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Creating Content for a Industry That’s Not “Sexy”

content in a non sexy industry
Good Content is King
A common misconception about the freight industry is that it’s boring (It’s not). But during conversations at weddings or with friends, it’s rare that someone is over the moon about how cool it must be to work in the freight industry. It’s not a “sexy” industry like, I don’t know, tech or social media, Whole Foods, or music festivals. Austin is full of “sexy” industries – take your pick. But the truth is not so simple. The truth is most people don’t work in a “sexy” industry, and most of the time those “sexy” industries turn out to be not so sexy after all. So what does that leave? Good content. When it comes to creating content – whether it’s blog posts, white papers, podcasts, or videos – what’s important is that you’re providing information that people care about. For our industry, that information comes in the form of our Freight Papers, or “How-to-ship” blogs, and even our cultural blogs to keep our customers up to date about what kind of company they’re working with. We’re trying to find the sweet spot between culture and business, between a quick blog post on shipping beer, and profiling our philanthropic efforts we’re so proud of. Sure, these are being posted on a “freight blog,” but they’re about more than just freight. We find value in this approach, and so do our customers. “Buzzwords” need not apply. And about that claim that, “The freight industry is boring…” We don’t think so. You can read more about it here, but shipping and freight is a huge part of the economy and culture in this country. How do you think that fruit made it to your local grocery? Your television you bought at Best Buy? The movement of commodities can be exciting. You just have to look at it through the right lens.

Logan Theissen

Logan is a Content Marketing Associate at FreightPros in charge of social media and content creation. He has a writing degree from the University of Oklahoma, but lives life on the edge and resides in Longhorn country. He loves Murakami books, Tarantino movies, and Vonnegut books. Lots of books. One day he will own a dog, but first he'll have to get a yard.

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