“I’d love to do more marketing, but my business is just… boring.”

It’s a statement we hear all the time, often spoken with a sigh of resignation. It comes from some of the most skilled and essential professionals in our city—the accountant in the commercial district, the solicitor on Castle Street, the plumber with a van in every postcode from L1 to L25. They look at the endless stream of glossy, vibrant posts from local food bloggers and fashion boutiques and a sense of defeat creeps in. “How can I compete with that? Who wants to see a picture of a spreadsheet or a legal document?”

This is one of the biggest and most damaging myths in marketing.

The truth is, if your business solves real problems for real people, you have an endless supply of fascinating, valuable, and high-converting content. In fact, you have a massive advantage over most “interesting” businesses. Why? Because while a food blogger’s content is a “nice-to-have,” yours is a “need-to-have.” Your content answers urgent, complex questions that keep your potential clients awake at night. They aren’t looking for entertainment; they are looking for answers, for reassurance, for an expert.

Your content doesn’t need to be flashy. It just needs to be profoundly helpful. Here are three simple, powerful ways any so-called “boring” business can create amazing content that builds trust and drives growth.

1. Become the Answer Machine: The “Customer Question” Method

Your customers are handing you your content strategy on a silver platter every single day. You just need to listen.

Think about the last five new clients you spoke to. What specific questions did they ask you during that initial consultation? These aren’t just questions; they are pure content gold. Each one is a ready-made topic for a blog post, a social media update, or a short video, because for every person who asks you that question, there are a hundred others searching for the answer on Google.

Let’s take our “boring” Liverpool accountant as an example. Instead of posting generic tax tips, what if they answered the real, specific questions they get asked all the time?

• “What are the three most common tax-deductible expenses for a self-employed courier in Liverpool?”
• “I’m starting a small shop on Smithdown Road. Do I need to register for VAT straight away?”
• “What’s the difference between a sole trader and a limited company, and which one is right for my new business?”

This content is incredibly valuable because it’s specific, relevant, and demonstrates expertise. It builds immediate trust and attracts exactly the right kind of client. You’re not just an accountant; you’re the helpful expert who has the answers.

Pro-Tip: Keep a running list of these questions. Use a physical notebook or a simple notes app on your phone. Every time a client asks something you’ve heard before, write it down. Within a month, you’ll have a content calendar that could last you for the rest of the year.

2. Showcase Your Victories: The Power of a Simple Case Study

Your best marketing tool is your own success. A case study is simply the story of how you helped a client solve a difficult problem. It provides powerful social proof and allows potential customers to see themselves in your success stories, making the decision to hire you feel less like a risk and more like a smart investment.

You don’t need a Hollywood production. A simple, clear structure is all you need:

1. The Problem: Start by painting a clear picture of the client’s challenge. What was their specific pain point before they came to you? Be detailed here. Instead of “they needed a new website,” try “their old website was slow, looked unprofessional, and hadn’t generated a single lead in six months.”
2. Our Solution: This is where you outline your expertise. What specific steps did you take to help them? Don’t just list your services; explain the strategic thinking behind them. “We didn’t just build a new website; we created a mobile-first platform designed to capture emergency repair leads.”
3. The Result: This is the most important part. Use hard numbers wherever possible. What tangible, positive outcome did they see? A percentage increase in leads, a specific ranking on Google, or a quantifiable saving in time or money are all powerful proof points.

We used this exact formula for our own case study on Anfield Roofing. We outlined their problem (a cheap-looking website and no leads), detailed our solution (a new website and a local SEO campaign), and showcased the incredible results (a 1,200% increase in leads).

This story is more persuasive than any sales pitch. It’s real, it’s local, and it proves you can deliver.

3. Turn Your Advice into Simple, Shareable Visuals

So you can’t post a picture of a flat white. Who cares? You can create simple visuals that are far more valuable and shareable to your target audience.

The key is to visualise your knowledge. Think about the complex advice you give and how you can simplify it into a graphic.

• For the Accountant: Create a simple flowchart titled, “Should Your Liverpool Business Register for VAT?” with a series of yes/no questions that guide the user to the right answer.
• For the Solicitor: Create a clean, professional-looking graphic with a quote: “The 3 Things You Must Have in a Commercial Lease Agreement.”
• For the IT Consultant: Design a simple checklist infographic: “5 Signs Your Business is at Risk of a Cyber Attack.”

You don’t need to be a graphic designer. Using a free tool like Canva, you can create these professional-looking graphics in minutes. They take your expert advice, make it easy to understand, and are highly shareable on platforms like LinkedIn. They position you as an authority who can make complex topics simple—a hugely valuable skill.

Your Expertise is Your Most Interesting Asset

Stop worrying about being ‘boring.’ The truth is, solving a pressing, expensive, or stressful problem for a client is infinitely more interesting than a picture of a coffee. Your expertise is your most valuable asset. The ability to solve a customer’s pressing problem is far more compelling than a pretty picture.

By answering your customers’ questions, showcasing your results, and visualising your knowledge, you can create a powerful content engine that builds unshakeable trust and drives sustainable growth.

If you’re struggling to identify the key questions your customers are asking, our Free Business Audit can help. We can analyse your market and identify the top opportunities for you to become the go-to expert in your field.