Your company is probably looking for creative ways to make your posted content an entryway into your business. To maximize your ROI, it’s important that your content marketing doesn’t fall into the rut just cranking out one piece of content after another. You need to have a strategy behind what you’re producing. Two great content strategies include deploying a unique content brand and delivering content that addresses your customers’ pain points. Here are three companies that use these techniques to great effect in their content marketing campaigns.
Content Strategy #1: Solving Your Customer’s Pain
If you’re going to do content marketing, you must see your business through the eyes of a customer. Companies are basically doing one of two things for their customers. Your product will either help your customers accentuate the positive or eliminate the negative.
Think about how you’re making your customers’ lives better by either helping them reach a goal or getting them over a pain point. Once you’ve crystallized your value proposition, decide what you can give away for free that, while not the actual product, will still help them achieve those goals. The Mayo Clinic and WuFoo are two examples of companies using content to help their customers solve their pain points.
The Mayo Clinic.
The healthcare sector is a great niche to study for seeing how companies use content to attract visitors who are in literal pain. When people have a headache or a sprained ankle, they just want to know how to fix their condition. A company like The Mayo Clinic focuses on creating content to help people identify and remedy whatever health problem they have. The care advice can range from as simple as applying ice to the affected area all the way to coming in for an appointment. Someone who has a more complicated problem will need to know how they can interact with a professional.
Healthcare content is a is a great example of how you can match content to pain points. If you’re a healthcare clinic, look at how your offering can better serve potential patients better than your competition. You might think that The Mayo Clinic is such a well-known company that you won’t be able to compete, but they only have three locations. People who come to healthcare content with complex issues are more likely to need to talk to a local practitioner. Localizing your healthcare content for visitors needing to solve specific health care problems is a great content marketing strategy for healthcare providers.
An excellent way to come up with content is to think about what kind of questions your customers have. If your customers need email marketing, then they are probably curious about who’s a good email service provider. If your customers want to start a food truck, then they might want to know who sells the best compact kitchen fixtures. The WuFoo payment gateway comparison page is a guide for helping customers who need to accept payments.
Note that the page is a neatly sorted data listing of various payment providers. Sometimes people think of content as having to follow a certain format. They might think of content only as narrative blog content, a white paper, a video or an audio podcast. But it’s limiting to think that content has to take certain prescribed forms. Content can be anything that informs your potential customers on how to overcome a pain point.
There are so many payment providers out there, and not everyone is right for each company. WuFoo has created a helpful chart that helps narrow down their choice. What’s notably strategic about their guide is that it captures someone who’s just at the beginning of the process of needing to collect payments. People who need to collect payments might also need to create online forms to accept those payments, which feeds into WuFoo’s core service.
Content Strategy #2: Using a Content Brand
A content brand is when a company uses content marketing that’s combined with branding. Companies who use a content brand think of each of their content brands as a product line in their own right. Just as a fashion designer would have a winter line of clothing, they might also deploy a content campaign that has its own look and feel. When a business comes up with a content brand, they are acknowledging that they need to treat their content with the same type of careful strategic planning they give to their product and service lines.
A content brand needs to have a recognizable and consistent look that keeps your audience coming back for more of that specific content. It could be video content that has a consistent intro branding that signals to the audience what exactly to expect. Your content brand should inspire your readers and get them coming back for more in the series.
Whole Foods created a separate content brand to advocate for a good cause. They came up with a content brand called Share the Buzz to raise awareness about the critical impact of declining bee populations. Their use of videos and social media helped educate the word about how the loss of bees impacts their food supply.
This was all done under the content brand of “Share the Buzz” and not the Whole Foods brand. Even though it was done under a separate brand, it’s obvious how it’s tied together with Whole Foods’ commitment to providing high-quality food for their customers. Whole Foods also has a customer base that’s progressive enough to care about the issue.
What are some companies you think are really hitting it out of the park with their content marketing? Share with us in the comments below.
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