How to Use Content Marketing to Sell ‘Boring’ Products and Services
If your business serves B2B customers or your product or service simply isn’t that exciting, you may be wondering what you can do to attract new customers and keep existing ones engaged. Although doing content marketing for paper clips, software, medical supplies or something equally mundane seems difficult, it is indeed possible to do it successfully. Whether your brand or product is too complex to expand or simply uninteresting to the uninitiated user, you still need professional content marketing strategies. Here are some uses of content marketing and how they will help you learn to use them to sell boring products and services.
Focus on your customers.
The first thought that may come to mind as you plan your content marketing strategy is that you need to educate potential customers about your product or service. However, with boring products doing this will likely just put your customers to sleep. Instead, you need to focus on the problems that your product or service solves for your customers. Think about the challenges that your customers face and why they choose to buy from your company in the first place. Then build your content strategy around these concepts instead of focusing on the product or service itself.
Identify your target audience
It is not enough to just writer for all of the groups that may end up becoming customers. Instead, you will need to create a campaign that is specifically designed for your target audience. By narrowing your focus, you can learn more about the specific behaviors and interests of this group so that you can tailor your content accordingly.
Make an effort
Although it is easy to get started with content marketing, it is often more difficult to ensure that you remain consistent in your strategy. By planning your content strategy well in advance, you can ensure that your campaign remains successful and continues to achieve the objectives that you originally outlined in your initial plans.
Mix it up
Just because your product or service is boring, this doesn’t mean that it is the only thing that your company needs to talk about. Instead, you can mix relevant trends in as a part of your strategy to let your readers know that you do pay attention to current events and related news in the industry. By becoming a source of the latest trending content that is relevant to your target audience, you can help to build brand loyalty and a social following.
When you have a product or service that seems mundane, it doesn’t hurt to make your campaign somewhat visual and fun. Content marketing that utilizes creativity and multiple media types, such as video and images can vastly increase the potential for content sharing. In addition, using visuals can also help to define your content strategy as unique to your brand.
Creating a content strategy that is engaging and has a powerful effect on your target audience requires significant planning and research. As you define the details of your campaign, make sure that you put the necessary elements in place that will allow you to track the success of your campaign. A great content marketing campaign is possible if you can test and adjust your campaign as you gather feedback from your target audience.
Are you struggling with creating a content marketing campaign that is engaging? If so, Big Easy SEO – New Orleans LA can help. Our content creation experts can help you to figure out a campaign that will increase response rates from your audiences. Contact us today to request a free quote for our content marketing services and Brian Hong will review your current content strategy.