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Content Strategies For Brands That Aren’t Exactly Exciting

Content marketing gives you the opportunity to showcase your brand, increase your reach and attract new customers. As a way of increasing brand awareness and facilitating additional sales, it’s hard to find alternative marketing methods that offer the same rate of efficacy.

However, the key to this form of marketing is creating interesting, exciting and insightful content that your target market wants to engage with. Of course, not every product or service is particularly inspirational or exhilarating, which can make creating content marketing strategies tricky.

If you produce goods or deliver services that aren’t traditionally seen as exciting, you might be wondering how you can use content marketing to your advantage. Products like toothpaste, epoxy resin or insulation might be necessary purchases, for example, but they’re not particularly exciting for the majority of people. Fortunately, there are ways to enhance your content marketing strategy, regardless of what type of products you produce or what services you offer.

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To learn how to create content for less exciting products and services, take a look at these top tips now:

  1. Sell Your Brand Story

Your products and services may not be especially electrifying but this doesn’t mean your brand is boring. In fact, you might have an inspiring or interesting brand story you can use as the starting point for your content strategy. People want to develop an affinity for the brands they use, so your emotive journey is a sure-fire way to connect to your audience.

  1. Use Different Forms of Content

When people focus on content marketing, they tend to produce blog posts and articles. While these are essential for a winning content marketing campaign, they aren’t the only types of content you can use. White papers, eBooks and infographics are informative and interesting, for example, particularly for businesses and companies. If you sell B2B products or services, this could be a key way for you to showcase your content.

Alternatively, try using a combination of videos, images, podcasts, case studies and checklists to engage your audience. When you use a mix of content, you’ll be able to analyse engagement trends and discover which types of content are most popular within your target market.

  1. Solve a Problem

Many less-than-exciting products and services are designed to solve a problem. If this applies to your business, then focus on your problem-solving abilities when you’re creating content. The advantage of solving a problem is that your target market should either need or want what you’re offering. This puts you a step ahead of companies that manufacture or sell aspirational goods. Work to your strengths and use your content to tell people how you can solve their problems.

  1. Host Events

Businesses who host events always have subject matter for their content marketing campaigns. While offline, real-life events can be popular, you don’t have to blow your budget on hosting expensive parties or community festivals if you don’t want to. An online giveaway, live Q&A session or even a long-running competition will attract interest and give you plenty to focus on when producing content.

If you’re planning a promotion, such as a sale or special offer, don’t miss out on the opportunity to turn it into an event. With a digital countdown, you can promote the event via numerous channels and even gather consumer data by asking users to register to gain access. Suddenly, your marketing campaign is filled with exciting and exhilarating content that prompts your audience to act.

  1. Showcase Your Expertise

No matter what products you sell or what services you offer, use your expertise and experience to enrich other people. This boosts your professional reputation and enhances your credibility, which creates a greater level of trust between consumers and the brand. Another hidden benefit is that it also gives you something to talk about!

A video showing how to use your product could be particularly interesting for new customers, for example, or you may want to release an infographic showing the different ways your services can benefit the customer. Alternatively, why not publish a blog post that explains why you use particular manufacturing methods and how they create a better product.

Creating a Content Marketing Strategy

Once you have an idea for great content, it’s easy to get carried away and start creating it immediately. However, the most effective content marketing is strategic and well-planned. Take the time to plot your strategy in advance and you’ll have a well-honed campaign that enables you to achieve your goals.


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