Product marketing can be simple; you showcase your shiny new object and if the audience likes it, they'll buy it. This traditional sales pitch approach can be incredibly short-term with negligible impact on client conversions. What if there was more to captivate the potential customer and at the same time build customer relationships, rather than just dangling the features and specifications in front of them? What if there was a narrative to portray the when, how, and why of the products on display so that it can reach the appropriate target audience? This is where content marketing comes into the picture. Successful product campaigns align all their content for product marketing. Amid the anticipated debate of product marketing vs content marketing, let’s understand how content marketing is very much a part of the process of marketing a product.
What Is Content Marketing?
Forbes defines content marketing as "a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience - with the objective of driving profitable customer action."
Unlike the outdated approaches of using sales support materials, content marketing is a sales enablement tool that helps you build context around the product. Effective content marketing highlights the problems faced by the target audience, an effective solution for those problems, and most importantly the brand behind it all. Ideally, B2B marketers should have a content and product marketing strategy that covers much more than a product launch. It should be a brand awareness activity that explains the product in a true manner.
According to a survey, 63% of the buyer persona in content marketing depicts that people would think more positively about a brand if it gave them content that was more valuable, interesting, or relevant. In short, quality content that serves the new as well as existing customer.
Here are some B2B content marketing examples for a product or service that can give you an idea about gaining more content driven sales.
- In-depth blog posts
- Product tutorials
- Personalized email campaigns
- Social media competitions
- Targeted ads
Let's have a look at how two major brands used different channels for content marketing to market their respective product campaigns.
Through its strategic global sponsoring and partnering with adventure and sport-related avenues, Redbull has strongly cemented its buyer persona content, famously using the tagline "it gives you wings" conveying a message that it's more than just an energy drink. It's the fuel that will keep your body and mind going. This is a great example of how constant and creatively aligned valuable content can allow a product marketing strategy to thrive.
When done right, digital content ideas allow content-driven sales.
Take, for example, GoPro: the leader in action and lifestyle cameras. The modern world is now moving more towards visual content and Cisco is even reporting predictions which indicate that 84% of internet traffic by 2020 will be through video. GoPro leveraged this information to center their product around quality visual content and products. This content product marketing strategy had an extremely successful and compounding effect where the consumers themselves were creating written content for them using their products. People were buying GoPros and posting adventure vlogs which attracted even more people to buy their cameras. This ripple effect was possible as they fused their content and product marketing strategies. In a way, this can be said to be the best content marketing for a product.
Methods of Product Content Marketing
There are multiple ways in which you can use content for product marketing. Listed below are some of the top strategies that you should include in your content marketing plans.
Harness the Power of Social Media
In 2020, there are 3.81 billion people actively using social media in the world. Even though social media content marketing sounds like a massive cliché and it probably is, but in the modern digital scenario there isn't a better way for a product marketer to put their product information out there than social media. Conducting content marketing through social media not only educates the audience about the product features but also answer their questions to construct an interested and engaged client base, unlike traditional marketing techniques.
Creating content for product marketing can serve and provide the necessary hand-holding to guide the customer to purchase. While you can take care of the product marketing side, encouraging an ideal customer to post reviews, suggest improvements, and engage with other users through mediums like Facebook, Twitter or other social media platforms can provide an ecosystem that influences prospects to purchase your products. Invest in various brand-building marketing activities now to see compounded results in the future. Using social media for content marketing is one of the best ways to go about marketing your product.
Appeal to the Correct Market Niche
Knowing your audience is half the battle won. Building accurate buyer personas for content marketing will guide you to create highly relevant product content. When content that is reflective of the product is marketed to the right audience, the situation becomes less about convincing and more about addressing the concerns of the consumers. Using this content marketing hack gives results that you won't expect. Trying to maximize clicks and views, through interactive content, might gain short-term traction but will not result in any monetary benefits as there will be a failure to create a significant impact. Hence, conducting buyer persona content mapping will give you a better idea of what resonates with your audience and what doesn’t.
Research Keyword Trends and Phrases
A content marketer needs to keep search visibility in mind when putting content out on the world wide web and hoping to execute a successful content marketing campaign. Effective research on the keyword trends associated with your product is essential as they will work as lighthouses for potential clients to find you online, especially the ones in your marketing funnel, and in some cases, the potential clients in your sales funnel too. Apart from features and specifications, the content marketing keywords chosen should also include words relating to the problem that occurs and the solution that the product provides. A trending hashtag or viral post can send your online visibility skyrocketing and aggressively boost your lead generation efforts. There are various keyword planning tools out there to help you find the right set of keywords, Google's Keyword Planner and Moz's keyword explorer are some of the useful tools for finding the important keywords when creating a content marketing plan.
Influencers – though this profession is known as the new trend in digital marketing, it's not! Advertisers have used celebrities to promote their products for decades. When planned correctly, brands can leverage their reach, salesmanship, and most importantly, their credibility for creating successful product marketing content. In 2019, 94% of marketers found influencer marketing to be effective. As a result, influencer marketing budgets are set to double in the coming years. Nord VPN was one of the many companies that were affiliated with YouTube giants like PewDiePie and Linus Tech Tips. They used their massive popularity on the platform to get their services out there to the masses, making them one of the top players in the growing VPN market.
One for the Future
Allison Wert, content marketing manager for Frontline Education predicts "I think a growing number of businesses will stop thinking about content marketing as a separate discipline and instead realize that all good marketing involves content marketing."
To gain a competitive edge, marketing strategies can only get more and more personalized with the advancement of AI technology, voice search as well as SEO. Having a strong digital presence will be even more crucial to sustain a profitable business. Immersive storytelling and personal experiences will surely draw customers not only to the product but to the brand as well.
Traditional door-to-door marketing has been replaced by various content marketing services for SaaS products. As attention spans lower and people are flooded with information there will be an increasing need to create content for product marketing that is unique. To remain relevant admissible in the market, audience engagement will be crucial even more so in 2020 and beyond. Product marketing strategies will have to infuse itself with reliable and contextual content around its products as companies try to expand their reach even further. Even though there are numerous platforms of content marketing to market a product, using them effectively is the real challenge that most marketers have to unravel.
Frequently Asked Questions
What is product content?
Product content is any kind of information that a brand or marketer provides to the audience about their product. This content includes, product name, price, specifications and any relevant information that will help the buyer in making a purchasing decision.
How do you create product content?
Top five tips for creating product content:
- Focus on your target audience’s needs
- Incorporate attractive taglines in the content
- Create relatable social media content
- Include stories
- Have media in the content