76% of all CPG purchases now begin online. Therefore, it’s more important than ever to be digitally active – and content can help you get there. With its ability to capture and retain your audience’s attention, effective content can spark interest and build connections with consumers.
However, it’s becoming more and more difficult to catch consumers’ attention with the sea of content online. Therefore, the stakes are high to create an impactful content strategy. With an effective content marketing strategy, you’ll become the thought leader that your audience trusts. If consumers are continuously exposed to new, educational content, they’ll be more apt to choose your products over others, knowing you understand the industry and trusting that you’ll provide them with the best solution.
In order to help you devise a top-notch content marketing strategy, we’ve come up with three tips every CPG marketer should consider:
Stay Hyper-Focused on Your Audience's Needs
Tailor your content to your audience and their needs. If your viewers are exposed to content that meets their needs, they’ll be more willing to trust the information you provide. In fact, 78% of consumers will trust your brand if you create more customized content. Therefore, personalizing your content shows customers that you value them and their needs – making your product a worthy candidate during their next purchase.
Start by building personas that create profiles for your various consumer segments. For example, if your company sells various types of drinks, you can separate lists into the “health-conscious adult” and the “money-saving mom.” Curate blogs, emails, and white papers that house different information, depending on the target profile. Since the content will be persona-focused, you’ll cater to their needs and show them you care about their preferences and shopping habits. By ensuring you stay hyper-focused on who your audience is and what their needs are, you’ll be more likely to captivate your readers.
Elevate with Social Media
Social media is a beneficial resource for CPG brands. Social allows you to instantly to share updates, launches, and product benefits. It’s an easy way to promote brand awareness and keep customers in the know about new happenings. For example, if your company just launched a new type of window cleaner, you can launch a social campaign on Instagram to spread the word. This might include videos that highlight product efficacy and differentiators.
With only 52% of CPG brands on Instagram, taking advantage of this platform allows your company to promote your products on a less saturated channel, while meeting your audiences where they are. In fact, 60% of Instagram users discover products on Instagram, and 72% of users buy a product they previously saw on Instagram. By boosting your product content on social, you’ll provide your audience with an accessible hub of content to influence their purchase.
Leverage User-Generated Content (UGC)
User-generated content (UGC) drives interest in consumer purchases. UGC is content that’s produced by unpaid contributors, otherwise known as fans of your brand. While the type of UGC content ranges – from testimonials to tweets – it’s important to leverage it in your marketing strategy. It’s critical at a time when consumers are driven by what they see online. In fact, 92% of people are more likely to trust a recommendation from another person over branded content. For instance, if a consumer reads rave reviews about a new shampoo online, they’re more likely to try it than if they read a branded post about it.
Furthermore, younger generations are paving the way with UGC content and increasing its use in the industry. In fact, 84% of Millennials say UGC has some influence on what they buy. Therefore, at a time when consumers trust their peers more than the companies themselves, aim to boost the usage of UGC.
To achieve this, encourage your customers to review your products and share how they use them. For instance, share fan photos of your customers wearing their new clothes on social media. This type of interaction breeds a reaction from your followers. If one customer is recognized from a brand, they’ll be more apt to share their own use of your product – expanding the brand loyalty onto other potential customers.
Content is transformative for a CPG company’s growth. Without it, consumers will lack the knowledge to view your company as a trusted brand.
To keep your audiences inspired through content, stay hyper-focused on their needs, elevate content on social media, and leverage UGC. If you apply these tactics to your strategy, your audiences will be captivated by the content you share and driven to try your products.