Audience first, always.
GS&F has an audience-first approach in everything we do; this has proven to be our best strategy in content marketing. Before we move forward with content, we first get the pulse of our clients’ audience: What do they know? What don’t they know? What’s valuable to them? Answering these questions by doing industry and audience research provides the framework for our next step: content generation. Based on our deep understanding of our audience, we concept content and determine which channels are best suited to distributing it in order to reach them.
The message and medium matter all the more in the current media and information landscape, in which it is harder than ever to break through and capture audience attention.
A simplified breakdown of our approach to content marketing for LP looked like this:
Who is the audience?
A: Homeowners and Building professionals
What is the audience need?
A: Practical industry content: trends, tips, advice, how-to’s
What type of content makes sense to deliver?
A: Mix of educational and entertaining content: industry resources, industry trends, tips/tricks, influencer features
What is the channel(s) we are activating?
A: Web, specifically, blog
How can the content be distributed across other channels?
A: Promoted on social media, newsletters and other paid digital media tactics
Notice, there is no mention of a singular product in the overall strategy; this is because we are working toward providing building professionals solutions first. We began structuring posts starting with an industry problem and then laying out a solution. Then, within that solution we weave in applicable LP products. Perception changes behavior more than product promotion. By aiming to address an audience need or question first and foremost, we are able to position LP as a key resource in their industry as a whole.
LP Building Solutions came to GS&F because they wanted to be seen as a solutions provider for homeowners and professionals, not just a provider of products. Content marketing continues to help communicate LP’s value proposition and underscore their commitment to solutions by providing value to their audience.