How to Create Engaging Content for Boring Products

The company I work for sells boring products. Dull. Uninspiring. Necessary.

Our products are completely necessary for so many homes, offices, businesses, etc, that I feel fortunate to be a seller of the mundane.

Your company probably sells boring products or services. It’s unlikely you work for Ferrari or Burberry or Nike. Those products basically sell themselves.

No, you’re probably like me and stuck with boring-but-essential.



I’m often tasked with finding creative ways to write about our products. As we all know, unique content that is interesting, engaging, and relevant is what Google wants these days.

But what the hell is there to write about toilet paper, plastic forks, or wall-mounted soap dispensers? How do I engage the audience who is shopping for toilet bowl cleaners?

Your Audience is the Answer

Consider why your shopper is looking for this particular product. Why would *you* look for this product? Everyone needs toilet paper, but who’s shopping for a case of 72 rolls? Probably someone with a small business who’s looking for a cost-effective, non-sandpaper product.

painful toilet paper

Remember that “engaging” is a relative term. We’re not all writing for

To that end, think about what engages your reader as they shop for a specific item. My company sells products from Cambro. Cambro makes kitchen containers, largely for restaurants or commercial kitchens (not the home).

Who is doing the shopping for these places? Who’s the person behind the computer at the 15-seat café that needs some new iced tea pitchers? Who manages the deli with sliced meats and cheeses and needs covered plastic containers for the cooler?

Think about the audience that you want to read this, and try to answer their questions. “Easy to clean? Safe for commercial dishwashers?” “Fits standard food pans sizes X, Y, Z” “Pour spouts don’t splash ice into glasses while pouring.”


I tried to think outside the box when I wrote an article for protective plastic sheeting. I was scraping the bottom of the bucket for ideas when I thought about famous people who use plastic. Like… Dexter!

That gave me the article: Creating a Proper Dexter Kill Room. Satire, obviously, but it ended up being our most-shared, most-discussed article ever.

Creativity is the Hardest Part

Yes, it’s hard to be creative. On my best days I’m only so-so… but that can be enough. Take a step back from your desk and away from the boring widgets you sell. Think about your potential customers and the things they’re trying to solve when they buy your widget. Think about atypical uses for your widgets, whether amusing or pop culture or otherwise.

Literally Everyone Poops, and the guy who wrote that probably made a bundle on it. You can do the same for your company’s widget. Maybe.

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