The front window of your store has the power to tell the story of your business, the products you sell and even the people who work there. It can spark curiosity, encouraging window shoppers to come inside and enjoy a stroll through your store. Of course, a lackluster display also has power. …
Think of your content marketing strategy as your new front window — an essential tool for attracting and engaging potential buyers from afar. Digital marketing can transform social media scrollers into transactional shoppers, online and in-store. It can also establish you as an authority in your geographical area or specific industry, drive traffic to your store and increase customer loyalty.
Effective digital marketing that converts can drive three times as much traffic to your website as outbound marketing — and it costs less to produce. If you’ve been curious about content marketing but felt it was too big of an undertaking, it’s time to engage. Thanks to a multitude of new digital tools (AI, we’re looking at you), getting started is easier than ever before.
Crafting compelling content
There are as many types of content marketing as there are mattress brands. A lot. While all aim to engage potential customers, each type serves a unique purpose and can convey your brand story in various ways.
Blogs and articles
Blogs and articles can educate, inform and even entertain. Examples include:
- Living Spaces’ Ideas + Advice offers a range of home décor tips with in-depth, actionable advice.
- Yale Appliance’s Learning Center offers advice on the “real” differences between brands, extended warranties (are they worth it?) and how to avoid delivery nightmares.
- The Mattress & Sleep Co.’s Knowledge Base uses storytelling to dispel myths surrounding natural and organic products and how they deliver better sleep.
Videos
Videos can bring products to life; relatable videos build trust and credibility. Consider partnering with established creators/influencers to expand your reach. Examples include:
- Kelly Charles from Big Mattress Outlet uses simple conversations to create videos like, ”How does a mattress store owner choose a mattress?”
- Tepperman’s is experimenting with product videos on Facebook — so far, engagement is high.
- Influencer reviews, like this Nectar mattress review, published in January 2024 with more than 400,000 views, hold significant influence.
Additional types of content to consider creating
- Infographics. Visually appealing and easy to digest, they make complex information accessible. For example, an infographic can help highlight the differences between types of mattresses.
- Ultimate guides. Longer than a blog post, these comprehensive guides help readers navigate complex processes step by step.
- Curated content. Content gathered from the internet — with a lead and conclusion you write yourself — can provide valuable information to potential buyers.
- Case studies. Showcase your work with visuals and testimonials, similar to how interior designers display their projects.
- Product reviews. Honest product reviews that highlight the perks and limitations of the products you sell can improve trust and authority.
Organizing your content creation into a manageable schedule
Getting started in content marketing is an investment in time and resources. Begin with a content calendar, which can be as simple as a spreadsheet on your computer or an online tool that allows you to collaborate with teammates in real time. Then, decide on your creation and publishing schedule.
- Post consistently. Consistency is a key pillar of success in content creation. The more regularly you post, the more your content is woven into the algorithms of your chosen social media platforms.
“We consider ourselves always on,” says Betsy Mello, senior vice president of e-commerce sales for Dorel Home. “Efficiency and clarity to the customer of our products is what drives our content machine. With our evergreen process of product development, we focus on bringing our newest and most exciting product to the consumer as quickly as possible.”
- Craft better quality content with fewer mistakes. Preparing content in advance provides breathing room to review content before posting.
- Nurture creativity. Once you’re into a routine of creating and scheduling content – instead of in-the-moment-panic-posting — your creative horizons can expand. Maybe it’s time to consider a collab with influencers.
Leverage analytics to enhance storytelling
Regularly evaluating the performance of your content marketing efforts is crucial. Monitor key metrics such as engagement rates, website traffic and conversion rates to understand what’s resonating with your audience and what’s not.
Gathering customer feedback through surveys, reviews and social media interactions can also provide valuable insights. This data will help you gauge the effectiveness of your content and identify areas for improvement.
“We review Google search trends to help guide topics and themes for marketing as well as organic traffic to our blog posts and videos to help determine their success and if the articles warrant iterations on the same topic or a series of similar stories,” explains Allison McGuire, vice president of marketing for Paper Mart.
Mello said Dorel focuses on KPIs to help understand how top-performing keywords can help generate more reviews and drive sales. “Amazon specifically has been leveraging generative AI to summarize reviews, which we have found very beneficial and have seen positive sales results.”
The most important thing to remember? Be flexible and willing to adjust your content marketing strategy. Create more of the content that your audience loves and less of what doesn’t engage them. Stay updated with industry trends and evolving digital marketing tools to keep your content fresh and relevant.
By continuously refining your approach, you can ensure your content marketing remains effective and aligned with your business goals.
