The old school of thought when it comes to web content is that it should look like your brand, focus around the benefits of your brand and be just disruptive enough to get people’s attention. There’s been a new kid in town with inbound marketing – it’s not about saying why YOU’RE the best, it’s about helping your customers be THEIR best.
Given the rate people consume online content, and the exponentially larger amount of data available online, it’s virtually impossible to get consumers’ eyes on your content – unless you’re giving them what they’re looking for. Odds are, consumers aren’t looking for your product by name unless you’re the top dog in your field. There’s a better chance they’re looking for information on how best to use your, or your competitors’, product or service.
A YouTube campaign called “Little Beasts” executed in October of 2014 by Ziploc educates users on alternative uses for their product, but the product itself is only ancillary to the videos’ storylines and branding is virtually non-existent.
By creating valuable minimally branded content that helps consumers identify their problem and then assist them with a solution, you’re creating value for the consumer. These helpful videos, blog posts, third-party hosted articles, and social media interactions are all part of an “inbound marketing” strategy.
It may be more cost effective to create positive associations with your brand by putting your customer in the driver’s seat by supplying them with helpful content, and letting your product or service take the back seat. By creating helpful content in the area where you are the expert, you’re able to prove yourself as a leader in the field and connect consumers’ perception of your brand with helpfulness and positive results. Over time, these interactions with your brand instill trust and positive associations in consumers which result in a greater propensity to buy and increased profits for you.