Catalog Content Marketing in a Digital World

Content is marketed to customers on a daily, hourly, and even minute to minute basis. (Hello social media!) In fact, according to Red Crow Marketing, Americans are subjected to 4,000 to 10,000 ads each and every day. That’s a lot of irrelevant content at our customers’ fingertips!

Knowing that our customers are faced with so much information daily, content marketing is a strategy that can be used to leverage this wealth of information to your company’s greatest advantage.

One definition of content marketing is defined by the Content Marketing Institute as “…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

More specifically, content marketing can achieve the following goals:

  • Boosting sales

Catalog content converts potential buyers into loyal customers and increases sales by targeting the right customer with consistent and pertinent information. Instead of receiving multiple emails or ads online, the customer’s focus remains solely on one catalog.

Customers are more likely to delete an email before it is fully read, or to skim over an online ad or leave a website, but a catalog remains in homes like a book on the coffee table, waiting to be read, a tangible, visible reminder to buy.

  • Creating loyal customers

Customers become dedicated to brands through consistent content marketing. This leads to opportunities to upsell and introduce new ideas. Loyal customers are a captivated group with an enthusiasm to share their interests, both likes and dislikes.

Refining your 2019 content marketing plan to ask the question: “What is relevant and valuable to our catalog customers?” is key in this multichannel marketing era.

Execute and maintain a successful content marketing strategy for your catalog company with three additional questions that focus on your catalog’s purpose, market, and story:

  1. Your catalog’s intent:

Why are you creating content and what purpose will it serve your customers?

  1. Your catalog’s market:

Who is the content for and how will your customers benefit from it?

  1. Your catalog’s “why”:

What is your story and how do you engage your customers?

Content can persuade, engage, and strengthen your customers’ loyalty, while helping you attain your targeted goals, adding value to your marketing plan.

Measuring your catalog’s success, while revising your content marketing strategy when needed, will cultivate growth for the future.


About the Author: Jim Gibbs

Vice President of Sales & Marketing at The Dingley Press. Jim has been with Dingley since 2002 and lives in Maine near our Lisbon, Maine plant location.