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We’ve previously discussed 5 essential tips for FMCG content marketing strategies in 2015, however we think it’s time for a bit of an update to see what’s going on today…
What is FMCG content marketing?
Firstly, let’s take it back to understanding what content marketing is.
Content marketing is a strategic marketing approach that focusses on creating and distributing valuable and relevant content to a clearly defined audience. The purpose of this approach is to drive profitable customer action and instead of constantly pushing out your products or services, successful content marketing involves sharing content that is relevant and useful to your audience.
Changes to algorithms has probed FMCG brands to become unique, valuable and constant; key factors required to stand out in a crowded FMCG market.
In essence, great content will attract an audience, but relevant, great content will attract a target audience, which is a much more valuable audience to have. Your target audience are much more likely to have on-going interest in your content and will begin to trust you as a key source of information.
Creating a FMCG content strategy
There are several steps that any FMCG marketer should undertake in order to have a successful content marketing strategy.
Firstly, researching a customer base is key for any FMCG brand, especially with their reputation for strong customer engagement.
Exploring the platforms where your target audience is most likely to be found is a good starting point in understanding the best place for your content strategy. There are several tools such as Mention and Fresh Web Explorer that allow you to monitor mentions of your brand and any online conversations that are occurring. Choosing the most suitable platforms for you could be the difference between excellent brand visibility or being just another brand trying to stand out in a noisy online environment.
It is also essential to do some research on the format of the content your FMCG brand should be producing in order to reach and engage with your target audience. There are several types of content; here they are and why you should use them:
- Often central part of content strategy.
- Beneficial for building relationships with your readers which can result in lead nurturing and conversions.
- Remember to optimise your blogs for leads and sales, link to your own content and optimise for keywords.
- Information dense content that offers solutions on a particular subject.
- Effective method of lead management.
- Long-form content is often more appropriate for B2B and other small businesses who want to gain respect in their industry.
- Quick way of capturing your audience’s attention in a crowded market place.
- Proven attention-grabber online.
- Most popular content formats amongst millennials.
- Are among the most shared content formats online.
- Remember that as well as making your infographic visually interesting, the information must be correct and reliable.
Other content types to consider:
Understanding the trends surrounding your target keywords can help you to build and structure a successful content plan. There are several tools that can help you establish trends, including Google Trends and SEMrush. These tools give an indication of the search queries related to your target key terms and gives you an idea of additional keywords to target in your plan. The Google Keyword Tool provides insights to the monthly search volume of specific key terms and the level of competition, providing a good indication of which key terms are worth targeting.
2) Learn From the Best
Now that you’ve done some in depth research into the platforms, content formats and keyword trends applicable to your FMCG content strategy, it’s time to look at some examples of brands who have successfully mastered a B2C strategy that is engageable and shareable.
Marmite- Facebook & Twitter
Marmite are well-known for dividing the nation on whether you’re a lover or a hater, but their social media strategy certainly does well at creating a buzz. Marmite utilises Facebook as a platform for encouraging engagement through sharing their latest product and campaign announcements. Their fun tone of voice resonates with a mass audience (both lovers and haters) and they successfully use Twitter to engage with consumers who enjoy their product, and those who don’t.
Both Facebook and Twitter provide the ideal platform for Marmite to engage with their audience. The channels act as the perfect platforms for Marmite to showcase their witty sense of humour and enables them to share creative content to hundreds of thousands of consumers.
As the official beer of the World Cup in 2018, Budweiser partnered with Snapchat to create the world’s first sponsored, sound-activated lens. Budweiser took its strategy to a new level by incorporating AR technology to create a filter that allowed users to virtually join the team line up before each match. This unique strategy by Budweiser aimed to bring people together through immersive experiences and enabled them to significantly grow their brand visibility on Snapchat. Bud Light has previously teamed up with Snapchat in the past, helping them to generate 9 million views and increase brand metrics including awareness and purchase intent.
Innocent Smoothies appear to have got their social media personality just right, by targeting a young audience with humorous, relatable content. They demonstrate the ability to adapt their strategy to current trends and occasions, for example tailoring their content to current popular TV shows such as Game of Thrones:
3) Don’t Be Scared to Take a Risk
Some of the best campaigns and content strategies come from brands who aren’t afraid to take a risk. Often some of the most risky content can be the most shareable and have the most potential to go viral. Take KFC as an example; who responded to a chicken shortage by rearranging their name to spell ‘FCK’. This controversial but quick response sparked huge engagement online, with over 1 billion impressions after only appearing once in 2 national newspapers.
So that’s a quick round up of our tips for FMCG content strategies, but if you’re looking for help with FMCG content planning, get in touch with one of Adido’s content experts today.
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