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Is your industry boring? See how to make your company sparkle



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By Phil Chichoni

Some industries are just boring, like soap making, consulting and toilet paper manufacturing.

But some companies have found ways of making their firms sparkle through online content. See what you can learn from their marketing antics.

Body Wash

soapSoap. It’s slippery, it helps keep you clean yourself. As does body wash, deodorant, and similar cleansing products.

They are seen as a commodity — a product of need, not interest.  But see how Old Spice is making that exciting.


There are thousands of consultants, many of them being sole proprietors, that it is difficult to distinguish one from the other.

deloitteDeloitte adds sparkle, using their knowledge as their selling point. It creates useful content as its core selling point; from guides to podcasts, and newsletters to debates, there’s never a shortage of new content.

Toilet Paper.

toliet paperLike body wash, toilet paper is seen as a commodity to most people. It’s the crap — no pun intended — you see on the ground of public bathrooms, or what constantly runs out.

You only buy it because you have to. And when you do buy it, you have a lot of options to choose from.

Let’s take a look at a company that’s using humor to keep their toilet paper brand top of mind.

toilet paper2


Now it’s time for a software company to admit that software isn’t what people turn to for entertainment on YouTube, or content that’s educational.

But with the right content mentality and dedication, your software company can spread in recognition and leadership by producing the right content for the right people at the right time.

If you’ve downloaded any of our content before, you know where this one is going.


Here at HubSpot, we pride ourselves in building a content machine. Since the beginning of HubSpot time, we’ve been producing videos to help spread our brand name.

We use video to educate and entertain, here are a few examples:

• Gangnam Style

• Harlem Shake

• Make Love Not Spam

• Congratulations on Avoiding the Sales Rep

This approach was adopted before software companies started to incorporate video marketing into their strategy, and the early success has carried over into our culture of content today.











With acknowledgment to HUBSPOT.COM


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