In right now’s aggressive market, your model must discover each doable alternative to spotlight its benefits and distinguish its worth within the eyes of customers.
While content material advertising and marketing will help you accomplish each these targets, we all know that merely creating content material is now not sufficient to differentiate your enterprise from its opponents. That means manufacturers have to get smarter about what tales to inform, what content material codecs to make use of, and what messages these tales ought to talk.
One confirmed technique to strategy that objective is to make use of your content material to advertise a worthy trigger – one which aligns with the values your enterprise believes in and actively upholds. It additionally helps if it’s a trigger your viewers helps and actively considers as a part of their buy course of.
For instance, sustainability has change into a rising space of curiosity for a lot of customers. According to a Capterra study, 88% of customers take into account the sustainability of a product earlier than making a purchase order. Furthermore, PDI Technologies’ Business of Sustainability Index report (registration required) discovered that 66 p.c of U.S. customers and 80 p.c of younger U.S. adults (ages 18-34) are keen to pay extra for sustainable merchandise vs. comparable choices from much less sustainable opponents.
The model advantages of sustainability storytelling
While customers say they need to store sustainably, figuring out which manufacturers and merchandise are actually sustainable stays a barrier to that, in keeping with Capterra.
If selling environmental causes is amongst your model’s values, it is best to create content material that drives that message residence for eco-conscious customers. It will help you earn their consideration and belief – and enhance their curiosity in buying from your enterprise.
It also can provide help to obtain fascinating content material advertising and marketing targets, reminiscent of:
- Humanizing your model: With all of the information about record-setting corporate profits, it’s simple for customers to imagine that companies care extra about revenue than folks. Content highlighting your contributions to the larger good will help dispel that fantasy and enhance optimistic sentiment, serving to you stand out from opponents.
- Expanding your model’s attain and affect: By selling sustainability by content material, your model could also be talked about favorably in buyer conversations on environment-related subjects (together with on social media). Those conversations will help floor your enterprise to new potential prospects and provide help to enter new areas you will have struggled to penetrate.
- Delivering a fascinating content material expertise: With the proper artistic strategy, you may convey your sustainability messages in uniquely memorable methods. This will help you excite and have interaction your viewers whereas informing them about your model’s contributions to conservation.
Tips and examples of stand-out sustainability content material
So, what content material varieties are greatest suited to storytelling about your model’s values, efforts, and investments in help of sustainability causes? And how will you strike the proper stability between viewers engagement and advertising and marketing influence?
Here are only a few content material codecs and methods you may take into account, together with examples of manufacturers which have efficiently leveraged them to share data, change minds, and encourage motion round this challenge.
Unboxing movies give your model a searchable, shoppable enchantment
You’ve in all probability seen the rising development of brand-centric unboxing movies on social media. There are some compelling the reason why.
For instance, analysis exhibits that almost two-thirds of shoppers say on-line video has given them concepts and inspiration for purchases. In addition, 90% say they uncover new manufacturers or merchandise on YouTube, and over 40% of global shoppers report buying merchandise they’ve found on the platform.
With practically 10k people trying to find the time period “unboxing” on-line every month, creating content material that organically associates your model’s merchandise with that key phrase makes good sense.
And by emphasizing the sustainability of what’s being unboxed as a part of your dialog, you may assist your movies stand out from different efforts customers could uncover on search.
Here’s one further level price contemplating: Packaging and adverts have the identical primary objective: boosting model consciousness and affinity by representing its bodily merchandise in a fascinating, related method. They each ship messages and appeal to like-minded customers fascinated by trying out the product catalogs of the featured manufacturers.
Billerud places sustainability on the middle of the expertise
Here’s an instance from Swedish paper and packaging producer Billerud AB. Like my firm (Arka), Billerud has a vested curiosity in growing the usage of sustainable packaging and transport merchandise. To create a reference to conservation-conscious video viewers, the model put its personal intelligent spin on the usual unboxing format.
The effort delivers a transparent, participating message about sustainability, wrapped in a delicate strategy to model promotion: Instead of focusing the video expertise on the objects contained in the field, the corporate’s director of product insights takes the time to elucidate all the varied options of the packaging itself – and the particular advantages each affords for each the packages’ recipients (i.e., Billerud’s audience) and the atmosphere.
Animated movies entertain as they inform
People of all ages love animation. It’s a visually immersive format that may seize a relatable expertise’s emotion with out dropping the underlying message’s influence.
Their mixture of sound and imagery could make even advanced data simple in your viewers to soak up and keep in mind. And with the assistance of the proper instruments, your group can produce high-quality animated movies extra cost-effectively.
That provides as much as loads of content material advertising and marketing worth – and offers manufacturers a compelling cause to make use of this format to create conversations round sustainability.
Paper & Packaging illustrates an eco-conscious transformation
How Life Unfolds, a sustainability marketing campaign from Paper & Packaging, features a collection of temporary, animated spots. They’re good examples of the facility of animated video as a messaging format.
For instance, its Boxes and Birds video makes use of whimsical illustrations and a lyrical, poetic voiceover to dispel the parable that the elevated use of paper and packaging supplies harms forest environments.
Because these supplies are extremely recyclable, they assist preserve pure assets – a message conveyed visually as animated cereal bins and cardboard supply containers are magically reworked into lovable birds flying out of the kitchen window and again in direction of a lush, wholesome forest habitat.
Print and promotional packaging places your model’s worth straight into prospects’ fingers
Last however not least, slightly than simply depicting and discussing sustainable supplies in your content material, you may take into account creating and distributing them as your content material.
For instance, for print content material efforts like magazines, catalogs, or occasion hand-outs, you may make it some extent to solely use recyclable supplies. When you do, it’s additionally price mentioning in your different content material advertising and marketing platforms, reminiscent of in your web site or in social media posts.
On the opposite hand, you may also use sustainable merchandise and packaging as a messaging medium itself. Essentially, you’re advertising and marketing your model’s values by the merchandise you promote. That doesn’t simply assist promote your curiosity in growing sustainability. It’s an lively contribution to the trigger.
Nestle and Alter Eco follow the sustainability rules they promote
One shining instance comes from Nestle, which grew to become the first-ever model within the U.Okay. to make use of 100% recycled paper and inexperienced printing methods for its out-of-home (OOH) 6-poster promoting efforts. If you look intently on the photograph of considered one of its bus shelter adverts (under), you’ll discover that Nestle even mentions on the poster that it’s printed from supplies which are 100% recyclable.
Meanwhile, world snack meals model Alter Eco makes use of its merchandise and packaging to talk volumes about its dedication to meals fairness and waste discount. According to the brand’s website, not solely does it maintain a B Corporation certification and use solely honest commerce cocoa in all its sweets, it engineered its personal totally compostable stand-up pouch for its line of natural quinoa. The packages are comprised of eucalyptus, birch, and non-GMO corn, slightly than plastic, which implies each shopper buy helps unfold the model’s conservation-centric message whereas decreasing its influence on the atmosphere.
Sustainability content material drives more healthy enterprise outcomes
All these methods can considerably increase consciousness of your enterprise and assist strengthen your viewers connections. They also can assist reveal your dedication to serving the larger good. While that won’t all the time lead on to elevated income, it greater than pays off in delivering measurable model worth by your content material advertising and marketing.
Arka is a profitable eco-friendly packaging firm that has collaborated with greater than 2000 small and medium-sized companies. The firm’s objective is to make sure the proper unboxing expertise and be your one-stop packaging supplier from startup to enterprise. Arka affords varied sustainable packaging options with a number of customization and carbon-neutral choices. They are additionally outfitted for consultations with entrepreneurs that aren’t certain which forms of customized packaging options can be greatest for his or her enterprise and even affords free samples. The firm additionally invests in educating prospects about eco-friendly customized packages by way of webinars, digital workshops, and blogs.