Lee Odden once said, “content is not a king, it is a kingdom” and as a writer, I believe you happened to be the ruler of this kingdom. Content is the modern-day tool, powerful enough to influence decisions, drive traffic and generate revenue. Here in this blog, we will discuss how content marketing strategy can be a savior for your business.
But right before that let me ask “Have you come across the company or companies that launched without products and still managed to make the annual sale of $ 12 million?” If you are considering them as frauds then, you are no different than other but the reality behind the scene is – they are just optimizing content marketing services better than others. Now you must be thinking what differentiate their marketing strategy from your current strategy? Well, we are about to find that in the below post.
Today, the ventured funded company ‘Away’ sold more than a million pieces of travel luggage that worth around $ 1 million. Credit to this huge revenue and success directly goes to the Jen Rubio- co-founder and the chief brand officer who come up with the customer-first approach and beautifully leveraged it with the content strategy to achieve this success.
How did she come up with the idea?
In the recent interview with Yahoo, she explained: “I always wanted to find a way to build a brand that resonates with people and connect before.” She further said, “Previously, we were just selling luggage bags and I don’t think that is what our customers were looking forward to.” She on herself once traveled with the broken luggage bag and realized that it is not about luggage customers are looking for while traveling, it is the trip that excites them. Jen’s impressive content strategy leaves a few lessons behind for every marketer to follow.
You should always pay for content to get free products
Away has gained popularity as the company who offers products to enhance the travel experiences. The company also caught the focus light with their amazing sleek, well-designed luggage pieces that amazingly combine the functions with style. From celebrities to global travelers, everyone loved their products which inspires them to take another trip.
Back in 2015, the production team hit the delay and suitcases were not ready. Here, anyone would be panicked due to the fear of criticism and a bad reputation. However, Jen decided to go with a different approach to turn this problem into a golden opportunity to market her brand. Away come up with the idea of beautiful handbooks and card that would be available with suitcases that are available after the holidays.
The book contained some of the most beautiful travel stories across the world. The handbooks helped the company to overcome a problem in a strategic way. More than 1200 copies were sold and those who brought handbook and card eventually brought the suitcases as well. From this strategy, you need to learn that content and presentation plays a crucial role in the sales of your products.
Pay attention to the customer experience
The credit of Away’s success directly goes to its powerful content strategy. Jen and her team primarily focus on creating engaging and impressive travel content and promote it through online and print sources. If you have ever gone through their content, then you may have noticed that their every line emphasis travel experience almost line from their home page to About Us, it is everywhere. Through their travel magazine or article, they shared some amazing travel stories, interviews and real- incidents.
Here what Away did differently from others is they didn’t limit down their content to only their product instead; they focused upon the industry for which they are providing their products. They made themselves a trusted source to find travel information. Now, when the readers trust their travel stories don’t you think they will trust and buy their products as well? That’s how great content marketing services look like.
Make your customers sell the products for you
Jen had previously worked as the head of the social media which gives her advantage when it comes to harnessing the power of social media communities.
Instagram allows the brand to interact with its customers through visual stories and also provides the user-generated content. The company always post its product pictures and travel stories with the hashtag #awaytravel.
How it benefits the organization? This strategy has helped the brand to enhance its popularity and gather, and engage the community of 5, 10,000 followers on Instagram alone.
Leave some space for the change
On the current basis, the Away is promoting with the content strategy that revolves around the travel luggage to make people excited about their next adventure trip to a corner of the world. The most significant thing you must learn from Away is they always leave sufficient space for the changes. In the future, they are looking forward to further enhance their strategy by finding and implementing new ways to connect with their customers.
In the end, all you need to do is find out what your customer wants and how you can deliver it without failure. However, if you started to feel that you have stuck somewhere then, feel free to reach out to experts at ProICT LLC to come up with the best digital marketing strategy for business websites.