There is only so much you can write about the widget you sell and, let’s face facts, nobody wants to read about it anyway. But this doesn’t mean that content marketing cannot work for you.
If your product solves a particular problem for a specific type of customer (and what product doesn’t?) you need to create content to appeal to that audience.
Let’s look at an example:
I’m a keen cyclist. I’m always interested to read about the latest cycling news and am constantly on the lookout for inspirational cycling stories to make my hobby go further. However, I’m not so interested in reading spiels of marketing copy about inner tubes or chain lube.
So what would I do if I was tasked with marketing the products of an inner tube or chain lube manufacturer?
I’d write about the latest cycling news and deliver inspirational ride stories to my audience, wrapping my less interesting but none-the-less essential products into the narrative.
Produce great copy and your audience will come back to your brand time and time again (while sharing it with their friends) and all of a sudden, your brand becomes synonymous with the vertical in which you work.
The great news is the cost of doing this, especially when compared to the costs of expensive brand advertising, is negligible.
This might mean, your next marketing hire is a journalist.