Content Marketing for Consumer Goods

Earlier this year, The Proctor & Gamble Company announced plans to cut over 1,600 non-manufacturing jobs.  Down economy?  Nope.  Sliding sales figures?  Not a problem either.  Rather, P&G sees their future in content marketing being so powerful that they feel those 1,600 jobs will become superfluous.

Now, I don’t want to be the guy advocating job cuts, but if content marketing can save P&G from hiring 1,600 people, don’t you think it might free up some of your time as a small business owner, allowing you to focus on other things that demand your attention?

Content marketing in the consumer goods industry is hugely popular, and really successful companies (from small businesses to mega corporations) are making it work for them.  Today, I’d like to run through a few strategies you can implement to make content marketing boost your bottom line!

Blog What You Know

One of the first steps to just about any good content marketing strategy is effective blogging.  Content writing services can help you with blogging, but you might want to give it a go first, yourself.  If you feel at a complete loss for what to blog about, my favorite advice comes from Marcus Sheridan, who has said in countless interviews all over the Internet: take the first fifty questions people ask about your company or product (FAQ’s), and turn those into your first fifty blog posts.

Sheridan’s advice is good, but blogging isn’t just about having your own personal soapbox.  If you only talk about yourself, you’re not going to have an audience for long.  Check out Makeup.com (by L’Oreal) for a great example of what a consumer goods blog should look like.  The blog features helpful and informative posts (like How to Use Eyeliner), but doesn’t beat the audience over the head with L’Oreal product messages.  Perfect!

L’Oreal probably has a professional content writing service behind their website, but depending upon your skills, you might feel comfortable trying to emulate their approach to blogging.  If you want to take a stab at it yourself, check out these seven approaches to blog writing that I posted a couple weeks ago.

Create a YouTube Presence

Now, I used to think that it wasn’t essential for every single company to have a YouTube presence.  I’m a big believer in limiting your content marketing strategy to just two or three social media accounts at the most.  And, while I still believe that it’s better to do fewer things really well than a lot of things poorly, I want to strongly encourage you to look into YouTube.

Product demonstrations and video blogging can be really powerful platforms for the consumer goods industry.  Companies like Blendtec have been wildly successful with their eccentric “Will It Blend?” demonstration videos.  They’ve shoved everything from iPads to marbles into their blenders.  Content marketing at its finest, folks.

Of course, you don’t have to be off-the-wall eccentric to leverage YouTube for sales.  Check out this case study on Dynomighty, a wallet manufacturer.  The company gets an astonishing 45% of its site-referrals from YouTube.  Even more impressive, 50% of those referrals are converted to sales!  Wow!

Make the Buying Experience Social

My last piece of advice is that you make the buying experience social.  Read this blog post about Levi’s to get yourself motivated.  The Web Strategist, Jeremiah Owyang, explains how Levi’s was one of the first companies to integrate their online store with Facebook.

He demonstrates how Levi’s makes the customer feel as if their friends are shopping with them – even when they aren’t.  Also, Levi’s was several steps ahead of other online stores because they automatically integrated the experience with the user’s Facebook profile.  They didn’t force site visitors through a registration process (ineffective and tedious).  Read through the post, and I bet you’ll be sold on creating a buying experience that’s socially driven!

Content Marketing You Can Implement

We may be talking about P&G and Levi’s, but all of these content marketing strategies apply to you, too.  Smaller companies like Blendtec and Dynomighty have made tremendous, innovative strides with content marketing.  Why not you?  If it’s too much for you to handle, don’t just throw your hands up in the air… let a content writing service take the reins for you!

What content marketing strategies are you a fan of for the consumer goods industry?

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Ben Richardson is a writer based in Nashville, TN. While he loves writing on a variety of subjects, he's our go-to on all things related to branding and the creative aspects of content marketing. Follow him on Twitter!

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