Providing useful, relevant information to your customer both about your product and your industry can create lifelong customers. Quality content makes the brand more trustworthy, ultimately creating loyal customers—something every company wants.
Content marketing has been around for a long time, but marketers are just starting to recognize it as a strategy to attract new customers. Companies often send information about a product through advertisements, e-mails and even informational packets. However, when it’s about the product and not about the customer, people tend to ignore it.
What won’t get ignored, however, is information that is useful to the customer. Transform your lens from product-centric to customer-centric, and you’ll see a difference quickly. And the best part about content marketing? It can be used in all platforms, with all products, in all companies.
Examples of Content Marketing
Some great examples of content marketing are below:
- Wellmark Blue Cross Blue Shield: Wellmark put together a campaign called #KnowYourCoverage where they created videos like this one to inform customers of terms they may not understand. In these videos, they didn’t directly sell a product, but the #KnowYourCoverage campaign was implemented throughout other advertisements that did. The videos helped customers and potential customers understand what they were getting into before buying health insurance.
- GoPro: Okay, so GoPro has it easy because they’re a company that posts about high quality photos and videos. So what do they show customers? High quality photos and videos. Just look at their Instagram for inspiration. This kind of content easily inspires others to purchase a GoPro and have their own adventures.
- Hy-Vee: (Full disclosure: I work here as an intern. I work on some content marketing. It’s still great.) I think Hy-Vee’s focus on the customer is exactly what content marketing is all about. And now they’re transitioning that focus into their marketing department. Both Hy-Vee magazines, “Seasons” and “Balance” provide useful information for customers. This includes how to use ingredients, what products they offer and programs for a healthier lifestyle without pushing the products on the customer. They’ve also recently created themed microsites (including this health-related one) that are tailored to customers’ health goals. Besides mentioning Hy-Vee products in recipes, there is no mention of products, and the expert information is simply there to help the customer.
An easy way to start applying content marketing is to change your social media strategy. Instead of blasting your followers with sales and new products, tell them what they want to hear. In the social media world, just like in the marketing world, it’s all about catering to your followers.