Imagine shopping at a grocery store that doesn’t have any signs pointing you in the right direction. Odds are you’d spend a lot of time wandering the aisles until you found what you needed.
People want a sense of direction when they’re shopping, and they want to see their options grouped together — whether that’s kitchen tools, breakfast cereals, or winter coats. One way to do this is with product categories.
Product category marketing helps your brand stand out among related items, so your company’s products wind up in the shopping cart — whether real or virtual.
Let’s explore product categories, how it differs from product classification, and see some examples in action.
What is a product category?
A product category is a group of similar products that share related characteristics. Product category marketing focuses on promoting certain categories to meet consumer expectations.
Your distinct offerings and customer personas should guide the organization and grouping of your product categories.
Till exempel, Dick’s Sporting Goods offers a variety of outdoor gear. To guide customers, they group products into interest-based categories, such as fishing, running, and climbing. For cosmetic brands, it also makes sense to organize categories by product type, such as makeup tools, eyeshadow pallets, and foundation.
Product category marketing amplifies why a company is the best choice within that group of products. Why should customers opt for your offering rather than your direct competitors?
Gaining brand recognition and appreciation across a product category means greater returns for your marketing efforts. When consumers have positive experiences with a specific product category it also builds brand trust, which often expands to other categories through the halo effect.
Product categories are sometimes confused with product classification. Both are organizational strategies and both help guide marketing decisions, but classifications are much broader (think convenience goods, shopping goods, and specialty goods).
Let’s take a look at nine product category marketing examples to inspire your own.
9 Product Category Marketing Examples
1. Fenty Beauty
Product category: High-end foundation makeup
Admittedly, it helps to have singer and business powerhouse Rihanna at the helm. But Fenty Skönhet innovated the idea of foundation makeup “for all,” and its commitment to inclusivity made the brand an instant hit.
Beyond foundation, the Fenty Beauty Face products include bronzer, highlighter, powder, and concealer in shades that work for everyone. The launch was an industry transformer, with established brands expanding their foundation color lineup in response.
Why it works: Fenty’s success underlines a simple truth about today’s consumers: they are belief-driven. Increasingly, consumers want to see brands improve the world along with making a profit. Fenty aligns with this shift by keeping diversity and inclusion top of mind with its product offerings — and by featuring models across a spectrum of skin tones.
Product category: Dog beds
This Vermont-based retailer has been a big name in fly-fishing and outdoor gear since 1856. But they’ve also carved out a product niche with dog gear — and dog beds in particular. The brand draws people who want comfortable dog beds for their furry pals in styles that enhance their home decor.
The marketing images of dogs sleeping or lounging on Orvis beds is enough to inspire a nap. And its social feeds are chock full of irresistible images and videos of dogs, including puppies in a hammock.
Why it works: The company has built a loyal following with the fundamental belief that pets are significant members of the family. Orvis has made its site a resource for dog hälsa and behavior topics, and they boast a variety of dog beds for dogs of all sizes, ages, and health issues.
Product category: Bedding
Putting together their möbel may be a tough task, but at least Ikea supports your relaxation too. The marketing of their bedding shows off playful sheets and prints for the kids and a mix of bold designs and neutrals for adults. The bed linens product category is grouped under ‘home textiles’ together with curtains, quilts, pillows, and towels.
A playful Ikea ad campaign in the UK even featured bottled bedding and pillows, connecting the dots between a restful night’s sleep and health. In the current pandemic, the company marketed the idea that comfortable bedding was essential — especially when your bed is doubling as your office.
Why it works: By grouping a variety of products under one roof — Home Textiles — Ikea presents an opportunity to up-sell. After all, if you buy a new mattress, you may also need new bed sheets, pillows, and blankets.
Product category: Jewelry
For more than a century, Swarovski has put the sparkle in gowns, tiaras, jewelry, sculptures, and even luxury cars. For its jewelry product category, Swarovski puts luxury within reach with a mix of modern and classic crystal necklaces, earrings, bracelets, and watches.
It sustains brand awareness with seasonal collections, collaborations with designers and celebrities, such as Karl Lagerfield and Penelope Cruz, and social media campaigns with influencers.
Why it works: Swarovski has taken its medium, crystal, to new heights with creative partnerships and continued innovation. It’s these efforts that keep the brand — and its products — fresh and exciting even after 125 years in business.
Product category: Grocery essentials
Target is known for its positioning across product categories, including affordable fashion, electronics, and cleaning supplies. Though they’re grocery section is smaller than most supermarkets, they cover all of the ‘must-haves’ on any shopping list — from milk to salads to pasta.
In 2019, Target added its own brand of grocery essentials with their Good & Gather line, which includes frozen berries, cereals, snack foods, and eggs. Their Instagram Stories showcase easy snack and meal ideas, and feature foodie influencers like TikTok and Instagram sensations Tabitha Browne and Lisa Lin.
Why it works: Target uses private labels and exclusive brands to its advantage. If you get hooked on a Target-exclusive product — like an item from their Good & Gather line — you can’t go anywhere else to buy it.
Product category: Skin care
Launched in 2004, Dove’s ‘Real Beauty’ campaign was far ahead of other brands in promoting body positivity and self-acceptance. Their ad campaigns for body lotions and soap have long featured kvinnor with a wide variety of body types and skin colors.
Rolls, wrinkles, cellulite, and stretch marks are all on proud and beautiful display across its social channels. Today, its skin care brand identity is synonymous with self-confidence, and Dove body lotions and soaps are frequent flyers on “best of” lists for affordable skin care.
Why it works: In an industry that typically profits from consumers feeling unhappy with their appearance, Dove stands out with a marketing strategy that centers around self-confidence. Dove energizes its brand with a higher purpose that most kvinnor — their target audience — can get behind.
Product category: Holiday and seasonal decor
The company known for DIY is also a go-to spot for holiday and seasonal decorating. Michaels stores transform every month or two with festive decor for spring, summer, Halloween, Thanksgiving, Hanukkah, Christmas, July Fourth, Mardi Gras, and Pride Month.
Michael’s also does an exceptional job engaging with the creative community. Most stores offer free classes, demos, and events that anyone can attend. During the pandemic, these classes went virtual, offering both adults and kids a creative outlet to explore at home.
Why it works: Michael’s continues to find new ways to engage with new and existing customers — from festive in-store displays to free classes and demos. It positions itself as more than a supply store, but rather a source of fun and inspiration.
Product category: Eco-friendly outerwear
Patagonia’s tagline is “We’re in business to save our home planet” and the company’s marketing efforts lead with its commitment to sustainability across product lines. Its website urges consumers to “Buy Less” and prominently features a section of “Used Gear.”
When you visit its Facebook or Instagram pages, you have to hunt a bit to find posts highlighting particular products. Instead, the feeds focus on pressing issues, such as environmental stewardship and fair labor practices.
Why it works: Patagonia effectively weaves its core values into its marketing messages. When you do need to purchase a new (or used) piece of outerwear, consumers know they are supporting a company actively minimizing its negative impacts.
Product category: Green household cleaning supplies
Grove Collaborative is another company focused on sustainability. Its goal is to make it simple and affordable for people to choose green household products that are non-toxic, sustainable, and cruelty free.
The company offers eco-friendly cleaning supplies, including concentrated soap and detergent refills and reusable glass bottles, which it sends out in recurring monthly shipments.
The company also shares ideas for holiday meals and decorating, and releases a monthly “Sustainability Snapshot” of their environmental impact, such as the number of single-use plastic bottles they keep out of land-fills.
Why it works: The company’s marketing reflects its minimalist ethos. Grove also uses social media, namely Instagram Stories, to attract new customers with product images, cleaning tips, and even humorous videos.
Each of these brands has clarified where their products fit in larger retail categories. This helps them market their distinct value to target customers and, ultimately, earn a greater market share within these product categories.
How to Create Evergreen Content That Generates Traffic to Your Site
Every digital marketer understands that publishing articles or blog posts on your website is an excellent way to create content for your SEO strategy and build awareness. On top of that, you also get to connect to your audience on a deeper level.
However, many marketers focus on publishing seasonal content or articles on trending topics, which can drive traffic, but only for a limited time.
Enligt HubSpot’s State of Marketing Trends Report (2022), 83% of marketers say it’s better to focus on quality rather than quantity of content, even if it means publishing fewer blog posts.
But if your content depends on trending topics, how can you create quality content that lasts? Enter evergreen content.
First, let’s be honest; creating evergreen content isn’t a walk in the park. Many marketers have tried creating this type of content on their websites but can’t seem to get the results they need.
So how do you create something that doesn’t age?
In this article, I’ll discuss what evergreen content is, why it is important to have one, and how you can create one that will give you lasting results.
Låt oss börja.
Evergreen Content Explained
I’m pretty sure many of you have heard this term many times already, and some of you might have an idea of what it is.
But for those still unfamiliar with it, evergreen content is search engine-optimized content that is relevant all year round and can stay fresh over an even longer period. Some may argue that any content is sustainable, given that it remains published once you upload it to your site.
But evergreen content isn’t just any other content. It continues to be of interest to your target audience even after its publication date, attracting more visitors over time.
The topics used in evergreen content are those that many users will search for at any time of the year, making it an excellent strategy for SEO and content marketing.
This type of content comes in many shapes and sizes. Depending on your products or services, evergreen formats can range from listicles, how-to guides, tips, reviews, and videos. Something to note is that producing these formats doesn’t automatically make your content evergreen.
The main ingredient to making evergreen content is the topic, which should stand the test of time.
To understand this better, let’s look at seasonal content. This type of content contains topics tied to a specific time of the year, a trending item, or even in the news or social media. The hype on these topics usually dies down once enough time is passed.
For instance, marketers often produce content for various holidays like Thanksgiving or Christmas.
Content around these times can often generate traffic, but once the holiday is over, it’s unlikely that level of traffic will continue.
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Why Is It Important to Have Them on Your Website?
It’s no secret that seasonal content can quickly generate a lot of traffic to your site, but it can become irrelevant even quicker as new trends emerge.
Evergreen content can give you lasting results and so much more. Here are some reasons why you should start creating one:
- Great for SEO. Evergreen topics are usually searched, which means your content will likely rank on search engines. On top of that, it will always drive traffic to your site and keep on doing so, especially if it’s high quality.
- Lead magnet. Since you’re showing your expertise through evergreen content, it can encourage visitors to check your product or services. And because it’s relevant all year round, you can use it to attract new leads every time.
- Excellent marketing material. This is one of my favorite benefits of evergreen content. You can promote it repeatedly, making it a versatile marketing tool.
- Add value to you and your customers. Since it answers a common problem that your target audience has, you can help them address their issue. At the same time, the steady traffic it provides can help your website grow.
- Impactful investment. Creating evergreen content takes time. This ensures that you provide high-quality content that will always be interesting to your audience. That’s why it’s an excellent investment by providing significant returns in the future.
- Lasts for years. The idea that evergreen content can last for years ultimately means less work for you. A single high-quality post can give you a real bang for your buck, compared to seasonal ones that only last for a week or, if you’re lucky, a couple of months.
Step-by-Step Guide: Creating Evergreen Content
Now that we’ve established how critical evergreen content is for your digital marketing strategy, it’s time to learn the ropes of creating one that can be impactful for years. Follow these steps to begin:
1. Find a Problem to Solve
For evergreen content to succeed, it should solve a problem your customers face. It doesn’t have to be a major problem, but it’s something that many people may encounter in their lives.
For example, if you sell car parts like tires, one problem many car owners can encounter is changing their tires. You can create an article or a video showing your customers how they can change their tires and how often to rotate them to avoid wear and tear.
Now you’re not only solving their problem but providing extra value!
But I get it that you just don’t magically stumble upon a problem, and you need to put in some work to find the right fit for your website. So here are some steps you can take to find out the best problem you can address in your evergreen content:
- Ask yourself. You know your business well, and you can use this first-hand knowledge to look for pain points your customers are facing.
- Ask your customers. Don’t be afraid to send surveys to your customers. The worst thing that could happen is that they won’t answer it. But the benefits? Learning about their problems and what they expect from your business.
- Check your competition. While some may tell you to copy what your competitors are doing, I think many other opportunities are available to avoid doing this. Instead, check to see what they’re doing so you can understand what works and what doesn’t. From there, it’ll be easier to come up with an idea of what problem you want to solve for your customers.
- Check the internet. The internet is an excellent tool, especially if you know how to take advantage of it. One way is to check frequently asked questions about a particular industry through platforms like Quora and Reddit. You’ll be surprised by what information is waiting for you.
2. Conduct Keyword Research
Since evergreen content is a search-engine-optimized piece, it requires some keyword research to make it as effective as possible. This will also allow you to determine whether the problem you want to solve has merit, and people are actually searching the internet for answers to it.
So how do you go about this?
First, you need to invest in the right tools. While there are numerous tools, like Google Trends and Keyword Surfer, that can provide you with basic keyword research features for free. You might miss out on opportunities that only paid tools can provide. But if you’re not ready to shed some cash, the free versions can also give you valuable insights.
Next, you need to understand what to look for. The monthly search volume is the most important metric you have to check when conducting keyword research. This can tell the potential amount of viewers you can reach with a particular keyword or phrase.
However, note that there is yet to be an actual benchmark on what a healthy monthly search volume is, especially since niches and industries vary in size.
For instance, if you are working on a popular niche like fashion or skönhet, you can see that the search volume is high. But a very specific niche, like bass fishing, may have a lower volume. Be sure to only compare different keywords in your niche.
Lastly, use long-tail keyword phrases instead of just keywords. Almost everyone we know uses the internet for answers to just about anything. So, when you optimize your content for longer keyword phrases, you can get their attention easier since it usually focuses on a more specific topic.
Going back to our example on the car parts business, your keyword phrases for tire changing content can include “how long does it take to change tires” or “how often should you change tires.” They also have high search volumes, meaning many people are interested to know the answers to those questions.
3. Create a Topic Using Your Chosen Keywords
Now, let’s go to the fun part. Once you have all the details you need and have collected all the keywords you want to use, it’s time to think of a topic for your evergreen content. To help you out, here are some questions you can ask yourself when coming up with a topic:
- Will it be relevant to your customers after a year?
- Will your customer and potential customers always search for this topic?
- Will it be easy to reshare this topic on various platforms over and over without seeming outdated?
If your answer is all yes, then you found your golden ticket. You can frame this as your working title to see how to structure and position the content and think of any other related topics you might want to touch on along the way.
Important Things to Remember
Creating evergreen content may sound easy, but there are other things you need to consider to make it successful. You already have a topic in mind, and that’s a good start. However, there are other things that you need to remember when you’re putting it all together.
1. Make It Informative
Always remember quality over quantity. While longer blog posts can rank higher in search engines, it’s better to provide value to your audience than the search algorithm. As an example, if you were writing about the benefits of Google My Business software or social media marketing trends, your articles should still give some value to the readers. With this in mind, ensure your evergreen content is as long as it’s supposed to be—no fluff to achieve a particular word count. Your content should be made for humans, not robots.
2. Don’t Forget the Layout
Even if you have the best evergreen content piece in the world, if it doesn’t have good design and proper formatting, your efforts are put to waste. So, apart from ensuring your content can rank, you must deliver a memorable reading experience.
This will not only build customer trust but can potentially convert visitors to customers.
When it comes to optimizing the layout and design of your evergreen content, make sure that there is enough white space between the paragraphs. This makes it easy for your visitors to consume the content.
Next, don’t put a lot of distractions. If you do, they won’t be able to finish the content and will jump to another page. Lastly, make it visually appealing. You can add relevant images or videos to break walls of text. Just make sure you can get your readers at the end.
Remember, the longer readers stay and read your content, the higher your chances of turning them into qualified leads.
3. Regularly Update Your Content
Just because evergreen content can last for years doesn’t necessarily mean you can just upload it and never touch it again. Since your main goal is to provide information to your customers, you must ensure that those details are updated every time. It doesn’t have to be every week; you just need to ensure that the information is not outdated so you won’t mislead your readers.
You can also use this opportunity to link other website pages from your content. This can help with your overall SEO strategy, especially if the piece generates a lot of traffic. If you have already created evergreen content, here are some things you need to update:
- Data and Statistics
- Screenshots and images
I don’t recommend adding dates to your evergreen content URL if you can help it(e.g., Best-Apps-for-Video-Editing-2022), as it will quickly become outdated, and your SEO efforts are going to waste every time you change the link.
But if you’re using one in your title, make sure you update that too. You can also use the help of AI writing software to add extra paragraphs and beef up your post a little.
4. Write for Beginners
This may sound counterintuitive, especially if you want to assert your expertise in the field. But people who search for broad topics are usually not experts, so ensure your content can cater to a large audience.
That’s why it’s best to avoid technical jargon. It’s okay to mention it when necessary. Just ensure that you give a brief explanation about it. At the same time, keep your tone conversational. Read your sentences and paragraphs to check if they sound natural.
5. Promote Your Content
Now that you’ve put together your winning content piece, it’s time to put it to work to reach your audience—it just doesn’t automatically give results after you publish it. This is where content promotion comes in.
There are various ways you can promote your content. This can be through social media sites like Facebook or Instagram. You can also promote it via email, especially if you have an extensive mailing list. Or even via guest blogging.
Since this can stand the test of time, you can promote it repeatedly, which is perfect for times when you just don’t know what to post.
Before evergreen content can give you the desired results, you must ensure that Google knows your site exists. If not, then you should index your site first and then work from there.
Creating evergreen content that lasts requires a lot of work, and you should be willing to do it. By following these practices I’ve shared, you can make an effective piece to drive ongoing growth to your site.
The results may not be quick, but if you do things right, you’ll reap the benefits far longer than you think.
How to Create Evergreen Content That Generates Traffic to Your Site
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