Content Marketing Inspiration from Direct-to-Consumer Brands

Content Marketing Inspiration from Direct-to-Consumer Brands

D2C brands lead the way in many facets of content marketing. For content marketers, that means more in-depth articles and blog posts, explainer videos that point out the benefits of a product or show how to use it, personalized emails that contain information that helps them solve a problem, or link the brand to a cause greater than its bottom line. Key Takeaways: Build consumer trust as direct-to-consumer brands do: Write helpful, informative blog posts and articles Use videos to demonstrate the benefits of your product, along with how to use it Send personalized emails that help your customers solve tough challenges Link your brand to a cause greater than your company’s bottom line Inform Customers about Your Products with Articles and Blog Posts British mattress maker Eve—a direct-to-consumer brand—knew that potential consumers might have a few doubts about how a mattress-in-a-box would provide them with more benefits than its pricey store-bought cousins. Use the Power of Video to Capture Customer Interest Video marketing is one of the most effective tools in a direct-to-consumer brand’s arsenal. Brands who fail to use videos to showcase its products’ benefits, as well as to show how to use them in demo videos, lose out on a huge chunk of revenue. Since they haven’t any middleman to sell their products, D2C brands use the power of email marketing to gain an advantage over their competitors. Use that high-tech capability and take advantage of email’s effectiveness in winning new customers and boosting your ROI. Many of today’s leading D2C brands, such as TOMS—with its hugely successful “One Day Without Shoes” campaign–make social responsibility a major part of their marketing strategy. Quality content marketing is a must for those who want to follow the lead of D2C brands. Providing helpful long-form content, videos that demonstrate how the product works and meets your customers’ needs, personalized emails that help your customers, and information about how your company serves a purpose bigger than your bottom line can go a long way toward that transparency that customers demand.

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Today’s consumers have become savvier than ever, demanding more value for less money than ever before. Enter the direct-to-consumer (D2C) brand. With their ability to cut out the middleman and sell their products and services to the end customer, these brands have transformed not only the industries they’re in, but marketing as well. Let these brands’ success stories be your company’s content marketing inspiration.

D2C brands lead the way in many facets of content marketing. As e-commerce marketing expert William Harris observed, “consumers want more transparency.” Today’s consumers need informative content that builds trust in a brand from the ground up. For content marketers, that means more in-depth articles and blog posts, explainer videos that point out the benefits of a product or show how to use it, personalized emails that contain information that helps them solve a problem, or link the brand to a cause greater than its bottom line.

Key Takeaways:

Build consumer trust as direct-to-consumer brands do:

  • Write helpful, informative blog posts and articles
  • Use videos to demonstrate the benefits of your product, along with how to use it
  • Send personalized emails that help your customers solve tough challenges
  • Link your brand to a cause greater than your company’s bottom line

Inform Customers about Your Products with Articles and Blog Posts

British mattress maker Eve—a direct-to-consumer brand—knew that potential consumers might have a few doubts about how a mattress-in-a-box would provide them with more benefits than its pricey store-bought cousins. Kuba Wieczorek, the company’s chief brand officer and one of its founders, seized upon that opportunity.

They determined to spread the word about the differences that set the brand apart—both in quality and price. For 18 months, the company spent the biggest chunk of its marketing budget on providing its customers with information.

From solving sleep problems to informing consumers about the value of a good night’s sleep, the company informed people about what their products could do to solve their sleep and budget challenges. In its fourth year of existence, much of Eve’s outreach still focuses on informative content.

The investment in information paid off, it would seem. From its debut in 2015, the company’s revenue has exploded, reaping $37.4 million in its third year, 2018.

Use the Power of Video to Capture Customer Interest

Video marketing is one of the most effective tools in a direct-to-consumer brand’s arsenal. When a product first comes out on the market, people want to know two things:

1) How does this product work?

2) What will it do…

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