Marketing Content That People Will Care About

These days writing any type of marketing content to help inform and educate readers and search engines is a must. Just putting words out there is not enough, the copy should also follow a protocol.

Say you run a feed manufacturing company that caters to owners of horses with special dietary needs, key for certain breeds and particular health issues. You struggle to be seen and your target customer doesn’t seem to understand the importance of your product or how it can benefit them.

I see this type of example over and over again. Just listing the dietary protein, fat and minerals are not going to mean anything to someone who doesn’t count calories nor knows what their animal really requires for optimum health.

For example, would you sell a car to someone by just listing the parts?

My Car Ad: This sky blue 1972 Nova offers

25% tires, 2% steering wheel, 15% brakes, 45% engine…

Does this tell the buyer how the car is running? If it needs bodywork? How many miles on the odometer, or MPG?  Can you assess if this is the car for you with only that information?

Of course not! Why would you create your product campaign material in the same way?

Creating Your Marketing Content

So how DO you go about selling to a group that doesn’t understand the value of the makeup of your product? Determine who you need to target, where they live, their average income level and education, in order to get a better picture of the type of person that you want to receive your information.

Once you know what that specific persona looks like, start with what THEY care about and create your campaign around those benefits. It might mean some of the following:

  • Healthy outcomes in indicated use cases
  • Any cost savings if they switch to your product
  • Ease of purchase, better customer service or delivery to their door
  • Can they test this product, or can you provide some sort of testing to show that it works? Show the results!

When you show the value in your product in outcomes, showcase results and show this in visual terms (before and after, graphs), clarity occurs, lightbulbs go off, people share information and the wheel turns.

A word about keywords. Do some online work and sort out the most common keywords that people use to find your type of product and work those into your online sections. If you make something new and uncommon, then use your best guess and be ready to change it up once things take hold and you have more data to work with.

For more information on why content writing is something that every business should be focused on – Why We Love Content Writing (And You Should, too)

If this is all just Swahili to you, or your bandwidth is maxed out, get a marketing content professional (ahem) involved and stop spinning your wheels.

Full Gallop offers support for industry-specific content writing (and not just for the equestrian market) Contact us for a quote on your specific material and boost your customer understanding of the value of your products.

Amanda MacDonald

Amanda MacDonald

Founder of Full Gallop Communications

Amanda is a marketing veteran that works with businesses on improving brand communication, marketing strategy, and creating content marketing. When not in the office, Amanda can be found at the barn with her horse, walking her two dogs on Lake Ontario or baking something carbtastic in the oven.

Contact her at to inquire about how your marketing efforts can become more successful.

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