and use “you”, “your”, “us”, and “we” to strike up rapport with your readers.


If everything fails, cats are your solid winning bet.

They are the internet’s answer to everything and hence have become increasingly popular over the last few years, and are among the most watched videos on YouTube.

Using our plastic container example, how about encouraging readers to send in photos of their cats playing with the containers? 

Keyword Research (or, What Your Audience Really Wants)

In order to succeed in the SEO game, you need to understand what your customers REALLY want.

A “boring” niche is no different.

Because, as mentioned earlier, your own perception of what your client really wants might not be congruent with the real world out there.

But you’ll also need to understand HOW they come across information when searching for a topic on Google.

And despite research to the contrary, some people are STILL trying to target a small selection of keywords in the hope that visitors will flock to their websites. 

The truth is that the general public doesn’t type just a few keywords into Google, but instead uses THOUSANDS of different keyword queries. 

Present your customers with the most delicious solution for your “boring” niche. Yeah, that’s right. Be the “Ben & Jerry’s” of plastic containers. 

Marketing specialist David Jacobs has come up with the Dandelion Theory, which explains how:Dandelion2

  • Long tail themed keywords are KING when it comes to organic searches on Google.
  • Focusing on a few fine-tuned keywords or phrases is a big no-no.
  • Jargon, slang, laymen’s terms, highly complicated terms, industry-specific terms…. ALL of these need to be taken into consideration.

So while you may have been taught in the past that key phrases like those below will yield the best results:

  • storage plastic containers
  • cheap plastic containers
  • storage containers cheap

INSTEAD, you need to account for the different searching habits of the general public.

Again, your biased SEO’s opinion is less than relevant in this case.

SEOs tend to over-optimize their techniques and the respective keyword lists.

Have a look at the list below. People search for all sorts of crazy things:

  • storage plastic containers to hold tuna sandwiches
  • cheap plastic containers for children’s birthday party
  • why are plastic containers used for storing food?

These are those two digits search volume terms you are hesitant to target.

These are the unsung heroes of the bottom of your keyword research spreadsheet.

Don’t be afraid to use these low volume keyword phrases in your content strategy and surround them with relevant text.

The fact that you may overlook is that, while you target the long tail you also optimize for your main keywords.

Because the core of the phrase still consists of “storage plastic containers”, “cheapest plastic containers” and such.

Therefore, going for the long tail you do not necessarily drop the money terms, slowly building up your authority for these as well.


In order to create unique and INTERESTING content, you need to get out of your comfort zone and stop thinking that your niche is boring.

While there is a core set of keywords that everybody competes for – think “buy plastic box” etc., there are tons of other crazy searches like the above that make up for 70%-80% of your web traffic.

There are a myriad of ways to engage with your customers and almost endless opportunities to present your content in a fresh, new way.

See a news story that interests you?

Write about it and tie it into your brand.

Someone sent a funny picture of a cat using one of your products?

Pop it on your page and ask your readers to SHARE.

In short, there’s no such thing as a BORING niche, as long as you know what to do with it.

  1. Avatar
    Max Wegner

    I feel that there are also difficult niches out there, where it’s hardly possible to generate regular content due to the scarcity of the information available.

    Like particular pharmaceuticals or oak framed garages. One has to get really creative there.

    Cats is a nice example how it can be done.

  2. Avatar
    Ira Smith

    Great blog. As always, fantastic support from HitTail. It is amazing what can be learned from the long tail keywords coming through my HitTail subscription and it really helps me focus on that next blog topic!

    Thanks again and keep up the great work.

  3. Avatar
    Matteo Duò

    Hi Damian,
    for the sake of argument, let’s say there are no boring niche but what about those with restricted approaches on sharing and publishing content? As Max above already mentioned, I say pharma companies and similar business could represent a big challenge when you, as Content Marketer, are asked to create a strategy for their content. Strictly speaking, I hardly think most of pharmaceutical companies would agree on sharing Lolcats, or Game of Thrones meme about their content. Of course I’m all with you by saying that a boring niche might not always end up with a boring content strategy (or SEO strategy) but it’s not as easy as you stated. Don’t you think? 🙂

    1. Avatar
      Max Wegner

      Hey Matteo,

      I think infographics might be one way to go with serious niches, like pharma.

      Addressing the pain points of the target groups and presenting them with a solution or displaying statistics in an interesting way.

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