As a content marketing consultant, the most common question I get is,"How do I create interesting content about my dull product?" The answer: follow marketing rule #1. I'll tell you what it is and show you 7 examples of great content—from companies in the POOP business.

1. Marketing Rule number one
[And great examples for following it]

2. It’s very simple.
Satisfy your
customers’ needs.

3. ?
A very common
content marketing
question:
How do I create interesting content
about... (insert dull category here)?

4. ?
On one hand, it’s a good question.
But it’s a bad question.
Because it’s the wrong question.

5. How do I excite my? readers?
A better question:

6. Develop pathological
empathy for your readers.
“~ Ann Handley

7. i
Your customers only care about one thing.
Themselves.
Their lives. Their work. Their goals.

8. !
And your customers aren’t dull.
They’re fascinating.

9. Understand how to tap into their pleasures and pains.
And you’re on
your way to creating
great content.

10. I want to show you h o w it’s done.

11. I chose a subject we can agree is far from sexy.

12. Toilet paper is dull.

13. Charmin’s “SitOrSquat” is not.
It’s a smart and useful mobile app.

14. Diapers are dull.

15. Pampers’ “Love, Sleep & Play” is not.
It’s a website about caring for your children.

16. Kitty litter is dull.

17. The “Make Meow a Star”
interactive feature is not.
It’s one of the many games
on the Fresh Step website
which enables you to play with
your favorite cat photos.
[Hey, my kitty, Bo, is the star here.]

18. Dog poop bags are dull.

19. “Dispenser Aventure”
is not.
It’s Earth Rated’s
highly engaging
Instagram photo contest
for dog lovers.

20. Toilet bowl cleaner is dull.

21. Clorox’s “Ick-tionary” is not.
It’s one of the many funny, interactive features
on the company’s “Laugh” website.

22. Adult diapers are dull.

23. “The Great American Try-On” is not.
It was Depend’s video contest featuring television and NFL stars.

24. Toilet deodorizer is dull.
[Or at least you would expect as much.]

25. “Girls Don’t Poop” is not.
It’s a hilarious and viral video from Poo-Pourri.
> Presented on the following slide.

26. The best content is
content so useful
that people would
pay for it if you
asked them to do so.
“
~ Jay Baer

27. Marketing Rule number two

28. Also simple.
Have some fun two, too.

29. Based on the article:
“The Web’s Crappiest Content
Seven Stinkers.”
I’m Barry.
Talk to me about your
content marketing needs,