Content Marketing Example – Learn How a Company Captured the Customer of a Competitor
Here is an inspirational example of the content marketing strategy of corporate brand which uses the power of digital content on their website to capture the attention of potential customers of their competitors.
The content marketing strategy of Wondershare company is very smart and worth replicating. It sells a video editing software named as Filmora. Interestingly, Wondershare website also offers helpful learning tutorials and how-to articles about their competitors in the market – such as Movavi and Adobe Premiere Pro.
For example, Wondershare website has around 400 articles about CyberLink PowerDirector video editing software, about 700 tutorial pages on Movavi, and over 4000 articles about Adobe Premiere Pro video editor.
So, WHY Wondershare has produced such a huge content about its own competitors?
Because to capture the customers of its competitors through search visibility and content marketing.
Let’s understand it with an example.
If I search the query, “How to Cut Videos in Movavi Video Editor 2023”, the search engine returns the top result on SERP, not from Movavi website, but from Wondershare website (as shown in our video demo).
The nature of query reflects that the searcher has just started learning the Movavi video editor. It could be a great probability that the user might have just downloaded the trial free version of Movavi to test it. In other words, user might not have yet purchased Movavi.
So, after clicking the link, the user landed on the specific page of Wondershare website.
Wondershare has not missed the golden opportunity to attract the attention of the user through an impressive brand awareness strategy, by utilizing the power of content marketing . After just describing the method of cutting video in Movavi, Wondershare started recommending its own product, Filmora to the user.
So, here is a bright chance that the user may purchase Filmora instead of Movavi. In other words, through effective content marketing, Wondershare hijacked the customer of Movavi.
I hope, through this example, you understood the power of content marketing.
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