The masters of value-added content are CPG brands
We’ve all heard the adage: Content Is King. With social media the discussions/ tips abound about creating content people want to engage with and using it to create a community of interest around your brand.
While the tips are correct, it isn’t actually anything revolutionary, Consumer Packaged Goods brands have been doing this for decades now, and have continued to expand their approach using digital channels. Looking at just two brands provides a stellar example of the right way to add value by creating useful and relevant content, build a community of interest and maintain top-of-mind awareness: Pampers & Kraft.
What sets these brands apart is how they’ve taken what their products DO and created content that doesn’t just list benefits or seek to sell the products, but encompasses real life and the needs that perhaps the products can provide.
For example, the Pampers site provides tips, tricks, expert advice, etc. surrounding each stage of having a baby – preparing during pregnancy, allergies, developmental milestones, sleep problems, baby names, etc. etc. They also provide a way for parents to communicate with each other and share experiences. Wrapped around all of that excellent content is a reward program for the products, but not much else in terms of a “sell”. The sell is the value they add as a trusted brand.
With Kraft it’s all about the experience of food – entertaining, recipes, feeding your kids, and time management to list a few. Their brilliant tool to help time-strapped families serve a meal in a crunch (list 3 ingredients you have on hand and Kraft will recommend a recipe) speaks to how much thought they’ve given to understanding their customers and providing value. Wrapped into what they’re providing is of course their plethora of products, but it’s not focused on “buy this now”, but on “how can we help”.
These brands have taken what they offer and provided solutions to help with free value-added content and no guarantee you’ll buy from them. But since it’s useful and relevant, you probably will.
There are tons of CPG examples out there – what are your favourites?