Today it’s all about content marketing: using blogs, white papers, newsletters, podcasts and other information to reach out to customers. To really connect with your audience, though, that content must be creative, fresh and engaging.

But what if your business is bland, boring and uninteresting? Or you’re simply boxed in by legal constraints and regulations?

The truth of the matter is, content is only boring if you make it boring.

Maybe you own a rubber or industrial coatings manufacturer. Maybe you provide legal or accounting services. You might think, “There’s nothing exciting or interesting to write about.” Or, “That’s too much like advice—financial regulators won’t approve.”

Get over it. Someone somewhere will always think your business is boring. But then, they aren’t doing business with you anyway. Be interesting to your customers. Think about their interests, their obsessions and what they need.

So, how can you make your content more interesting, relatable and engaging? Here are eight ways to give boring content the “wow” factor it lacks.

1. Inject personality // Be sure your content is consistent with the tone and personality of your company’s brand and image. Make your content bright and energetic, if that’s your brand. And remember, professional doesn’t have to mean a frowning face.

2. Speak from the heart, find your passion // Passion is contagious—it can show readers how you see your business. Make that emotional connection. Readers can tell if you’re genuine or if it’s just your job.

3. Skip the big chunky text blocks // When readers see chunks of copy, their brains often do a mental “ugh.” They think it’s legal or technical mumbo jumbo that they just don’t want to mess with. Respect your readers’ time. Make your text simple to scan and easy to read with shorter paragraphs and plenty of subheads. Help them find that “one thing” they’ve been searching for.

4. Tell your story visually // Not everyone is tuned into the written word. Some people are more visual, so use videos or infographics. One tip on photographs: Stock photos don’t really depict you or your business and are overused. Original photos give more of a personal touch.

5. Show some humor // Make people laugh. Be a little sassy. Use pop culture references or sports analogies. Use sarcasm, but lightly. And be natural. If you try too hard, it becomes forced, unfunny and potentially offensive.

6. Write naturally, conversationally // Think about how you would explain replacing a lost life insurance policy to your mom or dad, or your neighbor. You wouldn’t use acronyms, industry speak or buzzwords. Be conversational and write about your business just as you would talk about it. Using jargon feels like technical mumbo jumbo and, again, readers will move on.

7. Write to “you” // Create intimacy with your audience by addressing the reader as “you.” Think about who are your customers, your influencers and your gatekeepers. Writing to “you” (not “you guys,” “you all” or “our customers”) can be a powerful way to make a connection and build a relationship.

8. Back up your opinion with data // People love statistics and data. Pop in a line such as, “It costs almost $235,000 to raise a child, so here’s what to REALLY expect when you’re expecting.” Or how about this: “71 Percent Like Statistics in Blog Headlines.” There’s good content to be found in every kind of business. Maybe your industry is boring, but what you write about doesn’t have to be.