If you’re in the business of selling high involvement products, then you know that the content marketing game is a whole different ballgame.
High involvement products are those that require a significant investment of time, money, or both on the part of the consumer.
High involvement purchases tend to be complex products that require some research on the part of the consumer before a purchase is made.
Examples of High Involvement Products
Here are a few of the most popular types:
- Premium Electric bikes
- Technology / Software
- Medical equipment
- Industrial machinery
- Cosmetic surgery
- Home décor / home improvements
- Art and collectibles
- Wine and spirits
There are three main types of high involvement products:
- big-ticket items
- complex products
- emotionally-charged products.
Let’s take a closer look at each one so we can have a better understanding of how content marketing can be used effectively.
Big-ticket items are expensive products that the consumer will likely only purchase once or twice in their lifetime.
Examples of big-ticket items include cars, premium electric bikes, houses, jewellery, and boats.
Because these items are so expensive, the consumer will take their time researching and comparing different options before making a decision.
Complex products are those that require the consumer to have a certain level of knowledge or expertise in order to use them effectively.
Examples of complex products include software, medical equipment, and industrial machinery.
These types of products often come with extensive manuals or training courses because the consumer needs to understand how they work in order to get the most out of them.
Emotionally-charged products are those that evoke strong feelings in the consumer, such as happiness, sadness, fear, regret or anger.
An example of emotionally-charged products/services could be cosmetic surgery.
These types of products can be very powerful because they can create an emotional connection with the consumer that other types of products cannot.
By understanding what these types of products are and why consumers would want to purchase them, you’ll be better equipped to market and sell them successfully.
As I was saying, when it comes to high involvement products, you can’t just rely on traditional marketing techniques to get people to buy what you’re selling.
You need to provide potential customers with valuable content that will help them make an informed decision about whether or not your product is right for them.
But it’s challenging…
On the one hand, you want to produce content that is informative and helpful, without being too pushy or sales-y.
On the other hand, you need to find a way to stand out from the crowd and ensure that your target audience is seeing your content.
So, what’s the best content marketing strategy for high involvement products?
The answer may surprise you…
The best content marketing strategy for high involvement products is actually pretty simple: Be human.
Well, being human is the start and needs to run through all your content.
But what does ‘being human’ mean, exactly?
- It means that your content should be written in a way that is relatable and easy to understand.
- It should be free of jargon and technical language.
- It should focus on providing value to the reader.
- Most importantly, it should be authentic and transparent.
What is authentic and transparent content?
You may have heard the term “authentic content” or “transparent content” before, but what does it actually mean?
In a nutshell, authentic and transparent content is content that comes from a place of truthfulness and openness. It’s the kind of content that builds trust with your audience because they can see that you’re being genuine.
“But all of our content is already authentic?”
I’ve read a lot of website content in my job.
When I suggest to a business owner that their content needs to be authentic, open and honest, there’s no surprise they say that it already is.
Most companies think their content is open and transparent, and would probably be offended if I told them it wasn’t.
Most content has a sales/marketing edge to it. The writer wouldn’t dream of mentioning the cons/disadvantages of your product/service.
Does your website present both sides of the question about whether your products/services are worth it? If not, could you write an article this week that gives a transparent answer? Put yourself in the shoes of your target audience – if it was you reading the content, would you trust the company more if they were providing pros and cons?
Here’s an example from my website. I answered the question “Is a content marketing consultant worth it?“. It would be wrong if I answered the question with this title: “Why a content marketing consultant is worth it”.
There might not seem much difference between the two, but in reality, the article titles are worlds apart.
The first title is a question that my target audience might ask. The second is what a salesperson might tell you. But a potential buyer is looking to learn, not to be sold to.
Not enough people write content with the needs of reader at its centre.
Most of the time it’s about selling the related product or service, and most of the time that results in biased content.
You might not think it’s biased, but your readers can sniff it a mile off, and it will put them off.
Be strict and take a look at how unbiased your content is. Can you make improvements?
How do you create honest content?
There are a few key things that you can do to make sure that your content is authentic and transparent.
First, be clear about who you are and what you do. Don’t try to be everything to everyone – just be yourself.
Second, answer the questions they your audience really want answered, but too many companies are scared to answer. Answer questions related to price, problems and challenges. If you do it openly and honestly, your trust levels will dramatically increase making it easier to engage and convert that person.
Third, don’t shy away from admitting when you make mistakes. They can make great material for your content.
Finally, always be willing to have open and honest conversations with your audience. Ask for honest feedback, and then actually listen to what they have to say.
Why does authentic and transparent content matter?
There are two main reasons why authentic and transparent content is so important.
First, it builds trust with your audience.
When people can see that you’re being genuine, they’re more likely to trust you, which is essential if you want them to do business with you.
Second, it helps you stand out from the competition.
In today’s noisy online world, there’s a lot of content out there – but not all of it is worth reading. By being authentic and transparent, you’ll make sure that your content stands out from the rest.
Being human in your content
Your target audience should be able to see themselves in your content, and they should feel like you understand their needs and concerns.
You want them to know that you’re not trying to sell them something—you’re trying to help them solve a problem.
And if they feel like you’re being genuine about it, they’re much more likely to listen to what you have to say.
What other content ideas are there that work for high involvement products?
Here are three content marketing ideas for high involvement products to get you started:
Create How-To Guides or Buyer’s Guides
When it comes to high involvement products, potential customers often have a lot of questions. That’s why one of the best content marketing strategies you can use is to create how-to guides and buyer’s guides that answer those questions. Not only will this help potential customers learn more about your product, but it will also build trust and credibility for your brand.
After your site visitors have downloaded your guide, you may have the chance to continue to build the relationship by sending more helpful content via email.
Produce Educational Videos
Another great content marketing strategy for high involvement products is to produce educational videos. These videos can be used to show potential customers how your product works and how it can benefit them. They can also be used to answer commonly asked questions about your product. Educational videos are an excellent way to build trust and credibility with potential customers.
Write Helpful Blog Posts
If you have a blog or learning centre for your business, then you should definitely be using it to talk about your high involvement products.
Write helpful blog posts that provide valuable information about your product in an unbiased way. Help your audience make their own decision based on your very helpful advice.
You can also use your blog to answer common questions about your product and address any concerns that potential customers might have.
All too often companies write unengaging blog posts, but this kind of blogging is an excellent way to build trust with potential customers and get them interested in what you have to offer.
At the end of the day, the best content marketing strategy for high involvement products is really just about being human.
If you want to succeed in content marketing for high involvement products, then you need to provide potential customers with valuable, informative content that will help them make an informed decision about whether or not your product is right for them.
How-to guides, educational videos, and helpful blog posts are all great ways to do this.
Write in a way that is relatable and easy to understand, focus on providing value, and be authentic and transparent. If you can do those things, you’ll be well on your way to building trust with your target audience—and that’s when the real magic happens.