If you’ve been keeping up on our blog, you know that we’re huge proponents of content marketing. Creating blog posts to inform and engage viewers displays expertise about your field without turning away people for being overly “salesy”.
Blog posts are nice, but what if you could create an entire website that served a shareable purpose beyond a sales pitch? You could gain a whole new set of readers that would’ve never visited your main website in the first place.
Get Creative with Your Content
Ritz Crackers took advantage of the fact that their product has a natural marriage with cheese. Cheese and crackers, there’s nothing more American than that, right?
Their new website CheeseRank is perfect example of how to build brand affinity without directly selling anything.
CheeseRank is a site dedicated to ranking and profiling different cheeses, a natural companion to their product. They even created a handy cheese infographic, discussing the different types of cheeses, their flavor profile, and the optimal food pairing with each type.
The site is perfect for the refined connoisseur, as well as anyone who plans to dip their toe into the bloomy and soft-ripened topography of the cheese universe.
The Ritz Crackers logo is located in the top-right of the website, and the cheeses are rated on a scale of one-to-three Ritz Crackers. Other than that, the page is simply a cheese ranking site. There are no other logos, no direct call to action, no pitches to buy the crackers themselves. Event the ‘About’ page has no mention of Ritz Crackers, other than that the site is brought to you by them.
Find Your Cheese and Crackers!
Your pairing may not be as obvious as it was for Ritz Crackers but I bet you can find it! Here are some quick tips to help you find a parallel:
- Think about products that complement your offerings
- Compile a list of frequently asked questions
- What are some external products that you have suggested to customers
- Think of companies that have referred customers to your business
- Use Facebook’s Graph Search to find similar interests
It’s important to create customer personas in marketing. These projects should be driven by customer interest. Remember, your goal is to provide real, sharable value that will lead to brand awareness. This is NOT a campaign built to drive sales. Spend some actual time getting to know the interests and habits of your customers and find a relatable field for your business.
Now for the Fun Part: Content!
Figure out which of your team members have an interest for writing or demonstrate the best knowledge about your chosen ‘pairing’ and empower them! There are tons of collaborative tools out there to help coordinate your team’s output. Many teams rave about Trello as a way to storyboard, share and collaborate on content marketing projects.
A Few Ideas
- Home Insurance & home safety tips and best practices
- Tupperware & recipes or cooking tips (good food creates leftovers)
- Cleaning products & arts and crafts (which are the easiest or hardest to clean)
- Airline & travel destinations and tips
- Office supplies & productivity tips and hacks