Helpful content is a great way to attract, engage and retain customers. Instead of explaining what it looks like, I want to show you examples.
Here are three companies that attracted me with their content:
NARS Cosmetics: I was happily shopping for a new blush when this example slapped me in the face. “Brilliant!,” I thought. Not only does NARS give information you need – ingredients, consumer testing results and more – it also shares application advice from the brand’s creator François, and tips on seasonal trends and technique from NARS makeup artists.
Gardener’s Supply Company: Our North American headquarters are located in Chicago and it’s not just winter here, it’s winter. I was searching for a boot tray when I came across this example. I was drawn to this site for a specific product but what kept me browsing was its Learn & Share section. Broken into three categories, it offers How-To, Planning Tools and Sharing sections to offer advice and help to gardeners in need. Beyond that, it features customer photos and hosts ‘Ask a Gardener,’ which connects readers to staff gardeners to help with their questions.
ACandyStore.com – My husband and I considered putting up a candy bar at our May 2013 wedding and before we made our final decision, we did research. As we were searching through pages of M&Ms, gummie bears and taffy, we realized we had no idea how much candy we should get for 200 people. ACandyStore.com came to the rescue with its video content, which is embedded into relevant product pages. When I was looking at bulk M&Ms, for example, there was a video titled, ‘How Much is 5 Pounds of M&Ms?,’ which gave us visualizations and comparisons so we knew how much to buy. The company also has a blog with DIY projects and recipes, and allows users to submit video reviews, too!
The common thread between these three examples is that they are helpful. The information they offer will help customers to use their products better, but it also builds trust and shows they are experts in their industry. For more examples, read 3 B2B Brands that Do Content Marketing Right.
What other companies do content marketing well?
Find additional content marketing tips in our free guide 10 Tips for Creating Great Content.
