Creating a viable content strategy for a multi-product company is difficult for several reasons. For one, none of your leads will be interested in “all” of your products, at least not simultaneously. This means that you’ll need to not only segment your leads into different customer groups but also manage your content funnel more carefully. 

Marketing different products will require you to plan your content and run multiple separate campaigns. Let’s take a look at why multi-product companies should create content marketing strategies instead of running ad-hoc marketing campaigns.

Adapting your Content to a Multi-Product Marketing Strategy

You may be inclined to market one product at a time to keep things as focused as possible. However, there are plenty of examples of eCommerce and SaaS companies with multiple different products and services available. If you only market a certain product, others will naturally fall to the wayside and be left to the devices of SEO algorithms and search engines. 

Instead, you can develop several different marketing funnels and push different products to your audience periodically. This will help you keep each product relevant in the customers’ eyes while giving you enough information on which ones are trending the most. Here are a few perks to developing a multi-product content strategy for your company (or the company you’re developing a marketing strategy for):

• Improved brand authority and audience loyalty

• Increased reach and word of mouth

• Ability to scale specific campaigns based on trends/interests

• Improved search engine visibility of your storefront

• Gain valuable audience interaction data for future marketing

• Increased ROI from each product on your website

Image source: Unsplash.com

Developing Unique Selling Propositions (USPs) for Different Products

Each of your products has different elements, benefits, and features. These data points distinguish them from other products in your industry and form what is referred to as unique selling propositions (USPs). USPs are the value your products can provide for the people who purchase them. 

Think of them as “benefits” found in product descriptions throughout various eCommerce websites. Defining each of your products’ USPs can significantly increase their appeal and make them easier to market and sell to different customer segments. Differentiate from your competitors as much as you can and your customers will recognize your sales pitch for what it is – USPs for them. 

Define your Top/Middle/Bottom Content Funnel

Once you’ve identified your USPs, you should create content to convince people of buying your products. This is what is referred to as a content funnel and it consists of three separate stages:

• Top of the funnel – making customers more aware of your brand/products

• Middle of the funnel – teaching customers how to use your products

• Bottom of the funnel – explaining why your products are the best to your customers

Each of these funnel elements will require you to create different marketing content. Said marketing content can be used on social media, email, and your website in the form of blog posts. Create separate content pieces for each of your products based on these three funnel segments before you consider marketing your company. Once you begin marketing with the “top” funnel content, you will want to follow up with “middle” and “bottom” content while your audience is hooked.

Audience Acquisition and Segmentation

As you develop content for different parts of your customer funnel, you’ll need to think about your customer acquisition channels. Mainly, how will you build your contact list and gather potential customers’ emails? There are several great audience acquisition channels you can take advantage of as an online business:

• Website conversion buttons (email subscription CTAs)

• Blog publications (how-to guides, news articles, tutorials, tips, etc.)

• Social media platforms (Facebook, Twitter, Instagram, TikTok…)

• Paid ads (PPC ads in search engines with custom-made landing pages)

• Brand ambassadors (influencers and affiliate marketers promoting your products)

Scale your audience acquisition campaign based on your available budget and how many products you’d like to promote simultaneously. You can lump similar products together and categorize them as such, presenting multiple different products to your audience for them to choose from. 

Be careful however as you can accidentally lead them to have too many options available and ultimately choose to abandon your marketing pitch altogether. This is why segmentation is important, both for your products and the audience you acquire through marketing content. Start with a limited number of channels and go up from there when you’re more confident of your content’s efficacy.

Refining your Multi-Product Content Marketing Strategy

Without proper planning and audience segmentation, your marketing campaigns can look chaotic and unfocused when advertising multiple products. All you need is some foresight to plan marketing campaigns ahead of time and figure out which customers would like which types of products. 

While you can send out generalized newsletters and sales emails to everyone during big sales campaigns, day-to-day funneling should be more organized. Don’t send all emails to everyone and schedule your campaigns without them overlapping with one another in the same audience segment. This will eliminate choice paralysis and a sense of you spamming your contact list, leading to better content marketing engagement and revenue generation.