It’s no secret that home cleaning products have recently become an even bigger staple in the cabinets and closets of consumers worldwide. A recent report by Hexa Research shows that the global household cleaners market is anticipated to reach $40.4 billion by 2025 — an evaluation undoubtedly hypercharged by the recent health pandemic.
And while some brands have leveraged content marketing as a tool to keep customers informed and engaged in a post-COVID world, many brands are falling short.
We reviewed 10 top home cleaning brands to map out where their content marketing stands. Here’s what we found.
Lack of resource centers
Resource centers and content hubs are an essential aspect of a strong content marketing strategy. They serve as a gateway to sharing knowledge and thought leadership beyond your products.
Yet, of the 10 brands we analyzed, only three had a designated content hub or blog, and only three offered consumers a dedicated COVID-19 resource page. While name recognition is important and has established many of the top brands we analyzed, going the extra mile for your customers ultimately shows your commitment to their well-being.
Prioritizing newsletter sign-ups
For every $1 spent on email marketing, the average expected ROI is $53, according to the Data and Marketing Association. Of the 10 brands analyzed, seven included an email newsletter sign-up. For the brands with a content hub, a newsletter is a great way to share that hub content directly with consumers and extend the longevity of existing content. For those without a hub, a newsletter program offers the storytelling benefits of a content hub.
Featuring authentic, empathetic storytelling
The health pandemic has forced brands to rewrite marketing strategies, using empathy and unity to drive brand messaging.
Following the outbreak, Procter & Gamble announced the three core principles guiding its brand during the health crisis, including how the company serves and aids employees, consumers and communities. This act of transparency is a way to openly communicate the brand’s impact and efforts, which enables trust and loyalty among consumers.
Building a loyal fanbase isn’t something that can be bought. It takes time and trust, and once it’s obtained, the wrong messaging can cause a PR disaster that just as easily takes it away.
As the spotlight on hygiene and safety continues, communication and transparency are critical for brands today and tomorrow.