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Sneaky Ways to Make Sure Your Content is Read.

You know you need to tell your company’s or client’s stories online. You know it’s optimal to optimize content for SEO with the right keywords and the perfect length. (Even if you swear that you just want copy that reads well.)

With all that focus on doing everything possible to write compelling content online, there might be one thing you overlooked.

Google and Bing are not the only sources that can give you good referrals. One of the best ways to gain more eyeballs and win the hearts and minds of new customers is with your current customers.

I was reminded of that when I opened up a carton of Vital Farms eggs. I was initially drawn to this company’s product because of its cool, colorfully illustrated type on a black label that caught my eye in the fridge at Whole Foods. Then I fell for their free-range eggs.

Content for Vital Times Issue 1
Vital Times Issue 1, the official newsletter for Vital Farms eggs.


So, I had to grin when I realized they raised the bar on their creativity a notch by including an issue of their Vital Times. A small 4”x 3” newsletter that instantly reaffirmed why I like this brand of eggs so much.

This company exudes personality.

Inside, they literally give you the birds’-eye perspective on what a great life their birds have on the farm. The first issue even offered tips on how we humans can beat the winter blues, why their birds are happier, a bird of the month, a mission statement, and a call-to-action for social sharing.

All of their most important marketing touch points were provided in a place too good to ignore – their own product. They didn’t have to pay for any media placement. Their message didn’t have to compete with up to 10,000 other marketing messages people receive in a day. And the printing costs were probably nominal for such a small size.

In one little slip, I received some helpful information, entertaining tidbits about their hens, hen cartoons, and more insight about why Vital Farms is so special, beyond their unique packaging.

There was something playful about the way this slip of paper was designed to look like a tiny newspaper that played off of the company name – Vital Farms.

Each tiny article certainly aligned well with what matters to me with timely topics such as sustainability, coping with Covid restrictions, and an opportunity to say “thank you” to their farmers and crew during these challenging times.

The headlines and subheads playfully worked in some egg puns, too.

I read their little bite-sized stories because they were delivered in such a way that I couldn’t miss them.

Vital Farms content only helped to reinforce my decision to keeping buying their eggs.

So, if you were take a page from their marketing playbook, what micro content could you create that’s too good to miss for your existing customers or anyone who visits your business?

Humanize Your Company with Content to Existing Customers

Show all the ways your company or clients can be caring, collaborative, efficient, evolving, empathic, flexible, gutsy, innovative, productive, and trustworthy.

Meet your existing customers where they’re at with compelling messages that bring your company to life.

Send an anecdote about a positive customer experience with a billing statement. Share stories of how you made a difference printed on a sales sheet, in a tent card on the counter, or framed on the wall.

Include lots of reassuring case studies that be can read in your waiting room.

Show employee profiles that demonstrate how they went the extra mile in your company’s lobby. Make reprints of articles when your company was covered by the media.

Share your stories through your partnering companies and affiliates. Show how your company made an impact by participating in a community or charitable event.

Blur the Lines of Content Marketing and Marketing.

Content is king. But it can easily morph into other forms of effective and authentic forms of traditional and experiential marketing.

Especially with well-crafted copy about how your products and services are created and transform peoples’ life and work.

Stories are an opportunity to leave consumers thinking…

• I want results like that when I buy ______.
• I didn’t know you could do that with _______.
• I had no idea they put so much effort into making ________.
• I want to feel/be that way when I use _______.

Dig deep. Talk to your team behind the scenes – the product developers, the customer service representatives, the engineers, and salespeople. Conduct focus groups or interview some customers. I bet every person has a story.

Make every purchase an opportunity to tell it. Add a card or pamphlet, so your product line is introduced with each product you sell. Add a slim brochure to your customer’s bag, box or even a receipt whenever they buy something. Send an invitation to try a new service or product.

By putting your stories in the hands of the people who actually buy your product or service, you’ll reassure and reaffirm their purchasing decision. Adapting your content is a powerful way to build momentum.