Content Marketing for the Home Living Industry In a Saturated Market

In the realm of small businesses, the home living industry was one of the earliest industries to jump on the content marketing bandwagon.  And, today, the market is saturated with content.  A lot of it is really great content, too!

Because people who own their own home living business are usually really passionate to begin with, their blogs and other content marketing efforts usually display that intense passion.  In many cases, their businesses develop out of their great blogs or Pinterest profiles.

Take Design Sponge, for example, a blog that began modestly – as all blogs do – and quickly shaped into a tremendously successful business.  Of course, this route – though common – is somewhat backwards.  I don’t advocate that anyone with a business shut down shop, and start blogging instead!

But, if your home living business isn’t operating a blog or any other kind of content marketing strategy, then you’re behind.  I want to help you catch up quickly, and beat out your competitors with these strategies…

Blog Like Your Business Depends Upon It…

… because it does.  The small businesses that blog are killing it out there.  However, the really successful bloggers aren’t just typing up grandiose and persuasive copy about their products.  Great bloggers deliver value-oriented content.

Most of your posts shouldn’t even mention your services.  If people are reading your blog, then that means they’re already on your website; they can see for themselves what you sell.  Making the sales push through your blog is distasteful and a turn-off for most readers.  Of course, if mentioning one of your products is relevant, then go for it!  By and large though, your blog should focus on what the customer wants – not what you want to sell.

For a great example of this principle at work, check out this blog post from Tiny House Blog.  Tiny House isn’t a company per se, but it does promote a lot of different products and items (which brings in revenue).  While some of their blog posts are more promotional in nature, I think this particular one is a perfect example of a non-promotional blog post that works in their favor.  It tells the story of a couple who decided to live in a small yurt (not purchased from Tiny House).  While it doesn’t push any particular product, it subtly encourages and inspires readers to become a part of the “movement” (if you would call it that), which will later lead to sales.

Repurpose Content From Your Blog

While blogs are great, it’s important that you’re working smarter, not harder.  You’ve got all of this great material on your blog… why not do something else with it?  Frankly, we love to repurpose content for ourselves and for our clients.

Let’s be very clear though – when you repurpose content, it’s critical that the repurposed material is technically unique.  In other words, it should be able to pass Copyscape.  Repurposing isn’t about being lazy; it’s about getting the most bang for your buck.

If you write an in-depth how-to type of blog post, you might want to repurpose it as:

  • an article on eHow.com
  • a YouTube video
  • a podcast
  • or a Pinterest board

Of course, you can also repurpose the blog post into another blog post.  Check out our 37 suggestions for more on how to do that!

Using Pinterest

Pinterest is an awesome site for home living, which I know that you already know.  But, you might not be using Pinterest to your full advantage.  Most small businesses don’t “get” Pinterest.  Rather than using it as a vehicle for engaging with their customers, they treat it like their own personal storefront.  This is not content marketing.  Remember, it’s important to have conversations with customers.  This is not the place where you blow your own horn.

For a good example of what I mean, check out the Best of Summer board from Real Simple.  Notice the nice balance of content: some stuff from Real Simple’s website, but a lot of pins from other Pinterest members as well.  If you’re getting started with Pinterest, you might want to reference this board as a guide for balancing content.  Also, you’ll probably find it helpful to check out the top 20 sites on Pinterest, many of which belong to home living companies.

Other Ways to Spread Your Message

Though blogging and Pinterest might be your primary areas, you should also repurpose content and spread your message on other social media platforms.  Facebook and Twitter will be your most effective platforms.

However, between your Pinterest page, your blog, and running your business, I would strongly urge you to pick either Facebook or Twitter when you first start out.  It’s much better to be successful on just one platform than to have a mediocre presence on both.

Also, you might want to consider making an email newsletter a part of your content marketing strategy.  A newsletter can be a great way to get your content out there to customers who don’t have the time or interest to follow your blog or other social pages!

The Bottom Line

The important thing for home living companies to remember is this:

All of your content should always be valuable – always!

The fact is, you are jumping into a heavily saturated market.  In order to have a foothold amongst all of the other DIY, arts and crafts blogs, you’ve got to bring something to the conversation.  This is totally possible; it just requires determination.  Since you have your work cut out for you, don’t forget to repurpose content.  Not every single little thing has to be conceptually unique!

What other content marketing strategies are you currently using with your home living business?

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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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