It's the question on every business owners' lips in today's marketing landscape: how the heck do I help my brand stand out?
Instagram fan-favorite and haven for Millennial plant moms and dads everywhere, The Sill has put together a killer content marketing plan that helps them do just that.
I first heard about The Sill ages ago from a colleague who had somehow ended up on their email list. So when I decided to spruce up my work area with some greenery the other day and their name turned up in my Google search results, I clicked over to their website.
Now obviously, The Sill is doing a number of things right on the marketing front. Like I mentioned, they're stars on Instagram, with 630,000 followers. They dominate in search results on Google with some smart paid ads that put photos of their lush plants right at the top of SERPs.
But once you get to their website, they knock it out of the park again with their content. They've created a website that is jam-packed with valuable information about houseplants.
Want to know how to repot a plant? They've got you covered. Ever wondered about how and when to use fertilizer? There's an article about that. Need a quick rundown of the top 10 tips to ensure your plant's survival? Yup, that's on there, too.
But the thing that really sold me was the detailed information they had about each of the plant species they sell. They go over sunlight needs, how often to water them - they even have a filter that allows you to browse for pet-friendly plants (an absolute must if you have a curious kitty living in your home).
The Sill provided so much information, they had me convinced that I could grow a garden that would be the envy of even the staff at the Palace of Versailles. Little old me, who has killed every plant that's crossed my path!
Sure, I could have found the plants elsewhere on the internet. I could have even gotten them for cheaper on another site (because, of course, like any sensible modern-day consumer, I checked!).
But that's the thing about great content marketing. If you can win a prospect's trust by providing meaningful content that convinces them you're an expert and they're in good hands, it's no longer about price. Studies have shown that customers will pay more for a great experience. My decision to purchase from The Sill, and not one of their cheaper competitors, is living proof of that.
Now let's see if I can keep my two plant babies alive for more than six months...