Content marketing in the competition for customers
Content marketing has become an important part of the marketing strategy in recent years and is one of the most important initiatives for many companies in 2023. We also see that this has become more important for rental companies and that there are big differences in the profitability of companies that are good at this and those that are not. In the rest of this article, we want to help you along the way with content marketing for your rental business.
What is content marketing?
Content marketing is content of interest to potential customers that is created to arouse curiosity and get people to discover their services. This can be content in the form of articles and blog posts, downloadable PDFs, e-books, videos, webinars, lectures and podcasts. In order to succeed with content, it is important that it is interesting to your target audience and relevant to your product.
Why do content marketing?
By regularly producing content on your website, you increase your organic visibility on Google. Check which search phrases are searched for in the Google search engine and use the Google Keyword Planner to determine which keywords are most searched for. Decide which keywords to include in your article so that you appear in a Google search. We have previously written a blog post about SEO for rental companies where we go deeper into this topic.
It often takes time before the customer makes a choice to buy or rent a product. It's about building the credibility of the rental company. If what knowledge you have and how you can help your customer. This makes potential customers trust you more and are more willing to buy your services. By this type of "nudging" or "dulting", you increase the probability that they will choose your rental service.
What works and how do I proceed?
Video is known to be what works best in social media. Video also makes people stay longer on your website and is therefore a very important tool. Producing small animated video clips has today become far cheaper and easier than before. Webinars, lectures and podcasts are other current formats. Relevant e-books or downloadable PDFs are popular content that you can give away for free in exchange for contact information, so that you can contact potential interested parties again at a later opportunity. This is especially true for B2B (business to business) companies, but can also be interesting to test out for B2C (business to consumer) companies.
The goal of all content is ultimately sales
Content marketing is an effective way to attract new customers and drive additional sales to existing customers. For example, when writing a blog post, it is important to link to the relevant products so that it is very clear and easy for the customer to find your rental services. It is then important to have the right tools so that the content actually leads to new customers or repurchases.
We have developed a useful rental system for rental companies. With Sharefox, you can very easily and efficiently work with content marketing in a strategic way. Write blog posts with the effective blog module. Upload PDFs, E-books and videos. Set up newsletters using integration with Mailchimp, or use contact forms to exchange content for contact information for potential customers. Here you get access to all the tools you need to do content marketing.
How to create relevant and interesting content?
When you now start working with content, the first tip is to familiarize yourself with the target group's interests and situation. Sit down and make a list of different topics that you have knowledge of and that are valuable to your potential customers.
- What needs does your target audience have?
- What are they interested in?
- What challenges do they have when they now have to use the product you rent them?
Here are lots of potential ideas for content you can produce that will add value to your target audience. A good blog post about how to build the terrace yourself is an example from a rental service of tools for just such small carpentry tasks that you can do yourself.