Aug 27 2019
Content marketing has proven to be an effective marketing strategy across many industries, including the auto industry. In the automotive retail space, content marketing is a great way to connect potential vehicle buyers with valuable content that answers their questions and builds trust with your dealership, or your allied business.
Unfortunately, many of your competitors (direct and indirect) have adopted this marketing strategy as well and are creating similar content around many of the same subjects. Generating unique content that hasn’t already been written can be challenging but necessary to break through the static.
This is where vehicle data can help. Analyzing vehicle data can help identify topics, or different angles on a common topic, you may not have thought of otherwise.
With use of a delivered vehicle database, you can query the data however you want and analyze it from multiple angles. This can give you some creative ideas to break away from standard clickbait content such as “10 most fuel-efficient vehicles” or “20 most spacious SUVs in 2019,” and craft some truly unique content that will resonate with each segment of your audience.
Here are a few suggestions:
Rather than covering one angle, such as SUV size, fuel efficiency, or price, why not combine a few different data points to create more powerful content.
If you can get a better handle on which combinations of vehicle features your audience is most commonly looking for, for example by monitoring their shopping behavior on your website via your research tools, you can use that data in conjunction with your vehicle database to write niche articles, or even an article series on more comprehensive topics.
What does “the most space” really mean? This could be leg room, head room, shoulder room, cargo volume, etc. Depending on the vehicle buyer, maybe only one or two of these sub-categories of vehicle space will really matter to them. For example, parents with young children may be most concerned about vehicle width, number of seats, or even 3rd row seating size for car seat space and comfort while travelling. A driver who often travels with a lot of cargo would be more concerned with cargo volume.
Leveraging a vehicle database will support detailed angles not just for vehicle space, but other important aspects of a vehicle, such as safety, technology, performance, and fuel economy, with specific details to help you tell the right story.
There are plenty of car enthusiasts out there who will be drawn to some real nerdy data-driven content. Dig into the data and pull out specs and features that will catch the eyes of those buyers. Running queries on max horsepower, max torque, fuel induction, transmission type, vehicle weight, MSRP, etc., will give you some interesting content ideas.
The content possibilities are endless with a comprehensive vehicle database at your fingertips. Chances are, your business is already leveraging vehicle data for other use cases, so you may already have the data you need set up and ready to go.
Start creating unique content that will grab the attention of your potential buyers and put your brand front of mind in this crowded space!
Not leveraging a vehicle data solution yet? Download our free white paper on best practices for choosing & getting the most value out of a vehicle database:
