Sixty-four percent of marketers say that creating sufficient content is their greatest challenge, yet many businesses are unsure of how to create the type of content that fosters loyalty for their brand and their products.
Denver, CO (PRWEB) May 27, 2014
Customer Communications Group, (CCG) the full-service loyalty and marketing agency, takes a look at how content marketing can earn customer loyalty -- helping companies establish proof of industry expertise, reach new customers and nurture relationships with existing clientele. Examples from Sherwin Williams, REI and Whole Foods, show who’s doing it well.
“Sixty-four percent of marketers say that creating sufficient content is their greatest challenge, yet many businesses are unsure of how to create the type of content that fosters loyalty for their brand and their products,” said Sandra Gudat, president and CEO of Customer Communications Group. “Working every day to help businesses build loyalty by producing engaging content, we see key steps that consistently make a big difference. Three of these steps are shared here, plus several examples of companies that are doing them well.”
1. Add Value Through Informative Articles
No matter what type of product you offer, there is a consumer need or lifestyle interest associated with it. Articles that educate, entertain or provoke thought in relation to those needs and interests add value to your brand and keep you top of mind with customers. Add a blog to your website, send out monthly email bulletins, publish a print newsletter or launch a microsite devoted to topical article content.
Who’s doing it well: Sherwin Williams
The articles featured in STIR,® the paint company’s online magazine/email newsletter/tablet app, offer inspiration and problem-solving ideas for design professionals and interior decorating enthusiasts. Recent topics include an in-depth designer profile and a piece about color’s influence on human emotions and health. Even without a sales message, these articles help establish Sherwin Williams as a thought leader in the paint and design industry.
2. Offer a New Perspective Through Video
Static images are useful, but they don’t always tell the whole story. Nothing brings brands to life quite like video. This can be an engaging way to highlight product features and demonstrate their functionality in a real-life scenario. Or consider taking customers behind the scenes of your company to meet the employees or see how products are selected for your stores. Even instruction manuals and Frequently Asked Questions can be more interesting when presented in video format.
Who’s doing it well: REI
REI’s YouTube channel contains a wealth of videos centered around the products it offers and the lifestyle it promotes — from camping tips and instructions for fixing a bike flat, to member stories and insider views of their travel tours. The videos implicitly encourage consumers to associate REI with expert knowledge of outdoor products and activities.
3. Curate Content Through Social Media
While creating original content is always right, reusing someone else’s content is not always wrong. In fact, content curation — the practice of finding and sharing relevant content produced by others — is an excellent way to attract followers and build authority on your social media channels. With a dashboard tool like HootSuite, companies can track conversations related to their business across multiple social platforms and start gathering quality outside content.
Who’s doing it well: Whole Foods
Rather than use its Pinterest account simply to promote its products, Whole Foods aggregates content on a wide range of lifestyle topics — from recipes and gardening to kitchen gadgets and party planning — to inspire followers to stock up at their local Whole Foods and start cooking.
Form Deeper Connections through Content
An effective content marketing strategy includes valuable information not just about companies and products, but also about the topics customers care about most. This allows businesses to connect with them on a more authentic level, thereby earning their trust in their brand. And customers stay loyal to the brands they trust.
Find out how to tackle content strategy with a step-by-step guide that helps build customer loyalty and boost the bottom line; read CCG’s “Creating Your Content Marketing Plan” at http://www.customer.com/resource-center/white-papers/.
Customer Communications Group (CCG) is a full-service customer relationship marketing (CRM) agency that helps Fortune 2000 retailers and financial institutions improve their bottom lines by improving their customer relationships, loyalty and retention. Founded in 1977, CCG is a pioneer in the field of relationship marketing, offering expertise in strategic consulting, data-driven customer research, custom content, design and multi-media solutions ranging from print production to e-newsletters, social media and website development. http://www.customer.com