In the bustling realm of consumer packaged goods (CPG), where shelves overflow with enticing options, the need to stand out is critical. From the familiar staples in your pantry to the beauty products gracing your bathroom counter, CPG encompasses a vast array of frequently purchased items. But with the digital revolution, the landscape has shifted. Today, simply having a great product isn’t enough. To truly connect with consumers, foster loyalty, and drive sales, CPG brands need a powerful weapon in their arsenal: content marketing.
But with the plethora of content options available, which ones should CPG brands focus on? Here are the seven types of content every CPG brand must be crafting to spark engagement and fuel sustained growth.
1. Educational Content
Educational content is a gateway to inform and inspire your audience. This encompasses a range of content that directly educates consumers on how to get the most out of your product. Think recipe inspiration using your pasta brand’s unique shapes or your skincare company creating video tutorials that demonstrate proper product application. By providing valuable knowledge and practical tips, you’re not just promoting your product – you’re establishing yourself as a trusted resource and authority within your niche.
Benefits for CPG Brands
Enhances brand credibility and trust.
Provides practical value, encouraging repeat purchases.
Positions the brand as an authority in its niche.
Examples of Successful Educational Content
Betty Crocker’s extensive recipe database drives users to their website for cooking tips.
Dr. Bronner’s DIY cleaning solutions using their liquid soap engage eco-conscious consumers.
2. User-Generated Content (UGC)
User-generated content (UGC) taps into the incredible power of your customer base. Instead of solely promoting your product yourself, you empower your audience to create and share their own content related to your brand. This could take the form of recipe contests where users showcase their culinary creations using your ingredients or photo challenges that encourage creative expression with your product. By fostering UGC, you’re not just generating content – you’re building a vibrant community around your brand.
How to Encourage User-Generated Content
Host social media contests and challenges with clear participation guidelines.
Feature customer content on your official channels, offering recognition and building excitement.
Benefits of UGC for CPG Brands
Builds community and fosters trust.
Provides authentic and relatable content.
Enhances social proof, attracting new customers.
Examples of CPG Brands Leveraging UGC Effectively
Coca-Cola’s “Share a Coke” campaign, where users shared photos of personalized Coke bottles.
Chobani’s encouragement of customers to click and post recipes using their yogurt.
3. Influencer Marketing Content
Influencer marketing involves partnering with social media personalities or industry experts who hold sway over a particular audience segment. By collaborating with influencers who align with your brand values and target demographic, you can leverage their reach and credibility to promote your product in a more organic and relatable way. There are various types of influencer marketing campaigns you can implement, from product reviews and unboxing to sponsored posts and challenges.
Choosing the Right Influencer for Your Brand
Ensure alignment with brand values and target audience
Evaluate the influencer’s engagement rates and authenticity over pure follower count.
Clearly define campaign goals and expectations before partnering.
Different Types of Influencer Marketing Campaigns
Product reviews and unboxings allow influencers to share their honest opinions about your product, fostering trust with their audience.
Sponsored posts and challenges leverage the influencer’s creativity to showcase your product in a way that resonates with their followers.
Brand ambassador partnerships build a long-term relationship with a trusted influencer who embodies your brand identity.
Examples of Successful Influencer Marketing Campaigns
Pepsi’s collaboration with football stars and social media influencers for product launches.
Tarte Cosmetics’ influencer trips resulting in viral content showcasing their makeup products.
4. Behind-the-Scenes Content
People are naturally curious! Behind-the-scenes (BTS) content offers a glimpse into the inner workings of your brand, fostering transparency and trust with your audience. This could involve showcasing your factory tours to highlight your commitment to quality production or employee spotlights that introduce the faces behind the brand and humanize your company culture. By peeling back the curtain and offering a peek into your world, you’re inviting your audience to connect with your brand on a deeper level.
Content Ideas for BTS Content
Factory tours showcasing your commitment to product quality and sustainable practices.
Employee spotlights highlighting your company culture, values, and team spirit.
Examples of CPG Brands Excelling with BTS Content
Ben & Jerry’s behind-the-scenes videos on YouTube take viewers on a journey of how their ice cream is made, showcasing the fun and creativity that goes into the process.
Burt’s Bees leverages social media to share their transparent sourcing and production processes, highlighting their commitment to natural ingredients and eco-friendly practices.
5. Community-Focused Content
Move beyond simple product promotion and create content that fosters a sense of community around your brand values and interests. This could involve online forums where tea enthusiasts share brewing tips using your Lipton brand or discussions about sustainable practices on Lush’s social media platforms. By providing a platform for interaction and encouraging discussions, you’re not just creating content – you’re nurturing a loyal following who feel a sense of belonging.
Examples of Online Communities for CPG Brands
Lipton’s online tea enthusiasts’ community fosters a space for tea lovers to share brewing tips, favorite blends, and experiences.
Lush’s forums provide a platform for fans to discuss new products, eco-friendly practices, and their love for the brand’s ethical approach.
Fostering Engagement and Brand Loyalty Through Community Content
Regularly interact with community members, respond to comments and questions, and encourage discussions.
Organize virtual events and webinars around topics relevant to your brand and community interests.
Examples of CPG Brands with Thriving Online Communities
Harley-Davidson’s H.O.G. (Harley Owners Group) fosters a strong biker community through rallies, online forums, and shared passion for the brand.
LEGO’s user community, LEGO Ideas, allows fans to share their creative creations using LEGO bricks, fostering a sense of belonging and inspiring new ideas.
6. Interactive Content
In today’s fast-paced digital world, attention spans are shorter than ever. Interactive content offers a solution, keeping your audience engaged and entertained while simultaneously collecting valuable data. This could take the form of fun quizzes related to your product’s uses, brand trivia, or creative contests that encourage user submissions. By incorporating interactive elements, you’re not just disseminating information – you’re fostering a two-way dialogue and transforming your audience into active participants.
Different Types of Interactive Content for CPG Brands
Quizzes related to product use or preferences can be a fun way to educate consumers and gather insights into their purchasing habits.
Contests that encourage creative user submissions, like recipe contests or photo challenges, can spark excitement and brand loyalty.
Examples of CPG Brands Using Interactive Content to Drive Engagement
Dove’s “Real Beauty” quizzes collect valuable data on consumer perceptions and empower women by celebrating diverse beauty standards.
M&M utilizes color-based polls on social media to engage their fun-loving audience and potentially spark product development ideas based on user preferences.
7. Social Impact Content
Consumers today are increasingly drawn to brands that stand for something bigger. Social impact content allows you to showcase your brand’s commitment to social causes and sustainability efforts, demonstrating your corporate social responsibility. This could involve partnering with credible organizations to support a worthy cause or highlighting your own initiatives related to environmental sustainability or ethical sourcing.
The Growing Importance of Social Responsibility for CPG Brands
Consumers are more likely to choose brands that align with their values and social conscience.
Social impact content enhances brand reputation and fosters deeper customer loyalty.
How to Create Authentic Social Impact Content
Showcase real-life impact stories featuring the beneficiaries of your social initiatives.
Partner with credible organizations whose mission aligns with your brand values.
Report on progress transparently, demonstrating your commitment to making a positive difference.
Examples of CPG Brands Making a Difference Through Content
Patagonia’s environmental campaigns and advocacy for sustainable practices resonate with its eco-conscious customer base.
TOMS’ one-for-one model, where a pair of shoes is donated for every pair purchased, is a prime example of social impact content that highlights their commitment to giving back.
Content Marketing Success for Your CPG Brand
Content diversity is vital for CPG brands aiming to thrive in today’s competitive landscape. By integrating these seven content types, you can create a rich and dynamic content narrative that resonates deeply with your audience. Remember, authenticity and value are the foundations of successful content marketing. Now, it’s time to unleash your creativity, explore these strategies, and watch your CPG brand flourish!
Ready to elevate your content game? Reach out to Volume Nine to propel your CPG brand toward long-term success by using these content types and crafting a winning strategy tailored to your brand’s unique voice and target audience.
